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As an experiment I did some GPT 4 prompts to help come up with marketing ideas LO’s could use.
I started with “What are the top problems people face when they are thinking about buying a house?.”
Below is a breakdown of the results outlined for you in a way that may help you craft some messaging the goes below the surface level of messaging and shows that you understand the root cause of the problem and can provide real solutions to help them.
Many of you know the issues your prospects are facing but may not be identifying them in your messaging and actively showing them ‘solutions”.
To do that you also need to be able to articulate you understand their problems and articulate you have the solutions for them.
First: Walk through this 6 part outline
Then: Make a list of the “Problems” you are solving and copy the exercise to end up with a solution that explains “How you can help solve the problem”
Finally: Use that to craft marketing messaging that hits on the problem and solution in all your marketing channels.
Here are the results of the prompts I used essentially copy and pasted for you.
Also peppered in some stats on the surge in searches for “mortgage calculator” as it related to section #2 of the article below.
1. Common Problems Faced by Homebuyers
- Financial Concerns: Affordability, credit score issues, debt-to-income ratio.
- Market Conditions: High competition, limited inventory, market uncertainty.
- Finding the Right Property: Location, property condition, compromising needs.
- Understanding the Buying Process: Paperwork complexity, legal jargon, inspections.
- Emotional Stress: Fear of overpaying, decision fatigue, fear of commitment.
- Down Payment and Mortgage Approval: Saving for a down payment, mortgage approval process.
- Long-Term Considerations: Property value, maintenance costs, resale potential.
PS: An updated search engine data search I just did reported 3.4+ monthly million searches for the term “mortgage website” in the US with is up from my prior reporting of 2.8 million. Whoa.
2. Marketing Strategies for Mortgage Loan Officers
- Educational Content Marketing: Blogs, videos, webinars, and workshops.
- Targeted Social Media Campaigns: Problem-solution ads, testimonials, live Q&A.
- Personalized Email Campaigns: Tailored content, automated follow-ups.
- Lead Magnets and Resources: eBooks, calculators, tools.
- Workshops and Seminars: First-time homebuyer workshops, market trends seminars.
- Targeted Online Advertising: Google ads, retargeting campaigns.
- Clear Call-to-Action (CTA) Strategies: “Get Pre-Approved Today,” “Schedule a Free Consultation.”
- Creating Trust Through Transparency: Breaking down the numbers, addressing market fears.
- Community Engagement: Local sponsorships, partnerships, support for local causes.
- Client Testimonials and Case Studies: Sharing real-life scenarios, video testimonials.
PS #2: Here are the Top 10 sites getting the majority of that search traffic. What if you had a calcaultor suite on your site or to do use independently that was superior to most of the top sites getting all the traffic that you could use to share with your database, promote online, and use in your marketing to get mortgage calculators in front of future home uying in your lmarket before they go to the search engines?
3. Emotional Pain and Challenges Related to Affordability
- Feeling Trapped or Helpless: Unable to move forward with homeownership dreams.
- Fear of Financial Instability: Anxiety about overextending financially.
- Anxiety from Uncertainty and Market Conditions: Indecision and stress.
- Comparing Themselves to Others: Feeling inadequate or left behind.
- The Stress of Sacrifice and Compromise: Resentment and bitterness.
- Pressure to Make the “Right” Decision: Fear of regret.
- Guilt Over Prior Financial Decisions: Shame and regret over past choices.
4. Root Causes of the Problem
- Systemic Economic Factors: Rising costs of living, economic uncertainty, income inequality.
- Lack of Financial Education and Planning: Limited understanding of personal finance.
- Psychological and Social Pressures: Societal expectations, fear of missing out.
- High Levels of Debt and Financial Obligations: Student loans, cost of living expenses.
- Misinformation and Unrealistic Expectations: Misunderstanding the home-buying process.
- Fear of Financial Insecurity and Risk Aversion: Risk aversion due to past experiences.
- Personal Financial History and Behavior: Credit issues, lack of savings.
5. Solutions to Overcome These Challenges
- Financial Education and Planning Support: Workshops, personalized plans, tools.
- Enhance Financial Accessibility: Down payment assistance, flexible loan options.
- Emotional Support and Guidance: Reassurance, addressing fears, support during setbacks.
- Transparency and Trust-Building: Clear communication, detailed cost breakdowns.
- Tailored Solutions and Flexibility: Customized loan options, adaptable buying strategies.
- Community and Networking Support: Support networks, partnerships with local organizations.
- Encouraging Realistic Expectations: Setting realistic goals, educating on compromise.
- Long-Term Financial Health and Stability: Promote long-term planning, emergency funds.
- Utilizing Technology for Clarity and Convenience: Digital tools, online workshops.
- Ongoing Support After Purchase: Post-purchase check-ins, resource guides.
6. Benefits of Solving These Challenges
- Empowerment and Confidence for Buyers: Financial confidence, reduced stress.
- Improved Financial Stability and Security: Long-term investment, budget discipline.
- Enhanced Quality of Life: Stability, personalization, and pride in homeownership.
- Strengthened Relationships: Reduced relationship stress, stronger community ties.
- Positive Social and Community Impact: Community stability, economic growth.
- Professional Satisfaction and Business Growth: Client loyalty, enhanced reputation.
- Reduction in Financial and Emotional Burden: Lower risk of financial hardship.
- Increased Accessibility and Opportunity: Breaking barriers to homeownership.
- Long-Term Customer Relationships: Trust and advocacy, cross-selling opportunities.
- Personal and Professional Fulfillment: Sense of purpose, inspiring positive change.
As an exercise you can create a Google Sheet with these headings (I did and will update this article with a sharable version when I figure out how. And you can start with the problem, fill out the columns and then use the Root Cause of the Solution” column in your marketing by answering “How would you solve this?” and then being the person to do that for people.
Physical Problem |
Emotional problem | Root Cause of Problem | Root Cause of Solution | Physical Benefit | Emotional Benefit |
What are all the different wa ys you can describe the problems someone is having? |
What pain is this causing them emotionally? How do they feel about them? What’s even worse than that? | What’s the root cause of the problem? | How do you solve this? | What are the amazing benefits of solving this? | What are the amazing feelings solving each of these problems will create inside of them? |
Affordability | Emotion: Feeling Trapped or Helpless | Rising Costs of Living and Housing Prices, economic uncertainty, stagnant wages | Offer Financial Education Programs: Provide workshops, webinars, and resources that cover topics like budgeting, saving for a down payment, managing debt, and understanding credit scores. Create a Personalized Financial Plan: Work with clients to develop a personalized plan that includes saving goals, debt reduction strategies, and a realistic timeline for purchasing a home. Provide Tools and Resources: Offer calculators, budget planners, and affordability guides to help buyers understand their financial situation and make informed decisions. |
Increased Financial Confidence, Improved Financial Stability and Security, Enhanced Quality of Life | joy, gratidude, confidence, freedom, independence |
In your marketing message the above problem/solution exercise, even with the help of chat GPT, is an effective way to craft your messaging so it will reasonate.