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There are two ways that loan officers are failing their business regularly… 1) they’re being intimidated by technology, so they don’t use it, and/or, 2) they’re using it like everybody else out there to attract new clients. The reality in business today is that we are operating in a digital environment. While loan officers need to build relationships belly-to-belly, they also need to work smarter vs. harder by using online marketing. 

If you’ve spent any time at all with me, you know I’m a big fan of picking up the phone and beating the street for leads and cultivating prospects. And you also know that, over time, I learned that internet marketing is an entire industry – one that we loan officers can use to our competitive advantage. So I’m here to tell you that you don’t have the luxury of letting your tech fears rule your business results. Instead, it’s time to leverage technology to generate new leads. 

Now I’m not talking about doing what everybody else does – slap together a visual that works like a digital brochure. A lot of people are making that mistake. If you’re doing that, you’re competing with every other Average Joe out there for the same low-quality leads. And you’re just not going to win that game. In fact, it will cost you a lot of ad money while you lose that game. 

6 to 8 Touches on Both the Front-End and the Back-End

Customer experience is a term being used to describe what your customer, well, experiences you’re your brand throughout their transaction with you. When you want to upgrade your customer’s experience, there are two stages you need to pay attention to – the front-end (when you’re cultivating the business) and the back-end (when you’re celebrating the business). 

You need six to eight marketing touches to bring people in as a customer on the front-end, and then you need six to eight different marketing touches on the backend to convert them into being a long-term advocate and brand ambassador for your business. It is a lot harder to handle all these communications one by one; this is one way you can see that technology can help you with your customer relationships. 

Each of those marketing touches needs to have a strategy behind it to be effective. Why? Because if they don’t all work together, you’d be directing a band of cats all playing their own tune instead of a harmonious song. 

And when it comes to online marketing, especially through online ads on Facebook, Google, Youtube and Instagram, you need to know how to ‘slice and dice’ the market so you get top-level leads for your business. There is a way to do this fairly easily – even for us non-techies! 

There are four types of online ads. There are three campaigns you want to be running at all times. And there are three advanced strategies you can use with your online target audience once you’ve identified them. The key is to find YOUR target audience! You don’t want the same audience everyone else is talking to for ‘mortgages’; you want the first-time home buyers or reverse mortgage seekers or lifestyle upgrade buyers who are actively looking. And you want to work all the leads your referral agent partners are buying (and aren’t working!). 

Is all this too good to be true? No. Can you learn what all this means in this one blog post? Nope. And, of course, it is not my intention to be coy or hold out on you here. So is there a way to get your hands on this insider info so you can understand and use it to predictably build your business over the next six months? Absolutely. 

Your Key to this New Reality Is Right Here

My buddy and business partner, Chris Johnstone, and I got together and wrote a book to share exactly this information. Chris started helping his dad, a real estate agent, figure out how to use online advertising to generate leads. And he found out he was really, really good at it. In fact, he’s been building his business for the last fifteen years or so and he’s now running a pretty good team helping loan officers get more leads with digital ads than they ever imagined possible in a matter of months. 

Because neither he nor I can possibly teach you everything you need to know in a post like this, we wrote a book together, The Ultimate Guide to Facebook Ad Campaigns for Loan Officers 

How to Use Social Media and Google to Generate More Leads, Build Your Network and Close More Deals. It’s a hot new release that has the latest and greatest inside info we know to share with you so you can get on this technology train too. 

If all this isn’t enough to light a fire under you-know-where, know this… if you don’t take advantage of online marketing, your competitors are doing it. Do not let your business get left in the dust! Do not let someone else help your clients! Get over it and get on it by getting your copy of our book today. Seriously. When you do, you’ll see a valuable bonus in there that you are going to want to take advantage of… sooner than later. You’ll see why when you get the book. 

So go get the book, then let me know what you think… if you have questions or want to share your review on the book in a comment below, great! I want to know what’s in your way of using technology, how you’re using online ads, what your online marketing looks like – the good, the bad and the ugly. Bring it below… let’s talk it out… and if you prefer a 1:1 chat about it, we’ll make that happen too. 

Get the book… then tell me how it’s helped you position your business more competitively (even if only in your mind for now). I really want to know – thanks in advance.

Carl White, Chief Officer of Coolness
Article Originally Posted on LinkedIn

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