Content marketing is perfect for mortgage brokers – and here’s why!
Content marketing is an individual style of marketing that not enough mortgage businesses are getting involved in. It can be exceptionally effective at filling your sales funnel and creating long-lasting client relationships.
Read on to learn what content marketing is all about and specifically why mortgage advice companies can benefit.
What is content marketing?
Content marketing is when a business produces content in the form of articles, press releases, videos and any other format that provides value while also stimulating interest in a service or product. For example, a mortgage adviser may publish a blog about new stamp duty changes and subtly suggest that a consultation might help explain the implications.
But content marketing doesn’t always have to promote products and services. It can also promote your company and brand. An innovative example might be uploading a behind-the-scenes style office tour video onto your website. This could market and ‘sell’ a transparent and trusting brand to site leads.
How content marketing drives leads for finance professionals
Content marketing can accomplish many things to help increase interest and drive leads for mortgage firms.
Here is a breakdown of the best:
#1: Content increases visibility
The more you put out there the more you can fish for new leads. If you create content regularly and on popular topics, the content is more likely to be seen, which in turn increases the chances of readers and viewers making contact. Content added to your website can even be optimised for SEO, which then increases your website's visibility in general.
#2: Content can break free from the pack
A hidden lead-generating benefit of content marketing for mortgage firms is that it has the ability to break free from the norm. By being creative with your content and making it fun (office vlogs, etc.) without losing professionalism, you can separate your brand from others that are more formal. Content consumers want to feel like they are speaking with relatable humans and not just mortgage experts.
#3: Content simplifies information
Mortgages are complex, which is why people need mortgage advice. If your content can simplify trending topics and the questions current clients ask the most, you will unearth an opportunity to start a conversation with people who may need your services in the future. Anyone reading your blogs or newsletters may be more willing to make contact if you have sparked their interest in a relatable way.
Overall, content marketing is one of the most effective ways for a mortgage service business to find leads in the 21st century – and you shouldn’t be ignoring it any longer.
