As 2015 winds down, the most successful commercial mortgage brokers are already planning for 2016. If you haven’t already started outlining your marketing strategy for next year, it’s something you should begin right away. Good marketing helps you showcase your skills as a commercial mortgage broker and brings in new business, but it doesn’t happen without a plan in place. Here’s how you can get started marketing for 2016:
Define your goals for the year.
Before you do anything else, you need to outline the goals you’d like to achieve in 2016. Whether that means drawing in more commercial mortgage leads through social media, updating your company’s website to attract more borrowers or developing fresh content for various marketing channels based on your borrowers’ questions and concerns, you need to define what you plan to accomplish. Without these goals in mind, your strategy and content will suffer.
Develop a strategy.
Once you’ve decided on your goals for 2016, you need to develop a strategy for the year. Take the time to write down your goals and the means you’re going to use to achieve them. Making sure that you set schedules and deadlines for all of your marketing goes a long way toward successfully implementing your plans for the year.
Create evergreen content.
While timely website content based on current events in the commercial mortgage industry is great, the information your borrowers will tend to gravitate toward is evergreen content. Evergreen content is undated, useful information that will help your borrowers gain a better understanding of commercial mortgages. Whether it’s a blog, a video or a page on your website, these basic pieces are wonderful resources for borrowers, and can be promoted and updated periodically to reflect any changes in the lending process or industry.
“A goal without a plan is just a wish,” according to author Antoine de Saint-Exupéry, and he’s correct. You can’t simply wish for better commercial mortgage marketing in 2016; you have to make it happen. With your goals clearly outlined, a strategy in place and the right kind of content, you can do just that.