5 Essentials for a 2023 Loan Officer Marketing Plan

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If you’re a mortgage loan officer, don’t pass ‘Go’ don’t collect $200 until you take an hour out of your life and write a personal marketing plan for 2023.

I know, I know: you’ve got a million things to track down for borrwers in the pipe, you have a CRM and maybe you even have a marketing team that produces content you can use. That’s all well and good, but you STILL need a marketing plan. Here are the five essentials you need and they’re a lot easier to build than you think.

1: Your Value Proposition
Why should someone do business with you?

This is a simple explanation of what benefit someone is going to get by getting a mortgage with you. This is the part of the mortgage process that is 100% in your control, so it shouldn’t be generic like “getting a great rate,” or “lowest possible closing costs.”

Example:

In today’s real estate market, there’s no substitute for having a mortgage mentor on your side. When you work with JOHNNY JUMPUP, you have a guide with over 10 years’ experience who will help you make wise decisions, cut through the mortgage ‘jargon’ so you have 100% confidence in the home buying process.

2: Target Market

Define who your ideal customers are. This will allow you to focus your marketing messages for maximum impact so you’re not trying to be all things to all people.

What do these folks look like? Where do they live? What do they care about?

Example:

First-time home buyers in the Greater Dallas/Ft. Worth area who need someone that understands how to help them win in a competitive real estate market. They need a fighter on their side who’s available after-hours and accessible via text, phone or email.

3: S.W.O.T Analysis

This stands for Strengths, Weaknesses, Opportunities & Threats. List 3-4 out for each category. This is where you’re going to be gut honest about what you’re good at, what you suck at, where your best opportunities are and what could threaten your success.

4: Measurable Goals with Deadlines

Bad Example: Gain more social media followers

Good Example: Gain 30 new Instagram followers within the next 6 months

Another Good Example: Generate at least 2 loans per quarter from social media leads

Good goals have a number that you can measure and a time limit. Set 4 or 5 goals to begin with.

5: Buyer Persona

You’re going to create a fictional person who represents your target market and describe them. What’s their name? Where do they live? What do they do for a living? Do they have kids?

The point of this is to create an image of a real living/breathing person and to think about their home buying challenges from their perspective, not yours.

All of your content is going to be geared towards helping this person achieve their goals.

Example:

“The Moveupperson” Family – The Moveuppersons own their first home in Ft. Worth and really want to move out to the Grapevine area. Mr. & Mrs. Moveupperson love to entertain and have friends & family over on the weekends, so they want a house that’s ideal for gatherings. They want an open kitchen with a big island that folks can gather around.

They have 2 children, a boy age 6 and a daughter age 4. Good public schools are vitally important. Mrs. Moveupperson is an Accountant and loves digging into financial data. She was a Teller in a bank during college and she’s familiar with mortgages and personal finance.

Mr. Moveupperson is a custom remodeler and carpenter. He takes immense pride in the work that he does and is a perfectionist.

Together, they make about $150,000 a year and have $25,000 in savings set aside for a down payment, plus a portion of the proceeds from the sale of their existing home.

Get help writing your Marketing Plan!

Give me call! I’ve been in mortgage marketing for over 10 years and have helped Loan Officers get through all kinds of economic environments.