Mortgage Marketing Best Practices: What Really Works
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Frequently Asked Questions
Key best practices include maintaining consistent branding, focusing on local SEO, nurturing leads with automated campaigns, tracking ROI meticulously, staying compliant with regulations, and providing value-first content that educates borrowers.
Follow RESPA, TILA, and Fair Housing guidelines. Include proper disclosures, avoid prohibited terms, maintain equal housing logos, document your processes, and regularly review marketing materials with compliance officers or attorneys.
The best channel varies by market, but successful LOs use an omnichannel approach. Combine digital marketing (SEO, PPC, social media) with traditional relationship building, referral partnerships, and community involvement for optimal results.
Follow the 5-5-5 rule: contact new leads within 5 minutes, follow up 5 times in the first week, and maintain contact every 5 days until they're ready. Long-term nurture campaigns should touch leads monthly with valuable content.
Track cost per lead, lead-to-application ratio, application-to-close ratio, customer acquisition cost, lifetime value, ROI by channel, and speed to contact. Monitor these metrics monthly to optimize your marketing spend and strategies.