NMP - July 2018 - 43

Five Ways Mortgage Brokers
and Lenders Can Get Ahead
of the Digital Marketing Curve
By Bud Torcom

W

Real estate is not immune to
sweeping change
According to a report on
consumer housing trends from
Zillow, 87 percent of prospective
homebuyers use online resources
during the homebuying process.
While it still definitely requires inperson interactions, the real
estate sector has started to
involve less personal contact.
Thankfully, digital marketing
does not eliminate the personal
touch-it delivers more qualified
leads to lenders. When borrowers
fill out online forms to get

preliminary quotes for a loan,
they provide valuable information
that lenders can use to deliver
targeted advertising.
Instead of putting an ad in a
newspaper or sending out leaflets
in a neighborhood and hoping the
right people see it, digital
marketing allows lenders to
display their messaging only to
those who will find it relevant. For
instance, you might target people
on Facebook who have
expressed an interest in moving
or who are looking to buy their
first home. When those
individuals are ready to secure
funding, they will already know
who you are and what you offer.
For instance, one of our clients
had purchased thousands of
leads, but was not getting much
use out of the list on its own. By
uploading that list to Facebook
and cross-referencing profiles to
create an ideal customer profile,
this Broker was in a position to
call the most promising leads
immediately. If there are still too
many leads to contact, a
Messenger bot provides a great
way to qualify them further-
answering a host of questions
and alleviating any concerns.
Five ways to get ahead of
the curve
Our approach to digital marketing
is based primarily on our own
experiences, but we also keep an
eye on what's coming down the
pipeline. Digital marketing is
prone to rapid change, and not
embracing a cutting-edge
strategy could put you behind the
curve. To bring your marketing
into the digital fold, start with
these five steps:

1. Install a Facebook pixel
If you don't have a pixel installed
on your Web site, you're missing
out on valuable information. This
small nugget of code will help
you track conversions from
Facebook ads, optimize those
ads, retarget to the most
qualified leads, and tweak your
audiences for future marketing
campaigns. A pixel also allows
you to use cookies to track
people as they navigate your site
and interact with your
advertisements, presenting you
with additional valuable
information.
2. Create a custom audience
and Lookalike Audience
Target your custom audience
starting at the top of the funnel,
maybe with a video that helps
audience members learn more
about your company. You can
then move those prospects into
lead generation or perhaps reach
them using Facebook Messenger.
Each campaign should include
an advertisement geared toward
your target audience, and you
should have a minimum budget
of about $1,000 per month to
ensure you hit about 50
conversions per week. Your
definition of conversions might
mean 50 leads or 50 clicks, but
you will know your ad is
optimized for Facebook's
algorithm when you reach that
target.
Once you have a custom
audience, target a Lookalike
Audience that is within two
percent of your original
parameters. Your $1,000 budget
continued on page 83

43

n National Mortgage Professional Magazine n JULY 2018

The potential of platforms
Social networks might seem like
a trivial diversion from everyday
life, but these platforms offer big
benefits to lenders. A survey by
Velocify on growth in the
mortgage market found that
lenders who invest more
resources in marketing
technology are more likely to
experience a high degree of
growth.
In the relatively short time it
has been around, Facebook has

become one of the most
important marketing channels for
businesses in almost every
industry. In 2017, Facebook
earned 18 percent-nearly onefifth-of worldwide online
advertising revenue. The ability of
Facebook marketers to create a
custom audience is one of the
most productive ways to use the
platform, as it allows
organizations to reach users who
are already interacting with them.
When a custom audience is
performing particularly well,
Facebook offers lenders the
option to make a "Lookalike
Audience." This powerful feature
enables you to reach more
people with the same traits as
your high-converting custom
audience. Facebook pixels are
currently able to track visitors to
your website, but this useful tool
will eventually be able to optimize
audiences purely based on which
visitors are clicking through your
ads-helping you steer people
toward your products knowing
they have a base level of interest
in those offerings.

NationalMortgageProfessional.com

hile an
overwhelming
87 percent of
homebuyers
browse the
Internet when
looking for real estate, a
surprising amount of evidence
indicates Mortgage Brokers and
Mortgage Lenders fail to
capitalize on digital marketing
tools.
All it takes is a quick look at
various mortgage Web sites to
notice that many lack Facebook
pixel integration. And when I talk
with these mortgage veterans
about a concept like retargeting,
I get the impression they think
I'm a sorcerer.
It's fairly common for
Mortgage Brokers to buy custom
audience lists or lookalike
audiences, but they generally do
not realize we can upload those
lists to Facebook to create
lookalike audiences based on
those leads. They also rarely take
full advantage of tools such as
Instagram and Facebook
Messenger, which means they
miss out on valuable crossreferencing opportunities.



Table of Contents for the Digital Edition of NMP - July 2018

Contents
NMP - July 2018 - Cover1
NMP - July 2018 - Cover2
NMP - July 2018 - 1
NMP - July 2018 - Contents
NMP - July 2018 - 3
NMP - July 2018 - 4
NMP - July 2018 - 5
NMP - July 2018 - 6
NMP - July 2018 - 7
NMP - July 2018 - 8
NMP - July 2018 - 9
NMP - July 2018 - 10
NMP - July 2018 - 11
NMP - July 2018 - 12
NMP - July 2018 - 13
NMP - July 2018 - 14
NMP - July 2018 - 15
NMP - July 2018 - 16
NMP - July 2018 - 17
NMP - July 2018 - 18
NMP - July 2018 - 19
NMP - July 2018 - 20
NMP - July 2018 - 21
NMP - July 2018 - 22
NMP - July 2018 - 23
NMP - July 2018 - 24
NMP - July 2018 - 25
NMP - July 2018 - 26
NMP - July 2018 - 27
NMP - July 2018 - 28
NMP - July 2018 - 29
NMP - July 2018 - 30
NMP - July 2018 - 31
NMP - July 2018 - 32
NMP - July 2018 - 33
NMP - July 2018 - 34
NMP - July 2018 - 35
NMP - July 2018 - 36
NMP - July 2018 - 37
NMP - July 2018 - 38
NMP - July 2018 - 39
NMP - July 2018 - 40
NMP - July 2018 - 41
NMP - July 2018 - 42
NMP - July 2018 - 43
NMP - July 2018 - 44
NMP - July 2018 - 45
NMP - July 2018 - 46
NMP - July 2018 - 47
NMP - July 2018 - 48
NMP - July 2018 - 49
NMP - July 2018 - 50
NMP - July 2018 - 51
NMP - July 2018 - 52
NMP - July 2018 - 53
NMP - July 2018 - 54
NMP - July 2018 - 55
NMP - July 2018 - 56
NMP - July 2018 - 57
NMP - July 2018 - 58
NMP - July 2018 - 59
NMP - July 2018 - 60
NMP - July 2018 - 61
NMP - July 2018 - 62
NMP - July 2018 - 63
NMP - July 2018 - 64
NMP - July 2018 - 65
NMP - July 2018 - 66
NMP - July 2018 - 67
NMP - July 2018 - 68
NMP - July 2018 - 69
NMP - July 2018 - 70
NMP - July 2018 - 71
NMP - July 2018 - 72
NMP - July 2018 - 73
NMP - July 2018 - 74
NMP - July 2018 - 75
NMP - July 2018 - 76
NMP - July 2018 - 77
NMP - July 2018 - 78
NMP - July 2018 - 79
NMP - July 2018 - 80
NMP - July 2018 - 81
NMP - July 2018 - 82
NMP - July 2018 - 83
NMP - July 2018 - 84
NMP - July 2018 - 85
NMP - July 2018 - 86
NMP - July 2018 - 87
NMP - July 2018 - 88
NMP - July 2018 - Cover3
NMP - July 2018 - 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