Lending Business Marketing Plan Template

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Are you ready to take your lending business to the next level? A solid marketing plan is essential to attract borrowers, establish your brand, and increase loan applications. With ClickUp's Lending Business Marketing Plan Template, you'll have all the tools you need to create a winning strategy.

This template will help you:

  • Identify your target audience and create targeted advertising campaigns to reach them
  • Develop engaging content that showcases your expertise and builds credibility
  • Harness the power of social media and SEO to increase your online visibility
  • Implement referral programs and partnerships to expand your reach

Don't miss out on the opportunity to grow your lending business. Get started with ClickUp's Lending Business Marketing Plan Template today and watch your loan applications soar!

Benefits of Lending Business Marketing Plan Template

When it comes to marketing your lending business, having a solid plan is crucial. With the Lending Business Marketing Plan Template, you can:

  • Strategically target your ideal borrowers through targeted advertising campaigns
  • Establish brand awareness and credibility in the lending industry
  • Increase loan applications and conversions by utilizing effective marketing channels and strategies
  • Maximize your online presence through search engine optimization and social media marketing
  • Leverage content marketing to educate and engage potential borrowers
  • Build valuable partnerships with influencers and industry organizations
  • Implement referral programs to incentivize current customers to refer new borrowers

With this comprehensive template, you'll have all the tools you need to take your lending business to new heights.

Main Elements of Lending Business Marketing Plan Template

ClickUp's Lending Business Marketing Plan template is designed to help you streamline your marketing efforts and achieve your business goals:

  • Custom Statuses: Track the progress of your marketing tasks with 6 different statuses, including Cancelled, Complete, In Progress, Needs Input, Planned, and To Do.
  • Custom Fields: Utilize 6 custom fields, such as Quarter, Task Type, Impact, Progress, Percent Completion, and Effort to capture specific information about your marketing activities and measure their success.
  • Custom Views: Choose from 5 different views to visualize your marketing plan, including Key Results, Timeline, Getting Started Guide, Objectives, and Progress Board. These views allow you to monitor your marketing goals, track progress, and stay on top of your marketing initiatives.
  • Collaboration and Planning: Collaborate seamlessly with your marketing team, assign tasks, set due dates, and manage dependencies using ClickUp's intuitive features. Keep everyone aligned and ensure smooth execution of your marketing plan.
  • Integrations: Connect your marketing tools and platforms with ClickUp to streamline your workflows and centralize your marketing efforts. Sync your tasks, milestones, and deadlines to ensure efficient communication and execution.
  • Reporting and Analytics: Measure the effectiveness of your marketing plan with ClickUp's reporting and analytics features. Track key metrics, analyze performance, and make data-driven decisions to optimize your marketing strategy.

With ClickUp's Lending Business Marketing Plan template, you can stay organized, track progress, and achieve marketing success.

How to Use Marketing Plan for Lending Business

Looking to create a marketing plan for your lending business? Follow these four steps to effectively utilize the Lending Business Marketing Plan Template in ClickUp:

1. Define your target audience

Start by identifying your ideal customer for your lending business. Consider factors such as demographics, financial goals, and borrowing needs. Understanding your target audience will help you tailor your marketing efforts to reach the right people.

Use custom fields in ClickUp to categorize and track information about your target audience, such as age, income level, and preferred loan types.

2. Set marketing goals

Determine what you want to achieve with your marketing plan. Are you looking to increase brand awareness, generate leads, or drive more loan applications? Setting clear and measurable goals will guide your marketing strategy and help you stay focused.

Use Goals in ClickUp to set specific targets for metrics such as website traffic, lead conversion rates, or loan application submissions.

3. Develop marketing strategies and tactics

Based on your target audience and goals, develop strategies and tactics to promote your lending business. Consider channels such as social media, content marketing, email campaigns, and partnerships with local businesses. Tailor your messaging to highlight the benefits and unique selling points of your lending services.

Use the Board view in ClickUp to create a visual representation of your marketing strategies and tactics. Each card can represent a specific marketing channel or campaign, allowing you to easily track progress and make adjustments.

4. Implement, track, and optimize

Once your marketing plan is in place, it's time to put it into action. Execute your strategies and tactics across different marketing channels. Monitor the performance of your campaigns and track key metrics to measure success. Analyze the data and make data-driven decisions to optimize your marketing efforts.

Use the Automations feature in ClickUp to automate repetitive tasks, such as scheduling social media posts or sending email campaigns. This will save you time and ensure consistent execution of your marketing plan.

By following these steps and utilizing the Lending Business Marketing Plan Template in ClickUp, you'll be well-equipped to create and execute an effective marketing plan for your lending business.

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Get Started with ClickUp’s Lending Business Marketing Plan Template

Financial institutions and online lending platforms can use this Lending Business Marketing Plan Template to create a comprehensive marketing strategy and drive more loan applications and conversions.

First, hit “Add Template” to sign up for ClickUp and add the template to your Workspace. Make sure you designate which Space or location in your Workspace you’d like this template applied.

Next, invite relevant members or guests to your Workspace to start collaborating.

Now you can take advantage of the full potential of this template to create an effective marketing plan:

  • Use the Key Results View to track your marketing goals and measure success
  • The Timeline View will help you plan out marketing activities and ensure timely execution
  • Refer to the Getting Started Guide View to get a step-by-step overview of the marketing plan template
  • Use the Objectives View to define your marketing objectives and align them with business goals
  • The Progress Board View will allow you to visualize the progress of each marketing initiative at a glance
  • Organize tasks into six different statuses: Cancelled, Complete, In Progress, Needs Input, Planned, To Do, to keep track of progress
  • Update statuses as you work through each task to ensure everyone is informed of progress
  • Monitor and analyze marketing efforts to optimize performance and drive more loan applications

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How to Write a Loan Officer Marketing Plan + Template

loan officer marketing plan template

In this article, we will show describe what should be included in each component of your loan officer’s marketing plan and provide some marketing strategies that can help you get started.

Download our Ultimate Marketing Plan Template here

What is a Loan Officer Marketing Plan?

As a loan officer, your job is to help people finance their homes. But in order to do that, you need to generate leads. A loan officer marketing plan will help you identify your target market, create messages that resonate with them, and determine the best channels to reach them.

Your marketing plan should be built around your unique selling proposition (USP), which is the one thing that sets you apart from other loan officers. Once you have identified your USP, you can start developing your marketing strategy. This should include a mix of online and offline marketing tactics, as well as a plan for tracking and measuring results.

Next, you need to determine which channels will be most effective for reaching your target audience. There are many options available, including online advertising, direct mail, and public relations. You’ll need to experiment with different channels to determine which ones generate the most leads.

Once you have a plan in place, it’s important to track your results and make adjustments as needed. Your marketing plan should be a living document that evolves as your business grows.

Why You Need a Marketing Plan As a Loan Officer

There are a number of reasons why you need a marketing plan as a loan officer. First, a marketing plan will help you focus your efforts and ensure that you’re using your time and resources effectively. Without a plan, it’s easy to get bogged down in the details and lose sight of your overall goals.

Second, a marketing plan will help you track your progress and measure your success. You’ll be able to see which strategies are working and which ones need to be tweaked. This information is essential for making decisions about where to allocate your resources.

Third, a marketing plan will give you a roadmap for growth. As your business grows, your marketing plan will evolve. But having a plan in place will help you make sure that you’re always moving in the right direction.

Marketing Plan Basics

A typical marketing plan includes the following components:

  • Executive Summary : The executive summary is a brief overview of your marketing plan. It should include your USP, target market, distribution strategy, and financial projections.
  • Target Market Segments : Who are you trying to reach with your marketing? Be as specific as possible when defining your target market.
  • Unique Selling Proposition (USP) : What makes you different from other loan officers? Your USP will be the foundation of your marketing messages.
  • Pricing and Positioning Strategy : How will you price your services and position yourself in the market?
  • Distribution Strategy : How will you get your marketing materials in front of your target audience?
  • Offers : What incentives will you offer to potential customers?
  • Marketing Materials : What collateral will you need to support your marketing efforts? This could include website content, brochures, or email templates.\
  • Promotions Strategy : How will you promote your business and generate awareness? This could include online advertising, direct mail, or public relations.
  • Digital Marketing Plan : How will you reach your target audience online? This could include SEO, social media marketing, or email marketing.
  • Conversion, Referral and Retention Strategy : How will you convert leads into customers and keep them coming back for more?
  • Financial Projections : What are your expected costs and revenue for the next 12 months?

How to Write a Loan Officer Marketing Plan

Now that we’ve covered the basics of what a loan officer marketing plan is and why you need one, let’s take a look at how to write one. Here are the essential components of a loan officer marketing plan:

Executive Summary

Although the first section of your loan officer marketing plan, it should be the final section of your marketing plan that is written.

In two or three pages, summarize all of the information you have presented in the other sections and include a summary version of any graphs or charts you have included.

You should also include your marketing goals, objectives, and success metrics for the first year of operations.

Target Market Segments

In this section, you will identify your target market segments. Begin by defining your ideal customer. Who are they? What are their demographics? What are their needs and wants?

Once you have defined your ideal customer, you can begin to segment them into smaller groups. For example, you might segment them by age, location, or income level.

As you segment your target market, be sure to keep your unique selling proposition (USP) in mind. Your USP is what sets you apart from other loan officers and will be a key element in determining which segments you target.

You can use this information to create targeted marketing campaigns that will speak to each segment’s specific needs.

Unique Selling Proposition (USP)

Your USP is the one thing that sets you apart from other loan officers. It’s what makes you unique and gives you an advantage over your competition.

To develop your USP, start by identifying your unique strengths. What do you do better than anyone else? What can you offer that no one else can?

Once you have identified your USP, you can begin crafting messages that resonate with your target market segments. These messages should be included in all of your marketing materials, from your website to your business cards.

Pricing and Positioning Strategy

In this section, you will define your pricing strategy and position yourself in the marketplace. To do this, you will need to research your competition and see what they are charging for their products and services. You will also need to consider your own costs and overhead.

Once you have a good understanding of the market, you can begin to develop your pricing strategy. There are a number of pricing strategies you can use, but the most important thing is to be consistent with your pricing across all channels.

You will also need to develop a positioning strategy. This is how you will position yourself in the marketplace. For example, you might position yourself as the “low-cost leader” or the “high-end choice.”

Distribution Strategy

Your distribution strategy outlines how you will get your products and services into the hands of your target market. It should include information about your distribution channels, your partner relationships, and your sales process.

There are a number of ways to distribute your products and services, including online, offline, and through a network of partnerships.

You will need to consider the costs and benefits of each distribution channel and determine which one is best for your business.

In this section, you will develop special offers for your target market segments. These offers should be designed to meet the needs of your target market and should be based on your USP.

For example, if you are targeting first-time homebuyers, you might offer a special discount on your services. Or, if you are targeting high-end buyers, you might offer a free consultation.

Marketing Materials

Your marketing materials are the tools you will use to reach your target market. They should be designed to attract attention and get your target market to take action.

Some of the marketing materials you will need include a website, business cards, brochures, and email templates.

Promotions Strategy

Your promotions strategy should be designed to generate interest in your products and services. There are a number of ways to promote your business, including online advertising, social media, and public relations.

You will need to consider the costs and benefits of each promotion channel and determine which one is best for your business.

Digital Marketing Plan

In this section, you will develop a digital marketing plan to reach your target market online.

Some examples of digital marketing strategies include:

  • Search engine optimization (SEO)
  • Pay-per-click (PPC) advertising
  • Social media marketing
  • Email marketing
  • Content marketing

Conversion, Referral and Retention Strategy

In this section, you will develop strategies to convert leads into customers, referral partners into advocates, and customers into repeat buyers.

You will need to consider the following:

  • What offer will you make to your target market?
  • What is your call-to-action?
  • What are your follow-up procedures?

Financial Projections

In this section, you will need to provide financial projections for your business. This includes a sales forecast, expense budget, and cash flow statement.

Common Marketing Strategies for a Loan Officer

For most loan officers, there are several traditional and digital marketing strategies that are effective for promoting their business and generating leads.

Some common marketing strategies for loan officers include:

  • Networking – Networking is a great way to meet potential clients and referral partners. Attend local business events, Chamber of Commerce meetings, and networking luncheons. You can also join professional organizations such as the National Association of Realtors or the Mortgage Bankers Association.
  • Referrals – Ask your current clients for referrals. Provide them with referral cards that they can give to their friends and family members. You can also offer a referral incentive, such as a discount on your services.
  • Direct mail – Direct mail is a great way to reach potential clients in your target market. Send postcards, flyers, and newsletters to your list of prospects.
  • Online advertising – Online advertising, such as Google AdWords, is a great way to reach potential clients who are searching for loan officers online.
  • Social media – Social media is a great way to connect with potential clients and referral partners. Create a profile on LinkedIn, Twitter, and Facebook. Be sure to post interesting content that will get people talking about your business.
  • Public relations – Public relations is a great way to generate positive publicity for your business. Write press releases, hold events, and give interviews to local media outlets.
  • Content marketing – Content marketing is a great way to attract potential clients to your website. Write blog posts, create infographics, and produce videos that offer valuable information about the loan process.
  • Email marketing – Email marketing is a great way to stay in touch with potential clients and referral partners. Send weekly or monthly emails with mortgage tips, industry news, and special offers.
  • Search engine optimization (SEO) – SEO is a great way to ensure that your website appears at the top of search engine results pages. Use keyword-rich titles and descriptions, and link to your website from other websites.
  • Pay-per-click (PPC) advertising – PPC advertising is a great way to reach potential clients who are searching for loan officers online. Advertise on Google, Bing, and Yahoo! using keyword-targeted ads.
  • Lead generation programs – Lead generation programs, such as MortgageLeads.com, are a great way to generate new leads for your business. These programs provide you with access to a database of potential borrowers who are interested in taking out a loan.

These are just a few of the many marketing strategies that you can use to promote your loan officer business. Choose a few that you feel will be most effective for your business and start implementing them today.

When creating your marketing plan, be sure to include a budget for each of the strategies that you intend to use. This will help you track your progress and ensure that you are not overspending on your marketing efforts.

Once you have created your marketing plan, implement it and start generating new leads for your business. With a little hard work and dedication, you will be on your way to success.

Sample Marketing Plan for a Loan Officer

Example – abc loans.

ABC Loans is a loan officer business that specializes in helping people get the loans they need. We offer a variety of loan products, including home loans, auto loans, and personal loans. We are committed to providing our clients with the best possible service and terms.

To help promote our business, we have developed a marketing plan that includes a variety of strategies, such as online advertising, direct mail, and social media. We have also included a budget for each of these strategies so that we can track our progress and ensure that we are not overspending on our marketing efforts.

Our goal is to generate new leads and business through our marketing efforts. We expect that our marketing plan will help us to achieve our goal of becoming the leading provider of loans in our area.

Our target market segments include individuals and families who are in need of a loan.

The individuals and families who are in need of a loan are typically in need of a large amount of money, and they may not have the time or resources to go through the traditional loan process. They are looking for a loan officer who can help them get the loan they need as quickly and easily as possible.


The following is a breakdown of our target market by demographics:

  • Female: 50%
  • Suburban: 30%
  • $25,000-$49,999: 30%
  • $50,000-$74,999: 30%
  • $75,000-$99,999: 20%
  • $100,000-$149,999: 10%
  • $150,000+: 10%

Family Status

  • Married: 50%
  • Single: 30%
  • Divorced: 10%
  • Widowed: 10%

Employment Status

  • Full-time: 70%
  • Part-time: 20%
  • Unemployed: 10%

We also target businesses that may need a loan for expansion or other purposes.

Businesses that may need a loan typically have a good credit history and are looking for a loan officer who can help them get the loan they need as quickly and easily as possible.

The following is a breakdown of our target market by business type:

  • Small businesses: 90%
  • Large businesses: 10%
  • Manufacturing: 30%
  • Retail: 20%
  • Service: 30%
  • $1-$5 million: 50%
  • $5-$10 million: 30%
  • $10-$50 million: 15%
  • $50 million+: 5%

At ABC Loans, we pride ourselves on our commitment to customer service. We understand that taking out a loan is a big decision, and we are here to help our clients through every step of the process. We offer a variety of loan products, including home loans, auto loans, and personal loans. We also offer competitive rates and terms.

Our pricing strategy is based on providing our clients with the best possible rates and terms. We position ourselves as a provider of loans that offer competitive rates and terms.

Our distribution strategy is based on providing our clients with the best possible service. We offer a variety of loan products, and we work with our clients to find the best product for their needs. We also offer a variety of payment options, so that our clients can choose the option that best suits their needs.

We distribute our loans through a network of loan officers. We also have an online application process that allows our clients to apply for a loan from the comfort of their own home.

We offer a variety of loan products, including home loans, auto loans, and personal loans. We also offer competitive rates and terms.

To help promote our business, we have developed a variety of marketing materials, such as website banner ads, direct mailers, and social media posts.

ABC Loans will use a variety of promotional strategies to reach our target markets. We will use online and offline strategies, as well as a mix of paid and organic methods.

The digital marketing plan includes the following elements:

The website will be the primary focus of the digital marketing effort. The website will include a variety of features, such as a loan calculator, an online application form, and a blog.

Search Engine Optimization (SEO)

We will use SEO to improve the visibility of our website in search engines. We will target key phrases that are relevant to our business and our target markets.

Social Media

We will use social media to create awareness of our brand and to drive traffic to our website. We will use a mix of paid and organic methods on social media.

The goal of the conversion, referral, and retention strategy is to convert leads into customers and then retain them as long-term clients.

To convert leads into customers, we will offer a variety of incentives, such as discounts on loan products, free consultations, and complimentary services.

To retain customers, we will provide a high level of customer service. We will also offer loyalty programs and other incentives to encourage our customers to continue doing business with us.

Based on our marketing plan, we expect to generate the following results:

Profit Margin

  • 5%: $1-$5 million
  • 10%: $5-$10 million
  • 15%: $10-$50 million
  • 20%: $50 million+

Break-Even Point

  • $1-$5 million: $500,000
  • $5-$10 million: $1 million
  • $10-$50 million: $3.33 million
  • $50 million+: $10 million

How to Finish Your Loan Officer Marketing Plan in 1 Day!

Don’t you wish there was a faster, easier way to finish your marketing plan?

With Growthink’s Ultimate Marketing Plan Template you can finish your plan in just 8 hours or less!

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loan officer marketing

Ultimate Loan Officer Marketing Guide (+50 Specific Examples)

  • 29 Dec 2023
  • Mortgage Broker Marketing
  • lendercrate

Loan officers need to be skilled in marketing to attract potential clients and grow their business. With so many marketing strategies available, it can be overwhelming to decide which ones to implement. This article will provide 50 loan officer marketing ideas to help them reach their target audience and increase their loan portfolio.

One effective marketing strategy for loan officers is to build relationships with real estate agents and others in the industry. Loan officers can attend local events and network with industry professionals to increase their visibility and build trust. They can also create eye-catching flyers and utilize email marketing to reach a wide range of potential clients.

Another important marketing strategy for loan officers is to establish a strong online presence. This can include creating a loan officer profile page containing their NMLS number and contact information, as well as utilizing social media platforms to share industry news and engage with potential clients. Loan officers can also create informative blog posts and videos to establish themselves as experts in the field. By implementing these and other marketing strategies, loan officers can attract new clients and grow their business.

50 Unique Loan Officer Marketing Ideas

Loan officers are always looking for new and innovative ways to reach potential clients and increase their business. Here are 50 marketing ideas for loan officers that can help you get more leads and close more deals:

  • Host Homebuyer Seminars: Educate potential clients about the home-buying process.
  • Develop a Professional Website: Showcase your services and client testimonials.
  • Engage on Social Media: Regularly post on platforms like Facebook, LinkedIn, and Twitter.
  • Create Informative Blog Content: Write about mortgage trends and tips.
  • Email Marketing Campaigns: Send newsletters with industry updates and advice.
  • Collaborate with Real Estate Agents: Form partnerships for mutual referrals.
  • Attend Local Networking Events: Meet potential clients and industry peers.
  • Offer Free Consultations: Help prospects understand their mortgage options.
  • Utilize SEO Strategies: Improve your website’s search engine ranking.
  • Create a YouTube Channel: Post educational videos about mortgages.
  • Use Google AdWords: Target potential clients searching for mortgage-related terms.
  • Implement Facebook Ads: Reach a targeted audience with specific demographics.
  • Host Webinars: Cover topics like refinancing and mortgage qualification.
  • Develop a Referral Program: Reward clients for referring new business.
  • Participate in Community Events: Increase brand visibility locally.
  • Offer First-Time Homebuyer Guides: Provide valuable resources to prospects.
  • Conduct Market Research: Understand your target audience’s needs.
  • Create a Strong Brand Identity: Develop a recognizable brand across all platforms.
  • Leverage LinkedIn for B2B Networking: Connect with other professionals.
  • Use Instagram for Property Showcases: Share images and stories of homes.
  • Engage in Content Marketing: Share valuable content across various platforms.
  • Implement Retargeting Ads: Re-engage visitors who left your website.
  • Create a Mobile App: Offer tools and resources for homebuyers.
  • Use Chatbots for Instant Engagement: Provide quick responses on your website.
  • Organize Community Workshops: Offer free advice on mortgage and finance.
  • Leverage Client Testimonials: Showcase success stories on your website and social media.
  • Offer Interactive Mortgage Calculators: Help clients estimate their payments.
  • Utilize TikTok for Creative Marketing: Share short, engaging mortgage tips.
  • Conduct Email Surveys: Gather feedback to improve services.
  • Create an eBook on Mortgage Basics: Offer as a free download for lead generation.
  • Use Direct Mail Campaigns: Send flyers and brochures to targeted neighborhoods.
  • Participate in Podcasts: Share your expertise on mortgage-related topics.
  • Offer Virtual Consultations: Cater to clients’ convenience with online meetings.
  • Create Infographics: Share visually appealing mortgage information.
  • Sponsor Local Events or Teams: Increase brand recognition in the community.
  • Develop a Strong Value Proposition: Clearly articulate what sets you apart.
  • Use LinkedIn Articles: Share longer-form content to establish expertise.
  • Implement a Customer Relationship Management (CRM) System: Manage leads and clients effectively.
  • Collaborate with Financial Advisors: Gain referrals from financial professionals.
  • Offer Home Financing Workshops: Educate about different mortgage options.
  • Utilize Pinterest for Home Inspiration: Connect with potential homebuyers.
  • Create a Google My Business Profile: Improve local search visibility.
  • Host Client Appreciation Events: Strengthen relationships with existing clients.
  • Develop a Niche Focus: Specialize in a particular type of loan or client.
  • Use QR Codes in Marketing Materials: Make it easy for prospects to find your website.
  • Participate in Real Estate Expos: Showcase your services to a large audience.
  • Offer Bilingual Services: Reach a wider client base.
  • Publish Press Releases: Share significant business milestones or offerings.
  • Use Online Reviews to Build Credibility: Encourage satisfied clients to leave reviews.
  • Create a Series of Mortgage FAQs: Address common client questions on your website.

marketing plan for lending business

Understanding Your Target Market

As a loan officer, it is important to have a clear understanding of your target market. This will help you to effectively market your services and reach potential clients.

Identifying Potential Clients

One way to identify potential clients is to look at your existing customer base. Who are your current clients? What are their needs and preferences? This information can help you to identify common characteristics and trends among your clients, which can then be used to target similar individuals or groups.

Another way to identify potential clients is to conduct research on your local market. Look at demographic data, such as age, income, and education level, to determine which groups are most likely to need your services. You can also look at trends in the housing market, such as the number of new home buyers or the amount of refinancing activity, to identify areas of opportunity.

Research and Niche Specialization

In addition to identifying potential clients, it is important to conduct research on your chosen niche. This will help you to better understand the needs and preferences of your target market, and to tailor your marketing efforts accordingly.

For example, if you specialize in providing loans to small business owners, you may want to research the challenges and opportunities faced by this group. You may also want to research the types of loans and financing options that are most commonly used by small business owners, and the factors that influence their decision-making process.

By conducting research and specializing in a particular niche, you can position yourself as an expert in your field. This can help you to stand out from other loan officers and to attract clients who are looking for specialized services.

Overall, understanding your target market is essential for effective marketing as a loan officer. By identifying potential clients and conducting research on your chosen niche, you can tailor your marketing efforts to reach the right people and position yourself as an expert in your field.

Developing a Marketing Plan

Developing a marketing plan is crucial for loan officers who want to grow their business and attract more clients. A marketing plan helps you set clear goals, allocate a marketing budget, and create a 90-day mortgage marketing plan to reach your target audience. Here are some steps to follow when developing a marketing plan.

Setting Clear Goals

The first step in developing a marketing plan is to set clear goals. You need to define what you want to achieve with your marketing efforts. For instance, you may want to increase your client base, generate more leads, or improve your brand awareness. Setting clear goals will help you measure the success of your marketing efforts and adjust your strategy accordingly.

Allocating a Marketing Budget

Once you have set your goals, the next step is to allocate a marketing budget. You need to determine how much money you are willing to spend on marketing activities. Your budget should cover all your marketing activities, including online advertising, social media marketing, email marketing, and content creation. Allocating a marketing budget will help you prioritize your marketing activities and ensure that you are getting the most out of your budget.

Building a Strong Online Presence

In today’s digital age, having a strong online presence is crucial for loan officers to reach potential clients. Building a professional website, optimizing for search engines, and leveraging Google My Business are all key components of creating a strong online presence.

Creating a Professional Website

A professional website is the foundation of any loan officer’s online presence. It should be easy to navigate, visually appealing, and provide valuable information to potential clients. Loan officers should consider including their contact information, loan products, and testimonials from satisfied clients. Additionally, loan officers should make sure their website is mobile-friendly, as more and more people are using their smartphones to browse the internet.

SEO for Mortgage Loan Officers

Search engine optimization (SEO) is the process of optimizing a website to rank higher in search engine results pages. For loan officers, this means targeting keywords related to their loan products and services. By incorporating these keywords into website content, loan officers can improve their website’s visibility in search results and attract more potential clients.

Leveraging Google My Business

Google My Business is a free tool that allows loan officers to manage their online presence across Google, including search and maps. By creating a Google My Business profile, loan officers can provide potential clients with important information such as their address, phone number, and hours of operation. Additionally, loan officers can use Google My Business to post updates, respond to reviews, and showcase photos of their office or team.

Overall, building a strong online presence is essential for loan officers to reach potential clients in today’s digital age. By creating a professional website, optimizing for search engines, and leveraging Google My Business, loan officers can improve their online visibility and attract more clients.

Effective Use of Social Media

Loan officers can leverage social media to reach a wider audience and grow their business. Here are some effective ways to use social media for marketing purposes:

Engaging on Platforms like Facebook and LinkedIn

Facebook and LinkedIn are powerful platforms for loan officers to engage with potential clients and partners. Loan officers can share relevant industry news, helpful tips, and promote their services on these platforms. It is important to engage with followers by responding to comments and messages promptly. Loan officers can also join groups related to the real estate industry to network and build relationships with potential clients and partners.

Utilizing Visual Platforms like Instagram and TikTok

Visual platforms like Instagram and TikTok can be used to showcase properties, share testimonials, and give followers a behind-the-scenes look at the loan officer’s business. Loan officers can also use these platforms to share helpful tips and educational content in a visually appealing way. Utilizing hashtags can help increase the reach of these posts and attract new followers.

Creating a YouTube Channel

Creating a YouTube channel can be a great way for loan officers to share educational content and establish themselves as industry experts. Loan officers can create videos on topics such as the mortgage process, industry news, and frequently asked questions. It is important to optimize the videos for search engines by using relevant keywords in titles, descriptions, and tags.

In conclusion, social media can be a powerful tool for loan officers to grow their business and reach a wider audience. By engaging on platforms like Facebook and LinkedIn, utilizing visual platforms like Instagram and TikTok, and creating a YouTube channel, loan officers can establish themselves as industry experts and attract new clients.

Content Marketing and Blogging

The world of marketing is constantly evolving, and content marketing has become an essential part of any successful marketing strategy. Loan officers who are looking to expand their reach and attract more clients should consider incorporating content marketing and blogging into their marketing plan. Here are a few ways that loan officers can use content marketing and blogging to their advantage:

Crafting Informative Blog Posts

One of the most effective ways for loan officers to establish themselves as experts in their field is by creating informative blog posts. Blogging allows loan officers to share their knowledge and insights with potential clients, which can help to build trust and credibility. Loan officers should focus on creating content that is relevant to their target audience, and that provides value and useful information.

Guest Posting on Relevant Sites

Another way for loan officers to expand their reach and attract new clients is by guest posting on relevant sites. Loan officers can reach out to other bloggers or websites in their industry and offer to write a guest post. This can help to increase their exposure and drive traffic back to their own website. When guest posting, loan officers should focus on creating high-quality content that provides value to the reader.

Using Video Marketing to Enhance Engagement

Video marketing has become an increasingly popular way for loan officers to connect with potential clients. Loan officers can create videos that provide information about their services, answer frequently asked questions, or offer tips and advice. Video marketing can help to enhance engagement and build trust with potential clients.

Overall, content marketing and blogging can be powerful tools for loan officers who are looking to expand their reach and attract more clients. By creating informative blog posts, guest posting on relevant sites, and using video marketing to enhance engagement, loan officers can establish themselves as experts in their field and attract new clients.

Networking and Building Relationships

Loan officers need to establish strong relationships with real estate agents, referral partners, and potential clients. Building a network of contacts is crucial to the success of a loan officer. Here are some effective ways to network and build relationships:

Partnering with Real Estate Agents

Real estate agents are key players in the home buying process and can be valuable partners for loan officers. Loan officers can offer their expertise and services to real estate agents, and in turn, receive referrals from them. It is important to establish a mutually beneficial relationship with real estate agents by maintaining regular contact, providing them with relevant information, and offering incentives for referrals.

Cultivating Referral Partners

Referral partners can be anyone from financial advisors, attorneys, accountants, to contractors. Loan officers should seek out referral partners who can provide valuable leads and referrals. It is important to establish trust and credibility with referral partners by offering excellent service, maintaining regular contact, and providing them with relevant information.

Attending Community Events

Attending community events is a great way for loan officers to connect with potential clients and referral partners. Loan officers can participate in local business organizations, attend charity events, and sponsor community events. By being visible in the community, loan officers can establish their brand, build relationships, and generate leads.

In summary, networking and building relationships are essential for the success of a loan officer. By partnering with real estate agents, cultivating referral partners, and attending community events, loan officers can establish a strong network of contacts, build trust and credibility, and generate leads.

Lead Generation Tactics

Loan officers need to generate leads to keep their business thriving. Here are some effective lead generation tactics:

Utilizing Email Marketing

Email marketing is an effective way to reach potential clients. Loan officers can use email marketing to keep in touch with past clients and to nurture leads. They can also use email marketing to offer promotions and discounts.

To maximize the effectiveness of email marketing, loan officers should create targeted email campaigns. They can segment their email list based on factors such as location, income, and credit score. They can also personalize their emails with the recipient’s name and other relevant information.

Offering Webinars and Educational Content

Webinars and educational content are great ways to attract potential clients. Loan officers can offer webinars on topics such as home buying, refinancing, and credit repair. They can also create educational content such as blog posts and videos.

To make the most of webinars and educational content, loan officers should promote them on social media and other relevant channels. They can also offer incentives such as free consultations or discounts to attendees.

Creating Effective Landing Pages

Landing pages are a key component of lead generation. Loan officers can create landing pages that are optimized for specific keywords and target audiences. They can also use landing pages to offer free resources such as e-books and whitepapers.

To create effective landing pages, loan officers should focus on the benefits of their services. They should also use clear and concise language and include a strong call to action. Finally, they should test their landing pages to see which ones are most effective.

By utilizing these lead generation tactics, loan officers can attract more leads and grow their business.

Leveraging Client Feedback

Client feedback is an essential component of any successful marketing strategy. Loan officers who listen to their clients’ feedback can gain valuable insights into their needs and preferences, allowing them to tailor their services to better meet their clients’ expectations. In this section, we will explore two ways loan officers can leverage client feedback to improve their marketing efforts.

Encouraging Testimonials and Reviews

Testimonials and reviews from satisfied clients are powerful marketing tools that can help loan officers attract new clients. Loan officers can encourage clients to leave reviews and testimonials by providing excellent service and following up with them after the loan process is complete. Loan officers can also create a dedicated page on their website where clients can leave reviews and testimonials.

Another way to encourage clients to leave reviews and testimonials is by offering incentives such as discounts on future services or gift cards. Loan officers can also use social media platforms like Facebook and LinkedIn to ask clients to leave reviews and testimonials.

Using Feedback to Improve Services

Client feedback can also help loan officers improve their services. Loan officers can use feedback from clients to identify areas where they can improve, such as communication, loan processing times, and customer service. Loan officers can also use client feedback to identify trends and patterns in their services, allowing them to make data-driven decisions about how to improve their marketing efforts.

Loan officers should make it a priority to listen to their clients’ feedback and take action to address any concerns or issues they may have. By doing so, loan officers can build strong relationships with their clients and establish themselves as trusted advisors in the mortgage industry.

Advertising and Promotional Strategies

Loan officers need to reach out to potential clients and build brand awareness to grow their business. Advertising and promotional strategies can help them achieve these goals. Here are a few effective methods:

Exploring Facebook and Google Ads

Facebook and Google are two of the most popular online platforms for advertising. Loan officers can use Facebook Ads to target specific demographics, interests, behaviors, and locations. They can also use Google Ads to show up at the top of search results when people search for relevant keywords. Loan officers can set up their own campaigns or hire professionals to do it for them. However, they need to make sure they comply with advertising regulations and guidelines.

Designing Eye-Catching Flyers and Mailers

Flyers and mailers are traditional marketing materials that can still be effective in the digital age. Loan officers can design eye-catching flyers and mailers that showcase their services, offers, and testimonials. They can distribute them in local neighborhoods, offices, events, and mailboxes. They can also use direct mail services to target specific zip codes, income levels, and credit scores. However, they need to make sure they follow the rules regarding unsolicited mail and opt-out options.

Considering Traditional Marketing Channels

Loan officers can also explore traditional marketing channels such as radio, TV, print, and outdoor ads. They can sponsor local events, sports teams, and charities. They can participate in networking groups, conferences, and expos. They can also leverage word-of-mouth referrals and testimonials. However, they need to make sure they allocate their budget wisely and track their ROI.

Overall, loan officers can use advertising and promotional strategies to reach out to potential clients and build their brand. They need to be creative, compliant, and strategic in their approach.

Personal Branding for Loan Officers

As a loan officer, building a strong personal brand is crucial in today’s competitive market. By effectively leveraging personal branding techniques, loan officers can establish themselves as trusted experts and increase their market visibility. Here are some tips on how to build a personal brand as a loan officer.

Establishing Expertise and Trust

To establish expertise and trust, loan officers must focus on providing value to their clients. This can be done by creating informative content that educates clients on the loan process, market trends, and other related topics. Loan officers can also engage in public speaking events or webinars to showcase their knowledge and expertise.

Another way to establish trust is by providing excellent customer service. Loan officers should be responsive, transparent, and honest with their clients. They should also be willing to go above and beyond to help their clients achieve their financial goals.

Creating a Consistent Brand Image

Creating a consistent brand image is essential to building a strong personal brand. Loan officers should focus on creating a clear and concise message that resonates with their target audience. This can be achieved by developing a unique value proposition that sets them apart from other loan officers.

Loan officers should also use consistent branding across all marketing channels, including their website, social media, and email marketing campaigns. This includes using the same logo, color scheme, and messaging to create a cohesive brand image.

In conclusion, building a strong personal brand is essential for loan officers to attract and retain clients. By establishing expertise and trust and creating a consistent brand image, loan officers can stand out in the competitive loan market.

Example 90-Day Mortgage Marketing Plan

Month 1: establishing foundations, week 1-2: market research and brand development.

  • Understand Your Audience: Research your target market, including demographics and financial behaviors.
  • Develop Your Brand: Create a unique value proposition and brand identity that resonates with your target audience.

Week 3-4: Digital Presence Setup

  • Build a Professional Website: Ensure it’s informative, user-friendly, and SEO-optimized.
  • Create Social Media Profiles: Focus on platforms like LinkedIn, Facebook, and Instagram.
  • Start a Blog: Plan and write initial posts related to mortgage advice and market trends.

Month 2: Engagement and Network Expansion

Week 5-6: content creation and distribution.

  • Regular Blogging: Publish and share insightful blog posts.
  • Email Newsletter: Start a bi-weekly newsletter with market insights, tips, and company updates.
  • Social Media Engagement: Regularly post engaging content and interact with followers.

Week 7-8: Networking and Relationship Building

  • Attend Industry Events: Connect with real estate agents, financial advisors, and potential clients.
  • Join Local Business Groups: Increase your local presence and network.
  • Initiate Partnerships: Reach out to real estate agents for mutual referral agreements.

Month 3: Lead Generation and Promotion

Week 9-10: lead generation tactics.

  • Implement a Referral Program: Encourage existing contacts to refer new clients.
  • Host Webinars: Cover topics like first-time home buying and mortgage processes.
  • Utilize Paid Advertising: Experiment with targeted ads on Google and social media.

Week 11-12: Review and Adjust

  • Analyze Results: Use analytics to understand which strategies are working.
  • Gather Feedback: Get input from clients and peers on your services and marketing efforts.
  • Adjust Strategies: Refine your approach based on insights and feedback.

Continuous Activities Throughout 90 Days

  • Personal Branding: Consistently showcase your expertise and reliability.
  • Client Engagement: Maintain regular contact with potential and existing clients.
  • Professional Development: Stay informed about industry trends and changes.

Key Performance Indicators (KPIs) to Track

  • Website Traffic: Monitor the number of visitors and their behavior on your site.
  • Social Media Engagement: Track likes, shares, comments, and follower growth.
  • Lead Generation: Keep an eye on the number of new leads and their sources.
  • Email Open and Click-Through Rates: Measure the effectiveness of your email campaigns.
  • Networking Success: Assess the quality and quantity of your new professional connections.

By following this 90-day plan, new loan officers can lay a solid foundation for their marketing efforts, establish a strong network, and start generating leads effectively. Remember, flexibility and adaptability are key; regularly review and adjust your strategies for optimal results.

Frequently Asked Questions

What innovative event strategies can loan officers employ to attract clients.

Loan officers can organize events such as homebuyer seminars, open houses, and community events to attract potential clients. They can also collaborate with local businesses to sponsor events and offer special deals to attendees. By providing valuable information and resources, loan officers can establish themselves as trusted advisors and build long-term relationships with clients.

How can mortgage marketing flyers be effectively utilized for lead generation?

Mortgage marketing flyers can be used to promote loan officer services and attract potential clients. Loan officers can distribute flyers at local events, community centers, and real estate offices. They can also include flyers in direct mail campaigns and email newsletters. The flyers should be visually appealing, informative, and provide a clear call-to-action.

What are effective tactics for loan officers to build partnerships with realtors?

Loan officers can build partnerships with realtors by offering to co-host open houses and homebuyer seminars. They can also provide realtors with valuable resources such as market reports and educational materials. Additionally, loan officers can offer to pay for marketing materials or sponsor realtor events. By building strong relationships with realtors, loan officers can increase their visibility and generate more leads.

What are some unique personal loan marketing ideas to stand out in the market?

Loan officers can differentiate themselves by offering personalized loan solutions and exceptional customer service. They can also create informative videos and blog posts to educate clients about loan options and the loan process. Loan officers can also offer special promotions and discounts to attract clients and build loyalty.

Which marketing strategies do successful mortgage brokers implement to increase their client base?

Successful mortgage brokers use a variety of marketing strategies such as social media advertising, email marketing, and search engine optimization (SEO) to increase their client base. They also provide exceptional customer service and offer personalized loan solutions to meet clients’ unique needs. Additionally, they collaborate with realtors and other industry professionals to generate more leads.

What methods can loan officers adopt to consistently generate new business leads?

Loan officers can consistently generate new business leads by investing in digital marketing, networking with industry professionals, and providing exceptional customer service. They can also offer referral incentives to existing clients and ask for client reviews and testimonials. By staying up-to-date with industry trends and providing valuable resources to clients, loan officers can establish themselves as trusted advisors and attract more leads.

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marketing plan for lending business

The Most Effective Marketing Strategies in Lending

 Most lenders and financial services agents find it really hard to hang on to clients.

Once a transaction is finalized, it’s difficult to justify keeping in touch with clients. According to research carried out by Econsultancy in 2016, only 22% of businesses [1] are happy with their marketing conversion results and 63% of companies say that generating traffic and leads is their biggest challenge.  

marketing plan for lending business

There are several ways to increase the number of qualified leads generated by your marketing strategies. As the world becomes more technology oriented, automation and simplification are the keys to success. You probably don’t have time to waste on marketing your products, so you want a lot of bang for your bucks.

Before you begin, decide who you're targeting: new or existing customers. In most cases, it’s better to target existing customers because they already trust you and acquisition costs are lower. But in either case, the right marketing strategy is going to be key to your success. Let’s discuss a few of them.

Email Marketing

The most obvious strategy is email marketing. But, as we know, this isn’t always effective.

Most people don’t want to be bombarded with marketing emails. With around 124.5 billion business emails generated each day[2], it is no wonder that most end up in the junk folder, so businesses are having to come up with new and more innovative marketing strategies. What are your options?

If you do elect to send out regular marketing emails, err on the side of caution and keep them targeted and brief. The more you send, the higher the risk your recipient will unsubscribe (78% of recipients admit to unsubscribing if they received too many emails[1]) or forward your mail to the junk folder.

Research carried out by the Direct Marketing Association revealed that targeted emails sent to specific segments generated 58% of all revenue[1].

The more important thing to remember when composing marketing emails is that your content must be relevant to the recipient. Give them a reason to open the email. Make sure the subject line is compelling and that you include a call-to-action in your content, e.g. call me/us today about X.

Ultimately, particularly in lending or real estate, the best way to hold on to clients and groom new ones is by adding value . Homebot for instance uses AI to deliver powerful dashboards and email reports that actually save your customers money .

Citywide Home Loans recently used Homebot sent out 750 digests to clients on their database, of which 725 were opened. That’s a 96% capture rate, which far exceeds the results of a standard email marketing campaign. It proves that people are very receptive to information that clearly shows how much money they can save, either by switching to a different mortgage lender or paying down their existing loan faster.

Nothing builds customer loyalty and referrals more than delivering real value.

marketing plan for lending business

Leverage Content Marketing

Since targeted content is far and away the most effective strategy for marketing purposes, it makes sense to extend your content marketing into your social media channels. You can share blog content via social media, which boosts readership and helps to bring new prospects your way.

Write on topics that will be of interest to your readers. As we observed from the Citywide Home Loans case study, readers are interested in content that shows them how they can save money. First-time buyers want easy-to-digest mortgage information and existing homeowners will be interested in new products and topics related to refinancing.

marketing plan for lending business

75% of people dislike being fed targeted information via advertising. They much prefer to read the same information in an article or blog.

Keep your content marketing low-key and always write in an engaging, friendly manner. Mix up your content to keep it fresh. It’s a good idea to write about related topics, such as the status of the real estate market, or tips for homeowners looking to sell their properties.

The idea is to build a relationship with your clients. Even if they don’t need your services again, you want them to recommend you to their family and friends.

Not everyone has the time or the inclination to write their own content. That’s OK! Outsource your content writing requirements to a freelancer or content marketing agency, but always quality check before you publish, to make sure the article/blog post fits your brand message.

PPC Advertising

As Homebot customers know, targeted content is the key to success. PPC marketing uses the same principle. For a fee, you can reach clients searching for specific key phrases, such as ‘best mortgage rates’. The more popular the keywords, the more expensive PPC marketing is, but it can be very effective at generating qualified leads.

marketing plan for lending business

Most people use search engines to find financial products and carry out research before they buy, so it makes sense to target these people as they pass along the sales funnel. You are in control of how much you spend, so you can always allocate a relatively small budget to PPC, and then increase it if you feel PPC is offering you value for money.

Getting new customers is extremely expensive, and keeping existing ones is often even harder. As new acquisition channels seem to pop up on a weekly basis, it’s become an exercise in futility to know the best approach.

At the end of the day, it’s important to stick to the fundamentals - there is no better marketing engine in the world than a happy customer.

  • https://www.hubspot.com/marketing-statistics
  • https://www.campaignmonitor.com/blog/email-marketing/2018/03/shocking-truth-about-how-many-emails-sent/

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marketing plan for lending business

Who it's For

marketing plan for lending business


Chapter 2: Loan Officer Marketing Plan Template: What You Should Include

marketing plan for lending business

Chapter 1 What Is Mortgage Marketing?

Loan Officer Marketing Plan Template

What is a Loan Officer Marketing Plan?

How to Develop a Loan Officer Marketing Plan Template

Find Your Target Audience or Niche

Develop a Buyer Persona for Your Target Market

Perform a SWOT Analysis

Develop a Value Proposition

Define Your Goals

Cultivate Relationships to Build a Quality Database

Create Partnerships with Referral Partners

Provide Ongoing Value  

Bottom Line

Chapter 3 Effective Digital Mortgage Marketing Strategies

Chapter 4 Loan Officer & Mortgage Broker SEO Strategies

Chapter 5 Loan Officer Marketing to Realtors

In the first chapter of our Mortgage Marketing Guide , you learned the definition of mortgage marketing, the types of marketing, and the stages of the mortgage marketing process. Now, it’s time to put this information into a detailed loan officer marketing plan to entice and obtain new business. In this chapter, we will define what a marketing plan is and explain how you can use Jungo’s free loan officer marketing plan template to create one for your mortgage business.

What Is a Loan Officer Marketing Plan?

A loan officer marketing plan communicates your business goals and identifies the marketing tactics you will use to reach them. A solid mortgage marketing plan will identify the business’s target market, its value proposition, and its competitive advantage in the market. Additionally, a mortgage marketing plan should outline the marketing goals of the business, the tactics it will use to achieve them, and how it will measure the performance of its marketing campaigns.

How To Develop a Loan Officer Marketing Plan Template 

Just like the many steps accompanying client loan processes, a thorough and valuable loan officer marketing plan also requires various tactics. Fortunately, most loan officers don’t need to create a strategy from total scratch. Instead, check out the following loan officer marketing plan template to streamline your efforts for maximum Return On Investment (ROI). 

1. Find Your Target Audience or Niche

Find your target audience or niche

The first step in a loan officer marketing plan is identifying your target audience or niche. Marketing is most effective when it speaks to a specific audience. So, rather than focus on the entire mortgage industry, hone in on the individuals currently powering your business. These demographics help create a loan officer marketing plan template tailored to these specific customers.

For instance, when dealing with mortgage loans, it’s helpful to break the general audience into various borrower types. First-time homebuyers, refinance clients, and even low-credit loan seekers are niches. These can be hyper-targeted in a loan officer marketing plan. Alternatively, you can focus your target audience on particular loan types. Such as individuals seeking a VA home loan or investment property loan.  

2. Develop a Buyer Persona for Your Target Market

Develop a buyer persona for your target market

A  buyer persona  is a fictional representation of your ideal customer. It puts a fictional face on your target audience. So, you can focus your time and resources on the type of content and verbiage your ideal client prefers. By creating a buyer persona, you can hyper-target your marketing efforts and determine which types of marketing, such as traditional marketing,  digital marketing , or  referral marketing , is best for reaching your audience. 

To develop a buyer persona, take a deep dive into previous client data and identify which client types are the most successful (and enjoyable). Leverage this information. Along with demographics such as household size and annual salary range, create a persona for each of your desired niches. What does each persona want and need from a loan officer? 

Buyer Persona Examples

For instance, ‘First Time Buyer Bob’ can encapsulate the preferences and finances of a new buyer. Also, ‘Refinance Rita’ can sum up the details of a client looking for refinancing. Each time you create new marketing materials or communicate with a potential client, return to these personas to ensure your messaging and positioning match their current needs, wants, and preferences. 

3. Perform a SWOT Analysis

Perform a SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats

With your target audience in mind, the next step in a loan officer marketing plan template is to perform a SWOT analysis. Short for Strengths, Weaknesses, Opportunities, and Threats, a SWOT analysis is a critical marketing practice. So, it helps businesses identify and assess various factors. These can either positively or negatively impact their clients’ goals. 

In terms of a loan officer marketing plan, the acronym SWOT can be broken into:

  • S: Areas of strength you and/or your mortgage company perform well in along with your competitive advantages, such as strong communicative skills. 
  • W: Areas of personal weakness that your competitors have an advantage in, as well as areas where you are limited by resources or inexperience, such as clerical skills. 
  • O: Present market opportunities or trends in your local area that you can capitalize on with your strengths. 
  • T: Present threats in the current housing market that could impact your marketing plans, such as COVID-19, increased competition, and new regulations.

By completing a SWOT analysis, loan businesses can better prepare for both potential advantages and disadvantages in their marketing plans.

4. Develop a Value Proposition

Develop a value proposition

In the increasingly competitive mortgage industry, loan officers need to understand the importance of a value proposition. A value proposition is a simple statement that sums up why a potential client should choose your specific service. The basis of a value proposition is always your customer’s main problem. So, to formulate yours, return to your buyer persona to identify your customer’s primary problem or need.

Next, review your SWOT analysis to identify your strengths and how these strengths can be valuable to your target audience. For instance, strong communication and intrapersonal skills are valuable to ‘First Time Buyer Bob’ who doesn’t understand how home loans work. Also, position this information to differentiate yourself from your competitors. This develops your unique value proposition. 

5. Define Your Goals

Define your goals

Goals are the backbone of a loan officer marketing plan template. Without goals, none of your marketing efforts have a true purpose or a means of measurement. So, when defining your goals, it’s important to explain what you want to accomplish and how you plan on getting there. What do you need to do differently to execute your loan officer marketing plan? 

For example, perhaps you’d like to increase your brand awareness and solidify your reputation in your local community. Then you might decide to dedicate part of your marketing budget to your  Search Engine Optimization (SEO) efforts to help your website rank higher in search results and outperform your competitors. Decide what your goal is, and write down the steps you need to take to make it happen. 

Ask Questions 

Whatever you decide to do differently, make sure that your goals are trackable and specific. Otherwise, you’ll never be able to tell if you’re truly hitting your benchmarks. Check in on your loan officer marketing plan regularly. Are you missing, hitting, or surpassing your goals? Do you need to adjust your methods? After all, what you do now determines where you will be later. 

6. Cultivate Relationships To Build a Quality Database

Cultivate relationships to build a quality database

So, have your goals and value proposition in mind. Then, you can decide how to optimize the gap between where you are now and where you’d like to be. While you may think cultivating new relationships is a challenge, it’s something that needs to be done to reach your marketing goals. 

Fortunately, building and maintaining customer relationships does not need to be as intimidating as you may think. The right  Mortgage Customer Relationship Management (CRM) tool can help loan officers stay in touch with clients throughout the entire buying process, all from one convenient dashboard. Jungo’s Mortgage CRM software offers robust capabilities to manage customer data, send SMS text messages, and automate email communications to effortlessly meet your marketing goals.

7. Create Partnerships with Referral Partners

Create partnerships with referral partners

The massive size of the real estate market means countless other professionals understand and value your work. Not all of them are your competition! If you want your loan officer marketing plan template to take on a life of its own, you’ll need to support your business growth by  creating partnerships with referral partners . 

Creating strong partnerships with fellow industry professionals, such as real estate agents, allows loan officers the opportunity to give and receive beneficial referrals. Jungo’s  co-marketing tools help attract and build these profitable partnerships. These use aesthetically appealing email templates, flyers, and post-closing cards/gift packages. The costs and performance of these various referral partner marketing materials can also be easily tracked using customizable reporting capabilities. 

8. Provide Ongoing Value 

Provide ongoing value

All in all, this loan officer marketing plan template is a great source of starter knowledge for you and your ongoing future as a mortgage loan officer. As you continue to navigate which marketing efforts work best for you and your target audience, you must remember that existing and potential clients may also need a bit of industry knowledge to also help guide their processes.

Fortunately, it’s easier than ever to disseminate helpful industry information with the right  marketing tools . Loan officers can provide a variety of mortgage loan industry topics. These appeal to existing and potential customers via email and video marketing. Also, position yourself as a leader in your field. These marketing materials also speak to the quality of your business, which can benefit overall lead generation. 

Bottom Line 

Know you know the ins and outs of developing a loan officer marketing plan for your business. Let’s recap what we’ve learned in this chapter:

  • A loan officer marketing plan provides an overview of your business goals and the marketing tactics you will utilize to reach them. 
  • To create your marketing plan, you must identify your target market and understand what they are looking for in a mortgage solution. 
  • With your target market in mind, you can conduct a SWOT analysis of your business and its competitive landscape to determine where your advantage is in the market. 
  • Leverage your competitive advantage (the thing your mortgage business does well) into your value proposition to reach your audience by speaking to their needs.
  • Define the goals of your marketing efforts and the marketing tactics you will use to achieve them. Make sure your marketing campaigns are measurable.
  • A  Mortgage CRM  with marketing automation features is crucial to managing your relationships with leads, prospects, clients, and referral partners and ensuring you provide value at every step.

While this loan officer marketing plan template is an excellent guide on where to start with your efforts, it’s not the guarantee of complete marketing success. In reality, loan officer marketing features a good deal of trial and error. As you continue to experiment with a variety of marketing tactics, you’ll eventually identify what works best for your and your target audience. In Chapter 3, we will discuss  digital mortgage marketing strategies  and how you can leverage digital channels to drive new qualified leads.

Previous Chapter 1 What Is Mortgage Marketing?

Next Chapter 3 Effective Digital Mortgage Marketing Strategies

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Content Marketing

Marketing Strategies for Generating More Commercial Lending Leads

You know business lending is a profitable endeavor, but how can smaller financial institutions compete against megabanks and non-traditional online lenders? The good news is that digital marketing and technology create new opportunities for smaller banks and credit unions to attract and engage small business owners. You also have an existing pool of leads among your business deposit account holders.

marketing plan for lending business

This article will walk you through the steps of creating a traditional and digital marketing strategy for generating more commercial lending leads. As an industry leader with years of experience working with community banks and credit unions, BankBound understands the unique challenges your financial institution faces, and we have cutting-edge solutions to help you succeed.

Local Search Engine Optimization (SEO)

As a community bank or credit union, you don’t need to attract a worldwide audience to your site. Instead, you want to increase business lending leads on a local level. Local search engine optimization (SEO) is an ideal strategy for banks and credit unions because it optimizes your site for commercial clients in your area who need the financial products and services you offer. From listing your branch locations and hours, to mentioning the names of nearby towns and cities in page copy, local SEO will help you rank higher in organic search results for commercial lending options in the region you serve. Take these first steps to create and optimize individual business lending pages on your financial institution’s website.

  • Each of the commercial loan products you offer – such as construction loans, commercial fleet financing , mortgages, vehicle loans, and more – should have its own page on your website. This way, you can build highly-optimized pages with keyword-rich content that will yield better rankings in the search results. Greater visibility for each of these pages leads to more traffic on your site, which in turn yields higher conversions on these product pages.
  • Fill those pages with unique content that is keyword-rich and region-specific. If you are located within a specific service area or market, be sure to include references to this region throughout the copy.
  • Include clear calls-to-action on every page so potential customers will be motivated to contact your lending team.
  • Include customer testimonials (or consider adding them) to the bottoms and/or sidebars of product pages. In the present “Yelp era,” testimonials and online reviews hold a lot of sway over consumers’ decisions to patronize a particular business or bank. According to research, 85% of consumers trust online reviews as much as recommendations from a friend or relative.
  • You should already have individual pages for each of your branch locations . Make sure that location pages are optimized with unique content, accurate contact information, hours and images.
  • If you have dedicated loan officers at any or all of your branch locations, mention their names and profiles on the corresponding location page. This can help build a sense of trust and helps humanize your business.

SEO isn’t just about generating more traffic to your website. It’s about implementing strategies that will allow you to reach a highly-qualified audience when they’re searching for a solution to their needs. Taking these important first steps will optimize your site to attract and generate commercial lending leads, setting you up to close the deal once business owners land on your product pages.

marketing plan for lending business

Inbound Content Marketing

Choosing a lending partner is a big decision for any business. Make it easier for potential clients to choose your financial institution by providing original and informative page content and blog articles. These two primary sources of content marketing can help your audience understand their commercial lending options, build trust for your FI, and provide a forum for you to explain how you can help them achieve their business’ financial goals. With  high-quality website content  as part of your overall inbound marketing approach, you’ll drive your desired target leads to your site and capture their attention (and business) with useful and engaging page copy and blog articles. Consider these points to keep your content audience-centered:

marketing plan for lending business

  • Who is your ideal audience? For example, is it all local businesses? Do you specialize in a certain type of industry or company size?
  • What are the needs of your audience? How is your financial institution best poised to meet these needs?
  • What are the primary goals of your intended audience? For example, obtaining startup funding or renovating office space to accommodate a growing business.
  • What are the common obstacles your audience faces? How can you help them overcome these challenges?
  • Brainstorm potential content topics that will help you bridge the gap with your ideal audience when they are in the most need of help. Don’t stick to generalities; get specific to appeal to different demographics. For example, what are the needs of new business owners as opposed to longtime company presidents?
  • Page content should also inform visitors about the products and services you offer and explain why your bank is an ideal lending partner. For example, community banks and credit unions can be true allies to local small businesses because of their flexible financing terms and swift decision-making. You can also highlight your financial institution’s focus on relationship-building, a quality that small business owners tend to value.
  • Consider the knowledge your audience already has about the topic, and what they need to learn. Craft your content accordingly so that it is neither too advanced nor too basic for your desired readers.

One of the “golden rules” of successful content marketing is to be helpful. When you offer genuinely useful content to address the needs and challenges of your audience, you will establish your financial institution as a valuable source of knowledge for your target audience. At the same time, you’ll produce keyword-focused niche content that is more likely to be picked up by search engines, so your audience can find you among the top organic results of their queries.

Search Ads in Google and Bing

marketing plan for lending business

We’ve covered Local SEO and Content Marketing, two approaches that drive traffic to your website through “natural” means such as organic search results, social media shares, and so on. With  paid search ads , you can add another dimension to your inbound marketing campaign. Search ads appear at the top of the results page in an effort to grab the user’s attention. You can buy ad placements for certain key terms as well as the names of your competitors. Here’s how to launch a successful search ad campaign:

  • Create ad groups surrounding each of your business lending products. That way “business line of credit” has its own ad group, as well as “commercial construction loan” and so forth. This allows you to have greater control over each of your ad groups and the keywords that are assigned to each of them.
  • Dedicate some of your search ads to targeting local competitors. This gives you the opportunity to appear in their branded search results, potentially diverting their customers to your site instead for a chance to win new clients.
  • Your primary platform should be Google AdWords, but don’t ignore Bing altogether. While it has a smaller reach, many people continue to use it; in fact,  Bing reaches 33% of consumers  in the U.S. who use search engines. Don’t neglect the portion of your audience that conducts searches on Bing. This could be especially advantageous if your competitors are not advertising there.
  • Push your target audience to specialized landing pages for your most prominent business products. Getting them to click on your ad is half the battle. Now you have to engage their interest–and follow-through–with a landing page that is designed to push your visitors through the sales funnel.
  • Engage with previous visitors to your website through a remarketing campaign. This means they will see your ads on the other sites they visit after yours. Remarketing ads allow you to provide additional touch-points and special offers to people you know are already somewhat interested in and familiar with your products.
  • Beyond Google, Bing, and remarketing campaigns, look for other target websites in your market. Where does your ideal audience spend the most time online? Buy ad placements on those sites. For example, websites that focus on business and business news are usually good bets, since these are valuable resources to business owners.
  • Local news websites can also make for successful platforms for reaching a commercial audience. This is another way to demonstrate your local involvement and expertise.

Whatever the size of your search ad budget, make sure you create a combination of text and image ads with messaging that is relevant to your audience.

Social Media Ads on LinkedIn and Facebook

One place you can be sure that most of your target audience spends its time is social media. Small business owners are especially likely to hang out on LinkedIn and other social platforms because it enables them to advertise their services and engage with customers at no cost. Therefore, it’s important for your financial institution to maintain a consistent and professional social media presence for your brand.

Whether you’re promoting content organically or using paid ads on Facebook or LinkedIn, either method is an effective way to reach your audience. A recent survey of senior marketers revealed that 39% of them saw a return on investment from organic social media posts, while 36% saw ROI from paid social media ads. You can make the most of your social media efforts by taking advantage of the extremely specific demographic targeting that Facebook, LinkedIn and other social media sites offer. Identify and reach your niche audience on Facebook with information about your commercial lending services and products. LinkedIn is an especially useful platform if you’re trying to generate business loan leads because it offers granular targeting specific to professionals and professional groups.

marketing plan for lending business

Paid ads are not the only way to get your message out to business owners. Both LinkedIn and Facebook allow you to post blog content that can drive traffic organically to your website. You can also participate in relevant professional groups on LinkedIn, where you can post content that will resonate with your target audience. When you speak to the financing needs of business owners with high quality, useful blog content, you provide an easy gateway to your bank. It’s also important to engage with group members beyond content sharing in order to form relationships that will establish you as a helpful resource.

Finally, don’t leave out existing customers in your social media ads and content marketing. The Financial Brand reports that  65% of businesses  with commercial loans use their primary financial institution (where they have a deposit account) as their source of business financing. This demonstrates that nurturing relationships with existing business deposit account customers is just as important as developing strategies to increase business loan leads.

Integrate Traditional and Digital Marketing Strategies

While SEO optimization, content marketing, and search ads get most of the attention in current discussions of digital marketing, other aspects of technology are just as important for attracting and winning new business. For example, some marketing experts argue that smaller banks and credit unions can generate more small business loans by paying attention to business owners’ preference for “technology-enhanced loan origination and onboarding.” In other words, potential clients who find you online are more likely to apply for a loan if the entire process can be completed online. In particular, a mobile loan process can be extremely helpful for increasing business lending conversions: 93% of business customers prefer a mobile commercial loan process, according to a recent study.

Let’s make sense of your bank’s approach to digital marketing. Digital Marketing Strategy Guide For Local Banks

marketing plan for lending business

Here are some non-SEO and traditional marketing approaches to capturing their attention. Integrating traditional and  digital marketing strategy  is an effective way to target leads, build relationships, and provide a convenient way for them to close the deal.

  • Email Marketing:  Contrary to what you might think, email marketing campaigns are still an effective means of communicating with your audience. Emails from financial services businesses had an  open rate of 21.56%  as of April 2020.
  • Email Drip Campaigns:  Target your existing and potential commercial clients with a series of emails delivered over a specific period of time that promote your business financing products. Track the success of your email campaigns by utilizing unique URLs for each business banking campaign. Utilize  email marketing automation  for a more seamless experience.
  • Direct Mail and Cold Calling:  While these methods work fine on their own, evidence shows that  a combined strategy  of sending appealing mailers to the right person and following up with a sales call can increase your chances of success.
  • Cross-selling to current clients:  As we’ve discussed, existing clients are more likely to open additional accounts with their primary bank or credit union. Make sure your business deposit account holders are aware of your commercial lending services by cross-selling during branch visits, special events, and other relevant opportunities.

BankBound can help you build a successful marketing strategy!

Sure, you can take many of these steps on your own, but if your experience as a bank marketer or loan officer at a smaller financial institution is typical, you probably have more than enough on your plate already. BankBound specializes in partnering with community banks and credit unions to supplement your existing marketing strategies and provide access to cutting-edge techniques and technology. Digital marketing is an ever-changing game, but our strategists stay up-to-date on current trends and best practices. If reading this article makes you feel inspired but also overwhelmed, contact us today  to learn how we can help you market your commercial lending products to the right audience.

marketing plan for lending business

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The Ultimate Marketing Ideas for Loan Companies to Generate Leads

The Ultimate Marketing Ideas for Loan Companies to Generate Leads

Do you know how to get leads for business loans substantially? Smart digital marketing in the banking industry can be paid off in six months already. As digital lending continues to win over in-house banking, it’s significant to figure out fresh business loan leads generation strategies. 

Specific marketing strategies for banks and financial institutions are good working if using them in combination. The HES team decided to make a step-by-step guide through marketing lending, including content marketing, search engine optimization, social media lending, online advertising, and email campaigns. In addition, we will prove the profit of digital marketing for banks by highlighting lenders and online financials who already successfully implement it.

8 Big Takeaways from the Global Alternative Benchmarking Report

How to Get Leads for Business Loans

Today for any lender to strive and survive, it’s significant to promote its website through digital marketing in the banking industry. You probably know the basics of online marketing and use several platforms popular among your competitors. 

Let’s have a sneak peek at each online sales channel before diving into details of effective marketing ideas for loan companies.

Online Sales Channels by HES FinTech

Search engine optimization

Search engine optimization is the first thing to consider picking up marketing strategies for banks and financial institutions. It optimizes your lending website for clients who are interested in the financial services and products you offer. 68% of all customer journeys begin with a search engine, while only 0.63% of users get to the second page of Google Search Results. SEO helps to rank higher in organic search results. 

According to Infront Webworks, 90% of clicks on Google’s search results are attributed to organic links found on the first page. In contrast, paid Google ads account for only 10% of clicks. This is why the position in organic search results is crucial. 

  • Decide on services and products you offer, such as commercial loans, POS, mortgages, and others. Each service would have its own page on your website. Choose relevant keywords per page and add quality content describing the service in detail without further ado. Don’t forget to add screenshots or eye-catching images to keep users. 
  • Include calls to action on every page to motivate users to get in touch with your team.
  • Create the “About us” page telling your business story and introducing the team to your audience. 
  • Include use cases or customer testimonials to show users that you have customers, present their success stories. 
  • Use Google Business Profile to attract customers when they search for you on the web. It gives you a presence on Google Search and Maps. You can respond to reviews, post photos of products or special offers, as well as add your business details.
  • Make an individual page with your company’s locations, addresses, emails, working hours, and phone numbers. 
  • Don’t forget about the “Contact page” to let your customers reach out to you at ease. 

Following these important SEO steps, you will optimize your website, increase organic traffic and generate leads.

Content marketing

Your financial institution’s web content is the basis on which all your sales online channels are built. Content marketing includes service landing pages throughout the website, blog posts, infographics, and press releases on third-party sites. As per the Content Marketing Institute, content marketing is utilized by 73% of B2B marketers and 70% of B2C marketers as a component of their overall marketing plan. Moreover, it costs about 62% less than traditional marketing channels.

content marketing stats

Working on the content, make sure it contains all the information your customers are interested in. Provide authentic value to your users. Write quality content to get customer conversions.  

Let’s pay more attention to blogging which is a good way to increase your brand awareness online. A blog is not only about your services. It allows you to let your customers know that you’re knowledgeable in the things you do. In addition, it’s a great tool to remind your customers once a month by sending notifications about a new article.

Below are some of the most important points to keep in mind while working on a content marketing:

  • Content marketing is about building relationships with your audience by providing them with the information they’re looking for. So make sure your content contains it. 
  • When writing blog posts, we recommend sticking to 1000-1800 words. Research by Marketing Insider Group demonstrates that the most successful blogs publish weekly posts of around 1,000 words or more. This length keeps reading time under six minutes on average. But of course, blog articles should only be as long as they need to be. 
  • Know your keywords and make sure to include them in your content. If you don’t have the resources to hire an SEO agency or don’t know how to find the right keywords, here’s our advice: think of the questions and challenges your audience has.
  • Always have a captivating meta description. It serves as a concise summary displayed in your search ranking on Google. Ensure it is compelling and descriptive, effectively conveying the essence of your content to inform users about what it entails.
  • Make your content easy to navigate. Add links to your services and other blog posts.

Considering loan campaign ideas, you can write about the following:

  • Educate your followers about credit scores, fees, loan types, debt collection to provide value. 
  • Guide customers through the services. Make content that describes. For example, the process from loan application to deb collection.
  • Inform users about new services and profitable lending terms.

Remember to add links to your services and other blog posts as well as insert keywords for high search engine ranking. In addition, always analyze your blog traffic and positions to take your marketing lending under control. 

For example, SoFi has a highly engaging blog and posts articles every day on mortgage rates, lending and corporate news, and other relevant ideas. 

Video marketing 

Following the statistics, 83% of marketers say that video content helps them with lead generation. and 87% note an increase in web traffic . To promote video content, you can use platforms like YouTube or any social media including Instagram. You can also put your video on your website and use it for demonstrations to your leads. 

Video content, if done right, gives a personal touch since customers can interact with you and the team. 

Considering video lending ideas, you can film about: 

  • Again, your services. Show users how everything is done in the office, what people work here, and what you offer. 
  • Product testimonials to show your successful clients and their business history. 
  • How-to-video explaining how to apply for a loan or to interact with your website in general. 

When it comes to creating a video, it’s better to call for a more practiced hand. Hire a designer if you want to deliver video content constantly, or contact a design agency for a specific video. 

Social media marketing

Social media marketing or SMM isn’t as easy as it seems. But it’s a powerful strategy to drive more traffic to your website. For social media lending, you can consider Instagram, Facebook, Twitter, Linkedin, and others. Social networks will help you know your customers, explore their preferences and communicate with them on a daily basis. 

Based on market research, lending companies can find their target audience on Twitter and Facebook mainly. CMI’s 2021 research indicates that Facebook was the leading distribution channel for B2C marketers over the past year and was responsible for the most favorable outcomes. On the other hand, B2B marketers disclosed to CMI that LinkedIn was the most prevalent and highest-performing organic social media distribution platform. However, the situation might differ in other countries, so we recommend running social networks research first. 

Once you pick social networks, it’s time to work on the content. Here things are the same as with a blog – write about things your customers need to know, share your business news, promote your loan services and website, and always respond to comments. And don’t be afraid of experiments. Mix video marketing with written content, and use infographics and images of your employees. The goal is to let your customers trust you and build loyal relations with the business. 

Consider scheduling your post for effective SMM lending. Different people browse different social networks at different times all over the world. So if you aren’t a local lender, it’s important to schedule the time you post on networks. Based on our experience, the perfect time is between 12 pm and 3 pm when people are mostly online.  Besides, remember to track the traffic from social networks and analyze it. You can change your strategy at any time to increase your business loan leads.

Email marketing 

Email marketing is a traditional customer acquisition approach. We offer to integrate it with digital strategies for high changes of successful campaigning. 

With email drip campaigns, you can target your existing customers and potential clients by sending a series of emails. You can sort your customers by their banking habits, income, job position, marital status, and others and send emails to separated groups. Track the success of your campaigns using CMR software. Modern solutions can show who opened an email, read it, who clicked on the links to know more, etc. 

the best days for email marketing campaigns

Google Business Profile

Google Business Profile (formerly known as Google My Business) is a valuable tool for lending businesses, including loan officers, to enhance their marketing efforts and establish a strong online presence. By optimizing their Google Business Profile, lending businesses can increase their visibility in local search results, gain credibility, and attract potential customers. Here are some ways in which it can benefit lending businesses, along with recommendations for utilizing this platform effectively:

1. Enhanced local visibility : A well-optimized Google Business Profile can help lending businesses appear prominently in local search results. When people in your target area search for loan officers or mortgage services, your profile can rank higher, even above larger or national competitors. This increased visibility can lead to more website traffic, inquiries, and ultimately, more clients.

Our recommendation: To maximize your local visibility, ensure that your profile is complete, accurate, and up-to-date . Fill in all relevant business information, including your business name, address, phone number, website URL, and hours of operation.

2. Credibility and trust : Potential customers often rely on reviews and ratings to evaluate the credibility and reputation of lending businesses. Google Business Profile provides a platform for customers to leave reviews and testimonials, which can significantly influence prospects’ decision-making process. Positive reviews build trust, showcase your expertise, and differentiate you from competitors.

Our recommendation: Encourage satisfied clients to leave reviews on your Google Business Profile. You can politely request reviews through email , include a review request link on your website, or provide a reminder after completing successful transactions. Respond promptly to reviews, both positive and negative, to demonstrate your commitment to customer satisfaction.

3. Engaging visual content : A visually appealing Google Business Profile can captivate potential customers and make a strong first impression. By regularly updating your profile with high-quality images of your office space, team members, or happy clients, you can humanize your brand and create a connection with your target audience.

Our recommendation: Upload recent photos that showcase your professionalism, expertise, and customer-centric approach. Consider including images of happy clients with their new homes or testimonials that highlight successful partnerships. Regularly refreshing your visual content can keep your profile engaging and relevant.

4. Consistent NAP Information : NAP (Name, Address, Phone Number) consistency across various online platforms is crucial for search engine optimization and user experience. When your NAP information is accurate and consistent, it reinforces your business’s legitimacy and improves your chances of appearing in relevant local search results.

Our recommendation: Ensure that your NAP details are consistent across your Google Business Profile, website, social media profiles, online directories, and any other online listings. Regularly review and update this information whenever necessary.

Online advertising 

We’ve covered approaches driving organic traffic to the website. With paid online ads, you can add another dimension to your marketing campaign. Search advertisement appears at the top of the results and should attract potential customers. According to AdWords research , search ads have the potential to enhance brand recognition by up to 80%.

  • Create ad groups of your lending services, where, for example, “mortgages” and “auto loans” have their ad groups. This will help you take all groups under control. 
  • Add keywords into ad text, call to action, and an image describing the product in detail. 
  • Targeting local competitors to appear in their search results, and poach their customers to your site.
  • Since Google is the leading search platform, use Google AdWords to set up and check all your ad campaigns. 
  • Send your target audience to specialized landing pages where the needed service or product is described in detail.
  • Run remarketing campaigns to engage previous website visitors. They will see your ads on the other websites which they visit after yours. 
  • Create your directories on other websites like Trustpilot. 
  • Focus on business news websites to publish your paid articles and news there. Use the potential of paid banners and ads on such websites too. 

Together with paid ads in Google, you can pay attention to Linkedin and Facebook advertising. You can promote your posts by setting up the target audience you’re interested in. 

marketing plan for lending business

Get a digital transformation roadmap for your finance business

Want to get a readymade roadmap for the digital transformation of your finance business? Take a 5-minute quiz. Select the option that most accurately represents your situation. Once you complete the quiz, you will receive a finance digital transformation strategy tailored specifically for your lending company. Your answers are totally confidential.

marketing plan for lending business

Online Lending Success through Digital Brand Awareness Strategy

To gain success in marketing lending, it isn’t enough to research several strategies on the internet and follow them. Every aspect of your marketing activities should be created to target a specific audience and carefully lead everyone through the customer journey. So let’s figure out how to drive an excellent customer journey for an online lending business. 

Marketing Steps for Successful Customer Journey by HES FinTech

Step 1: Define your target audience 

Defining each person that can be interested in your business services is the first step towards customer journey development. 

You need to identify a profile of your perfect customer. The identification should be based on market research, data from networks like the online interaction of users. Note that you’ll likely have several types of “target” persons.

The profile of lenders’ customers should include the following information:

  • Income range
  • Personal goals
  • Behavior patterns
  • Marital status, etc.

This research will help identify the population segment that comprises the largest customer segment and understand who brings the largest profit margin. 

Step 2: Inquire customers’ lending goals

The next step is to identify the personal banking goals of your customers. Based on this information, you can define the content type to include in your marketing campaign. Start with the analysis of your competitors’ websites and your own. This information will show you what questions are important for users and let you help them in difficulties. 

For example, a couple that got married several years ago has a newborn. While they’re busy with children’s chores, they might need some financial assistance from lenders to buy a baby carriage or renovate an old room. It’s not a priority they have in mind daily, but your reminder can encourage them.

The goal of digital marketing in banking industry is to show your customers that you care about their experience and prove they could save money by getting loans at better interest rates. Having clearly defined your customers’ banking goals, you’ll be able to develop a more successful digital brand awareness strategy and outperform competitors.

Step 3: Maximize touchpoint levels 

Once you figured out who your customers are and what they need, it’s time to establish communication with the audience. 

At this stage, you need all the communication types we’ve mentioned before: paid ads, content marketing, email campaigns, SEO, and social media marketing. These channels will be touchpoints making up financial services internet marketing. 

Working on these touchpoints, you let your customers meet your company during their internet routine. For example, your potential customer owns a company and might stumble upon your ads on Instagram or finds your post on Facebook about profitable credit terms for business. Constantly providing quality content to users through all possible channels drives more leads and grows your brand awareness. 

Creating touchpoints, remember that user experience also affects whether they’ll be your loyal customers or not. So customer onboarding and the ability to choose communication channels are important. 

Step 4: Keep track of your campaigns and results

Measure the success of your campaigns and touchpoints. Understanding the performance of marketing lending, you can finds breaches in your campaigns. 

You can create KPIs (key performance indicators) to define your marketing goals and measure your success on the way. Analyze click-through rates, organic and paid traffic on your website and blog, measure the dependence of social media posts frequency and growth in followers, etc. You can also check what campaigns perform better on different devices. For example, paid ads on Instagram usually perform better on mobile devices while Google ads might be more profitable on desktops. 

To simplify your analytics, use tools like Google Analytics and Search Console, try the platform for keyword research and monitor the positions of your web pages in Google, Bing, etc. 

Step 5: Solve problems

The results from analytics metrics will show you the breaches in your work and help improve processes. 

The analytics can help you optimize your website content by highlighting the unclickable buttons and irrelevant content. You will understand which ad campaigns don’t drive leads and which blog articles need to be rewritten. 

Having so much data and useful tools at your fingertips allows you to access an in-depth analysis of touchpoints you need to improve.  

Step 6: Provide quality services

Since we’re talking about successful lending marketing, quality products and services remain the deciding factor for customers on whether to keep working with you or not. Here at HES FinTech, we have only one goal – to deliver quality software with custom functionality and in the short term. 

No matter how good your marketing is, your ability to fasten decision-making, drive omnichannel experience, let choose a payment type, set up notifications when debt collection comes, and more helps you get loyal customers. If you don’t know what exactly your business needs, our team will advise you and guide you through our finished products. We set no limits, the success of our clients is exactly what we work for. 

Psss… Wanna start lending within 90 days?

Wrapping it up: financial services internet marketing.

Digital marketing for financial institutions is complex yet drives lots of organic traffic. You can follow many of mentioned steps and customize them based on your previous experience. Remember that digital marketing for banks allows gaining high results when using the strategies together. Here at HES, we can help you automate your marketing efforts with advanced lending management software , have your traffic analytics around, and note all rate movements right away.

Need quality software? Get in touch with HES to generate business loan leads. 

marketing plan for lending business



What do you need to know about marketing your small business?

  • Marketing essentials
  • Online marketing
  • Social media
  • Advertising
  • Customer care
  • Market research
  • PR and promotion
  • Your marketing plan
  • Your target market
  • Create a brand
  • Do a SWOT analysis
  • Your website
  • Search engine optimisation
  • Online and PPC advertising
  • Email marketing
  • Apps and online tools
  • Content marketing

Learn how to use the main social networks to connect with customers and build relationships.

  • Social media strategy
  • Media advertising
  • Understanding your customers
  • Customer loyalty
  • Customer service
  • Selling more to existing customers
  • Customer complaints
  • Sales strategy
  • Getting customers
  • Negotiating
  • Managing sales staff
  • New product research
  • Sector trends
  • Questionnaires, surveys and focus groups
  • Market analysis
  • Benchmarking
  • Choosing a market research agency
  • Exhibitions

Four marketing strategies for loans businesses

By: Tiffany Wagner

Date: 23 August 2019

A couple discussing loan options with an advisor

The primary goal of every loan officer is to determine the best loan program for the customer, and of course, close the deal.

To do so, you need to be well-versed in fine financial details such as debt-income ratio, APR (annual percentage rate), credit scores and so on. It also pays to be up to speed on debt statistics , and the economy in general.

However, keeping your business healthy takes more than that. Your loan agency needs a steady flow of repeat and new customers coming through your door - so generating leads, and converting them effectively, should be a major priority.

Here's how to attract more borrowers to your loans company.

1. Polish your digital branding

Establishing an effective online presence means reviewing your loan agency's business listings and social profiles across the board, to ensure they're polished, accurate and consistent.

Make sure to keep your information up to date. You can't risk losing potential borrowers just because you haven't updated something as simple as a contact number.

The next thing to check is customer experience. Are you consistent with your branding across profiles? Are you accessible on all appropriate channels? Is it easy to recognize your business, and distinguish it from your competitors ?

What you're looking to achieve is high brand recognition, coupled with ease of use for potential customers. Nail these concepts to increase engagement.

2. Truly get know your clients

If you really want to stand out to potential customers, ask the right questions when they approach you for advice or a quote. As well as general queries about loan amount, collateral, and the like, ask questions that help you uncover their real worries and motivations.

These questions may include:

  • Do you know what's on your credit report / what your credit score is?
  • Do you understand how to apply for a loan, step by step?
  • Have you considered consolidating your debts to lower payments and save money on interest?
  • Have you spoken to other lenders? Do you know how their rates and terms compare?

Asking these questions will help you build a personal relationship with the potential borrower, increasing trust.

3. Manage your online reputation

Consumers can make or break the reputation of a company by leaving reviews on sites such as Google, Facebook, and Yelp.

According to data from Fan & Fuel , 97% of consumers take online reviews into account when they make buying decisions. Almost as many (92%) would be put off making a purchase when there are no customer reviews.

For these reasons, it's important that you're proactive in managing your loan agency's online reputation, and that you actively seek reviews and recommendations from happy customers.

You do need to accept that you won't make every client happy, and that you may end up with some negative reviews, no matter your efforts. But instead of panicking, respond by following up politely and professionally, and finding out what you can do to put the situation right.

By providing great customer service and working hard, the loyalty of your customers will grow, as will your positive reviews.

4. Be results-driven

Finally, it goes without saying that every loan officer's ultimate goal is closed loans. Don't undo all your hard work generating interest and leads by failing to respond promptly to incoming enquiries, or to follow up on quotes and conversations.

You can make yourself available via social media, or use phone calls or email to help keep the conversation going. Use the opportunity to address any lingering concerns the customer may have, and don't be afraid to close the deal.

Copyright 2019. Article was made possible by site supporter Tiffany Wagner, content creator and freelance writer for various websites

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Money Lending Business Strategy Example + Ideas

Content Team

  • Author Content Team
  • Published February 21, 2024

Starting a money lending business can be a profitable endeavor if done right. With proper planning and strategy, you can build a sustainable lending business that provides value to customers while generating steady revenue.

Here is an overview of key things to consider when developing a money lending strategy :

  • Understand legal/regulatory requirements in your area
  • Determine what types of loans to offer (personal, business, etc)
  • Decide on loan terms/structure (durations, interest rates, fees)
  • Build lending criteria and risk models
  • Source funding capital to provide loans
  • Market services and acquire customers
  • Leverage software to automate and scale operations

Crafting an effective strategy lays the foundation for a thriving lending operation.

Developing Lending Criteria and Risk Models

One of the most critical components of a money lending strategy is developing clear lending criteria and risk models to guide decision-making. Lending criteria refers to the standards and factors lenders use to determine borrower eligibility, loan sizes, rates, and terms. Risk models help assess the likelihood loans will default.

Here are key steps to establish strong lending criteria and risk models:

Research borrowing demand and risk profiles

  • Conduct market research to understand needs of target borrower segments
  • Gather data on default rates for similar loans
  • Identify common attributes of high-risk applicants

Create loan application scoring system

  • Determine key metrics to assess during applications
  • Assign weighted scores to these metrics
  • Metrics may include income, credit score, collateral, payment history, etc
  • Set minimum score thresholds for loan approval

Establish tiered approval bands

  • Segment applicants by risk level into approval bands
  • Each band has standardized loan terms and rates
  • Low risk: Up to $10,000, 8% APR, 36-month term
  • Moderate risk: Up to $5,000, 12% APR, 24-month term
  • High risk: Up to $2,000, 15% APR, 12-month term

Integrate risk model projections

  • Risk models estimate chance of delinquency/default
  • Plug model outputs into lending criteria rules
  • Ensures consistent risk-based decision making

Revisiting and refining criteria and models improves outcomes over time.

Determining Capital Requirements and Securing Funding

Access to capital is the fuel that powers any lending business. Determining how much money you need, and securing funding sources to meet capital requirements, is an essential strategic move.

Here is a strategic approach to capital planning for a money lending operation:

Estimate minimum capital needed

  • Project average loan size and loan loss rate
  • Multiply average loan size by number of borrowers planned per month
  • Add proposed maximum outstanding principal
  • Factor in assumed bad debt rate
  • Result approximates minimum capital required

For example:

  • Average loan size: $5,000
  • Monthly borrowers: 20
  • Max. outstanding principal: $500,000
  • Assumed loss rate: 5%
  • *Minimum capital = (20 * $5,000) + $500,000 + $25,000 = $525,000*

Evaluate funding options

You can fund loans from a few sources, each with pros and cons:

Secure commitments

Based on funding needs and options:

  • Get commitments from those providing capital
  • Formalize agreements with clear repayment terms
  • Ensure reliable access to capital before making loans

The more certainty around capital, the easier it is to plan operations.

Acquiring Customers and Marketing Services

To generate loan volume and revenue, a robust strategy for customer acquisition and marketing is vital for any lending operation.

Several proven channels can attract prospective borrowers:

Digital marketing

  • Useful for reaching web-savvy applicants
  • SEO to drive organic traffic from search engines
  • Pay-per-click ads placed through Google, Facebook, etc.
  • Targeted display ads on finance-related websites
  • Retargeting ads to website visitors
  • Provides trackable results

Print/broadcast promotions

  • Leverages traditional media
  • Newspaper, magazine, radio, TV ads
  • Billboards located in high-traffic areas
  • Direct mail campaigns to targeted consumer lists
  • Harder to quantify effectiveness

Strategic partnerships

  • Develop referral relationships with entities serving prospective borrowers
  • Real estate agencies
  • Small business associations
  • Accounting/tax advisory firms
  • Could structure revenue share agreements on loans referred


  • Communicate offering at conventions, seminars, other events
  • Motivate happy customers to organically refer others
  • Low/no cost with trust benefits

An optimal strategy likely utilizes a mix of these options, with budgets allocated across channels based on observed conversion rates. Testing and optimization allows for resources to be shifted toward highest-performing channels over time.

Leveraging Software and Technology

Technology integration is key for scaling a money lending business while controlling costs. The right software makes operations more productive and efficient.

Here are some solutions worth incorporating into tech strategy:

Loan management software

Mission-critical systems that handle key workflows:

  • Borrower portal – Receive and manage applications
  • Document collection/e-signing – Securely collect signed agreements
  • Underwriting automation – Score applications, render credit decisions
  • Loan servicing – Payment tracking, late notices, collections
  • Reporting/business intelligence – Portfolio analytics, risk insights

Top systems provide: workflow configurability, rules-based decisioning, document generation, data integration, portability.

Accounting software

Tracks financials, supports tax/regulatory compliance:

  • Manage accounts receivable, payable
  • Process electronic payments
  • Reconcile transactions
  • Structure financial reporting

QuickBooks, Xero, NetSuite are popular platforms.

Risk analysis software

Specialized programs bolster risk management:

  • Predict loan performance /credit risks
  • Track portfolio health metrics
  • Model scenarios to stress test operations
  • Guide risk-based decisions on capital allocation

Integrating outputs into underwriting systems closes loop.

CRM platform

Centralizes borrower data and interactions:

  • Unified client database
  • Email/SMS capabilities
  • Task assignment, activity logging
  • Reporting on engagement metrics

Salesforce, HubSpot, Zoho typical options.

Prioritizing solutions that easily integrate while meeting specialized needs allows for a scalable, optimized tech stack tailored to lending operations.

Providing Ongoing Value as a Sustainable Business

Launching a money lending operation is one thing – building it into a sustainable business over the long haul requires continually delivering value. Here are some strategic priorities that serve borrowers while fueling lasting success:

Maintain stringent risk management

While lending higher volumes generates more revenue, uncontrolled risk exposure threatens long-term viability. Strategy involves:

  • Enforcing rigorous underwriting standards
  • Securing diversified capital sources
  • Testing portfolio performance under stress
  • Modifying risk limits based on data

Balancing growth with prudent standards provides reliability.

Explore expanded product offerings

Start with a niche, then expand responsibly into other lending areas once established. Potential options:

Broadening into adjacent spaces serves more financial needs.

Provide a consultative borrowing experience

Rather than quick, transactional funding, aim to build relationships with borrowers – understanding their circumstances to structure mutually beneficial loan packages. Tactics involve:

  • Needs assessments during underwriting
  • Ongoing guidance around responsible borrowing
  • Proactive refinancing when advantageous

This level of consultative service earns trust and loyalty.

The most sustainable model adapts over time – taking cues from borrowers while innovating around new opportunities that further strategic goals. Commitment to continual improvement cements longevity.

What are the 5 C’s of lending?

The 5 C’s of lending are a framework used by lenders to determine the creditworthiness of potential borrowers. Here’s a breakdown of each:

1. Character

  • Lenders assess your credit history and reputation for repaying debts on time. Your credit score reflects this.

2. Capacity

  • Lenders want to know if you have the ability to repay the loan. They’ll examine your income, debt-to-income ratio (DTI), and overall financial situation.
  • This refers to the amount of money you’re putting down (down payment) as well as any other assets. Lenders like to see that the borrower has some “skin in the game” and is invested in the transaction.

4. Collateral

  • Assets that can be pledged to secure the loan. In the event of default, the lender can seize the collateral to recoup losses.

5. Conditions

  • The purpose of the loan and how the money will be used. Lenders also consider prevailing economic conditions that could affect your ability to repay or the value of any collateral.

Why are the 5 C’s important?

The 5 C’s offer lenders a systematic way to evaluate the risk of lending money. By carefully examining these factors, lenders can make more informed decisions, leading to:

  • Reduced risk of defaults: The 5 C’s help minimize the chance of lending money to borrowers who won’t be able to pay it back.
  • Fair interest rates: Borrowers with a strong profile across the 5 C’s can often secure lower interest rates.
  • Responsible lending: Considering the 5 C’s promotes responsible and ethical lending practices.

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Key takeaways.

  • Conduct extensive research when developing lending criteria and risk models to guide decisions
  • Estimate capital requirements based on projected loan volume and losses, secure commitments
  • Employ diverse marketing tactics for customer acquisition, measure effectiveness
  • Leverage specialized software to scale operations efficiently
  • Expand products judiciously while providing consultative borrowing guidance
  • Manage risk exposure stringently to ensure long-term sustainability

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6 Step Digital Marketing Plan For Commercial Lending

marketing plan for lending business

Table Of Contents

1. Address Small Business Loan Company Marketing Problems

If you own a small business lending company and are looking to gain more customers with marketing, identifying the current problems you have preventing you from gaining new customers is the best place to start. Begin by auditing your existing marketing strategy to map out everything you are currently doing to generate new traffic, leads, and sales. You can use a mind map tool, a whiteboard, or just break out some old fashion pen and paper.

agile marketing approach

Once you get everything mapped, you want to begin analyzing what you're currently doing to quickly identify what's working, and not working. A great way to do this is by taking 3x5 index cards, or sticky notes, and writing down each marketing channel as

This sorting exercise can quickly help you identify what's bringing you the best results that you should focus more time and money on, as well as showing you the least effective methods that require further investigation to determine whether there a problems that exist causing low performance, or it those methods aren't a good fit for your industry/ solution in the first place.

2. Research Small Business Lender Marketing Solutions

You can use scientific research and tools like Spyfu to quickly identify competitors and reverse engineer their inbound marketing strategy . Simply pop in your website URL, and Spyfu will gather data on your company and the system will grab your competitors to see how your online presence compares. Don't expect this to be 100% accurate all the time, because sometimes it pulls companies that aren't necessarily direct competitors, but rather compete for similar keywords on Google.

Here's an example for Fundera:

commercial lender growth hacking

* Helpful Tip: Spyfu automatically grabs competitors based on keywords searches. Sometimes, you may need to manually enter competitors you already are aware of that you're looking to gain a competitive edge on so you get more accurate and relevant results. You can also search Google for keywords related to your industry that your customers would enter to find more competitors to pop into Spyfu.

Pulling these reports will allow you to see competitors organic SEO traffic, paid traffic from Google Adwords, see ads your competitors purchased, keywords they are targeting and backlink sources you can take advantage of. You will also want to optin to their email list, and check them out on social media to see their content marketing strategy.

3. Develop A Commercial Lending Company Marketing Hypothesis

It's never a good idea to completely copy your competitors, but you can use ideas from some of their methods to develop a strategy that works well for you. Using the data you pulled from the previous step, you will begin to notice patterns that you can use to develop a hypothesis that you can later test on a small scale to validate your assumptions to avoid wasting money on things that don't work.

Integrated Marketing Communication For Commercial Lenders

Hypothesis Example: We visited our competitors website, and after we left, we started seeing their ads on Linkedin's B2B platform and youtube for a downloadable whitepaper. Our hypothesis is that if we retarget visitors of our website with a whitepaper on Linkedin and a video testimonial / customer story on youtube, we will be able to increase our signup rate by X %.

4. Experiment With Small Business Financing Marketing Strategies

After developing your hypothesis for each problem, prioritize them in order of most important to least important and begin preparing for experimentation. Decide how much you need to budget for each scientific advertising experiment to gather a sufficient amount of data in order to gather a large enough sample size to get an accurate assessment. Then set goals for what you're looking to achieve in each experiment, and begin running the experiments strategically.

small business lender b2b marketing

Helpful Tip: Sometimes, it's useful to do some Google research to gather data on industry specifics related to metrics such as traffic, click through rate, conversion rate with loan application forms, etc. This can help you establish benchmarks to compare your results to so you know if you're making good progress or not.

5. Analyze The Commercial Lender Marketing Campaign Results

After applying the treatment, and running your experiments for a given amount of time, you should have data you can analyze to determine which experiments were a success. You will likely find that some experiments are a huge success, and others need improvement. Successful experiments can then move to production then further tested and optimized. Failed experiments should be sent back to the drawing board to determine why they failed, and if a new hypothesis needs developed and tested. Be sure to closely monitor the correlation between time and money spent on digital advertising vs how much revenue you generated from those efforts. You can break this down by with Google Analytics event tracking to measure conversion rates, and categorize the results by marketing channel and marketing tactic for each channel like you did in step 1.

integrated marketing strategy for commercial loan companies

6. Integrated Marketing For Commercial Business Lending Companies

The digital marketing process for small business lending companies never really ends due to the changing market, customer behaviors, and the innovation of technology that enables commercial lenders to acquire more customers at a lower cost. Once you have your marketing campaigns validated, and running, there are still plenty of opportunities for A/B testing, optimization, and improving performance. Now that you know what works, and what doesn't work, you can begin to pull together an integrated marketing strategy that acts as a revenue generating machine for your business.

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marketing plan for lending business

  • Search Search Please fill out this field.
  • Is a Loan Business Right for You?

Develop a Business Plan

Form a legal entity, register your business with the irs, figure out financing.

  • Get the Required Licenses & Permits

Set Up Business Accounting

Get business insurance.

  • What to Expect

The Bottom Line

  • Personal Loans

How to Start a Personal Loan Business

Before you start a moneylender business, learn more about what’s involved

marketing plan for lending business

If you’re hoping to start a business , one of the most profitable is offering personal loans to others. However, getting the startup cash and investors required can be challenging.

Before you decide to start a personal loan business, it’s important to understand the ins and outs and be prepared for potential setbacks.

Key Takeaways

  • A personal loan business can be flexible and profitable.
  • You need investors to back a personal loan business, and it can be challenging to find them.
  • It’s important to prepare ahead of time with paperwork, including loan documents.
  • Federal, state, and local laws can make starting a personal loan business challenging, and you should review necessary information before moving forward.

Decide Whether a Personal Loan Business Is Right for You

Before you move forward with a personal loan business, you need to decide if it’s the right path for you. There are different potential ways to move forward with a personal loan business. Some potential options include:

  • Your own money : You lend your own money to others. You can choose to provide secured loans or unsecured loans . However, you need to have a large amount of capital to get started, since you’re using your own money to move forward. In this case, though, you keep all the interest paid on the loan and can charge what fees you wish.
  • Investor money : With this type of business, investors provide you with the funds to make loans. The investors receive the interest from the payments, and you receive compensation in the form of a loan fee charge at origination.
  • Peer-to-peer (P2P) lending : Rather than directly lending money, you provide the means to connect borrowers and lenders . You might do it through an app or website. You take a cut of the deal but aren’t putting up your own money to get started.

A personal loan business can be profitable since you have the chance to earn money upfront from origination and administration fees. Plus, depending on how you set up your business, you might be able to benefit from the interest earned on repayments .

On the other hand, though, you have to be prepared to shoulder some of the risks. If a borrower misses payments or defaults , you could lose money—especially if you’re lending out your own money.

Don’t forget to consider the market potential as well. Loans are popular, and it’s possible to find customers all over the world. Even so, the industry has slowed in recent years, and there are concerns that increased scrutiny for moneylenders could lead to more challenges for those who want to start a personal loan business.

Pros and Cons of a Personal Loan Business

Potential for good profits, including upfront cash flow from charging fees

Flexible business model that can be managed from home if you choose

Customers available from a variety of markets, since many people need loans

Regulations can differ at the federal, state, and local levels, and it’s hard to predict how you need to comply.

It can be difficult to get enough capital to start, whether you use your own money or look for investors.

Growth in the installment loan industry has been slowing in the last few years.

Make sure to carefully consider the pros and cons of a personal loan business before you get started. Realize that regulations and the need for capital can make this a challenging business, even if you have the potential to make a good profit.

Don’t forget that heavy regulation at various levels of government can regulate how you collect interest, who you can lend to, and other aspects of personal loans. Working through the different regulations can be challenging, and it’s important to remember that financial services come with a lot of red tape. In fact, it’s important to note that there’s no one-size-fits-all approach to a moneylender business. You probably won’t be able to take one business template from one place and apply it to the same loan business in another location.

Next, you need to create a business plan . Unless you’re using your own money to fund the loans you make, you’ll need investors and other backers. Most of them aren’t likely to provide you with the money you need to get started unless you have a good business plan.

Some of the main elements of a business plan include the following:

  • Executive summary : This is the overview of your business plan. It provides a way for investors and others to quickly understand the basics of your idea and how you expect to make money. It should be the last thing you write, even though it will be at the beginning of your overall plan.
  • Business summary : Describe your business in this section. It should be an overview of what you hope to accomplish with your business and your goals. Key people in your company should be recognized here, along with their skills and what they contribute to the success of your business.
  • Products : Be clear about what you’re providing and how you plan to deliver. Make sure you’re clear about the types of loans you’ll provide. This can include whether you plan to focus on microlending , traditional personal installment loans , cash advances , or some other type of loan . You can also share whether you plan to provide options such as allowing co-signers or accepting collateral .
  • Market analysis : Next, you need to provide an analysis of your target market and potential demand. You’ll need to back this up with research and have an analysis of what type of growth you can reasonably expect, in addition to potential challenges.
  • Competitive analysis : Take a look at your likely competitors in the space. You should be able to compare their strengths and weaknesses to your own and provide an overview of how your product and business will be advantageous compared to your competitors.
  • Marketing plan : Provide a marketing plan . How will you reach your target market? What channels will you use, and do you have any promotional strategies? Flesh out a plan to show how you will reach customers and convert them.
  • Operations plan : This section is all about logistics . Where will you be located? Will you have offices or operate online? Do you have special equipment or people who can be used to make this business a success?
  • Financial plan : Don’t forget to lay out the numbers. In general, you should plan to have projects for startup costs and the type of investment you’ll need. Provide profit and loss estimates, and detail your expected cash flow . You should be able to estimate three to five years.
  • Appendix : If you have any supplementary materials and documentation, it should go in this section of your business plan.

Once you have your business plan and a roadmap for the future, you need to form your legal entity. Decide whether you should be a sole proprietor or if it makes sense for you to form a limited liability company (LLC) or some other partnership . You can also form a corporation . An accountant or a business attorney can help you figure out what type of structure makes sense for you.

If you think you’ll hire others to work in the business, or if you have investors who might want to be partners, you’ll need to keep that in mind as you form a legal business entity. Depending on your state, you might need to file articles of organization and register your business with a city or state office.

You’ll need an Employer Identification Number (EIN) from the Internal Revenue Service (IRS) as you move forward. This will be used when you file your business or partnership tax returns . You can go to the IRS website and get an EIN and register your business within a matter of minutes. It’s also possible to complete this step by mail or fax.

One of the most challenging parts of starting a personal loan business is making sure you have the financing you need. If you’re going to loan money, you need a significant amount of capital.

If you’re using investors’ funds, you’ll need to build relationships and convince others to provide you with capital to lend to others. You’ll need to have agreements in place with your backers so that they know how much they can expect, including what types of returns they’re likely to receive.

All of this can require a lot of expense as you consult with lawyers and make sure you’re in compliance with federal, state, and local regulations.

Get the Required Licenses and Permits

Next, you need to figure out what licenses you need to operate a lending business. You might need permits as well, especially if you’re occupying a building. States, counties, and cities might have their own rules. These rules will be based on whether you operate out of your home or another location. Make sure you understand the requirements before you move forward and get the appropriate paperwork filed to operate legally.

Remember, too, that you might have to get certain licenses for financial services, depending on where you operate. Taking the appropriate tests and paying for the licenses can be costly, so evaluate whether this is something you want to pursue.

Don’t forget to set up business accounting. You should have a separate system from your personal finances. You’ll need bookkeeping and payroll for employees. You also need a way to keep track of when borrowers make payments and how much of each payment should go toward the principal and how much should go toward interest. And, if you have investors, your accounting should also take into account what’s going to them.

As a moneylender, you need business insurance to protect you if too many borrowers default or something else happens. Often, you might need business insurance to protect you in the case of lawsuits as well. If you have a building, you’ll need insurance to protect your premises. Don’t forget about workers’ compensation as well. There are many different types of business insurance, and you need to make sure you’re paying for policies that fit your needs and can help protect your assets.

What to Expect When Opening a Personal Loan Business

When you open a personal loan business, you should be prepared to work long hours and be ready to market yourself and your business. It’s also important to make sure you have enough capital available to fulfill the loans you plan to make to others, as well as meet all federal, state, and local regulatory requirements.

Understand how to put processes in place when deciding whom to lend to. Check with local regulations on how to evaluate someone’s creditworthiness and the types of agreements you need to have borrowers sign. Don’t forget that some states have caps on the interest you can charge on loans, so you should know how to set annual percentage rates (APRs) (which include origination and other fees) to be compliant.

You also need to set up payment systems to collect payment (plus interest) from your borrowers. This can include online systems, mail-in, or other arrangements. If you plan to automatically deduct from accounts, you need to have the right agreements in place and get permission for auto-drafts from bank accounts. All of this needs to be done with regulation in mind and best practices for security. You must be prepared to issue account statements to each borrower, showing them how much of each payment is going to the principal and how much is going to interest.

Don’t forget to create a collections policy. You need to have an idea of how to pursue nonpayment if someone falls behind. Once again, it’s important to make sure that how you approach collections is according to federal, state, and local regulations on personal lending businesses.

You should also have insurance and investors prepared to help you manage your business finances if you have people defaulting. To reduce the chances of default, you might need to consider how you will vet borrowers, including running credit checks and deciding what minimum credit score you’ll require.

Additionally, you’ll need to have policies for handling sensitive personal finance information. You’ll likely have to collect information regarding Social Security numbers (SSNs) , bank accounts, and other sensitive matters. You’ll need a way to protect your database and have protocols in place for keeping personal data secure.

How Do I Start a Private Lending Business?

In many cases, you need access to a large amount of capital to start a private lending business. This can come from your own finances, or you might need to get money from investors. You also need to meet specific regulations in your state and get the appropriate licenses, insurance, and permits to start a lending business.

How Does a Moneylender Business Work?

In a moneylender business, a lender provides cash to a borrower. The borrower pays interest, and they might even pay origination fees and other costs. As the borrower repays the loan, more capital is available for other loans, and the lender makes a profit from the interest they receive.

How Do Loan Providers Make Money?

Loan providers usually make money by charging interest on loans. The interest charge is normally part of the repayment process, and how the lender is compensated. Loan providers might also make money from fees they charge, including origination and administrative fees.

A personal loan business can be a profitable way to earn money. It’s relatively easy to manage, as long as you have a good system for keeping track of the progress of loan repayment. However, you need access to capital and need to be prepared to go through the regulatory process. Also, many loan businesses need good legal representation to help them navigate laws and regulations, in addition to drafting loan agreements and other documents.

Before you decide to lend money to others, carefully consider your situation and whether it makes sense for you to get involved with a personal loan business.

This article represents general guidance on setting up a personal lending business. Federal, state, and local regulations affect how a personal loan business works in each location, and you should check requirements before starting a new lending business. Consider working with an attorney or other professional to navigate the extensive regulation in the financial services industry.

IBISWorld. “ Installment Lenders Industry in the U.S.—Market Research Report .”

Internal Revenue Service. “ Apply for an Employer Identification Number (EIN) Online .”

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The Beginner’s Guide to Digital Mortgage Marketing Feature Image

What's in this article?

If you’re finding that your former mortgage marketing approaches aren’t bringing in steady leads anymore, it’s time for a digital upgrade.

There’s still a place in mortgage marketing for direct mail, word-of-mouth referrals, and TV ads—but the majority of your future borrowers are seeking you out online. 

And if you’re not there, they’re going to easily find someone else.

In our digital mortgage marketing guide, we’ll show you how to execute, document, and adjust your plan to fit your specific marketing goals.

We know mortgage—Get 20 years of mortgage lead generation experience with Kaleidico.

What are your digital mortgage marketing goals?

No matter what type of marketing strategy you’re implementing, it needs to stay true to your overall business goals and objectives.

General ideas for your digital marketing goals might include:

  • Generating qualified mortgage leads
  • Increasing awareness of your products and services
  • Boosting your number of referrals or referral partners
  • Establishing yourself as an industry expert
  • Increasing your number of closings
  • Incorporating AI and machine learning into your strategy

Once you establish your goals, you’ll need to determine how you’re going to measure their success. How many leads do you want per week? Per month? How many closings? 

What needs to happen for you to know you’re making an impact in the mortgage industry or making an impact in your community?

Your goals and how you’ll measure them don’t need to be perfect, because as you move ahead and build and execute your digital strategy they will most likely need adjustments.

However, establishing these goals will help you stay on track, and most of all will help you stay true to who you are as a mortgage professional.

Digital marketing for mortgages is a big undertaking that’s filled with a lot of competition. 

Understanding what it is that makes your business unique will help you stand out among the competition—and generate more mortgage leads.

What kind of borrowers are you targeting?

The next step in the digital mortgage marketing process is to create your client personas. 

In other words, you’re going to name and define the types of borrowers you are targeting based on your existing data and client successes.

Examples include:

  • Gen Z homebuyers
  • Reverse mortgage customers
  • Borrowers with a lot of equity
  • Refinance clients
  • VA loan-qualified buyers 
  • Current renters
  • FHA customers
  • Second-home shoppers
  • Referral partners

Targeting your clients helps you focus on each of their unique needs and interests. This drives the types of content you will create for them.

You also will need to prioritize the homebuyers based on the types you want to target the most. Then, you can create more content specifically for these borrowers, and even create an area for them on your website.

Use existing client data

In 2020, millennials were the largest percentage of home buyers at 37%. 

Now, they make up at least 43% of current homebuyers. 

Throughout the pandemic, Gen Z also had a chance to catch up: 30% of 25-year-olds owned their home in 2022, which is higher than the homeowner rates for both millennials and Gen X at the same age.

marketing plan for lending business

What are your current demographics?

Depending on your target audience and location, you may be interested in marketing primarily to Gen Z or millennials as first-time buyers, veterans, or active duty servicemembers with a VA loan, or established homeowners with a home equity loan.

You can create separate sections, or landing pages, on your website for particular homebuyer journeys like “buying your first home” or “refinancing your mortgage.”

But first, you’ll need to perform some research on how to reach each of these types of borrowers so you can effectively target them with your marketing.

Determine where to target each client

Once you’ve decided who you’re targeting, list out where and how you’re going to target them online.

A complete mortgage marketing strategy involves many moving parts. 

You’ll be driving traffic to your mortgage website via organic and paid content, but this content can be distributed in multiple ways: social media, email marketing, text messages, etc.

Determining where to target depends on your goals. For example, if your goal is to position yourself as an industry expert or boost awareness of your products, you might post videos and thought-provoking posts on LinkedIn or Facebook. 

Demographic data can help you understand which platforms are ideal for your audience.

Use this data from Sprout Social to craft your strategy:

marketing plan for lending business

  • Facebook is still the largest social media platform with nearly 3 billion active users, but time spent on the platform is falling as other platforms grow
  • The largest age group on Facebook is 25-34
  • Instagram is the second-largest platform and maintains a “firm hold” on both Gen Z and millennials
  • The platform is also shifting into more of an e-commerce hub
  • TikTok’s largest age group is 18-24, and it continues to experience “unprecedented” growth among its users
  • It has the highest average time spent per day of any other platform, with 45.8 minutes
  • The largest age group using LinkedIn is 30-39
  • The platform continues to grow and is considered a prime source for B2B marketers and lead generation

And what about email marketing? There are more than 4 billion email users across the world, and 96% of users check their email every day. The highest age group using email is aged 25-44 .

Use these statistics to guide your targeting strategy for your digital marketing content.

How to execute your digital mortgage marketing plan

Okay—you’ve defined your goals, homebuyers, and channels. Now, we can break down the actual execution of your new digital marketing plan.

Generate high-quality mortgage leads now.

Automated email or text campaigns

Are you familiar with drip campaigns from your previous marketing strategies? It has most commonly been used in direct mail campaigns.

The idea with your digital strategy is to send automated messages to current or potential leads via email, text message, or social media following a specific lead “trigger.” 

Drip campaigns also can be a form of lead nurturing once you’ve captured the lead. After all, it can take some people months or years before they’re ready to close on a loan.

Since the messages will need to be specifically targeted to certain clients, you’ll set up separate drips for current clients, prospective clients, and referral partners.

The messages will be prewritten and automatically sent out according to your set schedules using a platform like MailChimp or Active Campaign .

Drip campaign examples

  • Send out a welcome email or text when a new mortgage lead first submits their contact information to you via a web form
  • Set up follow-up “drips” based on a specific inquiry, such as information on FHA loans, or recommend other services on your websites like your mortgage calculators or blog
  • Set up a drip campaign to congratulate a client when you close on a loan 
  • Nurture clients for a future purchase or refinance by periodically sending out homeowner tips, holiday greetings, or birthday messages
  • Ask satisfied clients to submit reviews or referrals for you

Mortgage website optimization

Research shows that nearly every potential homebuyer today is starting their search online, or at least using it at some point in their journey.

Optimizing your mortgage website is a guaranteed long-term method for gaining new leads.

Far too many businesses overlook their website or let it grow stale and outdated. A fresh website is your digital home base, so it should be a top priority in your digital mortgage marketing plan.

If you have a clean, bold, inviting website, you’re going to keep your potential clients on it for far longer—meaning consistent new leads.

Let’s take a look at the key features and design elements your website needs to keep your visitors engaged and following your lead paths.

Clearly-branded content

A well-designed website is not only more attractive and easier to read for your future mortgage clients but for Google, too!

Google and your visitors are scanning the web for your website’s readability, relevancy, use of graphics and images, and overall quality. Google just might be a bit more technical about it.

Make sure you use your company’s colors, fonts, and logos across all of your pages to ensure a clean, consistent look—including your calls-to-action (CTAs).

Your calls-to-action should stand out in the form of a bold, colorful button that directs the user to a specific action. 

CTAs on mortgage websites might look like the following:

  • Purchase a home
  • I want to refinance my home
  • Get a rate quote
  • Get started

Your CTAs should lead the user to a simple web form, or progressive form, that will take them through a series of questions, including the property type, where they’re at in the process, their zip code, and more.

Consider treating your websites like an extension of your branded printed items, such as your business cards, stationery, pens, folders, and more.

Web design is hard work, so team up with a quality web designer or full-service marketing agency to execute your designs online.

  • Mortgage calculators

Mortgage calculators inform and empower your visitors by handing them the tools they need to be successful.

Today’s mortgage seekers are hungry for information. If they don’t find it with you, they’ll find it with someone else.

Make sure it’s with you by including all the most popular mortgage marketing tools in use today, including mortgage calculators for the following purposes:

  • Loan comparison
  • Monthly payments
  • Amortization schedule

These simple calculators allow users to play around with the numbers. 

Include a blurb next to the calculator that briefly explains how it works, and encourages the user to click the call-to-action button to submit their information to you for an accurate loan estimate and options based on their unique loan scenario.

Mortgage calculators pique the visitor’s interest while providing them with real insight into how the process works. 

This will encourage them to take the next simple step—applying with you for real results.

Valuable lead magnets

Lead magnets are valuable pieces of content that you offer in exchange for a visitor’s contact information.

For a lead magnet to be effective, you will have to aim it at one of your homebuyer targets.

Examples of lead magnets for mortgage websites include:

  • Homebuyer or refinance checklists
  • Guides to the mortgage process
  • Budgeting worksheets
  • Link to video series
  • Access to previous webinar

Lead magnets are marked by a clear, bold call-to-action, such as “apply now,” “download your free guide,” or “get a rate quote,” and should be sprinkled throughout your website and blog posts.

Be creative with your lead magnets. They should be unique to your services, expertise, target clients, and business goals.

Once your web visitor becomes a lead via a lead magnet, the email drip campaign you set up for this type of lead should automatically jump into action based on this trigger and begin sending out relevant emails or texts.

Website optimized for mobile

Around 60% of all website traffic worldwide is from mobile phones.

If you’re not mobile-optimized, you could potentially be losing out on a significant amount of mortgage leads from this traffic.

Bottom line : Optimize your website for mobile to ensure more leads!

An experienced web developer can easily help you optimize your website for mobile, but you’ll need to make some adjustments to the content to ensure it meets this new audience.

Most mortgage professionals will decide to perform an overhaul on their desktop website and mobile site at the same time, to ensure both display a clean, concise design.

That means removing pop-ups, videos, or other plug-ins that are weighing your site down and making the user experience more difficult. 

It also means shortening text and ensuring your CTA boxes stand out clearly on both displays. You don’t want anything to be cut off or difficult to access, because that will affect your number of mobile leads.

Testimonials page

If you expect a visitor to your website to hand over their information willingly, you’re going to have to prove to them that you’re a legitimate mortgage loan officer, lender, or broker — especially if you’re an online mortgage lender.

One way to do this is by adding a landing page for testimonials or reviews.

The mortgage process involves a lot of personal details and information. Reading testimonials from other people who have had a good experience working with you will build trust and credibility.

The easiest way to work in testimonials is by creating loan officer profile pages on your website. 

On these profile pages, you can include the following:

  • Reviews and testimonials
  • Profile picture
  • NMLS number
  • Contact information

Reviews streaming in from another source that users trust, such as Zillow, is also helpful for proving legitimacy.

Pay-per-click mortgage advertising

The two main marketing search strategies are:

  • Pay-per-click (PPC) 

Strong marketing for mortgages involves a strategic combination of both.

Organic search is non-paid advertising, based on search engine optimization (SEO). 

SEO involves optimizing your website so search engines like Google will rank you higher.

PPC is highly targeted to a specific keyword or phrase, and the results will show up above the organic search results on the search engine result page (SERP). You’ll pay a fee each time someone clicks on your ad.

PPC advertising is a quick and easy way to get potential borrowers with high intent.

See the Google search results below for the keyword “mortgage marketing.”

marketing plan for lending business

The first three results are paid: Note the “Sponsored” label above the URLs. 

The first non-paid, organic result is from Kaleidico: 60+ Mortgage Marketing Ideas to Fill Your Pipeline in 2023.

Google Ads and Meta Ads — formerly known as Facebook Ads — are two of the most popular PPC platforms. Let’s take a look at the differences between these platforms.

Currently, if you start with $5,000 a month in Google Ad spend, you can expect to generate between 50-80 exclusive leads per month.

To ensure you’re spending your campaign’s budget wisely, stay geo-targeted around branches to avoid competing with the big lenders.

More sophisticated marketers and Google Ads managers also perform keyword research to see the specific terms their audience is looking for and learn which keywords their competitors are bidding on.

Now, we’ll warn you—Google Ads’ platform is overwhelming and the online mortgage space is insanely competitive.

Learning the complete platform is a full-time job and is one of the hardest aspects of digital marketing for mortgage companies.

This is one of the many reasons why lenders rely on experienced digital mortgage marketing companies .

Depending on which mortgage lenders you ask, they might have a preference for leads created by Google Ads vs. Meta Ads.

Google leads are actively searching for mortgage terms, while Meta leads stumble upon sponsored posts scrolling through their News Feed, as a form of “interruption marketing.” 

This may result in lower quality leads because their intent isn’t as urgent, but Facebook’s PPC costs may be lower than Google’s and can result in a higher quantity of leads.

Other platforms

While Google and Facebook may be the most popular spaces to advertise, your business could see more success using other platforms, such as Instagram (which is also owned by Facebook), LinkedIn, or even TikTok.

SEO blogging for your website

SEO is important for your entire website, but the biggest traffic generator is going to be your SEO blog posts.

Your fresh, consistent, relevant blogs packed with appropriate keywords and images are how you’ll rank in Google and earn your free traffic.

Google’s top-ranking factors include:

  • Mobile-optimized experience
  • Overall user experience
  • Content quality, relevance, and length (optimized content)
  • Internal and external links
  • Business information (Google Business Profile)

Your website’s placement in Google’s SERP is based entirely on your skills in planning and researching keywords, understanding your competitive space, and cranking out consistently great content using the same language your audience uses.

Of course, SEO, content marketing, and PPC advertising all tie into each other.

Keyword planning and search intent

Using a Keyword Planning Tool, you can actually see the frequency of search terms related to your industry.

You can see which search terms are the most popular and least popular, and use this as a starting point for developing blog posts and content using these search terms.

In oversaturated markets, you can use Keyword Planning to find underutilized search terms—those terms that don’t get that much traffic but show a great deal of intent. As a result, they often cost less to bid on, which helps stretch your campaign’s budget further.

There’s a big difference in intent when somebody searches for an “FHA loan,” vs. “help, I need a mortgage fast.” 

Learn how to do a little keyword research, even if you just search Google.

Remember this one key rule: Be consistent and continuously produce content. It takes Google months to recognize this content and categorize it.

Besides blogging, here are some other types of engaging content you can get busy producing and optimizing:

  • YouTube videos
  • TikTok videos
  • Instagram Reels
  • Facebook surveys or polls
  • Reddit posts
  • Infographics
  • Newsletters

Let’s dig into more social media and video marketing content.

Social media

Social media marketing should be considered a branch of content marketing, rather than its own separate entity.

That’s because social media is simply another platform for you to plan and share your content around and bring in more leads to your website.

There are dozens of social media websites, so don’t feel like you need to be an expert on all of them.

Some of the most popular websites include :

  • Twitter 

As you get deeper into your digital mortgage marketing strategy, you’ll begin to learn more about the customers you’re targeting, and where you’re likely to find them. 

Use the social media research we listed earlier as a guide for where your clients are most likely to be based on age, but also perform your own research. 

Survey your existing clients via email, your website, or one of your current social media platforms to ask them which channels they prefer.

You can even ask the clients who walk through your door which channels they use the most to gain insight into where you’re most likely to find and engage with them.

To get started, pick the ones you personally use and you will naturally engage with your audience better.

Just like email marketing and content marketing, you’ll need to post fairly regularly. You can use your social media channel to share your website’s new blog post or provide timely news about changing mortgage rates.

Attract more qualified mortgage leads to your business with our results-driven marketing services.

Message responsiveness

Check your channel regularly. On many sites, message responsiveness matters and can help you stand out. You can use a social media marketing platform, such as Sprout Social , to help keep all comments and messages in one place.

For example, according to Facebook, the “very responsive to messages” badge shows people which pages respond quickly and consistently to private messages. 

To get the badge , your page must achieve both of the following over the last seven days:

  • A response rate of 90%
  • A response time of 15 minutes

It helps tremendously to respond quickly to comments on your posts. I can’t tell you how many times I’ve discounted an unfamiliar business because they never appeared to check or reply to the comments and questions on their posts.

You also can use your social media channels to post good reviews or testimonials from happy clients.

Video marketing

Fortunately, video marketing is more accessible than ever thanks to smartphones that can capture high-quality clips.

Most social media channels today are focused on video above all else because it yields impressive results. 

Video marketers get 66% more qualified leads each year!

Ideally, you’ll use simple videos as your main driver in any social media channel you pick.

Videos give you the highest likelihood of success, and for good reason. You’re showing your face and your personality, and you’re forming an instant connection more powerful than just words.

Video content topics might include:

  • Loan product informational videos
  • Latest mortgage news and what it means for your clients
  • Tutorials (how to apply for a mortgage, etc.)
  • Video series on an in-depth mortgage topic or product
  • Video testimonials
  • Personal holiday messages or birthday greetings

You can pack a lot of information into a short video, which is what makes sharing and engagement so high with this type of content.

Check out the YouTube video above for an example of a mortgage professional using video to unpack the complexity of reverse mortgages for potential clients.

Film your videos in a comfortable, well-lit space, and be sure to practice if you’re not used to being in front of the camera. You want to come across as natural, friendly, and approachable as possible to turn those views into leads!

Local SEO on Google Business

To give your business’s local rank a boost, you’ll need to set up a Google Business Profile .

When someone types “mortgage lender near me” into Google search, Google will bring up local business results under “Places,” based on the user’s location.

You can significantly improve your ranking by simply creating a Business Profile and filling it out completely.

That means you’ll include the following information in your listing:

  • Phone number

It also means that you will make sure to update it frequently as your business information changes, including address, phone number, or hours (including holiday hours), and that you reply to your Google reviews.

According to Google, your local ranking is based on distance, relevance, and prominence. The algorithm will take into account which factors best suit the search intent.

For example, if someone searches for a “VA loan mortgage lender,” and your business profile includes VA loans somewhere in the listing, your business is likely to show up ahead of a lender who is closer yet doesn’t call out VA loans.

Online mortgage companies can also set up an account if you service a specific location.

Plan regular checks to make sure all the information on your Business Profile is correct, to add new photos, or to check on the latest reviews. This simple step can keep a steady stream of leads flowing from local searches.

Mortgage advertising compliance

While you’re pulling together your digital mortgage marketing plan, don’t forget about compliance.

Mortgage professionals must be aware of the regulations surrounding mortgage advertising, including those found in Regulation Z and Regulation N.

The Truth in Lending Act, or Regulation Z, was enacted to make sure terms are disclosed and not misleading to consumers. 

It involves transparency surrounding interest rates and the true costs of credit, plus information about the right to cancel certain loans within a set period.

Regulation N, or the Mortgage Acts and Practices Advertising Rule, is meant to prevent deceptive claims in advertising, such as an ad containing a low rate that doesn’t disclose that it’s only temporary.

If you’re not familiar with these laws, make sure you read them thoroughly. Some mortgage CRMs have tools to aid with compliance, or you can connect with an experienced digital marketing agency that understands mortgage advertising.

Failure to comply can result in a fine or worse, so make sure you’re following the rules.

Document your digital mortgage marketing plan

There’s a ton of information, ideas, and goals packed into a mortgage lending marketing plan.

As you’re planning, start creating a spreadsheet that details these goals, channels, audiences, who’s in charge, and more.

Take a look at the spreadsheet template below for an example.

marketing plan for lending business

You can make the template as simple or involved as you need to be. It just needs to work for you, your team, and your goals.

In the example, we included the channel type, project goals, audience, coordinator, timeline, and notes.

As your strategy evolves, you will likely need to update the template frequently to add more advertising information, campaigns, the web development process, and the months you are running the campaigns.

Eventually, you may need a spreadsheet like the one above to keep tabs on all projects, and a separate loan officer marketing plan template for each individual project.

Editorial calendars

Editorial calendars are an example of those separate templates/sheets you may eventually need to create to keep tabs on all your content and projects.

An editorial calendar will help you coordinate content such as blog posts, social media content, advertisements, campaigns, and more.

You can create separate tabs within the calendar for each type of project, plus keep track of your keyword research, ideas, comments, and more.

Give calendar access to all relevant members of your team, because you can assign them tasks in the calendar and keep track of the statuses and due dates.

Of course, there are also many “all-in-one” project management tools and platforms available today that allow you to communicate with your team, collaborate, share documents, assign tasks, and much more, including:

A simple spreadsheet may do the trick at first, but eventually, you may want to move your project planning to a more robust platform.

Adjust your digital marketing plan according to market trends

As you know, the mortgage industry is always changing. 

Your mortgage loan marketing plan will need to flow with the changes and adapt to the types of content and audiences that are most in demand during these changes.

The industry experienced a rapid transformation during and following the Covid-19 pandemic, and there’s no doubt you have experienced other massive changes throughout your career.

Keeping this in mind, understand that as the market changes, your audience’s needs will change, and your digital marketing plan will need some updates.

For example, we mentioned earlier that Gen Z became a significant percentage of homebuyers in 2022. Could you have predicted that based on the trends at the time? How did you respond to that shift? 

How did you respond when home prices skyrocketed and customers rushed to cash out their equity?

Maybe you were too busy with leads to even navigate your mortgage company marketing strategy, but next time around, you’ll be prepared with a mortgage business plan for during and after the rush.

Fortunately, you can use your channels and your current clients to gain insight into these needs. 

Surveys and questionnaires can also help you understand what your clients’ new pain points are, and how you can swoop in to help.

Major mortgage marketing trends in 2023

In addition to your industry’s trends, keep a close eye on general marketing trends and mortgage marketing trends.

Are you incorporating any of these top 2023 trends into your strategy?

  • Personalized content
  • Brand authenticity
  • Influencer marketing
  • Video content
  • Voice search optimization
  • Marketing automation
  • Lead nurturing

One major trend in 2023 is artificial intelligence. What was once the stuff of science fiction is becoming more of a reality, and businesses big or small can take advantage of these tools.

Mortgage marketers are currently using AI in the following ways:

  • Generating content ideas
  • Automating tasks
  • Analyzing data
  • Analyzing loan applicants
  • Improving customer service

Chatbots and conversational AI allow your customers to reach you 24 hours a day, while also collecting valuable data you can use to provide more personalized content and campaigns.

If AI feels a little scary or inauthentic, just know that it’s only as good as what you’re putting into it. Use it to help you brainstorm or collect data, take what you can use, and disregard the rest.

Repeat what works and leave the rest to us

Rinse and repeat . Once you solidify your current digital mortgage marketing strategy, you can get to work crafting short, engaging videos, writing your drip campaign emails, writing relevant blogs, and keeping in touch with customers via social media.

If this seems like a lot to maintain, you’re right. 

That’s why digital marketing agencies like Kaleidico exist. We understand the mortgage lending business and know how to generate leads for your company.

Our services include:

  • Web design and development
  • Lead generation
  • Brand strategy
  • Content marketing agency

We know mortgage—Get 20 years of mortgage lead generation experience with Kaleidico

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How to Write a Marketing Plan

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A marketing plan outlines your marketing strategy, which includes how you’ll attract new customers, retain current customers and promote your products or services. Creating a marketing strategy is key to ensuring you’re making the most of your money while targeting the right people through the right channels so you can grow your business.

When you create your business plan, the marketing plan will be an important component. Within a business plan, the marketing plan helps to explain how your business fits into the market, who your competitors are and how you’ll stand out. Small-business marketing is all about how you will promote your products or services to increase sales through customer engagement.

1. Research

The first step when learning how to write a marketing plan for your business plan is research. You want to look at your market as a whole , your competitors, their marketing strategies and past marketing strategies you’ve used — if any. Your research will inform who your target customer base is, how to price your products , what marketing channels will best serve your business, how you want to interact with customers and what your marketing budget will be.

While not all your research will be included in your marketing plan, it will help to inform your marketing strategy. The final product will be a much condensed and synthesized version of what you discover from your research.

2. Know your business

To create an effective marketing strategy, you need to understand the ins and outs of your own business. What makes your products or services unique? What’s your company’s mission? Why did you start this business in the first place? Reminding yourself what makes your business special will help you inform your marketing strategy and show potential customers why they should choose to work with you. Plus, looking at your business from the viewpoint of a potential customer may help you uncover some unique selling points you hadn’t previously considered.

» MORE: Can your small-business idea actually make money?

3. Understand your customer

Beyond your business and the products or services it offers, you also need to take your customer into consideration when writing your marketing plan.

Understand your customer: who they are, what they like, their pain points, how your product or service solves their problem, how and where they consume media and how to communicate with them. Much of the success of your marketing strategy depends upon knowing and communicating well with your customers.

Identify your target market and narrow your scope to a specific demographic — like athletes or parents, for instance — to help you pinpoint the best way to reach them. If you cast your net too wide, you may come off as insincere and struggle to attract any customers.

4. Highlight your unique selling proposition

Your business’s unique selling proposition, or USP, is the thing that makes you stand out. If you want your product or service to sell well, you need to make sure it offers something your competitors don’t. To do that, you need to find your USP.

You likely have a good idea already of what your USP is, but it’s time to synthesize all of the great ideas you gathered in the previous steps into an easily shareable description. Consider this your elevator pitch. You want to be able to tell someone why your product or service is best in less than 30 seconds. You may also find a catchy slogan comes out of this, as well.

5. Check out the competition

While you need to make decisions that are right for your business based on internal information, you also should have an understanding of what your competitors are doing and how it’s working for them.

Take a look at their products, pricing and marketing strategies. Check out their customer reviews to see what people like and dislike about their business. Then use this information to make your business — and marketing strategy — even better.

6. Know your numbers

A marketing strategy will cost money; however, it doesn’t have to be a lot. In fact, there are plenty of free marketing ideas you can try. However, you will likely need to spend some money if you want to make money in the long run. Understanding your business financials to come up with a realistic marketing budget is crucial before you can decide on your concrete marketing plan.

7. Show, don't tell

If you have any marketing collateral already created, such as logos, ads or social media posts, be sure to include them in your marketing strategy. This will show potential investors or lending partners that you’ve made concrete progress on your business’s marketing plan.

8. Test your strategy and talk to customers

The only way to truly know whether your marketing strategy will work is to show it to real people and get their opinions. While you don’t need to have your entire marketing plan created to get feedback, it’s a good idea to run some general ideas past a focus group to get their input. These can be potential customers or friends and family — just make sure you’re getting their honest feedback. Use the results to tweak your strategy to better suit your customers.

» MORE: Common startup mistakes and how to avoid them

What to include in a marketing plan

Now that you've done the research for your marketing strategy, you need to synthesize it into an easily digestible plan that shows yourself and potential investors that you know how to market your business. You can use the following components as a sort of marketing plan template to organize your research:

Product or service overview. If your business sells products, include specifics like sizes, types, colors, features and pricing. For services, detail what they are, what problems they solve, why they will be in demand and what they cost.

Target customer personas. Who are they? How old are they? Where do they live? How much do they make, on average? Are they married or single? Do they have kids and/or pets? What are their interests, wants, and needs?

USP. Through researching the market, your competition and customers, you know how your business stands out. Be sure you can explain what makes your business unique.

Marketing budget. Outline how much of your overall business budget you’re planning to allocate to marketing. Based on your research, you can also include projections for how this budget will grow your sales.

Marketing channels. For a fully comprehensive marketing plan, you’ll likely use a combination of several channels — email , social media, SMS , local , digital , etc. Detail which you'll focus on, the budget for each, expected returns and what numbers you'll track (views, clicks, subscribers, etc.).

Conversion and retention strategy. Outline a plan for converting leads into paying customers — and for retaining those customers and getting their repeat business. New customers are important, but so is customer retention. After all, it’s more expensive to find a new customer than it is to foster a relationship with an existing one.

Marketing collateral. In the interest of space, you may want to include just a couple of items within the marketing plan section itself, and you can include the rest in the business plan appendix.

» MORE: Best marketing tools for small businesses

A version of this article originally appeared on Fundera, a subsidiary of NerdWallet.

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Event helps Lowcountry small minority businesses receive resources

N ORTH CHARLESTON, S.C. (WCSC) - In honor of May being National Small Business Month, a special event Friday night focused on minority businesses in the Lowcountry.

The South Carolina Association for Community Economic Development , along with the Charleston Metro Chamber of Commerce, and the Coastal Community Foundation, hosted the Small Business Resource Mixer, Capital Conversations, at the Opportunity Center.

The event featured several resource providers who assisted entrepreneurs with operations, marketing, and accessing capital.

Cory Wallace, the owner of The Stag Pad, says shared resources are important.

“If you want to go somewhere fast, you can go by yourself. But if you want to go there and stay there and have longevity, you need a team. And it’s all about the ecosystem,” Wallace said.

Organizers introduced a new platform called the Ecosystem Resource Guide. This platform helps entrepreneurs find the specific agencies and resources they need to enhance their businesses.

Chantelle Broughton is the small and minority business development coordinator for the South Carolina Association for Community Economic Development. She says this platform closes the resource gap.

“So, for minority entrepreneurs, especially there’s just a gap and being able to access resources, but also to understand the resources that are available to us,” Broughton said.

Attendees also learned about two new programs: the Cummins CARE Loan Program , which helps with working capital, equipment, and inventory; and the Charleston Metro Chamber of Commerce’s Minority Business Accelerator Program .

The Cummins CARE Loan Program’s application deadline is Oct. 31.

The business accelerator program is a 12-month program providing business owners with a three-year growth plan.

South Carolina Association for Community Economic Development President and CEO Bernie Mazyck says this will not be the last event held in the Lowcountry.

“We know that they are entrepreneurs throughout the Lowcountry who have dreams and we want to make sure the resources are available to them,” Mazyck said.

The South Carolina Association for Community Economic Development hosted the Small Business Resource Mixer, Capital Conversations, at the Opportunity Center to connect small minority businesses with resources related to operations, marketing, and accessing capital.


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