New Mortgage Marketing: Starting on a Shoestring Budget

By Jackson Middleton,  Special to CMT


Crank up sales FB

This is one tough business. Rainbow’s pot of gold.

Successful brokers are very well compensated, but they get only after years of hard work. If you haven’t been your business, you might like a quotation now.

Marketing is one area where time is not required. You don’t have to go to marketing. And that might not be a bad thing.

Time vs. Money

Instead of spending money, you can invest something. Starting lean, on a shoestring budget, helps you learn two important skills: 1) What matters to them.

Secret # 1 is to invest time in people. This type of “marketing” has the highest return on investment. If you want to be a potential referral source, it’s all.

I DID not I of Notice The That your say The Goal has to the BE to  sell  to every Potential the referral-source. Value doesn’t have to entail mortgages.

Consumer survey 2The challenge with the mortgage business is that clients really only care about mortgages for 30 to 60 days every three to five years, and even then, what they actually care about is home ownership. The mortgage itself is simply a vehicle to that end.

Selling a mortgage is a long, hard road, one that is better left untravelled. Instead of “selling,” connect with people on what matters to them, build trust and develop relationships. This will lead to conversations, referrals and clients. I’m not saying you should hide what you do; just don’t expect people to care about what you do until you first have shown you care about them.

Putting Theory Into Practice

To show what this looks like in the real world, let me share a quick story about what worked well for me when I was a broker.

In 2011, when Twitter was still a place where it was socially acceptable to talk with strangers and marketers hadn’t yet ruined the platform (which is another topic altogether), I resolved to have three meaningful connections with people in my hometown Regina, SK (#YQR) on Twitter every day. I would do a daily search for the #YQR hashtag to see if anyone needed anything.

I came upon a Tweet that said, “I’m new to #YQR and I’m looking for a place to buy Italian syrups for my coffee #help.” So I replied, “Talk to Kyle at Ambassador, he will help you out for sure.” I attached a Google map, followed her account, she thanked me and that was that.

Hey @kiltedbroker, thanks for the advice, I went and saw what I needed, appreciate it. some space. Then the magic happened. It’s a direct message: “

Six months later, he closed the deal.

The art of communication

Thumbs upI didn’t get the above-mentioned deal because I tried to sell this person a mortgage. I didn’t reply with, “I’m welcome to help with your financing.”

I’ve been able to read my twitter bio online (I’m making it a little bit different) I like her coffee condiments.

I invested my time. I’ve learned them to go where they are, I’ve paid them consistently.

How will you invest your time? Where are your people? How will you provide benefits to them? These are good things to think about.

It is not a question of whether it’s a conversation or not. mind. Do this, and the opportunities will follow. But there is no longer mortgage transaction.

Once you spent years investing in This is where your business gets fun. I hope that you can reach that potential!


Jackson headshotJackson Middleton, aka the @kiltedbroker, spent a couple of years  working for Canadian mortgage professionals. He is wearing a kilt of clothes on his wife and four kids.

Be the first to comment on "New Mortgage Marketing: Starting on a Shoestring Budget"

Leave a comment

Your email address will not be published.


*