As a mortgage originator, you are constantly on the lookout for ways to generate leads and grow your business. Your success is tied to your ability to generate leads and close deals. In today’s digital age, having a strong online presence is crucial for achieving these goals.

With the rise of the internet, the way people search for home loans has changed drastically. It’s no longer about being listed in the Yellow Pages or having an ad in the local newspaper. Having a strong online presence is crucially important, and this means having a solid search engine optimization (SEO) strategy in place.

“You may think your or your company’s marketing is solid on every other front — such as advertising and social media — but a vast majority of people conduct their research using Google or some other search engine.”

Search engine optimization is the process of improving your website and online content to rank higher on search engine results pages. The goal of SEO is to increase visibility for you or your company, drive more traffic to your website, and increase the number of leads and closed loans.

Some originators may be thinking, “I don’t need to worry about SEO. I get all my business through referrals.” While it’s true that referrals can be a valuable source of business, they’re not the only way to generate leads. One major component of SEO is that it drives more organic (unpaid) traffic to your website. In fact, a strong SEO strategy can actually help you get more referrals by increasing your online visibility and credibility.

Technical know-how

You may think your or your company’s marketing is solid on every other front — such as advertising and social media — but a vast majority of people conduct their research using Google or some other search engine. Having a sound SEO strategy can be the icing on the cake when it comes to positioning you above the competition.

“Compared to other forms of marketing, such as paid advertising or direct mail campaigns, SEO can be a more sustainable and cost-effective way to generate leads and grow your business.”

First, how exactly does SEO work? This topic can become an entire article on its own, but to put it simply, there are a few factors that go into SEO, including:

• Keyword research. This is the process of identifying the keywords and phrases that people are using to search for products or services related to your business. By targeting these keywords on your website and in online content (such as blog posts), you can improve your chances of ranking higher in search results.
• On-page optimization. This involves optimizing the content on your website for the keywords for which you want to be ranked. This includes things like using target keywords in page titles, meta descriptions, headers and body content. This is where content such as updated blog posts can greatly boost your website over your competitors.
• Off-page optimization. This involves building links from other websites to your website. The more high-quality, relevant links you have pointing to your website, the more authoritative your website will appear to search engines.
• Technical optimization. These are the technical aspects of your website that make it more search engine-friendly. They include things like improving site speed, making the website mobile-friendly and ensuring that the website is secure.

Now let’s dive into why SEO is absolutely crucial for mortgage originators. There are obvious reasons why it should be part of every originator’s marketing strategy.

Vital visibility

Google processes billions of searches every day. This means there are a lot of people out there looking for mortgage originators just like you. Whether someone is seeking a loan, researching a specific lender or researching mortgages in general, they are likely to start online with a search engine like Google.

Potential clients begin their search by typing loan-related keywords and phrases into Google, and the most relevant results (content that features the searched keywords) pop up first and foremost. But here’s the thing: If your website doesn’t rank on the first page of search results, you’re missing out on a huge opportunity to get in front of potential clients. In fact, studies show that the top-five search results on Google get nearly 70% of clicks, while results on page two and beyond receive very little traffic.

That’s why it’s important to have a strong SEO strategy in place. By optimizing your website and online content for relevant keywords and phrases, you can increase your chances of ranking higher in search results and getting more visibility online.

In addition to increasing your visibility, a strong SEO strategy can also help build credibility for your business. When someone searches for a mortgage broker online, they are likely to click on the top results that show up in their search. If your website is one of these top results, it can give the impression that your business is reputable and trustworthy.

On the other hand, if your website is buried on the second or third page of search results, it can make your business seem less established and therefore less credible. This can be especially meaningful for originators, who deal with sensitive financial information and transactions. By investing in SEO and improving your search rankings, you can help build trust with potential clients and establish yourself as a credible mortgage broker in your area.

Targeted campaigns

One of the biggest benefits of SEO is that it can help you attract highly targeted traffic to your website. When you optimize your website and content for specific keywords and phrases, you can attract people who are actively searching for the types of loans you offer.

For example, if you specialize in private money loans, you can optimize your website and content for keywords such as “fix-and-flip loans” or “bridge loans.” By doing so, you can attract people who are specifically looking for these types of loans, which can lead to more qualified leads and ultimately more business for you.

Another benefit of SEO is that it can be a cost-effective marketing strategy for mortgage brokers. While there are certain costs associated with it, such as hiring an SEO specialist or investing in tools and software, the long-term benefits can far outweigh the initial investment.

Compared to other forms of marketing, such as paid advertising or direct mail campaigns, SEO can be a more sustainable and cost-effective way to generate leads and grow your business. Once you start ranking higher in search results, you can continue to attract traffic and generate more business.

Competitive advantage

Finally, good SEO can give you a competitive advantage in your industry. The mortgage business is a highly competitive field, with many companies vying for the same pool of clients.

By investing in SEO, you can differentiate yourself from your competitors and establish your business as an industry leader. When potential clients search for loan-related keywords and phrases, you want your website to appear above your competitors’ websites in the search results.

This can help you attract more traffic and more leads than your competitors, ultimately leading to more business and greater success. With a good SEO strategy, you can stay ahead of the competition and position your company as the go-to choice for potential clients.

With so many choices for prospective clients to choose from, it’s best to think about how you can position yourself or your brokerage front and center, both online and offline. Having a strong social media presence is one thing, but having solid SEO knowledge and an implementation strategy is another necessary step to drive more business.

In today’s market, it will only benefit you to have as many marketing tools in your toolkit as possible. They will help you grow and maintain success over the long term. ●