Content is one of the best modern tools that loan officers can utilize to grow their business. It’s an effective way to connect with your audience, show them who you are, and create opportunities for engagement. In fact, I touched on this in a recent post about loan officers getting the most out of their online networks, here, but I wanted to do a deeper dive. If you’re not currently producing content as part of your marketing strategy, it’s time to give some serious thought to getting started. If you already use content marketing for your business, take an opportunity to step back and look at what’s working and what isn’t. Whether you’re a content marketing neophyte or you’ve been doing it for a while, here are some ideas to make sure that you’re doing it effectively:
Answer Questions
Think about the common question, concerns, and misunderstandings you encounter from prospects and clients. These can function as a terrific source of content inspiration. Maybe a prospective client does an online search for local loan officers and ends up on your website, where they find several articles addressing the same questions they have. Or maybe someone is scrolling through their Facebook feed and one of your article titles catches their attention. Producing relevant content that potential borrowers are looking for makes it easier to connect with them and begin building trust before you’ve even met.
Position Yourself as An Expert
Content provides the best opportunity to demonstrate your expertise to the widest possible audience. Because taking out a mortgage is such a big decision (and commitment), borrowers need to work with someone they trust. If you work with a specific demographic, like first-time buyers or Veterans, then your content should be geared toward those groups. If you don’t have an area of specialization, then perhaps you write some posts about different loan options available to borrowers along with the pros and cons of each. Sharing content gives you a valuable platform to show your audience what your skill set is and why they should trust you.
Don’t Forget Personality
If content allows you to show an audience who you are, it’s important that what you’re showing them is an authentic representation. Your website bio usually only provides a brief outline, and often, potential clients want to know more. Through your content, these borrowers can get a better idea of who you are as a professional and who you are as a person. Be authentic and honest — include personal examples and experiences, and let your passion for what you do come through in your writing. When we do that effectively, we have a distinct advantage over the other LOs our potential clients may be considering.
Maximize Your Reach
Your content is a tool and the better you learn to use it, the more you’ll be able to accomplish. Just posting to your blog or website isn’t going to be enough. Putting some effort into the SEO will help you maximize your impact. Include keywords that borrowers will likely be searching for, and even local references to underscore that you’re a part of the community. You should also share your posts across multiple social-media platforms, which will expand your reach and make it easier for someone to find you on their platform of choice. Using multiple sites also show that you’re clued in, which is particularly appealing to millennials.
There’s no magic involved in content marketing — it requires time and consistency to be effective. But with consistent effort, you’ll find it to be a powerful strategy that will undoubtedly bring in new opportunities and new business.
If you’d like to talk more about content marketing, or if there’s another matter I can be of assistance with, don’t hesitate to reach out. I’m always happy to block off some time to connect.
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