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Using Content to Grow Your Purchase Business

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Content can be a great tool for loan officers to grow their business. It’s a way to connect with your audience, show who you are, and create pathways for engagement. If content isn’t a part of your marketing strategy, now is the perfect time to get started. If you currently create content for your business, it could be a good opportunity to take a step back to look at what’s working and what is not. Wherever you’re at with your content strategy, here are some tips that can help you be even more effective:

Answer Borrowers’ FAQs

Think about your clients who are taking out a mortgage. What are the most common questions and misunderstandings you encounter? These are a great source of content inspiration. Perhaps someone lands on your website after Googling loan officers in their area. They’ve never met you before, but right away, they see several articles speaking to the same questions they have as well. Or perhaps someone is scrolling through Facebook and the title catches their attention. By honing in on these points of clarification, loan officers can better connect with borrowers.

Demonstrate Your Expertise

Content is also an opportunity to demonstrate your expertise to your audience. Taking out a mortgage is a big decision, and borrowers want to work with someone they trust. Perhaps you write some posts about the different options available to borrowers. Maybe you often work with a specific demographic, like veterans or first-time buyers. Sharing content that reflects this specialization can help your audience see your true skill set.

Show Your Personality

Content is a chance to show who you are. Your website and social-media pages can only provide so much information. And often, potential clients want to know more. When you have content easily accessible, these borrowers can get a better idea of who you are as a professional. Be honest in your writing, speak about personal examples and experience, let your passion for your work come through. Doing so can help you stand out from the other loan officers these potential clients may be considering.

Expand Your Reach

It’s important to use your content as a tool. Simply posting it to your website blog isn’t enough. First, you want to ensure you’ve put some effort into the SEO. Are you including keywords that borrowers may be searching for? You also want to share across multiple social-media platforms and make it easy for those who are currently following you to share your posts with friends. It can often be worthwhile to utilize Facebook’s feature to promote certain posts so that they’ll reach more people.

While content isn’t an overnight miracle, with consistent effort, it can be a powerful strategy to bring in new business. If you’d like to talk more about how you can use content more effectively, don’t hesitate to reach out and we can set up a time to talk!

Don Riggs

VP – Retail Market Leader

NMLS 132702

303.249.8274

Don.riggs@cardinalfinancial.com