April 10, 2020
How acting fast can build you a steady pipeline during this global pandemic.
Between layoffs, social distancing, and toilet paper shortages, it’s safe to say that some of your client's plans are put on ice.
But people are looking for ways to minimize costs. Which is why refinancing is in every home owner’s best interest during these trying times.
That’s right, every homeowner in your state just became a potential client.
So the real question is: What are you doing to remind them you’re their go-to lender?
If you tried calling previous clients to touch base, you are definitely thinking in the right direction.
But you can’t just stop there.
It’s essential to build a pipeline of new clients so that when all of this over, you have a fresh list of leads to work from.
And the only way you’re going to do this is by becoming a valuable source to your community.
You need to be putting out content that speaks to the masses because for once, they all have one major thing in common: they are scared.
They need someone knowledgeable to guide them in this surreal time in history that we are all a part of.
Think about how your financial knowledge comforts your friends and family.
How many people come to you for advice? How many of those people have actually been a client?
When the world seems like it’s collapsing, the first thing on everyone’s mind is: “What will happen to my home?”.
And while many assume that refinancing is an option, some are hesitant to pull the trigger because there are several other issues at hand.
That is why creating content is vital.
Which is why we put together a brief list of solutions that can help give your digital marketing enough momentum to ride out the coronavirus storm.
1) Start a Conversation
When the world comes to a screeching halt, all we have is conversation.
The vast majority of your potential clients are at home, social distancing and constantly checking their phones with updates.
While some might think it’s unhealthy to spend that much time online, we are all anxious about the state of the world. We are searching for answers.
We are searching for hope.
And with your expertise, you are in the perfect position to give it to them.
Now is the time to start a conversation with your online following.
The best way to do this would be by providing vital information that can help families assess their own mortgage situation accordingly.
We are living in a time where everyone is finding themselves having to make quick decisions. This can end up being in your favor if you manage to enlighten your potential clients with valuable insights and open communication.
You want to give people a reason to refinance with you. Ideally, you want to become a household name.
This doesn’t mean that content is going to make you a mortgage guru overnight.
But, it can pave the way for a solid brand that will continue to work for you while you are battling a family of four at the supermarket for the last pack of Charmin.
2) Your brand is your business model.
If refi is your forté, now is your time to shine.
Your knowledge and expertise are the most valuable tool you have.
It’s essential for every potential client to see that within the first minute of interacting with your brand.
Start with identifying your most rewarding loan scenarios. When do you last recall yourself kicking some serious butt at your job? Why was that?
If the answer is “because I am awesome!”... USE THAT!
But tell people a little bit about just how awesome you are. It could be how frequent communication played a huge role in your success! Or how your background as an underwriter and some quick thinking saved the day.
The point is that now is not the time to be humble. If you love what you do, people will be instantly drawn to anything you have to say.
For the next few months refinance is going to be a major part of your business so as a solid first step, we recommend your current marketing to speak for all of your previous refinance success.
3) Pick one platform - and stick to it.
Marketing during a crisis calls for simplicity.
Out of all of your social media pages, which one gets the most traffic?
While anyone can employ multiple forms of digital strategies, it’s important to find the one that works for you.
If you are constantly taking pictures, then Instagram is your go-to and you should build your content around that.
If you are in a dozen Facebook groups and tend to spend your time chatting, don’t bother with any other platform. Even more so if you’re considering running ads.
If you are on neither but have a decent website and like to write, blogging is your best option.
Whether you have a marketing professional handle your content creation or do it yourself, you will find that narrowing your focus is the most successful digital marketing solution.
This is the time to sharpen your strategy and zero in on your core strengths so that when potential clients interact with your brand, they get the real you.
If you’re not sure what strategy works best with your brand, feel free to sign up below for a free brand assessment.
In the meantime, stay focused and stay healthy.