This document discusses how loan officers can develop a competitive advantage by partnering with real estate agents and providing them with valuable mortgage content for their websites and blogs. It suggests that agents are hungry for specialized mortgage content to help educate their clients and answer common questions. By contributing high-quality mortgage-related articles and building backlinks, loan officers can drive targeted traffic to agents' sites from homeowners researching mortgages online. This establishes the loan officer as a trusted resource that agents are happy to refer business to.

1. Million Dollar Question.......
Agent to Loan Officer:
"What can you provide me that
your competition can't or won't?"
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2. The Main Challenge:
What's Your Unique Selling Proposition?
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3. The Good News:
It is possible for loan officers to develop
a true competitive advantage in this
market by leveraging social media.
www.copyblogger.com/usp
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4. Partnering With The Right Agents
Position yourself as an
invaluable asset to your
social media savvy real
estate agents.
Provide them with something
that they care more about
than:
Leads, Low Rates and
Returned Calls....
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5. Hi, I'm a Mortgage Blogger
Mark Madsen Justin McHood
Las Vegas Mortgage Blogger Arizona Mortgage Blogger
Twitter: @mark_madsen Twitter: @jmchood
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6. In This Webinar, You'll Learn:
A proven system for partnering with the right social
media savvy agents for the purpose of:
o Getting in front of their clients,
team and competitors
o Establishing yourself as a valuable
marketing asset
o Earning the Trust and Respect you
deserve as a Mortgage Pro
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7. What Do Web-Based Agents Care About?
Content Traffic
Links
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8. Content = The Most Important Thing
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9. 8 Reasons Agents Need Mortgage Content
#1 Specialized mortgage information requires an
experienced lending professional's insight
• Guideline Changes
• First-Time Home Buyer Lending Tips
• County / Program Loan Limits
• Credit / Re-Score Education
• Appraisal Regulations
• Income / Asset FAQ's
• Down Payment Assistance
• MDIA, GFE, RESPA, WTF...
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10. 8 Reasons Agents Need Mortgage Content
#2 Buyers, Sellers and Agents always have
mortgage related questions
• What's the deal with FHA and condos?
• How long do I have to wait after a short
sale?
• Does the home need a stove to pass an
FHA appraisal?
• Do I need to prove my income if I'm rich?
• Can my baby's momma's momma co-sign
if she has better credit?
• How fast can we close?
• Will rates go up in 3 months?
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11. 8 Reasons Agents Need Mortgage Content
#3 Relevant and timely information is excellent to
include in newsletters or email campaigns
• Economic Indicators that impact rates
• Government incentives with expirations
• FHA Mortgagee Letters - updates
• Loan Limit changes
• Loan Level Price Adjustments
• The loss of banks or programs
• HVCC concerns
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12. 8 Reasons Agents Need Mortgage Content
#4 An educated client is more valuable to the
agent, loan officer and community
• Important decisions aren't made based on
emotion or fear
• Time isn't wasted driving around viewing the
wrong properties and price ranges
• Closings move faster with a fully qualified and
informed buyer
• Sellers are more patient if they understand the
lending process
• Listings get priced properly initially
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13. 8 Reasons Agents Need Mortgage Content
#5 Moves prospects through a controlled sales
cycle while keeping them on the agent's site
1. Buyer searches Google for listings
2. Buyer finds homes on agent's site
3. Buyer wants to inquire about a loan
4. Buyer finds Mtg. info on agent's site
5. Buyer contacts agent or LO
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14. 8 Reasons Agents Need Mortgage Content
#6 Establishes Trust / Authority and makes it easier
for agent to refer client to preferred LO
FACT:
• Buyers are on an agent's site for an
avg of 3-5 months researching
homes, communities and culture
• Borrowers spend an avg 1.5
minutes on a mortgage site looking
for someone they can trust
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15. 8 Reasons Agents Need Mortgage Content
#7 Industry related keywords and frequent
content are great for SEO / SEM
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16. 8 Reasons Agents Need Mortgage Content
#8 Specific articles will drive targeted
traffic = Motivated and Informed
"The Web is different.
Instead of one-way Long Tail Search Engine Marketing
interruption, Web
marketing is about
delivering useful content at
just the precise moment
that a buyer needs it."
....Seth Godin
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17. 8 Reasons Agents Need Mortgage Content
EX: "Las Vegas FHA First Time Home Buyer"
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18. Targeted Traffic - Be Where The Buyers Are
Buyers Are Online Looking For Homes
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19. Capture Targeted Traffic - 3 Simple Steps
• Write blog articles that answer
"Buying" questions
• Buyers seeking mortgage info
on Google will find your agent's
blog
• Let your agent's MLS search
and CRM convert for you
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20. Link Back To Your Agent's Blog
SEO - Search Engine Optimization
Back Link Strategy:
Links = "Referral" in the eyes of Google
• Use proper anchor text
Las Vegas Real Estate
vs
click here for homes
• Link from multiple web sites
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21. Link Back To Your Agent's Blog
Example: Proper Use of Anchor Text
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22. Finding / Meeting New Agents Online
Get in their space online, establish relationship, call
*Don't be an idiot
1. Google Blogs (City + Real Estate)
2. Google Reader - subscribe
3. Mybloglog.com
4. Comment on their WP Blog
5. Twitter
6. LinkedIn
7. Facebook Groups / Pages
8. Zillow / Trulia
9. Start a blog - link back
*See Webinar: 7 Strategies For Meeting Agents Online
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23. Execution - Change The Game
• Agents need: Content, Traffic, Links
• Search for RE partners online
• Get in their space, don't be a tool
• Ask to contribute to their blog
• Write excellent Mtg. content
• Promote your agent's blog online
• Network with other LOs in the game
Twitter: @mark_madsen
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