Search marketing: Can people find you?

by MPA18 Sep 2014
By David Lykken
Special to MPA

It doesn't take a rocket scientist to find out about how people get their information these days. When we want to know something, we take our question to Google without hesitation. Today, we can get our answers with the click of a mouse, and most of us are more than willing to take that shortcut.
It's no different when it comes to looking for a product or service. When people need something, let's say just for argument's sake a home loan, they don't look through the Yellow Pages; they don't call their local directory assistance; they don't drive downtown and stroll through the business district. What do they do? They take their question to Google.
The question is, when they search for a mortgage lender on the Internet, will they find you? I am often amazed by how many mortgage companies don't use social media or email marketing, but I am even more amazed by how many don't pay attention to how their companies are showing up in search engines. Why? Because, although social media and email are important communications media today, the recipients aren't necessary looking for mortgages. People who search for mortgages, on the other hand, are hot prospects.
When people search your company's name, are you showing up on the first page? That's a good start. But what about when they search something like "mortgage lenders in (your city)?" Are you showing up in that search? If not, you are missing a huge opportunity. While I am a big fan of relationship marketing and building trust, many people will often take the easy way out and go with the first company they find. Will you be there waiting for them?

David Lykken is 40-year industry veteran who consults on virtually all aspects of mortgage banking. David hosts a successful weekly radio program called “Lykken On Lending” ( that is heard each Monday at noon (Central Standard Time) by thousands of mortgage professionals.


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