Marketing tips for mortgage advisers

The growth of the mortgage adviser channel in recent years means consumers have more choice when selecting an intermediary to advise on the best home loan deal for them.

Thursday, June 15th 2023, 6:00AM

The New Zealand market has a relatively low 25% mortgage adviser share of the home loan market, compared to Australia’s 65% and the UK, where 95% of loans went through advisers during a period of restricted credit.

In this blog post The PPCMachine discusses six marketing tips that can help expand the client base.

1.Define an ideal customer

As a mortgage adviser, defining your ideal customer should be a priority when formulating a marketing strategy. Your ideal customer list should reflect the types of customers you want and the types of services you want to offer. When deciding who your specific target market is, outline their financial needs, preferences, and desired level of service. Additionally, describe similarities, such as values or hobbies, to help identify potential marketing opportunities.

Doing this will allow you to focus your campaigns on these particular people and help shape other areas, such as product design and business partnerships.
By consciously narrowing down your target market, you can spend less time and money pursuing leads that won't work out.

2.Use social media

Using social media allows advisers to reach potential clients anywhere. By creating content tailored to each social platform, adviser businesses can raise awareness and increase traffic to their website or other digital properties.

Social media marketing can be used to spread the word about services and generate leads. Invest in social media adverts to boost visibility, set up organic social posts to gradually build engagement, or collaborate with industry influencers to tap into their existing social following. Creating a content calendar is beneficial to keep the business and advisers organised and ensure the messages remain consistent.

3.Don’t write random content

Content is important because it’s what people see before working with you, so make sure you invest time in getting the content right. Regardless of how well it is written, it won’t mean anything if read by the wrong person so don’t have content for first home buyers if your target niche is savvy investors.

Don’t sell, educate. Content is about answering clients’ burning questions and solving their problems.

Have a mixture of long form and short form content, include images, use links to expand the reader’s knowledge and research relevant hashtags.

Be consistent with regular posting a couple of times per week and at least once a month on your website.

Articles and blogs work best on your website and LinkedIn; shorter text suits Facebook and Instagram.

4.Develop a strong brand identity

Without a clear and distinct identity, it is difficult to make an impression or create loyalty with an existing client base. Differentiate yourself from competitors by projecting a strong image that reflects your message and values.

Strategic storytelling includes relevant content, carefully crafted design elements, and targeted marketing campaigns that build a reputation.

5.Research the competition

Research can provide insights into what customers want and even expose opportunities in markets you hadn't considered. Collecting data on competitors will help assess their strengths and weaknesses and craft better marketing strategies for yourself.

Additionally, analysing analytics such as customer reviews or industry trends can be an advantage in fine-tuning your services to meet customer needs. Ultimately, staying informed of your competitors' offerings creates stronger and more competitive services, thus allowing you to stand out from the rest.

6.Invest in SEO

SEO (search engine optimisation) involves customising your website, blog, and other content for search engine results. SEO makes it easier for people to find you online, drives more traffic and improves visibility among key audiences. It helps you rank higher in search rankings, making prospects more likely to trust you as an expert.

With so many options to choose from, many clients start by searching on these websites so make sure your business is listed on relevant referral sites and encourage previous customers to leave positive reviews.

Tags: Mortgage Advisers