If you are trying to find a way to promote your reverse mortgage business, get online. Blogging can be a great way to get more business—but only if you do it right.
Check the News
One of the easiest ways to find content for your reverse mortgage blog is to check the news. What trends can you pinpoint? Pay attention and you will discover news items that you can comment on. For example, a story that misrepresents reverse mortgages creates an opportunity to post a counterargument, showing how a reverse mortgage can, in fact, be very beneficial. Alternatively, a positive news story about reverse mortgages could inspire a post that refers to the story and expands on it.
Seasonal events can also inspire content. During tax season, you could write about the tax implications of reverse mortgages. You could tie the election in to a post.
One excellent resource for your reverse mortgage research is buzzsumo.com. Users can enter a keyword about a specific topic to view related articles that are getting the most social media buzz. It’s a great way to see what people are talking about. The site is free for limited searches or $99 a month for unlimited services.
Ask Clients and Prospects
Another way to find content for your blog is to interview your satisfied clients. Original success stories are an excellent focus. The more rewarding examples of how the loan can offer financial security for borrowers and improve their quality of life, the better. It might also be interesting to post about feedback from prospective borrowers. Listen to their concerns and stopping points; write about what originators can learn from their responses.
You can also access questions from reverse mortgage prospects online. Yahoo! Answers is an online question-and-answer platform that can be a treasure trove of information. A quick search on Yahoo! Answers turns up well over 10 pages’ worth of reverse mortgage questions that real prospects are asking right now. It’s a goldmine of potential information. Write your own answers to their questions, or tackle common points of confusion.
Follow the Competition
Another excellent resource for content is your competition. What are your competitors blogging about? What are your vendors blogging about? Which posts are getting traction?
Once of the easiest ways to follow the competition is by using a tool called Perch (perchapp.com), which allows you to set up social media alerts that will share what your competition is posting. These alerts are consolidated over multiple channels.
Diversify Your Content
Your blog doesn’t have to be entirely about reverse mortgages. Think about other topics relevant to your target audience that you could cover, like estate planning, long-term care and aging-in-place technology. If you don’t feel you know enough about these topics to write about them, do some research and interview an expert.
Maintaining a regular blog that focuses mainly on the benefits of reverse mortgages can help promote your services and advance your business. But it also serves a greater purpose. Your blog can aid in the industry’s collective mission to correct the misinformation and provide consumers with solid, accurate and helpful facts about an important financial product, one post at a time.
