MARKETING & SALES
YOUR TOOLBOX FOR PRIVATE LENDER MARKETING OPPORTUNITIES Keeping abreast of the latest technology tools and how to use them efficiently can help you grow—and retain—your client base.
▶ By Elizabeth Morales
M
arketing tools are always changing. For a
private lender without a
dedicated marketing team, keeping up with the latest developments can be tricky. Using them to create trusted long-term relationships can be even more challenging.
REACHING YOUR AUDIENCE Let’s start with some of the basic tools that
▶ Don’t overlook online directories.
Every search—ranging from “best burger joint” to “private lender”—starts or ends online. There is a plethora of search engines available these days—Google, Bing, DuckDuckGo, Siri, Alexa and more. People will use all of them, depending on their preferences, to look for you. Get your company listed in every directory possible.
▶ Become a member of an association in your state—and at the federal level as
allow you to market to a broad audience.
well. Being a part of these associations
Keep in mind that most of these are free
will catapult your status as a lender
or cost a minimal amount of money. But
and help you with search engine
you’ll likely need to invest a bit of time fa-
optimization (SEO). Your name and
miliarizing yourself with them and setting
your firm’s name will likely be listed on
them up if you aren’t already using them.
the association’s website. In addition,
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PRIVATE LENDER
the association may issue online press releases, etc., containing your name.
▶ Write blogs with content people
are searching for. For example, what is of interest to professionals in your industry? A different way of lending? Better rates? Better ways to fund a deal? The different deals you are willing to fund?
▶ Pay at tention to reviews —they
are today’s business currenc y. We
live in a world where your reputation is at the fingertips of people who leave online reviews, star rankings, and comments. When people search for you, they generally will come across reviews of your business and read at least some of them.