Building a Public Relations Strategy for Mortgage Professionals

Connect with your community, share your wins, and drum up new business with PR.

Did you know that nearly one-third of Americans (32%) are consuming the news through their TV? What’s more, a whopping 86% follow the media on their smartphones, computers, or tablets.

In other words, the news media provides a stellar opportunity for mortgage professionals.

Just think: What if you could enhance your professional reputation while also increasing your business credibility? Maybe even get the word out about what services you offer?

Public relations (PR) can help you do just that. A solid PR strategy can help mortgage professionals just like you forge connections within their communities, receive positive attention from local media, and maybe even generate some new business.

And don’t worry. Even if you’ve never dabbled in public relations before, creating a PR strategy doesn’t have to be overwhelming.

As a starting point, we’ve gathered some of our top tips for launching a manageable and personalized PR strategy. Let’s dive in!

Amplifying Your Mortgage Business Through PR

To get started on a solid and straightforward PR strategy, you’ll want to follow a few simple steps:

1. Make some quick introductions
2. Create your own content
3. Get involved locally
4. Pitch yourself

Let’s explore each step in greater depth.

Make Some Quick Introductions

First and foremost, it’s important to understand your local media landscape. This will introduce you to some key journalists and give you an idea of their voice, tone, and the topics they typically cover. Think of this as the context-building stage.

As a mortgage professional, you’ll want to look for reporters who cover housing, finance, business, and local news.

Start by checking these categories on your favorite community news sites. Open relevant articles and give them a read. Then, locate the journalist’s byline and conduct some research. Their LinkedIn profile or an “About Me” page on the outlet’s website can help you get to know them a bit better. Make a note of any factoids you have in common (maybe you have the same alma mater?), anecdotes you’d like to share, or facets of their work that you particularly appreciate. Then, feel free to send over an introduction!  

Create Your Own Content

You are the best ambassador for your personal brand! To help establish yourself as an industry professional, make sure you’re leveraging your owned media (like your website, social media profiles, blog, and email marketing) to the fullest extent.

If you don’t already have a blog, now is the perfect time to create one and start posting. It also can’t hurt to check in on your social media profiles. When was the last time those were updated?

Do a quick sweep of all your public profiles and ensure they’re still looking professional, accurate, and active. Remember that posting relevant, engaging content is an excellent way to get in front of current and potential clients, not to mention key local journalists.

Get Involved Locally

While it might not be the trendiest tactic, getting involved within your community is a tried-and-true way to build brand awareness.

 A few ideas to try might include:

• Research local networking opportunities. This is a great way to make connections in the community—you never know who you might meet, or what their reach might be.
• Join your local Chamber of Commerce, Rotary, or other business associations. When working on related pieces, journalists typically quote those in leadership roles, so you might even consider eventually running.
• Host an informative workshop. Financial education is a particularly hot topic, so journalists may be willing to promote or cover a related event.
• Sponsor local events that typically attract your targeted clients. Marketing materials, which may get picked up by local media, usually feature logos or blurbs from sponsors.

Pitch Yourself

When it comes to securing regular media placements, you might just have to put yourself out there. Keep in mind that many journalists rely on the community to bring them worthwhile stories. That just might be you!

Try monitoring your local publications for any relevant breaking news or industry trends that impact your business and customers. If you think you can add true value, try reaching out to the media to offer your thoughts on the topic for potential inclusion in later stories.

Pro tip: Most journalists prefer one-on-one email pitches (no mass emails) ideally sent before noon. Your pitch should be 300 words or less and you should only follow up once.

Final Thoughts: Building a Public Relations Strategy for Mortgage Professionals

PR is about so much more than just schmoozing journalists. It’s about celebrating your wins, telling your story, and helping more borrowers achieve the dream of homeownership.

With just a little strategizing and some dedicated content creation, you’ll be a PR star in no time! And we’ll be here to help every step of the way.

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