As a mortgage broker, it's vital to your business that you keep your name top-of-mind for your consumers. In simple terms, top-of-mind awareness means that your name/brand will be the first one that they think of when in need of your services. At the same time, an effective and diversified marketing strategy will enable you to achieve maximum ROI for your efforts.
This article will discuss how to increase your ROI through advertising and talk about why mortgage brokers should invest in marketing right now.
There are several advertising channels that you can leverage to increase top-of-mind awareness with your target audience and maximize your ROI. Of course, there are best practices for each channel that can really optimize your results. Some key advertising channels for the Atlanta area include:
Atlanta Plugged In is Gray Atlanta's lifestyle marketing show that airs on CBS46. It is a 2-minute, high-impact interstitial that provides advertisers with a platform longer than the traditional 30-second commercial to showcase and promote their product. Marketing within a lifestyle show or segment is a great way to engage with your audience, educate them on your services, and generate leads. In television terms, 2 minutes is a long time, but not long enough to say everything that needs to be said about your products or services. Use the time wisely by first determining what message you want to get across, ensuring that it is timely and relevant, then intrigue the audience with demonstrations or tidbits that will lead them to your website or social media pages for more information or to make a purchase.
Whether promoting current deals or introducing your brand to prospects, your commercials can help you reach your short-term financial goals or position our brand to be top of mind when consumers are ready to make a purchase. Airing your ad creative during local news programs can help you attract Atlanta residents that fit your specific target demographic.
With so many consumers researching in the awareness stage of the buyer's journey online, search engine marketing and PPC campaigns are essential business drivers. Ensure that you always post SEO-driven, high-value content to your website blog, and do so consistently.
With regard to PPC (pay-per-click) ads, it's crucial to develop a highly targeted keyword strategy. Many advertisers even use "negative keywords" to filter out low-value or irrelevant traffic from their ad delivery system
When implemented correctly, email marketing can yield massive returns. In fact, one study found that email marketing can deliver up to $38 for every $1 spent!
In general, email campaigns are more effective when they target MQLs (marketing-qualified leads). For that reason, be sure to combine your form-capture strategy with email marketing tactics. As an example, whenever a new prospect signs up for your email list, make sure to send them a "welcome series" of emails to strengthen the relationship.
There are several reasons why you should be investing in increased marketing. For instance:
In summary, you absolutely should invest in marketing as a mortgage broker in the Greater Atlanta Area. As you do so, be sure to leverage a diversity of advertising channels to reach and engage with the most people. With the right mindset — and perhaps some expert assistance — you'll be able to grow your advertising ROI, maybe even further than you expect!