The Ultimate Mortgage Marketing and Sales Guide for Loan Officers

As a mortgage loan officer, you’re busy. You have relationships to build, loan applications to review, and closings to attend. 

With so much to do, it’s easy to overlook mortgage marketing — but you shouldn’t. To be a successful mortgage broker, you have to continually expand your business.

So how do you find more clients while providing top service to the ones you have? 

The key is to create a mortgage loan officer marketing plan that helps you cultivate meaningful relationships with the skills and connections you already use every day.

Mortgage Marketing Ideas for Loan Officers

The idea of marketing can seem broad and overwhelming. So what are some scalable ways you can market yourself as a loan officer?

Keep reading for a list of mortgage marketing ideas that will help you find more clients and grow your network. 

These ideas will differentiate you from your peers and help you find success — all while serving your current clients well as they navigate the mortgage process.

1. Find a Niche 

Finding a niche isn’t a specific marketing tactic, but it’s something you should be aware of when learning how to market yourself as a loan officer. Almost everyone needs a home, but “everyone” includes people with different interests, hobbies, and household structures. 

And because each type of homebuyer has specific needs, they require the help of an expert — you!

While you shouldn’t limit yourself to one specific niche, it’s important to know who you’re in the best position to help. Ask yourself, “What types of buyers do I like to work with?” or “Which homebuyers do I help most often?” 

Once you answer these questions, you’ll be able to focus your mortgage marketing efforts better.

2. Focus on Referrals 

When you’re looking at mortgage lead generation, begin by focusing on referrals. Referrals are just warmer leads. 

In fact, asking for referrals is one of the most effective forms of marketing because you’ve already established a relationship. 

Here are some ways you can focus on getting referrals from past clients…

• Request Reviews: After working with a homebuyer, share how much you appreciate their business, and ask the client to leave a review so that you can continue helping others. (Video reviews are particularly powerful.)
• Send Home Purchase Anniversary Videos: Stay top of mind with past clients by sending them congratulatory videos on the anniversary of their home purchase date. This reminds homebuyers why they enjoyed working with you (and that you’re still around and ready to help).
• Check-in: It’s unlikely that past clients will need your services right away. Periodically check in with no agenda or for holidays and birthdays to let people know you care about them. Doing this also shows that you still value the relationship.

Watch the video below to see how one lender sends birthday wishes to keep in touch with past clients.

And here’s a great example of one loan officer experessing gratitude for a client leaving a positive review for him.

3. Send High-value Video Messages

Maintaining relationships with those in your sphere of influence is an essential part of a good loan officer marketing strategy. And sending high-value, personalized video messages is a great way to do this.

A video message should provide value to whoever receives it. Focus on sharing relevant information or content that brings joy to the recipient (without asking for anything in return).

Here are some video message ideas that work well for mortgage loan officers in particular:

• ‘Tis the Season for Holiday Lights in [TOWN]: Neighborhoods and/or streets that go all in on holiday decorations for some fun (and free) local tourism.
• Hiking Around [TOWN]: The top five family-friendly hikes for you to take this spring!
• Happy Fourth of July [TOWN]: The best spots for fireworks and how to get around town on the big day!
• Take-Out in [TOWN]: Hidden gems around town offering the best take-out this weekend.

4. Connect with Real Estate Agents  

As a mortgage broker, most of your clients will already be working with a real estate agent. It’s important to build relationships and network with this group because you’ll have so much contact with them.

So what are some ways you can market to real estate agents?

Connect with Realtors on Their Turf

Figure out where real estate agents in your market spend their time. For most brokers, it’s easiest to connect with realtors at local trade shows, open houses (to introduce yourself briefly), and on social media.

These initial interactions are the foundation of a good long-term relationship, so it’s critical to focus on creating the connection rather than going straight into your marketing pitch.

(Tip: Send a video message to follow up after you connect with an agent for the first time. The more they see your face and hear your voice, the more likely they are going to feel like they know you.)

Establish Partnerships

Partner with agents who specialize in your niche. Work together to create homebuyer packets, host informational webinars, and share resources for specific types of buyers.

Provide Ongoing Value 

Stand out from your peers by using video messages to create short, biweekly market updates for real estate agents in your network. When you send updates, keep your content brief and relevant without asking for anything in return. 

Make yourself a valuable resource to agents by arming them with the most current market information to answer client questions.

Check out this example of a mortgage lender sharing a short market update. Because she’s using video, the information she provides about the market is clear and easy for viewers to understand.

5. Host Virtual Events

People are busy, and they don’t always have time to meet in person — this includes you! 

Consider hosting virtual events to get face to face with potential clients and referral partners without taking up too much of anyone’s time. These events don’t need to be large or overwhelming. Keep your audience small.

Doing this will help you create more meaningful connections because you’ll be able to focus on individuals. 

Here are some scalable online events you can host:

• Lunch and Learn Sessions: Host lunch seminars about the mortgage process or essential financial elements to consider when buying a home. Offer these to small groups of college graduates, real estate students, or first-time buyers — and include a gift card from somewhere like GrubHub or DoorDash to make it easy for people to join.
• Educational Webinars: Get involved in your community by reaching out to colleges, local businesses, and other organizations to offer short, free webinars on finances. Consider reviewing topics like how and why to create an emergency fund or the importance of understanding working capital. (This is where knowing your niche market is beneficial.)

Open Office Hours: Each month, schedule an open Zoom meeting where anyone can connect with you to ask questions.

6. Use Social Media

Social media allows you to connect with almost anyone, making it a powerful mortgage marketing tool. Below are a few ways you can use social media to grow your network as a broker.

Make Organic Connections

Use professional social platforms like LinkedIn to connect with real estate agents and businesses in your community. 

Once you’ve made the connection, you can build relationships by:

• Posting thoughtful comments
• Providing helpful feedback and answers to questions
• Asking relevant questions of the community
• Sharing educational content your connections may find useful

Use Social Media to Advertise 

You can also use social media as a paid advertising channel. Run ads to drive traffic to things you want to promote.

Some places to send people include:

• Your blog or website where you share educational content
• Web pages for community events you’re hosting (tag any partners attending or presenting)
• Testimonials pages with positive reviews and quotes from your clients.
  Post photos of home closings and tag anyone in attendance — with permission.
• Listing pages for key real estate partners

Build a Social-First Brand 

In the earlier days of the online video movement, being an “influencer” primarily meant sharing lifestyle tips and partnering with brands to promote products. 

That definition has expanded to hundreds of industries and topics. Some of the most successful video influencers use social media to share thought leadership and advice that helps grow their offline business. Many mortgage professionals fall into this category.

YouTube used to be the primary social channel for video, and it’s still a huge platform for longer videos. But Facebook, Instagram, YouTube Shorts, and TikTok are now crucial for short-form video content. 

To give you ideas and inspiration on how to use both long and short-form videos to promote your mortgage lending business, we’ve compiled a list of some of the top mortgage influencers out there.

Top Mortgage YouTube Channels

Ryan Hills & RC

TheReSourceTV, Puyallup, WA
TheREsource.TV | YouTube | Facebook | Instagram

Ryan Hills and RC Christensen are on fire with TheREsource.TV. With great information and real entertainment value in weekly episodes, they’re the best of the best. 

The topics they cover provide value for loan officers, real estate agents, and consumers alike. They also distribute via Facebook and include short video teasers with their title graphics on Instagram.

Kevin Fritz

Iron Point Mortgage, Folsom, CA
IronPointMortgage.com | YouTube | Facebook | Twitter

Kevin leads with value in a fun and informative way. What makes his approach unique is he takes on useful and interesting topics, like “The Best Way to Make Plastic Chairs Look New Again!” and “How to Make a Tiki Torch Out of an Empty Wine Bottle. 

At the end of each “life hack”-style tip, he transitions to a light call-to-action about his mortgage business. Yes, Kevin talks reverse mortgages, mortgage insurance, and other mortgage-related topics, but his consistent commitment to unique lifestyle tips, well-organized playlists, and often clever thumbnails make his channel stand out.

Nicole Rueth

Fairway Independent Mortgage Corp, Englewood, CO
TheRuethTeam.com | YouTube | Facebook | Twitter

Nicole is leading the way when it comes to creating binge-worthy YouTube playlists full of mortgage industry education. She creates content for consumers, real estate agents, and loan officers. 

And since she has such a wide audience, she also uses a variety of styles – simple, mobile, green screen, at home, at the office, in the car, and more.

Kelly Zitlow

Cornerstone Home Lending, Scottsdale, AZ
KellyZitlow.com | YouTube | Facebook | Instagram

With smart-looking thumbnails and helpful playlists, Kelly also provides education to several groups of people in the mortgage industry. One of many things you can learn from her: make the topic of every video as clear as possible.

Dan Moralez

Northpointe Bank, Holland, MI

DanMoralez.com | YouTube | Facebook | LinkedIn

For years, Dan has been tackling common, mortgage-related questions, problems, and opportunities. What makes Dan’s channel especially unique is his commitment to audio. While he does film videos, he makes it easy to learn by listening if you’re on the go. 

Top Mortgage Social Media Accounts

Minh Nguyen

What’s A Mortgage, Irvine, CA
WhatsAMortgage.com | YouTube | Facebook | Instagram

When it comes to social video, Mihn is at the top for a few reasons. 

He puts out engaging content consistently on a variety of topics. He sheds light on aspects of the mortgage process that are often confusing and uses them as a marketing opportunity. 

Jason Stier

Veteran Community Mortgage, Argyle, TX
UMLend.com | YouTube | Facebook | LinkedIn

Jason is a top mortgage influencer because of his specific focus: he educates those serving in the military and their family members about the mortgage process. His targeting has given him a platform to grow within an important, yet underserved niche. 

Josh Velazquez

Fairway Independent Mortgage Corporation, Orlando, FL
JoshVelazquez.com | Facebook | Instagram | LinkedIn

Josh is unique in his ability to blend personal life with business topics in an educational, meaningful, and entertaining way. While he certainly talks about important mortgage information, he makes it easy for you to want to spend time with him because he gives so much insight into his life.

Derrick Polder

Summit Funding, Tucson, AZ
ThePolderGroup.com | Facebook | LinkedIn

Derrick uses a wide range of methods to share mortgage education, from slides and text to simple shot-in-the-moment videos. He shows off his personality while making sure viewers walk away with useful information.

Take a look at how Loan Consultant Eric Peltier of Caliber Home Loans shares helpful content with his connections using video…

7. Start a Blog Offering Free Resources 

Mortgage broker marketing doesn’t always mean trying to sell yourself. In fact, focusing on the value you can provide to others will go a long way. 

If you want to provide helpful content in a variety of different forms, consider adding a blog to your website and create resources your audience can use — for free.

To keep your audience engaged, make sure your content is helpful and largely free of sales pitches. The more that people feel you’ve helped them, the more likely it is you stay top of mind when it matters most.

So what are some ideas of free resources you can create?

• A homebuyer checklist
• A list of financial goals to hit before purchasing a home
• How-to guides for home showing preparation and walkthroughs
• Short videos explaining concepts like the lending application process
• Financial document checklist for closings

Drive traffic to your website by sharing your content on social media and with your network. The more people you can reach, the better!

8. Adopt a Multichannel Approach to Networking

All of the above may sound like overkill, but to continually expand your network, you need to get your name and face in front of key stakeholders — potential clients, real estate agents, business contacts, and more — on as many channels as possible. 

And while some people prefer communicating over email, others prefer social networking sites.

It’s important to adopt a multichannel approach to communication to meet others where they’re comfortable. 

Here’s an easy way to do this…

1. Start by sending an introductory email or follow up after a meeting with a “Nice to meet you” video
2. Connect across social platforms and meaningfully interact with others
3. Leave voicemails and send follow-up video messages to keep in touch 

Watch the video below to see how one lender sends an introductory message to a prospective client. 

He also mentions leaving a voicemail. Doing this shows that he’s connecting across multiple channels to meet his prospect where they’re comfortable.

(Tip: You can use a tool like the BombBomb Google Chrome Extension to record, send, and share videos on multiple channels directly from Google Chrome.)

9. Build a Quality Database 

Once you’ve started using some of these mortgage broker marketing strategies, you have to determine if they’re working. Not everyone is going to respond to your methods. 

And it’s critical to success (and time management) to focus on quality relationships over quantity.

To determine if your marketing strategy is working, focus on tracking your analytics in a Customer Relationship Management system (CRM). Analytics will help you understand who’s engaging with your content. 

The data collected lets you see things like who’s opening your emails, watching your videos, and reading your blog posts. Once you know who’s responsive, divide your contacts into lists for more tailored follow-ups.

Mortgage Sales Tips for Loan Officers

You’re always in competition with other mortgage loan officers. Learning a few key sales techniques can help you stand out, generate more leads, and close more loans. 

To stand apart, you need to build relationships with homebuyers and make the loan process more personal. Marketing is how you start to nurture relationships, while sales is where you drive revenue and growth.

Below are some tips to get you on the right track.

1. Salesmanship Closes Deals

Many people have a low opinion of salesmanship. But without learning how to improve your loan officer sales pitch, you’ll be missing out on clients.

Real salesmanship is more than smooth talking clients. When interacting with potential clients, especially for the first time, your primary goal should be to establish trust.

Your clients need to trust you to go into business with you. Tell your prospects what you have to offer and why they would benefit from working with you.

Start building relationships on the right foot — build rapport and offer them the best mortgage options for their situation. Again, a great way to share this information is through video. 

More often than not, the first communication you’ll have with prospective customers will be via email or phone. If you can send a personalized video, people will be more inclined to trust you with their mortgage needs.

Check out how one lender does this after receiving a mortgage loan inquiry from a lead…

2. Yes, Honesty is Still the Best Policy

As you work on your loan officer sales pitch, remember to be 100% honest with potential borrowers. 

Be transparent, even if you think it might impact a deal. Homebuyers appreciate when you show you have their best interest in mind.

Go out of your way to make complex information easier to understand. You’ll find that truth and clarity are powerful tools for building trust.

3. Speed Wins the Day

Put yourself in a homebuyer’s shoes. They’ve finally found the home of their dreams. The only thing standing between them and this dream is a loan.

Closing more loans requires speed. Obviously, you need to do your due diligence, but you also want to offer short approval times and quick responses.

But there’s only so much time in the day, and you have other clients who need your attention. This is another time video messaging can help.

You can pre-record video messages that address common FAQs and instructions. Then, use your sales automation platform to automatically send these videos at certain points in the loan process. 

This keeps your clients informed and saves you time. You won’t be answering the same questions over phone calls or emails.

4. You Don’t Get What You Don’t Ask For

Never forget: You have to ask for the sale.

Yet, many mortgage officers forget to do this. They think that simply producing a term sheet will result in the lead converting into a customer.

Be bold, and ask people to take the loan you offer. If they say they’re not ready, that’s fine. You can always reach out again or request that they contact you when they are ready.

5. Understand Your Clients’ Schedules

Of course, none of these mortgage sales techniques will be useful if you can’t get in front of your prospective borrowers. So, think through when they’re most likely to be available.

In most cases, the best time for phone calls and meetings is outside of normal business hours. This is another time when video messages are especially effective. 

Potential and current clients can watch videos on their own time, replay past videos for reference, and respond as needed. Aside from using video, you should also ask homebuyers about their schedules so you can reach out whenever is convenient.

6. Expect Multiple Touchpoints

Don’t expect most people to feel comfortable accepting a mortgage the first time you meet. Closing a loan with a prospect can be a long process. 

Therefore, keep track of where you are with prospective clients and anticipate having multiple touchpoints. If you get impatient and try closing a loan too early, you run the risk of missing your mark and losing their business.

7. Know What Comes Next

Along the same lines, it’s important to think several steps ahead. What’s going to come next in your mortgage sales process? Plan accordingly, so that you can move faster.

Take the time to prepare your clients as well. Something as simple as a customized timeline or roadmap can help dramatically. Here’s an example so that you can see this in action.

8. Always Follow Up in Writing (Or Video)

Sending good follow-up notes is crucial, and there are lots of opportunities to do this throughout the mortgage loan process. You can thank homebuyers for submitting initial inquiries or for working with you in the past. 

You can also send recap emails that summarize what you discussed and provide additional resources. Many people also appreciate follow-up video messages, like the following example.

9. Be Proactive, Not Reactive

Make room in your schedule to do the important stuff, like planning ahead, preparing well for meetings, and following up after important milestones. You want to be proactive in your business, not reactive. 

Homebuyers feel more comfortable when you’re on top of the ball. And it makes them want to work with you over other loan officers who are stressed, disorganized, or unengaged. 

10. Know Your Market

Take the time to really understand your market. Confidence is important, and you’ll feel more confident when you know what your customers need and how to address it.

Check out how this loan officer shares valuable information about the market and also uses the opportunity to promote an upcoming event.

11. Qualify Your Clients

In addition to understanding the market, you should be able to determine the quality of a potential client. This will help you invest in prospects who are more likely to convert into customers.

Take the time upfront to get to know prospective clients and how serious they are about getting a mortgage. Spending significant time and energy with a homebuyer who ends up not wanting to buy a house is an outcome you need to avoid as a loan officer. 

12. Treat Referrals as a Top Priority

All of these mortgage loan officer tips will help you attract prospects and close deals, but there’s no point in doing all the work on your own.

As mentioned previously, building a referral network of real estate professionals, business leaders, and past clients is one way to turbocharge your marketing and sales efforts. 

And one way to build this network is, again, through video messaging.

13. Relationships Build Revenue

Whether it’s a prospect, past client, or someone in your referral network, make building and maintaining relationships a top priority. This means learning details about people’s families, birthdays, special occasions, jobs, hobbies, personal interests, and more.

You can lean on this information when reconnecting with others. It’s a great way to show you care and stay top of mind throughout the year. That way, when someone is ready for mortgage loan services again, they’ll think about you first. 

Here’s an example of one loan officer celebrating a client’s past home purchase. He uses this as an opportunity to

14. Add Value Above and Beyond Expectations

Finally, always look for ways to add value during the borrowing process. This will become easier over time as you get to know your market. You’ll also improve at building your network and helping other types of professionals in their endeavors. 

If clients think of you as a resource, not just for a loan, but for the entire homebuying process, they are more likely to become repeat customers and refer you to friends and family.

Perfect Your Mortgage Marketing and Sales By Learning from the Best

Now that you’ve read through all the basics, you’ll notice a common theme across many of these techniques — video.

Mortgage professionals are incorporating the tips above while making video a key element of their mortgage sales process. And guess what? They’re thriving.

If you’re ready to try BombBomb video messaging, get two free weeks here. Or, book a demo for your team to see it in action.