What is a Mortgage Marketing Course
A mortgage marketing course is a place to learn relevant marketing skills that can grow your sales pipeline. The right marketing course for loan officers and mortgage brokers depends on their immediate needs, skill level, and sales goals. If you are new to marketing as a whole, I recommend taking a course on marketing fundamentals and business principles.
These are some of the first topics students learn in business school for a few reasons. Reason one, marketing technology changes 10x faster than consumer behavior. Therefore, if you can understand how consumers think and their core motivations behind the purchase process, you can be successful at multiple forms of martech. However, if you dive headfirst into the technology side of things, without understanding how consumers buy, you will make double the mistakes.
Additionally, digital marketing is an unforgiving world where loan officers can lose money fast. For this reason, I highly recommend learning why homebuyers purchase before you take an advanced mortgage marketing course. With that said, lets dive deep into the world of digital marketing courses for LO’s ready to explode their business.
What You Should Learn in a Mortgage Marketing Course
In today’s marketing environment, mortgage marketing courses should be focused heavily on digital solutions. Specifically, loan officers and mortgage brokers should learn how to run paid advertisements, build social media pages, and design landing pages. Beyond the technical skills of digital marketing, it is important to understand digital sales funnels and consumer behavior. Furthermore, you could understand all the technical abilities of digital marketing, however, if you do not understand what convinces a consumer to fill out a form, it is impossible to succeed.
The Sales Funnel
The first mortgage marketing course loan officers and mortgage brokers should learn from is the sales funnel. A sales funnel is a consumer-focused marketing model that outlines how people make purchasing decisions. Specifically, as a prospect becomes more familiar with your business, they are more likely to become customers. The below graphic outlines the awareness, consideration, conversion, loyalty, and advocacy that a customer will experience through the sales funnel.
It is the responsibility of the brand to guide customers from awareness through advocacy by creating content that aligns with the business’s goals. A great example of a digital sales funnel starts with running top-funnel ads that show your target audience who you are, what makes you different, and why people should work with your brand. Do not expect much lead generation from this portion of your campaign.
However, optimize around eyeballs. From there, remarket to the people that have watched your ads with messaging that is more focused on driving a conversion. Once you have generated customers, begin creating value after the sale to bolster loyalty and advocacy. This is an extremely simplified strategy, however, any good mortgage marketing course will teach you how to work the funnel appropriately.
After you have understood the fundamentals of the sales funnel, the next mortgage marketing course that you should learn from should revolve around brand development and customer awareness. Within the realm of digital marketing, social media is the best way to build a brand and spread your top funnel message to your audience.
The foundation to a successful social media brand comes down to audience development and content creation. Audience development on social media is the process of finding your ideal customer and providing them with content that is valuable. This can be achieved through a mix of organic content creation and targeted advertisements. Either way, it is important to find a course that gives you a holistic understanding of how people use social.
Once you have a thorough understanding of the awareness and consideration portion of the sales funnel, it is time to find a mortgage marketing course that can teach you how to build a brand, drive conversions and increase your clients through digital marketing.
Brand development is a great first-tier mortgage marketing course for loan officers and mortgage brokers. Mortgage originators are trained on the transaction side of things. However, before you bring someone into the transaction, you need to convince them that your business is authoritative, trustworthy, and successful. This process all starts with your brand.
A brand is a narrative about your business to your prospective customers through content, advertising, word-of-mouth, etc. Essentially, you need to find out who you are, who you serve, and what makes you different from the competition. Finding a mortgage marketing course that can explore brand development and guidelines will be very effective for any LO looking to make a splash in digital marketing.
Lead Generation Mortgage Marketing Course
Generating quality leads comes down to finding your target audience where they are at in the consumer journey. Finding the right audience is a mixed bag of media platforms and advertisement networks. While this may seem complex, there are a few top-tier media platforms that homebuyers are active on.
First, prospective homebuyers are constantly searching on Google and Bing for information related to their future purchase. This is a great platform to start your lead generation journey. The theory is simple, target the terms your audience is searching for and serve them relevant ads that answer their questions. While the basic theory behind Google Ads is straightforward, Google’s ad network is a little more complicated.
Thankfully, we have created a course that helps loan officers, mortgage brokers, and even realtors learn how to win business using Google Ads.In this mortgage marketing course, you will learn how to an effective lead gen plan using Google Ads.
Access Our Library of Courses
At mortgagecolumn.com, we are developing a library of mortgage marketing courses that help mortgage brokers, loan officers, and marketing managers become more effective at digital marketing. Marketing technology is rapidly changing, therefore, how we generate leads, develop a brand, and grow our business will change as well. Thankfully, our bite-sized marketing courses teach the fundamentals of marketings as well as the technical side of the business. Additionally, it is vital to learn courses at your own pace and take time to really understand the content. Below is the link to our full marketing course library, we hope you find value!
If you are interested in more marketing topics, dig into the following posts:
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Henry has spent the bulk of his career working for mortgage companies and marketing agencies. He uses his experience in the martech industry to guide his strategies and insights in the mortgage and real estate world. He firmly believes that marketing success in every industry boils down to a technology-centered strategy.