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Finding Balance in Marketing Commercial Mortgages

For commercial mortgage brokers, marketing their services well is going to be an important component of their success. In order to connect with as many borrowers, lenders and referral sources as possible, it’s crucial to utilize all of your options and to strike a balance between both new and old-school marketing tactics.

Here are some tactics every broker should consider when developing their commercial mortgage marketing strategy:

Traditional Marketing

Print marketing materials:

While it’s easier now than ever to get your information in front of a borrower through digital marketing, printed materials are still something to consider. If you do a lot of business in your community, handing out fliers to local business owners is a great strategy. If you’re looking to advertise on a larger scale, a print ad in a national trade publication might be something to consider.

Industry trade shows:

A great way to meet potential lenders and referral sources is by attending conferences sponsored by groups in the commercial mortgage industry. These trade shows allow brokers to make valuable business connections in person. If you choose to exhibit, make sure to have some promotional materials to offer. If you’re simply attending, don’t forget to bring plenty of business cards.

Face-to-face meetings:

Communication during the commercial lending process is faster and simpler than ever before thanks to email, but there’s something to be said for sitting down with a client or business partner. In person meetings can be a breath of fresh air, so if you’re doing business with someone in your area, try to schedule a lunch or meet them for coffee.

Digital Marketing

Company website:

If you don’t already have a website, you should create one as soon as possible. Make sure that it’s user friendly and contains all of the latest information about your business and the benefits of working with your company.

Email blasts:

A great way to keep your company in front of borrowers and referral sources is through email. Whether you send something once a month or once a week, make sure that each email details how your services can benefit them.

Social media:

For quick daily updates, there’s no better tool than social media. You can post helpful articles about the commercial mortgage process, deals that you’ve closed recently and links to your site that will help get borrowers started in seeking financing.

Balancing various marketing strategies is a great way to connect with as many commercial mortgage borrowers and referral sources as possible, leading to more closed loans and additional income for you.

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