For the first time in home owner history, jumbo loans are being offered at a lower interest rate than a conforming 30-year, fixed-rate conventional loan in order to attract and retain wealthier buyers.
According to a recent CNN Money article, “Rich homebuyers can now get mortgages cheaper than pretty much everyone else.” As banks look to attract and keep wealthier clients, they are offering significantly lower rates for jumbo loans (loans above $417,000).
But lower rates aren’t the only things that should be used to attract the wealthy; romantic images of huge homes and expressive content detailing the luxury of home-owning will go a long ways in attracting the desired clientele. Mortgage companies should recognize this new trend in the market and own it. While buyers are certainly going to consider cost, luring them in is going to take a lot more than a “Hey, you can afford it!” approach.
Puttin’ on the Ritz
The glamor of purchasing a home is real. Entertaining friends, comfortable living space, lush surroundings—who wouldn’t want to upgrade? But to really draw a customer in, you will have to present this as both dreamy and attainable. This goes beyond the descriptions of the actual homes for sale—this includes web content, blog posts, marketing materials and any other form of advertising or written content. Your brand must present itself as the ultimate form of luxury home services.
Going Above and Beyond
Let’s face it: mortgage website content tends to be b-o-r-i-n-g. You can offer your clients so much more! Draw in new customers by offering practical advice with authoritative blog posts, such as: “How to Choose the Right Realtor for You,” or “Frequently Overlooked Maintenance Issues.”
By building trust with your audience and offering them value, you will find your company becomes a top pick in the market. If you are looking to draw in the wealthier audience, then producing articles on home staffing (maids, nannies, landscapers, etc.) and investing might be more the range of subject matter you should consider.
Spick and Span
“Expectations are a form of first-class truth: If people believe it, it’s true.” – Bill Gates
The content written for your materials must be professional and meticulously accurate. Your marketing techniques only attract the customers who are won over by them; it is crucial to consider your audience before you even begin. Constantly re-evaluate and redesign your content to make sure you have the most current and relevant information available. Set high standards when it comes to your web and printed materials—your viewers usually won’t have anything else to judge you by.
A professional writer will help you produce the face your business should become known for. Choose a freelance writer to keep your costs low, but your quality high. You can choose a selective pool of pay-per-project writers who are experienced in marketing, advertising, SEO wording, corporate blogging and web content.
Alethea M is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.