As 2014 winds down, the economy continues to improve and the commercial mortgage market remains strong. Whether you’re a seasoned commercial broker or a residential broker looking to take on some small commercial business in order to earn extra income, now is the time to re-evaluate your marketing strategy and make plans for 2015. Here are some tips for the New Year:
Set goals for your company
If you want your commercial mortgage marketing efforts to succeed, you need to have a plan with the objectives you’d like to accomplish. These goals can be as simple as a monthly blog or a weekly social media posting, or as ambitious as a full-fledged marketing strategy. The important thing is to set goals that you think are manageable and then stick with your plan.
Focus on your strengths
This applies to both your commercial mortgage marketing efforts and your company. Do you have employees who can easily explain tricky commercial mortgage concepts to borrowers? Ask them to write a blog. Are you particularly good at filming and editing video? Publish your own educational content about commercial mortgages on YouTube. Be sure that whatever medium you use to get your message across that you focus on what your company does best.
Involve your referral sources and borrowers
If you’ve got some trusted referral sources or borrowers, contact them and ask for their input. What would they like to see? What questions do they want you to answer through your content? It’s important to produce marketing content that interests and engages people, so ignore your audience at your own peril.
The way your present your company is an important factor in gaining and retaining clients and referral sources. Make sure that you set manageable goals for your company and that you focus on what sets you apart from other commercial brokers. It’s also a great idea to ask your current referral sources and borrowers about the kind of material they’d like to see. If you follow the above tips, you’ll be able to build a manageable, cohesive marketing strategy that will engage potential borrowers and referral sources alike.