March 25, 2020
Media coverage should matter to your mortgage company
Do you know why news coverage is such a plus for a company and why it matters?
The top two reasons we see are that positive news coverage helps you improve your company’s reputation as well as placing your mortgage company at the forefront of new customers’ minds. Some company executives may be surprised to find their customers may not know about your mortgage company until they see your company included in a news story. Then your company is on your prospective client’s radar when they need a mortgage.
After working with mortgage companies, we’ve found two main reasons why they fail to get news coverage:
No. 1: They don’t know how to spot newsworthy events.
No. 2: They don’t pitch their company the right way.
If you tried getting news coverage for your mortgage company and failed, chances are you’re making one of these two mistakes.
So how exactly does a mortgage company get included in the news?
You, your executive team, and your marketing department need to find newsworthy events that will attract the media’s attention. Luckily for you, we made an easy-to-review list that assists in jumpstarting your company’s news coverage.
Here’s a list of 12 ways to get your mortgage company in the news.
Start by sharing your company’s charitable giving. Hopefully it’s an easy item as your company is regularly giving back. Simply distribute and submit news briefs to the local community, business, and national industry trade media.
Take a moment to review and submit for local, industry, and national awards for your company through your local business journal, industry trade media, and business magazines, newspapers, websites, and other publications. There are a number of benefits to entering awards for your company.
Don’t forget about seasonal stories and opportunities that impact mortgage companies. For example, more consumers are buying homes in the spring and summer, so you want to ensure your mortgage company shares news about trends prior to that selling season.
If you recently hired or promoted someone within your company, especially an executive, then this is another avenue for coverage. Share notable hirings and promotions with local business journals and news outlets and share your executive appointments and promotions with the industry news media. This includes sharing a headshot of the employee.
Celebrate National Mortgage Brokers Day on July 18 by sharing tips with the media. Make sure to submit your tips prior to that day (months ahead for a magazine and days ahead for other news outlets). You can also offer insight into a “day in the life” of a mortgage broker.
Create and promote community hiring days for specific groups: veterans, women, etc. This is especially important when your company plans to hire more than 50 people. Share the event with the media. If you aren’t going to have an event, you can still tell the media when you plan to hire a large number of people.
Research editorial calendars in industry publications like Origination News and Mortgage Professional Magazine for ways to add insight to upcoming articles and trends.
Review your company’s recent blog and social media posts for topics you can use to pitch to the media. (And if you’re not blogging, why not?)
Think about your pipeline; are there any strategic partnerships, mergers, and acquisitions on the horizon? These newsworthy items are great to share with the media.
Write and submit a bylined article, letter to the editor, or opinion column to an industry publication.
Do you have an employee who was a veteran or that has provided outstanding service? Highlight their efforts and contributions.
Does your company have multiple locations/branches? Share news from your headquarters to local communities using our Avalon system, where we dive into hyperlocal community news outlets. And don’t forget about what may be happening at your branches because media coverage shouldn’t rely only on what’s happening at HQ.
Were you able to find opportunities that you can use to gain news coverage for your mortgage company? Congratulations!
Don’t let these ideas simply sit in this blog and go to waste. Let’s take action together and get your mortgage company in the news.
If you’d like to speak with a PR expert, contact us at 888-PR-FIRM-8 (888-773-4768), and let's chat about where we go from here to get your mortgage company positive news coverage.