Social media and direct marketing … the most revolutionary marketing method to hit the mortgage industry since the Internet itself. These methods of marketing place ads in front of the same people who you direct market to on social media Web sites like Facebook and Twitter. The bridge between online and direct marketing is here.
Social media just became much more powerful for mortgage lenders
Not only can you stay in front of your past clients online, you can also create multi-channel marketing campaigns and increase the impact of your marketing by placing online ads to the same people who received your mail piece. Upload the list of those whom you are marketing to and dramatically increase your results.
Social media is here to stay
To effectively market yourself, you need be on all of the social Web sites. The trouble is getting people to follow you. Friends and family are easy. You probably have some of your past clients following you as well that all follow you now. But how do you get more followers?
Pay for advertising on social sites just like you would on search engines
Advertising on social media Web sites has become mainstream. The trouble is specifying who receives your ads. Now you can specify not only who receives your ads, but also how much you want to spend. Grow as fast as you want. Put ads in front of past clients who aren’t following you. Put ads in front of those who you are sending direct mail to. You can even put ads in front of those whom you want to do business with based on their mortgage information, like loan amount or loan type.
These highly effective, highly targeted online ad campaigns, combined with direct marketing campaigns like direct mail and telemarketing, are the best new way to drive traffic to your site and leads to your loan officers. Speak with your social media manager about it. This is a great window of opportunity for you to get ahead of the competition.
TagQuest Inc. client spotlight … Kent K., a Colorado-based mortgage lender
Each month, we like to talk with our clients and find out how their marketing campaigns are going. Here is what we heard from Kent K., a Colorado-based mortgage 
lender:
►Product: Direct mail with social media plug-in and PURLs (Personal URL)
►Approximately 5,000 pieces of mail sent out
►Forty-five inbound phone calls
►Fifteen Internet leads from the social media plug-in
►Ten e-mail leads from the PURLs
►Seventy qualified interested prospects from 5,000 mail pieces
What do you like best about this campaign?
“The results mostly, but also the ability to use more than one loan product.”
What are some things that might appeal to others in your industry?
“With all the different ways to respond there’s not as much to worried about the initial call back response. Giving people more ways to respond gives more reliable results.”
Based in Medford, Ore., TagQuest Inc. is a full-service marketing firm developed throughout the ever-changing mortgage industry. Utilizing industry knowledge, marketing expertise, and technology we implement any or all aspects of your marketing and/or advertising campaigns. With a proven track record, more than 10 years in business, and decades of experience TagQuest knows what it takes to produce unprecedented results in today’s fast-paced mortgage environment. For more information, call (888) 717-8980 or visit www.tagquest.com.
This article originally appeared in the January 2015 edition of National Mortgage Professional Magazine.
