The Three Foundations of Mortgage Marketing: Part 1: Market

The critical components of successful mortgage marketing are identified in this 3-part series. First, there is the Market, a reference to your target audience. Your market consists of those people who are in your sphere of influence—for instance, friends, family members, colleagues, past associates, etc.

As you know, most new business comes from referrals. Therefore, to effectively engage in mortgage marketing, you need to actively manage your contacts if you want to succeed in generating more referrals. To do so, we recommend that you follow these important steps:

Invest in Contact Management Software. There is a wealth of software out there for managing contacts, and some of it is geared specifically toward the mortgage industry. It can’t be stated how critical it is to have all of your contacts’ information listed in one central database.

Keep Your Database Up-To-Date. Your database is your primary marketing tool. Make sure that it is kept current and includes all potential leads, whether they are friends, family members, colleagues, or past clients. Anyone who you come into semi-regular contact with should be included in your contacts database.

Regularly Generate New Leads. There are a number of ways to generate new leads and increase your market. For instance, you can approach real estate agents or look through real estate listings to find agents with lots of listings. Also, you can consider approaching home owners who are selling their homes without the aid of a realtor. And don’t forget to attend open houses or trade shows. For example, at a home improvement trade show, you might want to advertise home equity lines; this is a great way to attract homeowners looking to invest in home improvement projects.

Once you’ve clearly identified your market—and you have a system in place for managing it—the next important pillar of mortgage marketing is the message. In part 2 of our series, we’ll identify what the message is and how it’s a critical feature of your overall marketing strategy.

Titan List is a full service Advertising and Design agency specializing in Direct Mail, Mortgage Marketing, Search Engine Optimization and Website / Graphic Design. Titan List has been around since 1998, and has a team of highly qualified individuals with experience in the marketing trends that fit your business. Unlike other agencies that source their work out, Titan List & Mailing handles the entire campaign in-house. Looking for a special list of data for your business? We can customize any data list for your company.