For mortgage brokers, social media marketing is a brilliant way to be heard within your local community and generate new leads. We’ve been working with mortgage brokers since 2016, and today we’re sharing the foundations for building a successful social media strategy.
It doesn’t need to be complicated, nor does it need to be a burden. Facebook activity can be an easy way to market your business without investing a fortune, making it ideal for small and medium business owners. So, how do Australia’s top mortgage brokers win clients on social media?
Why Does Social Media Marketing Work?
I actually came across a few stats the other day which confirmed 79% of Australians are now on social media and over 1/3 of Australian adults check Facebook daily.
We live on our devices day and night and yet there are businesses out there that aren’t securing the opportunities to be in front of their customers.
These days, with the help of Facebook marketing, you can gently remind people who have visited your website, people you met at that recent networking event and even future customers who are searching for your competitors.
The best part is you can track your results and leads in real-time, no more guessing if the campaign is working or not! I know how much we all love the sound of that.
So, if you’re a Mortgage Broker considering social media marketing you may be thinking “How can I market my Mortgage Broker business on Facebook?” and “What sort of content should a Mortgage Broker be posting on Facebook?”.
Well, the most effective way for mortgage brokers to win clients on social media is by having a foundation in place to start with. I’ve outlined the basic steps below to help you get started.
Create a Mortgage Broker Marketing strategy
It doesn’t need to be rocket science, just make a start. Write down your goals and how you plan to achieve them. I always recommend the marketing strategy any Mortgage Broker should start with is:
- Position yourself as the expert in your local community.
- Find a niche. E.g. First Home Buyers, Refinancing, Renovators, Investors.
- Post regularly. We find 3-4 times per week is suitable for most brokers.
By starting your strategy with these points it will help set the foundation for your social media journey.
Kristen Park speaking at The Adviser’s 2022 Better Business Summit.
Define your audience
Once you have these three points in place, start narrowing down your audience to:
- Gender
- Age
- Location
- Interest
- Occupation
The more you understand who your audience is, the more specific your targeting can be. You will then be able to focus every piece of content you produce around this ideal audience, in turn making it more relatable for them and making your content more engaging.
Content Pillars for Mortgage Brokers
From here create your content pillars. These may change depending on your ultimate goal, however it’s important to have this in place from the start so you don’t produce content that is irrelevant for your followers.
Remember to review your strategy as your business grows. You should be consistently developing this part of your strategy. As a starting point you can use the below content pillars:
- Educational
- Local Community focussed
- Inspirational
- Sales/ Business orientated
So a few tips to take away and implement into your Mortgage Broker business are:
- Create a marketing strategy: Define what your goals are and how you plan to achieve them.
- Define your target audience: Understand who they are, what they’re interested in and where they are located.
- Create a content plan: Understand what you’re posting and who you’re posting it for. Be educational, community focussed, and inspirational and don’t forget to include a strong Call To Action (CTA).
Bring in the Experts
If you do find yourself wanting to venture into this space, but you no clue where to start or you have no time, then don’t forget Social Direct Marketing are mortgage broker marketing experts.
We work with 100’s of mortgage brokers in Australia so we’re across what’s happening in the market at any given time.
We’re a full-service digital marketing agency servicing mortgage brokers and the finance industry. Our team covers Website Design, Social Media Marketing, Facebook Ads, Google Ads and SEO.
Sometimes it’s difficult to know where to start, that’s why we recommend getting in touch with our team who can complete a complimentary audit of your online presence. To schedule your audit, contact our team here.
