In order to cultivate commercial mortgage leads, brokers need to focus on smart marketing that drives in new business. There are plenty of borrowers seeking financing for their commercial properties; brokers simply need to understand how to reach out to them and pitch their services. If you’re looking to improve upon your commercial mortgage marketing, here’s how you can get started:

• Develop a plan. Before you do anything else, you need to create a strategy that works for your company and engages your audience. You need to determine how you’re going to reach out to existing and potential borrowers, as well as referral sources. A great way to start planning how you’ll go about this is to develop a schedule. Creating a schedule for blog posts, emails and social media updates is a great start.
• Keep it simple. One of the most important things any broker can do is to make sure that their marketing efforts are straightforward and easy to understand. Use language that your borrowers will understand and avoid industry jargon. In terms of the design of your marketing, again, keep things simple. A clean website design or email template not only gives your marketing a modern look, it makes is easier for borrowers and sources to read what you have to say about commercial mortgages.
• Utilize calls to action. At this stage of the game, the vast majority of brokers know that their websites, emails and social media channels are great marketing platforms. However, it’s important to make sure that you’re directing potential borrowers to take some kind of action whenever they see one of your marketing pieces. Direct them you your website. Encourage them to give you a call. Don’t waste a great opportunity to connect with your audience.

To drive commercial mortgage leads, brokers need to develop a good marketing strategy, keep that plan simple and straightforward and use calls to action to drive further connection with borrowers and referral sources. This will allow you to engage with your audience in a meaningful way, bring in new business and earn additional income.

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