Mortgage brokers first need to plan who to target with
their marketing efforts by identifying property owners
within their target market who may need a mortgage
or refinancing. The first step in cutting through the
noise is to ensure that they’re reaching out to the right
audience with the right message.
Traditionally, this took a great deal of time and
research. Local property data was available, but
cumbersome to locate and aggregate, often requiring
the piecing together of public records from various
sources. That’s no longer the case, however.
Now, mortgage brokers can quickly find properties
whose owners may be in need of a mortgage or refinancing based on the geography, asset type or debt
history. Mortgage maturity and origination data on a
per-property basis is readily available, as well as lender
portfolios, loan types and so on.
Not only can mortgage amounts, terms and dates be
found, they can now be searched and identified based
on the location and asset type of a property, without
the use of multiple sources. This is the first step in eliminating the “shotgun” approach to marketing.
Utilizing specific debt-history data on properties
in a specific location, and of a specific asset type, allows
mortgage brokers to prioritize certain prospects. They
can draw a larger focus on those more likely to become clients, thus making their prospecting efforts
Getting in touch
Once a prospective property is identified as a worthwhile pursuit, brokers need to identify the right person
to reach out to. In most cases, that is the property owner.
Today, in-depth data that includes the property
owner’s name, or names, and contact information is
often readily available online. Brokers can access the
To successfully deploy this hyper-targeting strategy,
brokers need to understand who their prospects are.
They also need to have a handle on what the needs of
those prospects are on an individual basis.
Luckily, through new technologies and machine-learning algorithms, commercial mortgage brokers
can gain a serious marketing edge. In-depth borrower
and property data are being aggregated and made
available for them to find the right prospects, craft individually tailored messages and reach out to those
A noisy environment
The biggest hurdle to connecting with prospects for
any marketer — whether or not they work in commercial
real estate — has become the amount of “noise” surrounding communication mediums. Market-research
reports suggest that the average working professional
receives roughly 90 e-mails every day.
Furthermore, telecom technology provider First
Orion recently made a claim that nearly half of all cell-phone calls in 2019 will be scams. In other words, there
is a ton of clutter that marketers need to cut through to
even gain a few seconds of attention from prospects.
Mortgage professionals need to transmit clear value to
property owners and sellers in a very short time span.
The best way for debt brokers and other commercial
real estate professionals to cut through the noise of in-boxes is to send more specific, relevant and personalized
marketing messages. Personalized e-mails, for example,
deliver higher open rates, higher click-through rates and
higher transaction rates.
For mortgage brokers, the most personalized and
effective marketing messages are ones heavily informed
by in-depth commercial real estate data — although the
problem can simply be knowing what data is actually
available. Many brokers are surprised at the sheer
amount of data they can access on any prospect.
Today, a bevy of data can be accessed for most
properties — including property location, asset type,
building size, age of the building and number of units.
Transaction-history data also can be found in most
cases — from sales history and sales prices, to past
and current mortgages, loan origination and maturity
dates, lender portfolios, loan types and terms. Lastly,
real estate data can reveal the owner of a commercial
property, whether an individual or a limited liability
company, along with their ownership portfolio.
Property data can help brokers quickly find properties likely to be good prospects for refinancing. Ownership and contact information can help brokers get
directly in touch with the owners of these properties.
Commercial mortgage data also can help them understand the debt and lending parties associated with a
property. All of this data can help a commercial mortgage broker build poignant and detailed marketing
messages tailored to individual property owners.
Continued on Page 38 >>
Richard Sarkis is CEO and co-founder of Reonomy, a
commercial real estate data and analytics platform. Since the
company’s founding in 2013, Sarkis has been instrumental in
raising $68 million in venture capital and led Reonomy through
a successful web-platform launch in New York City, as well as
the launch of a second nationwide platform in 2017. An avid
entrepreneur, Sarkis has launched numerous companies,
including an international-arbitrage textbook company, a
college-marketing network and an offshore tech company.
Reach Sarkis at (646) 882-6260 or firstname.lastname@example.org.
Create a Quantitative
Brokers who tap into the power of data can turbocharge
their business-development efforts
By Richard Sarkis
For more articles on marketing
View these articles and more at
“Create a Tailor-Made Marketing Message,”
“Marketing and Sales Must Work Together,”
“ 5 Building Blocks of Marketing,”
“Draw Up a Winning Marketing Strategy,”
By Alex Vasilakos
Director of marketing
The Finance Marketing Group
log posts and presentations about business-to-business (B2B) digital-marketing campaigns often make the entire process sound so simple. In truth, it isn’t. Why else are there so many companies trying to sell the service? ● Effective
as a strong grasp of current strategies and new opportunities
that are on the horizon. For commercial mortgage brokers, having
a B2B marketing partner allows you to trust the details of
your campaign to someone else’s expertise. Still, the concepts
supporting B2B marketing are not all that difficult to comprehend.
Understanding them allows you to stay more engaged in your
campaign, or even be so bold as to make recommendations about
Attractive website design, strong content and a
customized strategy are key to online success
Photo illustration by Karen Steichen