NMP - November 2019 - 44

Five Tips for Building a Con
ecently, I spoke at AFN's
Branch Manager Conference
and was asked about my views
on how mortgage loan
originators can achieve better
results with content marketing.
I discussed in-depth about how we need to get to
the consumer first, grabbing their attention,
and more importantly, retaining that attention.
This is where the local MLO is going to win.
I had some great conversations with MLOs
after my talk and my message resonated with
them to where they were excited to start. It is at
that point where a lot of MLOs find trouble.
"Where do I start and how do I begin?," they
generally ask. It is usually the top question I
get after anything I talk about, so that is what
this edition of "The Shred Marketer" will be
about.
Stop me if you have heard/seen this type of
marketing ...

R
NOVEMBER 2019 n National Mortgage Professional Magazine n

NationalMortgageProfessional.com

44

l
l
l
l

Here is what the bond market is doing ...
Rates experienced moderate to low volatility ...
Last week, the MBS market improved by ...
Although business is good, I am always
happy to help with your referrals ...
l Flyers on loan programs!!
I see it every day on social media, and I see
every day that these posts get little to ZERO
engagement. Most of the time, these are
automated posts that are the same as every
other MLO that is using those services. I think
we can all agree that in today's online world, we
need our marketing to stand out and be
different.
In this industry, people do business with you
because they know YOU, like YOU and trust
YOU. YOU are the face of your brand. and YOU
are the one people want to have a connection

with. The top producers I
know have this strategy
down cold. You start by
putting a spotlight on your
value proposition, which is a
major key to getting new
business. It is for this reason
that your marketing should
not be canned or automated
with rates and industry news.
Instead, focus on making
connections and creating
commonality with your audience.
Don't get me wrong ... there is a
time and place for rates and news if
you can be creative with it. With the
state of our current digital world with
low attention spans and the need for
"thumb stopping" imagery, posting about
rates and industry news alone won't cut
it. But, by taking the time to learn what
the consumers care about, what they are
searching for and creating your content
marketing strategy to match, can make all
the difference.
This is why we talk about how to use
Google to help them create content and I
show MLOs tools that can be used to go
deep into trending search terms. As MLOs,
you all have a ton of expertise and
experience on these mortgage topics, which
happens to be exactly what consumers are
searching for. They want experts to answer
the questions they have, and that is where you
can start getting your brand in front of them.
With that, here are my "Pro Tips for MLOs" on
where to start with creating a content
marketing strategy ...
1. Stop thinking about ROI. Marketing is a
marathon, not a sprint. Don't look for instant



NMP - November 2019

Table of Contents for the Digital Edition of NMP - November 2019

Contents
NMP - November 2019 - CT1
NMP - November 2019 - CT2
NMP - November 2019 - Cover1
NMP - November 2019 - Cover2
NMP - November 2019 - 1
NMP - November 2019 - Contents
NMP - November 2019 - 3
NMP - November 2019 - 4
NMP - November 2019 - 5
NMP - November 2019 - 6
NMP - November 2019 - 7
NMP - November 2019 - 8
NMP - November 2019 - 9
NMP - November 2019 - 10
NMP - November 2019 - 11
NMP - November 2019 - 12
NMP - November 2019 - 13
NMP - November 2019 - 14
NMP - November 2019 - 15
NMP - November 2019 - 16
NMP - November 2019 - 17
NMP - November 2019 - 18
NMP - November 2019 - 19
NMP - November 2019 - 20
NMP - November 2019 - 21
NMP - November 2019 - 22
NMP - November 2019 - 23
NMP - November 2019 - 24
NMP - November 2019 - 25
NMP - November 2019 - 26
NMP - November 2019 - 27
NMP - November 2019 - 28
NMP - November 2019 - 29
NMP - November 2019 - 30
NMP - November 2019 - 31
NMP - November 2019 - 32
NMP - November 2019 - 33
NMP - November 2019 - 34
NMP - November 2019 - 35
NMP - November 2019 - 36
NMP - November 2019 - 37
NMP - November 2019 - 38
NMP - November 2019 - 39
NMP - November 2019 - 40
NMP - November 2019 - 41
NMP - November 2019 - 42
NMP - November 2019 - 43
NMP - November 2019 - 44
NMP - November 2019 - 45
NMP - November 2019 - 46
NMP - November 2019 - 47
NMP - November 2019 - 48
NMP - November 2019 - 49
NMP - November 2019 - 50
NMP - November 2019 - 51
NMP - November 2019 - 52
NMP - November 2019 - 53
NMP - November 2019 - 54
NMP - November 2019 - 55
NMP - November 2019 - 56
NMP - November 2019 - 57
NMP - November 2019 - 58
NMP - November 2019 - 59
NMP - November 2019 - 60
NMP - November 2019 - 61
NMP - November 2019 - 62
NMP - November 2019 - 63
NMP - November 2019 - 64
NMP - November 2019 - 65
NMP - November 2019 - 66
NMP - November 2019 - 67
NMP - November 2019 - 68
NMP - November 2019 - 69
NMP - November 2019 - 70
NMP - November 2019 - 71
NMP - November 2019 - 72
NMP - November 2019 - 73
NMP - November 2019 - 74
NMP - November 2019 - 75
NMP - November 2019 - 76
NMP - November 2019 - 77
NMP - November 2019 - 78
NMP - November 2019 - 79
NMP - November 2019 - 80
NMP - November 2019 - Cover3
NMP - November 2019 - Cover4
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