Content Marketing For Mortgage Brokers

How mortgage brokers can use content marketing to attract more clients

There are about 20,000 mortgage brokers in Australia and 11,000 mortgage broking businesses, according to CoreData and IBISWorld. Those numbers are likely to keep rising given that more than two-thirds of consumers now use a broker when taking out a home loan, according to Comparator.

With so many mortgage brokers out there, how can you stand out?

One way is to regularly publish high-quality content marketing, such as blogs, social media posts and email newsletters.

Content marketing will help you ...

Think of the most successful mortgage brokers you know. Chances are, all of them regularly publish high-quality content marketing. That’s not a coincidence.

How to market your mortgage broking business

Here are seven ways Hunter & Scribe helps mortgage brokers generate leads with content marketing:

Your website needs to clearly explain who you help, how you help them and why you’re so good.

Publishing a monthly blog is a great way to prove your expertise to potential clients who secretly visit your website when researching mortgage brokers.

The more social media posts you publish, the more attention you’ll attract from potential clients and referral partners.

Sending a monthly email to your database will help you stay front-of-mind with your old clients, which will lead to repeat and referral business.

A clever media release can help you get free media coverage and earn valuable social proof.

Winning an award would be extraordinary, but even qualifying as a finalist would differentiate you from 99% of other mortgage brokers in Australia.

Once you’ve created your ebook, you can offer it as a free download on your website and email it to potential clients at the first point of contact.

Content marketing isn’t cost-free, because it does require you to make an investment of time and/or money. However, if you regularly publish high-quality content marketing over the long-term, you’ll find a way to stand out from most mortgage brokers in Australia. That could help you attract a lot more clients and generate an enormous return on investment.

Your questions answered

frequently asked questions

An EDM, or electronic direct mail, is a marketing email sent to existing clients or prospects. EDMs are a good way for businesses to promote their services, share news and remain front-of-mind with their database.

EDMs can help your business generate leads, by building relationships with potential clients and proving your expertise to them. EDMs are a very efficient form of marketing, because one email can be sent to thousands of people.

This depends on what you want to achieve. If your goal is to make quick sales, you could send several EDMs per week, although that would likely cause some people to unsubscribe and damage your business in the long run. If your goal is to take a more sustainable, long-term approach, you would send EDMs less frequently, such as once per fortnight or month.

In a world filled with ads, your email needs to be attention-grabbing. Write a catchy subject line that makes people want to open it. Keep your message simple and get to the point quickly. Write no more than 300 words. Have one message (just one) and a clear call-to-action. Make sure the email looks good on a mobile phone screen.

Common mistakes include being verbose, failing to get to the point, discussing multiple subjects and using multiple calls-to-action. Other common mistakes include focusing on yourself, rather than the reader, and telling people about the features of your product/service rather than the benefits.

To boost your open rate, craft a compelling subject line and schedule emails when your audience is active. Knowing and segmenting your audience correctly will help with this. Your emails should also offer valuable content that people want to read: that way, you’ll build a positive reputation, which will inspire people to open your emails.

The best way to increase your click-through rate is to encourage people to read your emails from beginning to end, because the more time they spend in your email, the more likely they are to click on a link. To make your emails more readable, choose interesting topics; write in an easy-to-read way; and make sure your emails look good on mobile phones, which is where most of your audience will receive them.

 

First, split your database into multiple audiences. Second, understand what kind of content, language and tone each group wants. Third, write emails that are tailored for each group and make sure those emails go to that group only. If an EDM is relevant for everyone on your database, it probably hasn’t been customised enough.

An email sequence is a collection of evergreen emails that are automatically delivered to contacts after they take a specific action, such as subscribing to a mailing list or making a purchase. A good email sequence takes readers on a journey, one email at a time.

If you are a good writer who understands your audience and can dedicate enough time to creating impactful and successful EDMs, you can write them. But if you don’t, it may be advisable to hire a professional copywriter. Remember, anyone can type up an email, but it takes a special skill to write an email that is interesting, engaging and persuasive.

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