If you’re like most loan officers, you’ve realized the value of the millennial demographic. This generation has significant buying power and makes up the majority of first-time homebuyers. But building up your millennial client base can sometimes feel like a challenge. Understanding how to tailor your marketing efforts without jeopardizing your authenticity can be a delicate balance. So, if you’re focusing some of your marketing efforts on millennials, what can you do to boost your success? One key strategy is content marketing. It’s not an overnight trick, but when done consistently, content marketing can help you generate a steady stream of millennial business. Here’s why it’s so effective:

Strengthen Your Online Presence

For many millennials, the internet is an extension of their real lives. They can go on and see what’s happening in their friends’ lives, see video demonstrations of products they’re interested in, and read reviews about that new hairdresser they’re thinking of trying. When it comes to finding a loan officer, millennials are most likely going to start their search online. If a millennial finds your contact information and a simple webpage, they may keep you on their list, but it’s not likely going to motivate them to reach out. On the other hand, if searching your name online sends them to a handful of interesting articles you’ve shared, an active Facebook business page, and a website with regularly updated content, they’re able to get a much better sense of who you are as a professional. By creating and sharing content regularly, you’re building a strong online presence to make an impression when millennial prospects first “meet” you online.

Demonstrate Your Expertise

Your content marketing also serves as a way to speak to your skills. Not only will millennials find a detailed online presence when they look you up online, but they’ll also get a sense of your interest in and knowledge about the industry. They’ll see that you’ve heard many of their questions and concerns already and are confidently prepared to address them.

Build Trust

That demonstration of your skills is what lays the foundation for trust. While, of course, you’ll need to actually engage with a prospect to start building a true relationship, content marketing helps you pave the way for success. Rather than a simple website with a few-sentence bio, prospects will get a glimpse into the work you do every day. They’ll start to develop confidence in you as a professional, making it that much easier to make the transition to client once you connect.

Let Your Personality Come Through

Finally, content marketing is an opportunity to show your personality. It’s not just about letting prospects get a sense of your knowledge. It’s also about showing them what it would be like to work with you. What is your style? Are you empathetic? What are your values? What are your commitments to your clients? How can they relate to you? Choosing a loan officer is an important decision, and by letting your personality come through in your content, you help prospects see a more well-rounded image of who you are as a professional.

What do you think about the value of content marketing? Have you embraced it to ramp up your millennial marketing? Is it a strategy you’d like to develop? I’d love to hear what you think!