When it comes to Facebook marketing for mortgage brokers, getting the small details right can transform your performance.
Facebook is a behemoth. It remains a great way to nurture relationships with customers old and new. In fact in the right hands, the platform can transform your mortgage lead generation efforts.
But to get those results, you need to understand the nuances of how to market yourself as a mortgage broker on Facebook.
It’s all about establishing your credibility as an expert and breaking down the barriers between you and your next clients.
Here are some tips.
What’s the best way to market a mortgage broker on Facebook?
It’s a real million dollar question – in as much as when you get this strategy right, there’s no reason you can’t make a million dollars. (Okay, we mean a million pounds.)
We’re talking about Facebook ads. Done properly they can outperform everything else you do on Facebook – generating consistent leads and significant revenue for your business.
Full disclosure: we specialise in managing Facebook ad campaigns – and we have secured huge wins for our clients through paid media. Such as 1,400% increase in leads. Multimillion pound revenue from new customers. And huge reductions in the cost of customer acquisition.
See for yourself. Read some case studies.
Or find out how to do it for yourself in this article. Warning: it’s a long read. But we wanted to create something that actually provided value. If you’re at all interested in driving revenue it’s a must read.
There’s more to Facebook than Facebook ads
Of course, while we’re quick to sing the praises of Facebook ads, you can still attract new customers with other Facebook marketing strategies.
Here are some tips.
Always remember your reader
When all is said and done, good marketing is about human connection. A fact that’s easily lost in the faceless anonymity of digital marketing. Remember that your message will be read by real people, with real lives, real problems, real questions, real ambitions.
Speak to them in a way that matters. To them, not you. They have decided to engage with your Facebook profile, so give them content of value. Think of yourself as a problem solver for people who need mortgage advice and you’ll be in the right kind of headspace.
Knowledge is for sharing
For most people, mortgages are something of a specialist subject area – and they fear being taken advantage of by profit-hungry brokers. Demystify the industry. Break down the unknowns. Bring clarity where there are only questions.
You could do this by promoting blog posts you’ve written. Writing status updates within Facebook itself. Or by sharing short videos that shine a light on a certain specialist area – such as what to look for in a great mortgage.
Balance specialism vs general
If you are a mortgage broker that provides all types of mortgages to all types of people, then editorial balance is the watchword. Split content between specialist areas – such as mortgages for first time buyers – and content that applies to all mortgage holders, such as fluctuations in interest rates and what they mean for mortgages.
Go behind the curtain
People resist the unknown. You can break down a lot of barriers between you and your next customers by taking them behind the curtain of your organisation.
Provide a video tour of the office – showing what a visitor can expect when they walk through the door.
Introduce yourself and key members of your team – revealing a little of their career history and expertise.
In a world of synthetic corporate blandishment, it’s okay to be a little human.
Share relevant industry news
Your Facebook posts don’t always have to be your own. Share relevant news stories, with your take on them. Comment on posts from others within the mortgage industry. It all helps to build your position of credibility.
Avoid the vacuous
It might be the hot topic in the office. But nobody really cares about Sharon’s recent holiday to Crete.
Watch out for regulations
Whether it’s the FCA, the Advertising Standards Authority or Facebook itself, there’s a lot of red tape to negotiate when it comes to promoting your mortgage services on Facebook. A phrase that turns up time and again is to make sure your content is far, clear and not misleading. You also have to be very careful when mentioning mortgage rates.
Get clued up on the regulations here.
Consistent branding
Your logo, colour palette and tone of voice can go a long way to differentiating you in a competitive market. Make sure everything you do on Facebook is consistent with your brand.
Let us drive revenue for your business
No fluffy metrics. We know that businesses pay for advertising because they want to boost revenue. So that’s what we do for them. And we’re so confident in our ability to drive revenue for mortgage businesses that we may even offer to cover your ad spend. Ask us for a free proposal and we will lay out what you can expect within three months of working with us. Sounds good? Let’s get started.
You might also want to read:
>> Lead generation for mortgages: 8 tips for success
>> Google ads for mortgage brokers: a complete guide to success