The Secret to Mortgage Content Marketing That Actually Converts
If you are judging the success of your mortgage content marketing by how many leads it is bringing in, you are setting yourself up for disappointment.
That is not because content does not generate leads. It absolutely does. But that is not its only job.
Let’s break it down.
A lot of mortgage professionals create content with one goal in mind. Getting ready-to-close leads into their CRM. They want buyers and borrowers to see a post, click a link, and immediately schedule a call.
Sounds great, right? The problem? That is not how it works.
Your content is not just for the bottom of the sales funnel. It is meant to work throughout the entire journey. And if you are ignoring the middle of the funnel, you are leaving a ton of business on the table.
The Middle of the Funnel The Missing Piece in Mortgage Marketing
Most mortgage companies focus on:
✅ Top-of-funnel content brand awareness, getting noticed
✅ Bottom-of-funnel content conversion-focused, closing deals
But what about the middle?
The middle of the funnel is where trust is built. It is where potential borrowers start thinking, “I might actually want to work with this person.” If you are only chasing leads at the bottom of the funnel, you are missing the chance to warm them up before they get there.
Great mortgage content marketing strategies do not just attract leads. They keep them engaged, build authority, and make sure that when they are ready to make a move, they come to you, not your competitor.
Why Your CRM Is Not Enough
Let’s be honest. How many marketing emails do you actually open? Exactly.
Most mortgage pros rely on CRMs to nurture leads with automated emails and text follow-ups. But if your potential clients are ignoring those emails, what is actually keeping you in front of them?
Social media.
Your audience is already scrolling, watching, and engaging on Instagram, Facebook, LinkedIn, and TikTok. If your content is showing up where they already are, you do not need to rely on email open rates or the perfect subject line. You are staying in front of them naturally, keeping them engaged without feeling salesy.
How One Targeted Post Closed a Deal
Let’s talk about how this actually works.
A mortgage broker had a potential client who was not quite ready to move forward. They had a discovery call, but the borrower was still shopping around.
Instead of following up with another just checking in email, the broker did something smarter. They created a social media post that spoke directly to that client’s concerns.
The post was not about rates, refinancing, or mortgage tips. Instead, it was a short video titled "Why Waiting to Buy Could Cost You More in 2024."
It was not just a general mortgage tip. It was designed to answer the exact question that borrower had during their call.
A day later that borrower sent a direct message and said, “Okay, I see what you did there. Let’s move forward.”
No email sequence. No cold follow-ups. Just smart mortgage content marketing doing its job.
Stop Measuring Success By Just Leads Think Bigger
If you are only measuring success by how many leads your content brings in, you are missing the bigger picture.
✅ Content is not just about leads. It is about staying visible at every stage of the funnel.
✅ The middle of the funnel matters. It is where trust is built.
✅ Social media is more powerful than email marketing. It keeps you top-of-mind without being annoying.
Want to Make Your Mortgage Content Work Smarter?
At Red Button Media, we help mortgage professionals create content that actually moves deals forward. If you are ready to turn your content into a lead-nurturing machine, let’s talk.