Content marketing for mortgage brokers

Client trust is essential in the mortgage broking industry. Traditional and digital ads won’t deliver it. But well-planned, unique and customer-focused content marketing will.

Strategic, affordable content marketing for mortgage brokers.

When I was a mortgage broker, I used to get all sorts of questions from my clients. The vanilla queries, the textbook objections, the first-timer quizzing as if I’m in cahoots with the bank. And I still remember the faces on those clients when I provided them with fast, reasonable, comforting answers and resolutions. Now, imagine if you could do this before they stepped foot in your office. You’d come across as an absolute star.

Well, you can. Thanks to savvy, strategic content marketing for mortgage brokers.

Content marketing takes all the most common (and uncommon) queries and objections from your mortgage clients and turns them into straightforward answers they can access in a variety of ways:

Having those queries and objections resolved on your website or via professionally designed marketing collateral (what I call “upstreaming”) will drive leads and clients to consider handing over their trust to you before they introduce themselves.

And content marketing – done right – isn’t just a weapon for lead nurturing. One of the best lead generation tools for mortgage brokers is content marketing. By producing high-quality blog content that focuses on relevant keywords, or by creating enticing landing pages that act as lead magnets for your ideal clients, your website has the best chance of featuring on the top results of Google. And that means being seen first by your target audience. That’s like having an articulate, friendly sales assistant working for you around the clock.

Why should mortgage brokers hire a content marketer?

When you hire a professional content marketer, you take the guessing out of the game and put the quality back into your website. It’s smart, reliable and affordable.

Everyone can write. That’s what they say. But not everyone can right purposeful and useful content. The type of newsletter that an audience actually clicks on and reads. The type of blog post that actually lands on the first page of Google’s results pages. The type of ebook that gets read all the way to your savvy call to action on the final page.

An experienced content marketer, one with proven results, will never shoot from the hip. Every piece of content serves a purpose, and every blog post or landing page that is SEO-focused will be bolstered by relevant keywords that your ideal clients are actually plugging into search engines.

The best part about content marketing and hiring a professional to do it for you, is that it’s so much cheaper than SEO services or digital ads. Especially when you use a freelancer. Like myself.

See, agencies charge a fortune. And digital ad specialists aren’t the only ones who take your money when you launch your first ad campaign – Facebook, Instagram, LinkedIn and Google will take your hard-earned when you set your campaign’s click budget. And when you stop feeding them money, they stop running your ads.

But content marketing – blog posts, landing pages, ebooks and more – exist forever. Some “evergreen” pieces of content may answer timeless queries that you can keep promoting for years to come. And you can repurpose content, from a blog into a video, from a video into a podcast, from a podcast into an infographic. The value from content marketing is simply superb. There’s no marketing initiative like it. Which is why so many businesses – especially mortgage brokers – are now turning to it.

Here’s how I’ll turn your mortgage broker website into a lead generating machine:

  1. Researching your ideal clients and competitors to find content gaps your website and blog can fit perfectly into.

  2. Producing a thorough editorial calendar, so you don’t need to worry about what you’ll publish next.

  3. Writing audience-focused copy and SEO content that sets you apart from the hundreds of competitors in your space.

  4. Creating expert market and interest rate-specific reports, white papers and eBooks to show your industry nous, and also act as an unstoppable lead magnet for prospects visiting your website.

  5. Measuring the performance of every piece of content, so we can ensure continued success of your content marketing strategy.

I’m no stranger to content marketing for customer-focused busineses.

From finance publications to real estate groups, I’ve spent most of my marketing career producing content worthy of top Aussie brands and publications.

4 reasons content marketing is perfect for mortgage brokers:

Simplifies the complexities.

Accessible and relevant content proves your thought leadership and your knowledge of the often complex mortgage industry. Start by writing down every query and objection you typically receive from your leads and clients, and you’ll have yourself a series of blog posts will untangle your audience’s confusion and subtly promote yourself as their mortgage broker of choice.

Turns objections into solutions.

By focusing on customer objections and questions, a content marketing strategy can turn your mortgage customer’s challenges into the most valuable commodity known to the finance industry: trust. Content marketing is a perfect way to educate your customers and receive their trust in return; something digital and traditional advertising simply will not do.

Few mortgage brokers understand content marketing.

While most mortgage brokers exclusively use social media to promote their services, few execute a well-planned content marketing strategy to engage and generate their clients. There is a huge gap in the residential finance market for high-quality and accessible information – at least information that serves the customer, not the broker.

It works around the clock – for you.

A website that holds loads of relevant blog posts that answers your ideal customer’s queries and resolves their long-held objections is like employing a salesperson who never sleeps. Whether it’s Google finding your keyword-focused blog posts or an existing lead scouring your website at 10 p.m. with a cup of camomile, there’s no better way to get front of your audience’s mind without being in front of their face than content marketing. Want a salesperson that works 24/7? Add a content marketing strategy to your team.

My track record.

Still not sure if you need an expert content marketer for your mortgage broking business? Think your sales team can create their own marketing collateral?

Here’s why you should trust Perth’s most experience property finance marketer and copywriter to create and execute your content marketing strategy:

  • I’ve spent half my career as a marketer, the other half as a mortgage broker and banking professional. No marketer knows Australia’s lending industry like me.

  • I’ve written finance content for years and for some of Australia’s most established businesses and publications.

  • I write SEO-focused blog posts and landing pages that I expect will feature on the first page of Google for at least one major keyword.

  • I’ve proven that content marketing and smart SEO copywriting can outperform digital and traditional advertising.

Want Australia’s best content marketing for mortgage brokers? Get in touch.

Stay relevant and stay front of your client’s mind. Get in touch with me today for a chat about how my content marketing services will deliver you more leads than advertising ever will.