Are You Personal? How to Use Personalization to Improve Your Marketing Effectiveness

Jul 18, 2022

EPM Wholesale Blog - How To Use Personalization To Improve Your Marketing Effectiveness

Marketing is one of the most crucial aspects of your business. Without it, your message won’t reach the audience searching for your services, and it will be harder to gain an edge over the competition. Still, marketing alone isn’t the only thing that matters. Today, clients demand personalization. In fact, a whopping 84% of consumers want you to treat them as a person rather than a number. When you use personalization, the rewards are greater.

Define your goals and your audience

Do you know who your ideal mortgage client is? If your brokerage company operates in one specific region or state vs. nationally, you’ll want to include that information.
• What does the ideal buyer look like to you on paper?
• Do you want to see a specific credit score? (How high?)
• What minimum would you prefer to work with if offered a choice?
• A decent down payment?
• How much or what percentage?
• A low DTI? (How low?)
• A solid job history? (What does that look like?)

Be specific!
The more you know about your ideal mortgage client, the better you can market to them.

Manage Your Buyer Personas

Once you know who your ideal clients are, maintaining your buyer personas is essential and relatively easy. If something changes, update your personas because these serve as a guide for anyone helping you market your business.

Buyer personas do more than tell you who your ideal mortgage clients are and what type of financial picture they have relative to your business. They also must identify perceived pain points – what problems or challenges your clients have that your business can meet.

Some businesses have more than one buyer persona because they have more than one ideal client. So, each persona also highlights the ideal client for each type of client. For brokers, this might mean defining who your ideal clients are for each financial product you broker.

Align Your Buyer Personas to Your Marketing Efforts

Buyer personas are an excellent tool to leverage your marketing efforts, whether you market on social media or email, via content marketing, or with something else. Knowing who your ideal clients are and their pain points helps you better personalize your messaging to meet their needs and engage them.

Evaluate Your Personalized Marketing Campaigns

Evaluating your marketing messages and efforts is another way to improve your overall messaging and to see where weaknesses or gaps may be. You might find that some forms of marketing, such as content marketing and social media, work better than other forms.

Personalization in your messaging matters — 80% of consumers are more likely to buy from you when you offer a personal experience.

Don’t be afraid to test things out and gather insights to make better decisions on future marketing campaigns. Marketing isn’t a cut-and-dry situation.

Some strategies will work better than others, including the type of marketing you choose and the messages you send. It also takes time for a marketing campaign to produce results.

You will rarely see results overnight. Yes, it could happen, but a good rule of thumb is to try something for 3-6 months. If it isn’t working by then, either adjust what you’re doing or try something else.

The Final Word

Personalization is one of the most powerful marketing tools at your disposal, and the more you use it, the more success you’ll see. According to SmarterHQ, a personalization technology, 72% of consumers stated they’ll only engage with personalized messaging. Stand out against the competition by making an impact your mortgage clients will remember, and the rewards of your efforts will soon follow.

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