With many people currently working from home, it’s likely that most of us are spending even more time in front of a computer screen. Given that, it’s a good time for commercial mortgage brokers to focus some of their efforts on digital marketing. Spending some time developing your presence on social media and creating marketing materials like email blasts and videos will allow you to reach more potential borrowers and let them know how your services can help them to obtain a commercial mortgage.

Why is it worthwhile for commercial brokers to focus on digital marketing?

It is simple and fast

When it comes to speed and the ease of getting your message out, digital marketing is a great tool. It’s as easy as composing a blog, writing an email, or sharing something to your social media channels. You don’t need to sit around hoping that a potential referral source saw your mailer or that a small business owner heard your radio ad. The exposure of you message on various digital channels is immediate and much easier to track.

It is engaging and interactive

Like any marketing you do, digital marketing is most successful when you keep the needs of your audience in mind. Make sure to share helpful information about the process of obtaining a commercial mortgage and give them examples of how your services have helped others. This type of information is engaging and will catch their attention, leading to more interaction on your posts, and hopefully more direct interaction with you. Make sure to answer their questions and comments; this will build a rapport and a sense of trust between you and potential borrowers.

It is cost-effective

While commercial mortgage brokers have the option to spend top dollar on things like digital advertising, content creation, and video production, it’s also easy to create great digital marketing without spending a lot. This is especially true if you or anyone on your staff has experience with writing, design, or video, or is willing to take the time to learn some basics. Additionally, if you spend a fair amount of your marketing budget on print, TV, or radio ads, it’s great to have lower-cost digital marketing to supplement those efforts. For example, consistent email marketing campaigns and social media updates are a great way to stay in front of potential borrowers and referral sources.

Digital marketing options that won’t break the bank

• Social media: Sites like LinkedIn, Facebook, and Twitter allow businesses to engage with potential clients every day, and you should be taking advantage of these channels. All you need to do is set up a schedule for posts and stick to it. Make sure you share useful information about commercial mortgages. This can include blogs you’ve written, videos you’ve filmed, promotions you’re offering, or simply relevant news stories with a little bit of commentary from you.
• Video: Many companies utilize video marketing now to convey information and engage with their customers. If you don’t have any experience with filming and video editing, it can seem intimidating at first. Keep in mind, though, that your video doesn’t need to look as though it directed by Steven Spielberg; all you really need is some decent lighting, a good camera, and a message that will resonate with potential commercial mortgage borrowers. If you are going to spend the money on professional production, we suggest filming content that will remain relevant for a long time.
• Email: One of the best ways to quickly and consistently relay your messages to commercial mortgage borrowers and referral sources is email marketing. Sending out email blasts on a regular basis allows you to stay top of mind while providing helpful information about the commercial mortgage process, any promotions you’re offering, deals you’ve closed recently, or any blogs or news that you’d like to share. How often you choose to send out emails is up to you, but it’s best to set up a schedule and stick to it. There are also websites like Constant Contact and MailChimp that you can use to send uniform emails out to all your contacts for a reasonable price.

Commercial mortgage brokers have plenty of marketing options to choose from, and digital marketing allows you to reach borrowers and referral sources in greater numbers. Digital marketing allows you to quickly and efficiently get your messaging out to borrowers and referral sources in a cost-effective way and demonstrates your credibility and expertise as a commercial mortgage broker. It’s a great tool that can boost your credibility as a commercial mortgage broker, as well as increase your business.

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