5 Digital Strategies to Grow Your Mortgage Broker Business in 2024

Are you looking for new ways to grow your mortgage broker business in 2024?

You’ve come to the right place! Below, I’ve created a collection of tips, techniques and strategies to help you grow your mortgage business in 2024.

The five marketing strategies covered below:
1. Blogging to attract mortgage shoppers
2. Email newsletters for keeping in touch
3. Pay-per-click to generate traffic fast
4. SEO to increase web traffic over time
5. Social media to grow a following

My advice: Read through this list and choose the strategies that align with your skills and resources. Start by developing those, and then add other “layers” over time as needed.

5 Ways to Grow Your Mortgage Business in 2024

The truth is you have a dizzying array of options and methods for growing your business. They range from digital marketing strategies to good old-fashioned networking, and everything in between.

But you have to start somewhere, and what better place to start than the internet?

Through 17 years of experience in digital marketing, I’ve learned that one of the best ways to grow a mortgage broker business is by improving your visibility online. By creating a highly visible and multifaceted web presence, you can bring a steady stream of potential clients to your website.

Add in some lead generation strategies and CRM, and you have a sustainable way to grow your mortgage business in 2024 and beyond.

So, what are these digital marketing strategies, and how can you succeed when using them? Let’s explore them one at a time…

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1. Blogging: For Bringing More Visitors to Your Website

I’ve started with blogging for two reasons: (1) this list is alphabetical, and (2) blogging is a great way to attract clients and grow your mortgage broker business.

The concept is fairly straightforward, though it does require a time commitment. But don’t let this simplicity fool you. Blogging can help you increase your website traffic and visibility over time—steadily and significantly.

Because of this, mortgage blogging can also support your lead generation efforts and help set your company apart from the competition.

Here’s how to do it right:

• Start by reading our detailed guide to mortgage blog strategies.
• Create a list of keyword topics related to your niche and audience.
• Create helpful, informative and keyword-rich blog posts for each topic.
• Promote your best posts through social media and other channels.
• Monitor your website analytics to see which topics perform well.
• Rinse and repeat; there’s no limit to how far you can go with a blog.

Blogging is just one of the ways you can grow your mortgage broker business in 2024. For best results, you’ll want to combine it with at least two of the other strategies on this list.

As we continue, you’ll learn how to combine these individual marketing methods into one cohesive strategy!

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2. Newsletters: For Keeping in Touch With Prospects

Email newsletters are a slow-burn marketing strategy that can deliver results over time. You can use it to stay in touch with previous and potential clients. But you have to give people a compelling reason to subscribe—and to stay subscribed.

You have to provide valuable and relevant information on a regular basis.

I once helped a mortgage broker client of mine develop an email newsletter that focused on the local real estate market. We even branded the newsletter for this very purpose, with a “Market Monitor” kind of approach. People could sign up to receive detailed, monthly updates about the local housing market.

A newsletter can help you grow your mortgage business over time. But it won’t deliver much in the short term. If you decide to pursue this strategy, make sure you are using other internet marketing methods as well.

Here’s how to do it right:

• Create an account with MailChimp or other reputable newsletter service.
• Develop a specific content strategy, as in the example provided above.
• Put sign-up forms in conspicuous locations on your mortgage website.
• Promote your newsletter through social media, your email signature, etc.
• Encourage current clients to sign up, by explaining the value it provides.
• Publish useful, original and informative content on a regular basis.
• Avoid using stock or “canned” content that doesn’t serve your readers.

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3. Pay-Per-Click: For Generating Website Traffic in a Hurry

Unlike some of the other mortgage marketing strategies on this list, pay-per-click (PPC) advertising can deliver website traffic almost instantly. Of course, you’ll pay for that benefit, each time someone clicks on one of your ads.

Pay-per-click is basically a way to “buy visits” to your website, instead of earning them organically as with SEO. Ads can appear on search engines and social media sites, and the advertiser only pays when the ad gets clicked on.

You can’t beat PPC advertising for generating traffic in a hurry. When used effectively, this type of marketing could help you grow your mortgage broker business in 2024. And you might start seeing results within days of launch.

But pay-per-click also has a steeper learning curve, when compared to something like blogging or SEO. You really have to know what you’re doing. You have to know how to choose keywords, how to bid on them, and how to create effective landing pages for your PPC campaigns.

PPC tends to work best when you present a specific loan product to a specific audience. Examples include promoting super-jumbo mortgages to luxury home buyers, or hard money loans for property flippers. A specific audience, and a specific product.

Here’s how to do it right:

• Research and identify keywords relating to a specific mortgage product.
• Create engaging ad copy that highlights unique selling points / benefits.
• Create a daily or weekly budget and select bidding strategies for your ads.
• Choose your PPC platform(s) like Google Ads, Bing Ads, Facebook, etc.
• Send visitors to a dedicated landing with more info and a call to action.
• Set up conversion tracking to measure your campaign’s effectiveness.
• Analyze results and conduct A/B testing to improve results over time.

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4. SEO: For Growing Your Website Traffic Over Time

Search engine optimization is a must for mortgage brokers. If you’re not optimizing your website for maximum search engine visibility, you’re missing a chance to connect with the very people who need your services.

If you want to grow your mortgage broker business in 2024, study the best practices of SEO and incorporate them throughout your website.

You’ll be happy to know that search engine optimization is not a highly technical process that requires knowledge of website coding. In fact, it mostly comes down to three things: (1) identifying important keywords, (2) creating high-quality content around those topics, and (3) earning “backlinks” from other websites to yours.

SEO can help you grow your mortgage business by attracting a specific audience to your website. For instance, a broker who caters to military home buyers in the San Diego area could publish content about the San Diego real estate market, VA loan requirements, local home prices, military relocation information, etc.

By doing so, this mortgage broker would attract military members and veterans who are in the market for a VA loan—and on a regular basis. And that’s a powerful advantage.

If you combine SEO with the blogging strategy mentioned earlier, you have everything you need to increase visibility and grow your mortgage broker business over time.

Here’s how to do it right:

• Start by reading our detailed SEO guide for mortgage brokers.
• Conduct some keyword research to identify relevant search phrases.
• Develop high-quality content for all of your important keywords.
• Organize your site effectively to help search engines find your content.
• Use social media, PR, and networking to promote your best content.
• Gradually acquire “backlinks” from other websites to your website.
• Rinse and repeat; there’s no limit to how far you can go with SEO.

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5. Social Media: For Sharing Content and Resources

Social media is another powerful tool that can help you grow your mortgage business in 2024. But there’s a right and a wrong way to go about it.

In my experience, mortgage brokers often go in one of two directions when using social media. Some figure out how to attract a following and generate leads through social media, while others end up spinning their wheels with nothing to show for it.

The difference usually has to do with the type of content they are sharing, and how they are sharing it.

If you want to start growing your mortgage broker business with social media, you have to come up with a way to stand out from the crowd. These platforms are used by millions of people, so there’s a lot of “noise” to compete with.

My advice would be to turn your social media account into a kind of information service geared toward your specific audience. I touched on this earlier, when talking about email newsletters.

If you really want to grow your mortgage business in 2024, look for ways to combine multiple marketing channels into a cohesive strategy. Use the different channels to reinforce one another, rather than treating them as completely separate entities.

Here’s how to do it right:

• Start by reading our social media guide for mortgage brokers.
• Come up with a content strategy that will benefit your followers.
• Consider naming or branding your social media, like the example above.
• Consider turning it into a publication tailored to your target audience.
• Use social media to promote your best blog / website content.
• Educate your readers; teach them how to overcome financing challenges.
• Write about housing market trends, mortgage rates, financing options, etc.
• Be consistent with your posting, so that others will take you seriously.

So there you have them, five internet marketing strategies that can help you gain new clients and grow your mortgage broker business in 2024.