Content Marketing Handbook for Mortgage Lenders


Mortgage content marketing is an interesting ball game. Since the average borrower will only need a few loans in their lifetime, this means that a lender must constantly grab the attention of new borrowers.

The good news? The web is full of confusing, boring, and forgettable mortgage content. You are the expert and you have a lot to offer eager customers who want and need to learn how it all works.

Our Mortgage Content Marketing Handbook will help you generate consistent, high-quality leads every day, and teach you how to use your expertise to create engaging content that borrowers will flock to.

What is content marketing and why should mortgage lenders run a content marketing program?

Content marketing is a type of marketing focused on creating valuable and relevant content to attract your specific audience.

Instead of presenting your services directly, you are creating useful and informative content that will solve customer problems and help build a relationship with you, the expert. This content attracts potential customers to your website and social media channels.

With content marketing, you don’t force relationships. Show that you are a trusted professional source by providing high quality information to potential clients. It boosts your credibility and naturally generates leads.

Your Website: Mortgage Content Marketing and Content Management Systems

Mortgage content marketing starts with a strong website. Every piece of content you create will bring you back to that home base, which will include all of your valuable blog content, product and contact information, videos, team members, loan requests, etc.

This website is a vital investment for your business. Consider these valuable steps to start or improve your content marketing pipeline.

  • Build your site on WordPress, a trusted content management system (CMS).
  • Use professional grade hosting, such as WPengine or Siteground, for security, support, and high speed.
  • Consider having it professionally managed outside of your secure IT environment.

Once you’ve created a beautiful, secure website, start working on the types of content you want to showcase on your site.

This content should be simple, informative and easy to understand. Avoid industry jargon and focus on topics that are important to your audience and their lives. Remember, the goals are connection and building trust.

Key topics every mortgage lender should cover on their website

Brainstorm with your team the most common types of customer questions and concerns, as well as what you and your team want people to know and understand early in the process.

Here are some key topics to tackle first.

Types of loans and programs

Using clear and concise language, explain the types of loans and programs you offer and how they relate to the situation of your potential borrowers.

Common home buying scenarios

Engage your audience by explaining the types of home buying scenarios they can relate to. Show them that you can meet them at their unique level and support them however they need it.

Common refinancing scenarios

Explain ideal refinancing scenarios, including when it might be a good time for borrowers to consider refinancing. Always include a call to action (CTA) to connect with a trusted loan officer if the time is right.

The mortgage process

Create multiple types of content exploring the mortgage process, including videos, step-by-step guides, quick guides, and checklists to reach different types of borrowers at different stages of the process.

You should also have content on the refinancing process. Borrowers often refinance years later, so even though the process is similar to their original loan, they might need a reminder and explanation of the different options.

Mortgage calculators

Include mortgage calculators and link to them throughout your content. These calculators help borrowers estimate everything from monthly payments to budgeting, insurance, taxes and more, by educating them about your product through a useful tool.

Mortgage rates: current rates and historical trends

Demystify mortgage rates for your clients by explaining what they are, where they come from, how they are used and what factors affect them. Include historical trends to help borrowers compare and understand what a “good rate” means.

Essential website landing pages

Landing pages on your website are essential opportunities for succinctly explaining and directing your audience to a specific CTA. Instead of linking everyone to your homepage, you should link them directly to a landing page that matches the purpose of your content.

Loan Program Landing Pages

These landing pages clearly direct borrowers to the appropriate loan program, where, after learning more about the program, they can then click “Get Started” or “Apply Now”.

Branch landing pages

Branch landing pages direct customers to the branch that’s right for them. These include related contact information and CTAs to start the process with a specific branch.

Loan Officer Landing Pages

If borrowers are looking for the name of a member of your team, you want them to go to your website for more information. Loan officer landing pages may include a personal “About Us” explaining your goals and mission, and a list of all team members with photos and contact options, as well as information about licenses.

Mortgage Content Marketing Framework

The types of content mentioned so far constitute the permanent informative framework of your website. But to continuously generate leads, you need to focus on consistently creating quality content that keeps customers coming back.

Pre-funnel Persona content

Your pre-funnel persona content includes general personal finance topics that are relevant and timely. You will create headlines intended to generate clicks (Buzzfeed style) and use social media and remarketing to increase impressions and brand awareness.

Example title formula: Number + Keyword + Promise

Example: 12 foolproof tips to boost your credit score

Search content at the top of the funnel

Premium content is meant to educate your audience and reach a wide range of customers. The focus is on extracting traffic from Google search results from common home buying and refinancing questions and scenarios, using relevant keywords.

Product content at mid-funnel

With content halfway through the funnel, you attract customers with remarketing and email marketing. You target borrowers who continue their research and learn about other products.

Low-funnel comparison content

The low content of the funnel is basically why you are offering the best solution to potential customers. This type of content includes testimonials and customer testimonials that can help close the deal for those who are considering you but continue to shop.

What will make them leave with you instead? What makes you different?

Need help creating your playbook?

Kaleidico has been in the mortgage market since 2000, so our team has the experience to help you create a lead generation system that works. Ask us a question or tell us about your project today to find out more.

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