Marketing To Single Women
Marketing to single ladies doesn’t have to be a completely different formula. Lautz says that LOs should approach women with the promise of ease and accessibility. “They need to take into account that women make less income, but they’re willing to make financial sacrifices to get a home, such as getting a second job or not taking a vacation,” she said. “What they want is to hear that an originator is willing to work with them.”
Channel, from Lending Tree, said that LOs also need to take into account the struggles that some women face during the homebuying process. “Women may have to stretch their budgets more in order to afford a home, and they may also face other, harder-to-quantify challenges, like dealing with sexist sellers,” he said. “Some lenders might not necessarily realize how much of a market there is for single women homebuyers, and, as a result, they might feel less inclined to seek out single women clients or cater their offerings to be more appealing to single women.”
To avoid issues such as sexism or hopelessness in the home buying process, Channel recommends anti-bias training to lenders. “People may not realize they have a bias until it’s actively pointed out to them and they’re given tools to help avoid it,” he said. “It’s also important for lenders to be sure that they’re properly highlighting different loan options that might be appealing to single buyers, like FHA loans, for example.”
Scott Cange, Delmar Mortgage’s chief marketing officer, says that while it’s tough to target mortgages specifically toward single women, an LO can use a different approach. “Something that we have seen via our Google analytics is that around 70% of people clicking on our website are women,” he said. “So that data allows us to really gauge our audience.”
Cange also said that everyone carries data, such as their gender, location, preferences, and interests. This can be used – especially by marketers – to reach their target audiences. “The biggest thing an LO can do is make sure they personalize their message towards their demographic, based on the data that they carry,” he said. “Everybody’s on a different journey. You [as an LO] have to be broad when it comes to public outreach, but your personal touch and attention will impact your clients.”