Millennials are known for valuing education, and they tend to do their research before making important decisions. With a high percentage of the demographic around home-buying age, LOs need to tune-in to what millennials want and need. First and foremost — millennial prospects are searching for a loan officer to help educate them throughout the borrowing process. They’re definitely doing some online research before actually meeting you, so acting as a resource and teacher online is just as important as doing it in person. Here are a few strategies to educate and succeed with millennial prospects:
Share Relevant Content
LOs need to position themselves as educators. That role is a key piece of their identity and branding that ensures millennial prospects that they’ll be included in the process and learn along the way. Maintaining a regular blog is the best way to do this. Create original and informative content to provide valuable help to millennial homebuyers. You want to cover topics that they’re looking for more information on, like the value of buying over renting and credit-building tips, for instance. Then, you can use social media to leverage this content and share it with a broader audience. Make sure to link it back to your website so prospects can easily learn more about you and your business. Creating original content is important, but reposting other content is also a powerful tool. Millennials want to work with brands that give value, so make sure yours is offering the kind of helpful information they’re looking for. More on how LOs can use content to grow their businesses, here.
Provide Resources
The key to attracting millennial prospects is to offer enough value to solidify their choice to work with you. Make sure your website is educational and offers the kinds of tools they can use — home-equity loan calculators, mortgage-payment calculators, and rate tracking options can be conveniently located on your web page for prospects and clients to use. You should also keep your blog and archived posts available on your website so prospects can read through information on a variety of relevant topics.
Offer Classes
Another positive way to stand out as an educator is to offer in-person education. Offering a first-time homebuyer course or class on credit-building tips, for example, can be effective ways to spread your name to prospects as a resource. Millennials appreciate ways to save time and money, and they’ll value the guidance of an expert in an easy-to-access class. Engaging with prospects in a class is more personal than through online resources, and it can often seal the deal with their choice of loan officers.
If you can position yourself as a mortgage educator, more millennial prospects are going to find you, and you’re going to have a much easier time building trust. If you like what you’re reading, you can get my weekly articles for loan officers right to your email inbox. Subscribe today at MD-LoanOfficer.com.
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