As a mortgage originator, you’re constantly looking for ways to generate leads and grow your business. Your success is tied to your ability to generate leads and close deals. In today’s digital age, having a strong online presence is crucial to achieving these goals.
With the rise of the internet, the way people search for home loans has changed dramatically. It’s no longer about being in the Yellow Pages or having an ad in the local paper. Having a strong online presence is vitally important, and that means having a solid search engine optimization (SEO) strategy.
“You may think that your or your company’s marketing is strong on all other fronts, such as advertising and social media, but the vast majority of people do their research through Google or some other search engine.”
Search engine optimization is the process of improving your website and online content to rank higher in search engine results pages. The goal of SEO is to increase visibility for you or your business, drive more traffic to your website, and increase the number of leads and closed loans.
Some authors may be thinking, “I don’t have to worry about SEO. I get all my business through referrals.” While it’s true that referrals can be a valuable source of business, they’re not the only way to generate leads. An important component of SEO is driving more organic (non-paid) traffic to your website. In fact, a solid SEO strategy can help you get more referrals by increasing your online visibility and credibility.
Technical knowledge
You may think that your marketing or your company’s marketing is strong on all other fronts, such as advertising and social media, but the vast majority of people do their research through Google or some other search engine. Having a solid SEO strategy can be the icing on the cake when it comes to positioning yourself above the competition.
“Compared to other forms of marketing, such as paid advertising or direct mail campaigns, SEO can be a more sustainable and cost-effective way to generate leads and grow your business.”
First, how exactly does SEO work? This topic can become an entire article on its own, but to put it simply, there are a few factors that go into SEO, including:
Keyword research. This is the process of identifying the keywords and phrases that people are using to search for products or services related to your business. By targeting these keywords on your website and online content (such as blog posts), you can improve your chances of ranking higher in search results.On-page optimization. This involves optimizing your website content for the keywords you want to rank for. This includes things like using targeted keywords in page titles, meta descriptions, headers, and body content. This is where content, such as updated blog posts, can greatly elevate your website over your competitors.Off-page optimization. This involves building links from other websites to your website. The more high-quality, relevant links you have pointing to your website, the more authoritative your website will be in the search engines.Technical optimization. These are the technical aspects of your website that make it more search engine friendly. They include things like improving site speed, making the website mobile-friendly, and making sure the website is secure.
Now let’s look at why SEO is absolutely crucial for mortgage originators. There are obvious reasons why it should be part of every author’s marketing strategy.
Vital visibility
Google processes billions of searches every day. That means there are a lot of people out there looking for mortgage originators just like you. Whether someone is looking for a loan, researching a specific lender, or researching mortgages in general, they’re likely to start online with a search engine like Google.
Potential customers begin their search by typing loan-related keywords and phrases into Google, and the most relevant results (content that includes the keywords searched for) appear first. But here’s the thing: If your website isn’t ranking on the first page of search results, you’re missing out on a huge opportunity to get in front of potential customers. In fact, studies prove it the first five search results on Google you get almost 70% of the clicks, while the results on the second page and beyond get very little traffic.
That’s why it’s important to have a solid SEO strategy. By optimizing your website and online content for relevant keywords and phrases, you can increase your chances of ranking higher in search results and gaining more visibility online.
In addition to increasing your visibility, a solid SEO strategy can also help build credibility for your business. When someone searches for a mortgage broker online, they are likely to click on the top results that appear in their search. If your website is one of these top results, it can give the impression that your business is reputable and trustworthy.
On the other hand, if your website is buried on the second or third page of search results, it can make your business appear less established and therefore less credible. This can be particularly significant for originators, who deal with sensitive financial information and transactions. By investing in SEO and improving your search ranking, you can help build trust with potential clients and establish yourself as a credible mortgage broker in your area.
Targeted campaigns
One of the biggest benefits of SEO is that it can help you drive highly targeted traffic to your website. When you optimize your website and content for specific keywords and phrases, you can attract people who are actively searching for the types of loans you offer.
For example, if you specialize in personal money loans, you can optimize your website and content for keywords like “payday loans” or “bridge loans.” By doing this, you can attract people who are specifically looking for these types of loans, which can lead to more qualified leads and ultimately more business for you.
Another benefit of SEO is that it can be a profitable marketing strategy for mortgage brokers. While there are certain costs associated with it, such as hiring an SEO specialist or investing in tools and software, the long-term benefits can far outweigh the initial investment.
Compared to other forms of marketing, such as paid advertising or direct mail campaigns, SEO can be a more sustainable and cost-effective way to generate leads and grow your business. Once you start ranking higher in search results, you can continue to drive traffic and generate more business.
Competitive advantage
Finally, good SEO can give you a competitive edge in your industry. The mortgage business is a highly competitive field, with many companies competing for the same pool of customers.
By investing in SEO, you can set yourself apart from your competitors and establish your business as an industry leader. When potential customers search for loan-related keywords and phrases, you want your website to appear above your competitors’ websites in the search results.
This can help you attract more traffic and more leads than your competitors, which ultimately leads to more business and greater success. With a good SEO strategy, you can stay ahead of the competition and position your business as the preferred choice for potential customers.
With so many options for potential clients to choose from, it’s best to think about how you can position yourself or your brokerage front and center, both online and offline. Having a strong social media presence is one thing, but having a solid SEO knowledge and implementation strategy is another necessary step to driving more business.
In today’s market, it will only benefit you to have as many marketing tools in your toolbox as possible. They will help you grow and sustain long-term success. ●
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