NMP - December 2016 - 92


Digital Marketing Helps Mortgage Pros
React to Changing Conditions By Craig Rowe
nline
advertising that
leverages
remarketing
technology
allows
mortgage professionals to react
to changing market conditions
and inspire confidence in new
customers.
Bankrate.com reported
recently that the 30-year fixedrate mortgage climbed slightly
for the first time in months,
landing at 3.64 percent. That's
pretty important news for
mortgage shoppers. Actually,
these days, interest rate news
is important for everyone. It's
also the type of news that
mortgage professionals should
share as soon as possible with
customers, prospects and real
estate colleagues.
Traditional marketing
methods like direct mail and
print should be part of every
well-rounded marketing plan.
Each method of outreach has
its place, but some are more
nimble than others. Digital
advertising gives mortgage
professionals the ability to
build effective, reactive
advertising campaigns-so you
can share the news before
your competitors do.
Today's Internet display ad
tactics employ simple,
affordable technologies that

O

DECEMBER 2016 n National Mortgage Professional Magazine n

NationalMortgageProfessional.com

92

allow local, independent
mortgage professionals to
match marketing wits with the
biggest of the big.
The most savvy approach to
online advertising is to employ
a marketing technology called
"Retargeting," which uses
stashed browser data (cookies)
to track online consumers, and
it's an ideal solution for the
browsing habits of home
shoppers.
This novel approach to
marketing keeps a mortgage
brand in front of online
shoppers after they leave your
site. A loan officer's ads can
be displayed on the some of
the most trafficked, consumerdriven online destinations,
such as Trulia, YouTube, and
USA Today.com.
Beyond such compelling
reach, digital display
advertising for mortgage
professionals is a proven way
to encourage viewers to react,
especially when used to
promote events or major
market news. Bold, expressive
CTA (calls to action) shine
through online advertising and
help drive measurable clicks to
a website, article, or event
sign-up form.
Once set-up with an
account on a mortgage
advertising platform like
Adwerx, ad content can be

"Digital advertising gives mortgage
professionals the ability to build effective,
reactive advertising campaigns-so you
can share the news before your
competitors do."
changed quickly so users are
never beholden to the same
message for weeks on end.
When interest rates change,
an ad can quickly be altered to
reflect the news and
encourage readers to click
through for more information,
sign-up for a newsletter or
provide pre-qualification data.
Mortgage pros using digital
advertising can quickly amplify
other online outreach efforts,
such as a white paper or
online first-time buyer seminar.
The ability to edit digital ads
quickly and link them to an
array of landing destinations
opens a new world of
marketing flexibility.
Retargeted display ads can be
quickly measured so
messages can be tested and
refined, especially as they
relate to website traffic and
converting prospects to
customers.
Additionally, online ads
create a level of brand
consistency, as consumers are
repeatedly presented with your
message within the context of
a trusted web presence.
Naturally, this establishes
familiarity and instills
confidence in the minds of
prospects.
Print advertising, direct mail
and local event sponsorship
are proven ways to reach your
audience. And their impact can

also be augmented considerably
when tied directly to an online
campaign.
At every chance, mortgage
professionals should be
including their Web sites and
online profiles on tangible
marketing assets, especially
direct mail.
When an interested party
lands on your site, the power of
retargeting can be leveraged,
creating a memorable, wellbalanced marketing presence in
the mind of potential customers.
It's not just about news,
sports and other popular
consumer sites because digital
ad campaigns can also filter into
the Facebook feeds of pending
homebuyers.
Plus, the powerful targeting
capabilities of online advertising
enables mortgage professionals
to target directly real estate
agents within a specific zip
code. As a result, you can get in
front of the people and
professionals that already do
business in your community,
strengthening your local
presence.
Online advertising shouldn't
be a scary notion for mortgage
professionals. It's not expensive,
either. What it is though, is
critical.
The center of media attention
for consumers has shifted to the
Web, and it's not altering course
any time soon.

Craig Rowe is a contract copywriter and 15-plus-year
veteran of real estate marketing and communication
strategies. He is Inman's real estate technology
columnist, writes about the outdoors, and works as a
seasonal wilderness guide in northern California.


http://www.Bankrate.com http://www.Today.com http://www.NationalMortgageProfessional.com

Table of Contents for the Digital Edition of NMP - December 2016

Contents
NMP - December 2016 - Cover1
NMP - December 2016 - Cover2
NMP - December 2016 - 1
NMP - December 2016 - Contents
NMP - December 2016 - 3
NMP - December 2016 - 4
NMP - December 2016 - 5
NMP - December 2016 - 6
NMP - December 2016 - 7
NMP - December 2016 - 8
NMP - December 2016 - 9
NMP - December 2016 - 10
NMP - December 2016 - 11
NMP - December 2016 - 12
NMP - December 2016 - 13
NMP - December 2016 - 14
NMP - December 2016 - 15
NMP - December 2016 - 16
NMP - December 2016 - 17
NMP - December 2016 - 18
NMP - December 2016 - 19
NMP - December 2016 - 20
NMP - December 2016 - 21
NMP - December 2016 - 22
NMP - December 2016 - 23
NMP - December 2016 - 24
NMP - December 2016 - 25
NMP - December 2016 - 26
NMP - December 2016 - 27
NMP - December 2016 - 28
NMP - December 2016 - 29
NMP - December 2016 - 30
NMP - December 2016 - 31
NMP - December 2016 - 32
NMP - December 2016 - 33
NMP - December 2016 - 34
NMP - December 2016 - 35
NMP - December 2016 - 36
NMP - December 2016 - 37
NMP - December 2016 - 38
NMP - December 2016 - 39
NMP - December 2016 - 40
NMP - December 2016 - 41
NMP - December 2016 - 42
NMP - December 2016 - 43
NMP - December 2016 - 44
NMP - December 2016 - 45
NMP - December 2016 - 46
NMP - December 2016 - 47
NMP - December 2016 - 48
NMP - December 2016 - 49
NMP - December 2016 - 50
NMP - December 2016 - 51
NMP - December 2016 - 52
NMP - December 2016 - 53
NMP - December 2016 - 54
NMP - December 2016 - 55
NMP - December 2016 - 56
NMP - December 2016 - 57
NMP - December 2016 - 58
NMP - December 2016 - 59
NMP - December 2016 - 60
NMP - December 2016 - 61
NMP - December 2016 - 62
NMP - December 2016 - 63
NMP - December 2016 - 64
NMP - December 2016 - 65
NMP - December 2016 - 66
NMP - December 2016 - 67
NMP - December 2016 - 68
NMP - December 2016 - 69
NMP - December 2016 - 70
NMP - December 2016 - 71
NMP - December 2016 - 72
NMP - December 2016 - 73
NMP - December 2016 - 74
NMP - December 2016 - 75
NMP - December 2016 - 76
NMP - December 2016 - 77
NMP - December 2016 - 78
NMP - December 2016 - 79
NMP - December 2016 - 80
NMP - December 2016 - 81
NMP - December 2016 - 82
NMP - December 2016 - 83
NMP - December 2016 - 84
NMP - December 2016 - 85
NMP - December 2016 - 86
NMP - December 2016 - 87
NMP - December 2016 - 88
NMP - December 2016 - 89
NMP - December 2016 - 90
NMP - December 2016 - 91
NMP - December 2016 - 92
NMP - December 2016 - 93
NMP - December 2016 - 94
NMP - December 2016 - 95
NMP - December 2016 - 96
NMP - December 2016 - 97
NMP - December 2016 - 98
NMP - December 2016 - 99
NMP - December 2016 - 100
NMP - December 2016 - 101
NMP - December 2016 - 102
NMP - December 2016 - 103
NMP - December 2016 - 104
NMP - December 2016 - 105
NMP - December 2016 - 106
NMP - December 2016 - 107
NMP - December 2016 - 108
NMP - December 2016 - 109
NMP - December 2016 - 110
NMP - December 2016 - 111
NMP - December 2016 - 112
NMP - December 2016 - Cover3
NMP - December 2016 - Cover4
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201910
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201909
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201908
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201907
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201906
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201905
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201904
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201903
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201902
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201901
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201812
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201811
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201810
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201809
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201808
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201807
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201806
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201805
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201804
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201803
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201802
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201801
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201712
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201711
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201710
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201709
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201708
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201707
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201706
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201705
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201704
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201703
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201702
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201701
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201612
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201611
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201610
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201609
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201608
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201607
http://www.nxtbook.com/nxtbooks/nmpmedia/nmp_201604
http://www.nxtbookMEDIA.com