The recent slump in the mortgage industry has left some
wondering whether or not top mortgage lenders will be able to afford to spend
money on Internet advertising.
Mortgage lenders have traditionally been some of the biggest
spenders in terms of search engine marketing, or SEO services, and the good
news for them, as well as the consumers who rely on them for home loans, is
that revenue put towards paid ad
spending, article marketing, and other SEO related services have shown no evidence
of ceasing or decreasing.
Advertising based on web search allows marketers to tout
their services to people when they look for information and track the response
to such commercial messages, said Google’s Jon Kaplan in a Reuter’s report. As
a result, it (SEO) remains a key outlet for mortgage lenders to cultivate new
business leads.
Google’s largest mortgage industry advertisers reportedly
spent upwards of $3.5 million apiece on search engine ads in the first
quarter.
Tim Armstrong,
president of Google’s North American advertising division, explains that even
if a market may be weak, the need for certain services, like mortgage lenders,
never really decreases.
SEO and Internet marketing services make it easier for
current and prospective homeowners to find one another, by increasing the page
rank, or results page position, of a particular mortgage lender, realtor, or
referral service.
The accessibility, and popularity of Internet-based searches
drive the lenders, and the SEO-based companies, to create well thought out campaigns
that can withstand both the highs and lows of the ever-changing mortgage
climate.
Every single day that someone is looking for a mortgage,
Armstrong explains these campaigns from these financial customers are on 24
hours 7 days, 365 days a year.
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