A healthy pipeline is crucial to a commercial mortgage broker’s success in the industry, and communicating effectively with potential borrowers can help keep business flowing. Social media accounts, your website and emails all present brokers with the opportunity to educate borrowers and, in turn, sell their expertise and credibility.
Here are some ways you can be more effective as a broker communicating with borrowers:
Keep it simple.
The most important thing to keep in mind is that many potential borrowers are novices when it comes to commercial mortgages. They need you to explain the basics about these loans and the process involved in obtaining one. So, when creating communications designed to appeal to borrowers, make sure to use language that is as understandable as possible.
Your communications should be consistent in terms of the look and feel of each marketing piece. You want your company’s brand to be easily recognized, and keeping a uniform color scheme and imagery in place is a great start. The timing of each piece should also be consistent. For example, if you want like to send out emails to potential borrowers, pick a day of the week to send emails and stick with it.
Choose the right channel.
Every marketing channel allows brokers to tailor a specific message to potential borrowers. For example, if you’d like to share a helpful article or blog, a quick post to your Facebook page or Twitter account is perfect. If you want to promote examples of successful closings, an email with pertinent details and property photos is often best.
In order to continually attract new leads, commercial mortgage brokers need to practice effective communication. You need to connect with your audience, and simplicity, consistency and the correct tools will go a long way to helping you promote your skills, which will allow you to close more commercial mortgages.