Blogs -- online diaries of text and graphics that are quick and easy to publish and update -- are growing in popularity as marketing tools for mortgage professionals.
Loan Officers are finding that this inexpensive marketing tool is helping them to build relationships with referral partners and to be perceived as knowledge authorities. Successful bloggers are building trust with potential customers by publishing informative, value-added articles about loan programs, industry opinion pieces, and articles on the value of home ownership.
Many mortgage industry bloggers are making money by placing product ads on their blogs for such items as books, reports and software. This service is free through programs such as Google Adsense (
www.google.com/adsense) and Amazon.com's Associates program (
www.amazon.com/associates). The blogger receives a portion of the sales originating from the blog.
What underscores each blog strategy is the ability for industry professionals to engage colleagues and potential customers in educational and motivational dialog. Most blogs support two-way communication by offering feedback forums. Not only do good blogs edify visitors -- they cause the blog writer to continually refocus on the industry and learn about the profession.
Popular blogging software titles include: eBlogger,
www.blogger.com (free), TypePad,
www.typepad.com ($4.95 to $14.95 per month) and Movable Type,
www.sixapart.com (starting at $199).
Blogging for New Customers
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