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How brokers can create great blog content for their websites

nick bendel nick bendel
Nick Bendel 5 minute read

It’s not every day that people look for a mortgage broker. But when they do, you, as a broker, need to have an established, engaging online presence, so you can win their business.

Why? Because potential clients will secretly research you, and rival brokers, by visiting your websites. The better your online presence, the more professional and knowledgeable you’ll look, and the more likely those clients will be to choose you over your rivals.

So how do you create an engaging online presence? One way is to regularly publish great blog content.

So how do you write great blog content?

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By knowing two things: who your client is; and what they want to find in your blog.

Who is your client?  

Property buyers come in different flavours, from young first home buyers to mature downsizers.

To create great content for your website, you need to decide what type of buyer you’re writing for. If you think of your blog as a letter from you to your client, not only will you be able to come up with the content more easily, but you’ll also enjoy writing the blog more.

What do they want to find?

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Once you’ve determined who you’re writing for, you need to write in a style that resonates with them. How? Firstly, use their language. Secondly, talk about their dreams and pain points in a way that infers you know and care.

Use their language

People don’t like reading business jargon. Terms like ‘LVR’ and ‘amortisation’ are likely to confuse your clients, and make them even more anxious about an already complicated process.

Instead, ‘translate’ mortgage terms into everyday language. That way, your clients won’t feel ignorant, but, rather, confident in the process.

Talk about their dreams and pain points

Based on experience, you know what a typical client hopes for during the buying process and also what problems they’re trying to avoid.

Use your blog to talk about these hopes and dreams. Describe the process in language they understand. Prepare them for the unexpected outcomes they wouldn’t have considered because they don’t buy property every day.

Don’t waste the chance to impress potential clients

If you follow this advice, you’ll impress potential clients who secretly visit your website as part of their research process. W

hen they read your blog, they’ll think of you as a trusted authority figure who can guide them through what might be the biggest transaction of their lives. That, in turn, will make them more likely to contact you.

A blog is often the first real chance a broker gets to impress potential clients.

Don’t waste the opportunity.

How brokers can create great blog content for their websites
nick bendel
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The not-to-be-missed Accountants Daily Strategy Day will travel through Melbourne and Sydney in August to equip accounting professionals with the latest industry updates and tips for modern practice management as well as the latest cutting-edge technology, processes, strategies and trends shaping the future of accounting. Visit the website for more information: www.accountantsdaily.com.au/strategy-day

nick bendel
Nick Bendel

Nick Bendel

Nick Bendel is the director of Hunter & Scribe, a copywriting/content marketing agency that writes blogs and other content for mortgage brokers.

 

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