Mortgage Blogging + SEO = Effective Lead Generation System

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Mortgage blogging and SEO go together like peanut butter and jelly. When used properly, this strategy has the potential to surpass all of your other marketing efforts combined. I know, because I’ve been doing it for well over a decade. And in this case study, I’ll explain how you can use mortgage blogging SEO to attract more leads and grow your business.

But first, a few definitions are in order:

  • Mortgage blogging is when you use a blog program (like WordPress) to publish content online, with the end goal of attracting potential clients.
  • SEO is short for search engine optimization. This is when you make changes to your website in order to improve its visibility among search engine users. According to Google, SEO “is often about making small modifications to parts of your website.”

Now that we’ve discussed the individual parts, let’s talk about how they work together.

Case Study: Mortgage Blogging and SEO

In 2014, I worked with a client who is a mortgage loan officer in Phoenix. His company serves the greater Phoenix metro area. He wanted to launch a blog and start blogging to attract local home buyers. So I built him a nice-looking blog using the WordPress program, and then we set about developing a content plan. This is the first step in a mortgage blogging SEO campaign.

One of the first blog articles I wrote had to do with mortgage rates in the area, with a forecast for 2015. It analyzed the latest trends, based on Freddie Mac’s Primary Mortgage Market Survey (PMMS). It also provided a long-range outlook based on several economist’s forecasts.

The key to this mortgage blogging SEO strategy was the local focus. He did not want to attract website visitors from all over the country. He wanted to attract Phoenix home buyers and mortgage shoppers. So I gave the entire blog article a local spin, with local residents in mind.

The result? In just a few days, the article was indexed by Google and other search engines. Visitors began to trickle in the same week. Today, that one article attracts 15 - 20 visitors per day, consistently. Better still, it has generated numerous leads for my former client, and it will continue to do so all year.

Keep in mind that’s just one article. We repeated this process twice a week for the better part of a year.

He was so pleased with the results that he requested more content of this nature. So I continued to create original, high-quality content as part of an ongoing mortgage blogging / SEO campaign. We produced in-depth, well-researched articles about local home prices, real estate market trends, new construction, loan programs and more.

Long Story Short…

Long story short, I eventually taught my client how to research and write his own blog articles. He now informs me that he does no other form of marketing. Mortgage blogging with SEO works so well for him, he has stopped buying leads and shaking the Realtor “tree” for referrals. He blogs, and people flood into his website every day.

He has a pre-qualification form on the right-hand side of every web page, alongside the articles he publishes, and it generates inquiries on a near-daily basis. That’s invaluable. That’s the power of content-based marketing.

Don’t get me wrong. This is not a quick and easy path to lead generation. Mortgage blogging and SEO is a long-term strategy. It takes time and effort to produce high-quality website content on a regular basis. But it’s also a proven strategy with unlimited potential. Want to generate more web traffic and leads? Just publish more content, using the strategies explained above.

Better yet, let us do it for you! We have 13+ years of experience with mortgage blogging SEO, and we always abide by Google’s quality guidelines.

About the Author

Brandon Cornett is a veteran mortgage writer and the creator of Send him an email.

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