By now the lending industry knows that investing in digital marketing is essential if we’re looking to generate new leads while also processing and acquiring new loans. Before even beginning a marketing strategy it is absolutely imperative that we pinpoint our target audience. With this information the entire marketing platform will build its own foundation around the target client.

In finance there are two potential clients: new homebuyers and refinancers. If we’re looking to target both of these potential acquisitions then it will require two different marketing strategies. This is because refinance and new homebuyers contrast one another and are technically their own target demographic. Refinancers are more than like well read on the subject of their mortgage and know precisely what they’re looking for. They are willing to shop around for quotes and are quite sensitive to rates. New homebuyers are baby birds, they are willing to pay for good, solid advice. These are referral driven people that are looking to find a lender willing to guide them through the process.

Before beginning our marketing efforts we must identify which of these target demographics is ideal for our business. It is okay to just do one or the other, but if you’d like to start with both we recommend either hiring on outside marketing help or just launching one platform at a time. Identifying the target audience will create ease in other aspects of marketing, we’ve listed just a few here.

Facebook Advertising

This is such a crucial point of digital marketing because it can not only build your presence on the social media site but can also build interactions which will help index the page for future followers. Most importantly, Facebook advertising allows us to choose the precise target audience that we wish to reach by their age, location, gender and even what they’ve conveyed as their interests on their Facebook pages. Lenders can take advantage of Facebook Ads and generate leads that are actually interested in buying a home. Finding the right target audience before launching the marketing campaign will ensure that an investment in Facebook Ads actually shows some return, whether it be likes, follows or leads.


When a potential follower on Facebook visits a page, they are looking to find an authority on a subject. We become an authority by making our Facebook page into a conglomerate of relevant news, trends and aesthetic for those with interest in the sector. Of course, to build SEO it is crucial to regularly post content that leads back to our own website as well. Creating regular content on our own blogs gives us fodder for social sites and makes it much easier to keep posting regular content. Having the target demo in mind before brainstorming blog titles will help us be sure to craft blogs that potential clients are interested in, otherwise our efforts are wasted. To be sure that the posts are making the right impression we should monitor which pieces get the most traffic and take note of those topics. Content is a powerful tool in marketing, but if the articles aren’t guided towards the right people then efforts will be wasted.