We Need Marketing Ideas
Marketing a Mortgage Insurance Business
Promotional tactics for mortgage insurance businesses are exceptionally diverse. But in our experience, there are a handful of tips and strategies that will deliver the best return for your marketing efforts.
In a mortgage insurance business, a great business model doesn't guarantee solid revenues.
Simplistic promotional techniques can't penetrate the clutter of the current marketplace. To capture audience attention, you'll need to stay current with the channels they use to receive information and product messages.
Staffing Expertise
Right out of the gate, you are going to have to make an informed decision about who will be responsible for marketing your product offerings and your brand. In practice, a large number of business owners simply assume the role of marketer-in-chief, squeezing even more responsibilities into their already packed schedules. As a way to improve performance and time management, owners of mortgage insurance businesses outsource marketing to a professional firm. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
Mailings
It makes sense for mortgage insurance businesses to participate in direct marketing. Direct mail has the advantage of delivering targeted messaging to qualified contacts within your company's market segment. At Gaebler, we advise small and medium-sized businesses to purchase mailing lists from reliable providers. Are vendor-provided mailing lists worth the investment? We think so. But the real value is that the quality of the contacts contained in a premium mailing list can be the catalyst for long-term customer relationships.
Social Media Monitoring
The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. However, social media also has a dark side -- negative mentions. All mortgage insurance businesses need to be particularly sensitive about the potential for negative brand commentary on social media sites. If your brand is taking a hit from negative mentions, it's important to generate enough positive content to push negative mentions down in search rankings. The more positive mentions that exist, the more difficult it is for negative comments (generated through social media) to gain traction on search engines like Google and Yahoo.
Share this article
Additional Resources for Entrepreneurs