The Local Marketing Lab

Struggling to connect with potential borrowers on social without sounding like a pushy salesperson? In this episode of the Local Marketing Lab, Hannah McManus, Director of Marketing at Atlantic Bay Mortgage Group and host of the Lending Forward Podcast, reveals how authentic social media marketing for loan officers can transform your business. Hannah shares proven strategies for building genuine community connections that naturally lead to referrals and closed loans.Topics discussed in this episode: 1️⃣ Build authentic relationships before selling mortgages2️⃣ Leverage social media for connection, not promotion3️⃣ Share real client stories instead of industry jargon4️⃣ Get involved in local community events and volunteering5️⃣ Host community events in your office spaceResourcesConnect with Hannah McManus on LinkedIn or on Instagram.Learn more about Atlantic Bay Mortgage.Subscribe to the Lending Forward Podcast.Watch the episode of the Lending Forward Podcast with Matthew Marx, CEO of Evocalize.Other shout-outsBombBomb: Software for making and sending videos.Kyle Draper: Follow on LinkedIn for tips on video marketing.

Are you still chasing the same overworked real estate agents for referrals while your competitors dominate the market? In this episode of the Local Marketing Lab, Adam Smith, President of Colorado Real Estate Finance Group and mortgage coach, reveals unconventional strategies to build your mortgage referral network for lead gen. He breaks down why 90% of mortgage professionals failed during recent market shifts and shares the hidden referral sources that can transform your business.Topics discussed in this episode: 1️⃣ Use AI for client avatar creation and content generation2️⃣ Why volunteer work and community involvement drive business growth3️⃣ Creative referral partner strategies beyond traditional sources4️⃣ The importance of running with your “tribes” and shared interests5️⃣ Why transparency and authenticity matter more than perfect marketingResourcesConnect with Adam Smith on LinkedIn.Learn more about Colorado Real Estate Finance Group.Check out Adam’s website justthetipscoaching.com to access his book, podcast, and daily tips.Other shout-outsCheck out The Art of Getting Shit Done by Chad Prio.The Purple Cow by Seth Godin.

Are you burning through your marketing budget without seeing mortgage leads? In this episode of the Local Marketing Lab, Drew Gillett, VP of Retail Marketing at Guild Mortgage, reveals what actually drives results in digital marketing for mortgage professionals. Drew shares battle-tested strategies from leading one of the nation’s top retail mortgage companies and explains why most digital marketing for mortgage fails before it even starts.Here are some topics discussed in the episode around digital marketing for mortgage:Why video content is non-negotiable for local mortgage professionalsInfrastructure needed before launching paid advertising campaignsConduct a digital audit of your online presence and consistencyCommunity engagement strategies that go beyond traditional real estate partnershipsExamples of hyperlocal marketing that creates authentic connectionsResourcesConnect with Drew Gillett on LinkedIn.Learn more about Guild Mortgage.Check out Guild Mortgage on Instagram.Other shout-outsNike for their localized marathon ads in Mexico City

Are you struggling to generate consistent leads? In this episode of the Local Marketing Lab, Mandy Philips, Branch Manager at Omega Mortgage Group, reveals how video marketing for loan officers transformed her business. Mandy shares her proven strategies for building a social media following and turning followers into clients.Here are some topics discussed in the episode around video marketing for loan officers:Overcome the fear of getting started with video contentThe “5-video batch method” for consistent content creationRepurpose content across multiple social platformsThe power of Q&A videosCross-collaboration with local businessesResourcesConnect with Mandy Philips on LinkedIn.Learn more about Omega Mortgage Group.Follow Many on TikTok, Instagram, Facebook, or YouTube.Other shout-outsScott Bentley for amazing mortgage video content on TikTok.

Are you struggling to stand out in an overcrowded mortgage market where everyone claims to have “great rates” and “excellent service”? In this episode of the Local Marketing Lab, Eric Mitchell, Chief Revenue Officer at Client Direct Mortgage, reveals how to transform your approach and become a truly valuable mortgage partner. Eric shares game-changing strategies that helped him break free from traditional methods and build a thriving mortgage business through strategic partnerships.Here are some topics discussed in the episode:Generate leads through strategic partnerships with attorneys and other professionalsWhy traditional cold-calling of realtors is ineffective in today’s marketDifferentiating yourself beyond “price, product, and service”Leverage free credit repair services as a value propositionThe power of focusing on your “why” rather than just chasing moneyResourcesConnect with Eric Mitchell on LinkedIn.Learn more about DiscountMortgage.AI.Check out Client Direct Mortgage.View Eric’s book, “The WHY of MONEY: How to Get Out of Your Own Way & Finally Earn What You Deserve“.

What if the key to mortgage success was simply having the right conversations with the right people? In this episode of the Local Marketing Lab, Steve Kyles, partner at Mortgage Marketing Animals and host of the Loan Officer Leadership Podcast, reveals the data-driven approach that’s transforming mortgage professionals’ results. Steve breaks down exactly why most loan officers struggle despite working hard and shares the precise formula for consistent mortgage success in today’s market.Topics discussed in this episode: 1️⃣ How to generate 8+ deals monthly through consistent outbound contact2️⃣ Identify truly qualified real estate agent partners3️⃣ Powerful scripts for asking for business that increase referral rates4️⃣ Three-step priority system for creating a sustainable work routine5️⃣ Using modern technology to boost conversion rates by 15%ResourcesConnect with Steve Kyles on LinkedIn.Learn more about Success Mortgage Partners.Listen to an episode of the Loan Officer Leadership Podcast.Check out Mortgage Marketing Animals.Other shout-outsCarl White — Partner at Mortgage Marketing AnimalsCovve — Export phone numbers from your phone as a CSV file

Is your mortgage marketing connecting with local customers or getting lost in generic messaging? In this episode of the Local Marketing Lab, Ellen Duncan, CMO at AnnieMac Home Mortgage and founder of Pineapple Partners, reveals how personalization transforms local mortgage marketing. Drawing from her experience with major brands like Coca-Cola and her current role in the mortgage industry, Ellen shares practical strategies to make your marketing resonate in specific communities.Topics discussed in this episode: 1️⃣ Create marketing collateral that adapts to each local market’s unique characteristics2️⃣ Leverage existing customer databases more effectively for personalized outreach3️⃣ Host first-time homebuyer seminars that build trust in the community4️⃣ Ways to partner with community organizations to expand your local marketing reach5️⃣ Balance between automated marketing and authentic, personalized communicationResourcesConnect with Ellen Duncan on LinkedIn.Learn more about AnnieMac Home Mortgage.Check out Pineapple Partners.Other shout-outsFollow Joseph Panebianco, CEO of AnnieMac, on LinkedIn.

In an era where 54% of Gen Z doesn’t trust financial institutions, how do successful loan officers earn customer trust? In this episode of the Local Marketing Lab, Rachel Witt, Assistant VP of Marketing at ALCOVA Mortgage, reveals proven strategies to build authentic connections in the digital age. She shares how loan officers can earn customer trust through community involvement and strategic video marketing.Topics discussed in this episode: 1️⃣ Gen Z’s distrust of financial institutions and how to overcome it2️⃣ Leveraging community involvement for authentic business growth3️⃣ Creating effective video content4️⃣ Successful employee advocacy programs5️⃣ Consistency in content creationResourcesConnect with Rachel Witt on LinkedIn.Learn more about ALCOVA Mortgage.Follow ALCOVA on LinkedIn, Facebook, Instagram, X, and TikTok.Check out BombBomb video messages.Other shout-outsWill Baylock for video marketing.

Are you looking to build trust with potential customers in today’s digital world? In this episode of the Local Marketing Lab, Phil Treadwell, founder of M1 Academy and host of the Mortgage Marketing Expert Podcast, reveals why traditional selling tactics fall short and how to start connecting authentically with your audience. His unique perspective combines insights from both the mortgage industry and his success as a craft brewery founder.Topics discussed in this episode: 1️⃣ Fundamental difference between marketing and sales2️⃣ Build trust through storytelling and personal branding3️⃣ Evolution of social media algorithms and what it means for businesses4️⃣ Strategies for engaging with other businesses’ content5️⃣ Why personal branding matters more in high-trust industriesResourcesConnect with Phil Treadwell on LinkedIn.Learn more about M1 Academy.Listen to an episode of the Mortgage Marketing Expert.

Are you struggling to stand out in today’s digital-first world? In this episode of the Local Marketing Lab, Tim Davis, Chief Growth Officer at Canopy Mortgage and host of The Originators Guide Podcast, reveals how he has spent over 20 years mastering the perfect blend of online and offline marketing strategies. Tim shares how combining traditional marketing tactics with digital approaches can dramatically increase your local business growth.Topics discussed in this episode: 1️⃣ Differentiate yourself in a crowded market using character branding2️⃣ Create valuable content that keeps you top-of-mind with clients3️⃣ Build a personal brand that resonates with your target audience4️⃣ Creative marketing materials to stand out from competitors5️⃣ Strategies for building and maintaining a referral-based businessResourcesConnect with Tim Davis on LinkedIn.Learn more about Canopy Mortgage.Listen to an episode of The Originators Guide Podcast.Or, listen to an episode of the Solopreneur LO Podcast.Check out Tim’s book, Conversations Equal Contracts.Other shout-outsAcres of Diamonds by Russell Conwell