It’s a great feeling when a plan comes together. But sometimes, the perfect plan you thought you were creating doesn’t turn out the way you envisioned. It only takes one missing piece to keep a marketing plan from rising to the top. If this important ingredient is missing from your organization’s mortgage marketing plan, now’s the time to mix it in to achieve success and realize your marketing goals.
The Secret Ingredient to a Winning Mortgage Marketing Plan
What one hidden factor are you likely leaving out of your marketing plan? Knowing what your customers want and need before they do.
Mortgage lenders who want to maximize customer satisfaction need to understand their customers’ end-to-end journey. It can be easier to focus on individual touchpoints like customer service, products, or marketing materials, but if you only look at the customer’s journey through your own eyes, you cannot offer services that enhance those very things.
Here’s how to incorporate this vital ingredient into your organization’s marketing plan.
- Step back and consider the buyer’s journey from the customer’s point of view.
- Anticipate each customer’s needs, expectations, and desires along their entire journey.
- To better understand the customer’s point of view, consistently track what is and isn’t working.
- Fix non-productive issues and redesign the customer journey for a better end-to-end experience.
Advances in mortgage marketing technology, data gathering, and analytics make it easier than ever to know in advance what customers are looking for. You can use increasingly granular data to send targeted emails, mailings, and other marketing materials that will deliver a better ROI. Another effective way to increase conversions is through personalized landing pages that speak to highly-specified individual needs.
Once you understand the conversation going on inside your customer’s head, you can take actions that answer their mortgage questions, build trust in your products and services, and help them understand the value you can deliver.