Tips for Keeping Your Brand in Front of Your Customers
Throughout the summer, housing experts predicted that the “locked-in” effect negatively impacting the market would eventually fade. According to a recent blog post from First American, this much-forecasted easing has finally begun.
First American’s Potential Home Sales Model—which measures what a healthy market for home sales should be based on the economic, demographic, and housing market environments—were up 1% in July. Overall, potential existing home sales increased to a seasonally adjusted annualized rate of 5.36 million.
“The steep decline in sales driven by the rapid rise in mortgage rates seems to be behind us, as the initial shock of higher mortgage rates has worn off,” said First American Chief Economist Mark Fleming. Less homeowners feeling “locked-in” to their current mortgage interest rates will inevitably lead to boosts in both home sales and housing inventory.
This means keeping your brand in front of your existing customer base is more important than ever—that way when buyers and sellers finally do enter the market, they are ready to work with you. In this Volly Insights blog post, we share strategies for staying connected with the individuals who mean the most to your business.
Develop the right content
Sharing relevant and engaging content is one of the most impactful ways a loan officer can stay connected with customers. Here are a few topic suggestions to get you started:
- Homeownership’s financial advantages. Real estate continues to be one of the safest investments a person can make. Homeownership offers a steady cash flow, provides access to equity-building opportunities, and serves as a hedge against inflation. Owning a home also boosts an individual’s net worth: Over the past decade, the U.S. median-priced home gained $190,000 in value, making the typical homeowner 40 times wealthier than if they had remained a renter.
- The positives of owning a home. Studies have found that homeownership delivers a number of health and social benefits, including enhanced life satisfaction, lower exposure to crime, higher rates of civic involvement, and better school performance among children.
- Highlight the service you provide. Loan officers are defined by the service they provide—and this is especially true in high-rate environments. According to the J.D. Power U.S. Mortgage Origination Satisfaction Study, the key attributes a customer seeks in their mortgage lender are expertise, guidance, and communication. Detail the ways you provide these attributes while emphasizing how you deliver a fast and efficient home financing process.
As for how this content can be shared …
Incorporate livestreaming in your marketing plan
According to recent data, YouTube is the most popular social media platform in the U.S. Additionally, 81% of adults said they use YouTube—more than Facebook (69%) and Instagram (40%).
Hosting a weekly YouTube livestream is an impactful way to boost brand awareness and give your business its own unique voice. Helpful livestreaming advice can be found here. Also, be sure to:
- Use a reliable network since a connectivity disruption will lead to a broken stream.
- Test your livestream before your event, that way you have plenty of time to identify and fix issues.
- Avoid sharing too much personal information.
Produce and share videos
Video continues to be one of most impactful tools in a loan officer’s marketing toolkit. If you are relatively new to this medium, here are a few helpful tips:
- Your first attempts in front of the camera will likely be awkward. Be patient as you navigate the learning process. Preparation prevents mistakes during a live stream and multiple takes when recording a message.
- To create content, compile a list of the common questions you have fielded from customers and address these in your videos. You can also search popular real estate publications for topics.
- Focus on quality over quantity. Occasional, informative videos are more impactful than frequent videos with less substance.
Be a guest on podcasts
The share of Americans who listen to podcasts has substantially increased. According to the Pew Research Center, 42% of Americans ages 12 and older listened to a podcast in the past month. A decade ago, this total was 12%.
When reaching out to a podcaster regarding a guest appearance, be sure your pitch email clearly details your levels of expertise and qualifications. State the value your appearance will bring to the podcast. Finally, link to content that further demonstrates your knowledge and experience.
Don’t forget that personal touch
Customers appreciate—and expect—an experience that is genuine and personal. A simple phone call to check on past homebuyers and sellers can make you stand out from the competition. Or consider doing in-person visits with past customers and delivering small, branded gifts. (Just be sure your gifts have your contact information!).
Finally, always practice strong communication skills. Respond to your customers quickly and with information that is concise and accurate. (You can also improve communication by learning their preferred way to connect, e.g., text, email, phone, etc.)
And perhaps most important of all: Listen actively. Being an active listener means that you not only give your customer plenty of opportunity to communicate without interruption but that you also fully understand what they are saying.
Ready to partner with Volly?
If you truly want to position your business for success in today’s ever-challenging housing market, you may need to work with an industry-leading marketing partner. This is where Volly can help. Contact us today to learn more!
