429. How to Stay Top of Mind Without Being Pushy: Smart Ad Strategies for Loan Officers

·27 min·2 clips

How do top loan officers build a predictable business without working more hours?

The episode opens with host Steve Kyles framing the central question: how loan officers can grow their business predictably without working more hours. He introduces guest Chelsea Gardner from Fully Aligned Marketing, who helps with targeted ad strategies. Chelsea explains that loan officers should target warm lists like past clients and real estate agents with small daily budgets, as low as $5 a day. She references an Association of Realtors statistic that 78% of clients would refer their loan officer again, but only 11% do because they forget. Chelsea shares a personal anecdote about forgetting her own lender after buying a home five years ago, emphasizing the need for consistent top-of-mind presence. The conversation shifts to ad content diversification, suggesting loan officers post about personal hobbies like beekeeping or horseback riding to humanize themselves. Chelsea advises tying these posts back to mortgages subtly, such as by saying 'When I'm not helping first-time homebuyers...' They discuss using storytelling in videos, like filming at a rodeo or while bike riding, to engage audiences. Chelsea details Facebook's dynamic creative feature, which allows uploading multiple images, videos, and captions in one ad campaign to test what resonates best. She recommends changing ads weekly or based on frequency metrics, keeping frequency under six or seven impressions for custom audiences. Steve asks about ad rotation, and Chelsea suggests alternating between lifestyle and mortgage-focused ads depending on budget. She notes that targeted ads bypass Facebook's learning phase, making them more efficient. Steve promotes Chelsea's services, mentioning she has five spots available and sharing a success story where an ad led to a loan deal closing within 30 days on the first day of running. The episode concludes with calls to action for subscribing and joining the Loan Officer Leadership community.

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