Marketers' Data Strategies: Predicting Your Mortgage Amount

Marketers use a variety of strategies to determine your mortgage amount. Firstly, they may target you based on your geographical location, interests, demographics, and income information. They also use mortgage CRM software, such as Surefire, to search their contacts and build an audience for targeted ad campaigns. Marketers also leverage video content and social media platforms to establish trust and rapport with their audience. Additionally, they use email marketing platforms to track open rates and follow up with potential leads. Marketers also use Google Business Profiles and optimize their websites with mortgage-related keywords to improve their search engine rankings. Furthermore, they may access your credit score and debt-to-income ratio to assess your borrowing capacity and loan terms.

Marketers use email, social media, and search engine optimization (SEO) to reach potential customers

Marketers use a variety of strategies to reach potential customers, including email, social media, and search engine optimization (SEO).

Email marketing is a popular strategy used by marketers to reach potential customers. It is important to note that sending unsolicited commercial emails is illegal, and businesses should only send emails to customers who have provided their email addresses and consented to receiving commercial messages. Email addresses should never be bought or traded, and businesses must protect their customers' privacy. Marketers can use email marketing to promote special offers, provide valuable information, and build relationships with their subscribers.

Social media marketing involves utilizing platforms such as Instagram, Twitter, LinkedIn, Facebook, and Pinterest to promote brands, engage with customers, and build communities. Marketers can create content that reflects the brand's values and story, interact with customers through comments, and promote new products or services. Social media provides a space for meaningful conversations with customers and enhances brand engagement through employee advocacy. Additionally, social media platforms offer advertising tools, such as paid ads and influencer marketing, to increase brand awareness and generate leads.

Search engine optimization (SEO) is a strategy used by marketers to increase the visibility of a website on search engine results pages (SERPs). SEO involves optimizing web pages by incorporating relevant keywords, creating quality content, building links, improving site speed, and making the website mobile-friendly. Marketers research and target specific keywords that potential customers are likely to search for, creating content that matches the intent of the user. By understanding how search engines work and how people use them, marketers can improve their website's ranking and make it easier for their target audience to find them.

By combining email, social media, and SEO strategies, marketers can effectively reach potential customers, build relationships, and drive traffic to their websites or landing pages. These strategies allow marketers to connect with their target audience, provide valuable information, and ultimately influence purchasing decisions.

Marketers target customers by location, income, and demographics

Marketers employ various strategies to target customers based on location, income, and demographics. Here are some common approaches:

Location-Based Targeting:

• Geographical Targeting: Marketers can target customers by their geographical location. This involves identifying specific areas or regions where their products or services are most relevant. For example, a mortgage marketer might focus on a particular city or neighbourhood where they want to promote their services.
• Google Business Profile: A Google Business Profile is an effective tool for local marketing. By keeping this profile up-to-date with essential information such as business name, contact details, address, open hours, and services offered, marketers can attract local prospects searching for mortgage-related keywords.

Income-Based Targeting:

• Income Information: Marketers can target customers based on their income levels. This helps identify individuals who are more likely to afford specific mortgage products or services. Income-based targeting ensures that marketing efforts are focused on those with the financial capacity to take on mortgage commitments.
• Debt-to-Income Ratio: Lenders and marketers also consider an individual's debt-to-income (DTI) ratio. A lower DTI indicates a stronger financial position and increases an individual's borrowing capacity. This information is crucial for marketers to match their offerings with the financial profiles of their target audience.

Demographic Targeting:

• Demographic Information: Marketers can use demographic data such as age, gender, family status, and interests to target potential customers. This helps create customer profiles that align with their mortgage products. For example, marketers might target first-time homebuyers, who are typically younger and have different needs than those looking to refinance or downsize.
• Social Media Engagement: Marketers can leverage social media platforms to engage with their target audience. By studying popular industry accounts and their strategies for gaining followers and traction, marketers can develop authentic and effective social media plans. This includes creating content that resonates with specific demographics and using automation tools to enhance their online presence.

By combining these strategies, marketers can efficiently reach their desired audience and offer relevant mortgage products and services.

Marketers use video content to build trust and rapport with customers

Marketers can use various tools to determine your mortgage amount, such as your credit score, loan applications, and even by simply asking you. They can then use this information to target you with specific marketing campaigns.

To build trust and rapport with customers, marketers can use video content in their marketing strategy. This can be a powerful tool to showcase a company's culture, values, and the people behind the brand. Videos can also be used to address customer concerns, provide product demonstrations, and establish the company's expertise.

Video content can be particularly effective in the financial services industry, where trust and rapport are essential. For example, mortgage marketers can use video to educate customers about the complex mortgage process, building familiarity and trust before even making contact. This long-game strategy can pay off, especially during periods of high interest rates and home prices, as it helps to create a personal connection with the audience.

Video marketing can also be used to generate and convert leads. By consistently interacting and sharing video content with their audience, companies can create positive impressions and memories associated with their brand. This can lead to increased brand recognition and more sales leads.

Additionally, video testimonials from existing customers can be a powerful tool to build trust with potential customers. These testimonials allow customers to express their feelings and enthusiasm in their own words, creating an emotional connection with prospective customers. It also provides an opportunity to showcase the customer's story, including how the company's products or services have improved their life.

Marketers can also use video to introduce their brand and capture the attention of potential customers. This can be done through explainer videos, social media clips, and animated graphics that illustrate the company's unique value proposition. During the consideration phase, informative videos can address customer concerns and help them make decisions with confidence. Finally, at the decision stage, marketers can leverage customer testimonials and case studies to showcase the positive experiences of others and influence purchase decisions.

Marketers use Google Business Profiles to attract local customers

Marketers can use various strategies to determine your mortgage amount, such as analysing your credit report, tracking your online behaviour, and purchasing data from data brokers. They can then use this information to send targeted marketing materials, including emails and direct mailers.

To attract local customers, marketers can leverage Google Business Profiles, an effective tool to drive local business. Here are some ways marketers can utilise this feature:

Complete and Up-to-Date Information

It is essential to fill out the Google Business Profile comprehensively and keep it regularly updated. This includes providing essential details such as the business name, phone number, address, open hours, and website. It is also beneficial to enhance the profile with visuals, customer reviews, and a comprehensive list of services offered. Marketers should ensure that the information is accurate and consistent with the business's branding and recognition across other platforms.

Utilise Categories Strategically

Google Business Profiles offer a wide range of categories to help potential customers find local businesses through localised searches. Optimising these categories can significantly impact search results. Marketers should choose one primary category and up to nine additional categories to increase visibility and ensure their profile appears in relevant searches. It is advisable to research competitors' categories and follow Google's guidelines to avoid suspension due to quality issues.

Connect with Point of Sale System

Marketers can automatically add products to their Business Profile by integrating their Point of Sale system with the Local Inventory app or product reader. This allows for efficient management of product listings while adhering to Google's Shopping Ads Policy, which prohibits content related to regulated products.

Insights and Analytics

Google Business Profiles provide valuable insights into how customers find and interact with the business listing. Marketers can track how customers search for their business and their location. Additionally, they can gain information on the number of direct calls made to the business from the phone number displayed on local search results, helping them understand their customer base and optimise their marketing strategies accordingly.

Online Presence and Trustworthiness

A Google Business Profile helps establish an online presence, even for businesses without a dedicated website. Marketers can enhance their listings with visuals, videos, and custom categories to make their profiles more engaging and informative. This allows potential customers to learn about the business, fostering trust and familiarity before they even make contact.

By effectively utilising Google Business Profiles, marketers can increase their visibility to local customers, provide valuable information, and ultimately drive more business to their physical locations.

Marketers use content marketing to provide answers to mortgage-related questions

There are several ways to achieve this. Firstly, marketers can use search engine optimization (SEO) techniques by incorporating mortgage-related keywords and terms into their website content and blogs. This helps their websites rank higher on search engine results pages, making them more visible to potential customers who are likely to be researching mortgages online. Marketers should be careful to avoid keyword stuffing, which can be penalized by search engines, and instead focus on creating valuable, informative content that naturally incorporates relevant keywords.

Email marketing is another effective strategy. Marketers can use emails to send targeted, personalized content to potential customers. This could include articles, worksheets, checklists, and infographics that provide valuable information about the mortgage process, such as how to calculate a budget, improve credit scores, and understand down payments. Emails can also be used to announce new podcast episodes, blog posts, or video content, driving traffic to their websites and building a connection with the audience.

Video content is an increasingly popular form of content marketing. Videos can make complex mortgage concepts more accessible and engaging, especially when paired with voiceovers, slides, or visuals. Marketers can use videos to explain key aspects of the mortgage process, such as loan terms and monthly payments, in a simple and relatable manner. This helps build trust and positions the marketer as a helpful resource. Additionally, video content is highly shareable on social media platforms, expanding the marketer's reach and engagement.

Social media platforms offer further opportunities for content marketing. Marketers can create reels featuring trending content, audio clips, or hashtags to boost engagement and reach a wider audience. They can also showcase their personalities and interests outside of work to create an emotional connection with their followers. Providing quick tips, fun facts, and actionable advice on topics like improving credit scores and saving for a down payment can be valuable to first-time buyers. Marketers can also direct their social media followers to tools on their websites, such as mortgage calculators, and include compelling calls to action.

By utilizing these content marketing strategies, marketers can effectively provide answers to mortgage-related questions, build trust, and ultimately, increase their sales and conversions.

Frequently asked questions