.png)
OVERVIEW
Fairway Mortgage Wholesale Lending was ALL about the success of their partnered mortgage brokers. In short, without sharing their entire business model, they leaned on these brokers to generate business and bring in loan applications.
They understood one simple fact: if they eat, we eat.
Their priority was to equip these brokers with all the tools and knowledge to get them to the top of their game. Along with coming up with marketing materials and spiffy business cards to help them succeed — Fairway Wholesale wanted to become an education hub for these broker partners. A mortgage broker university, if you will.
Luckily for them, I was a teaching assistant in college!
I was tasked with researching, learning, and becoming an expert on the tasks and (more importantly) challenges of your everyday mortgage broker. They needed me to build out their blog/article section, so they could distribute all these golden nuggets of information, and hopefully create some winning brokers.
.png)
.png)
.png)
Introducing: Fairway University — Where Brokers Don't Go Broke!
CURATING THE CURRICULUM
I worked closely with Fairway to learn the ins and outs of the mortgage industry. I needed them to give me the low down on how these mortgage brokers operated and what challenges they faced. I came up with a content strategy calendar for blog articles. Learning about the brokers' burning questions and pain points they had in their business helped me curate a nice list of articles and newsletter ideas — covering everything from the basics of marketing their business to advanced strategies for client presentations and acquisitions.
KNOWLEDGE-FILLED CONTENT
Fairway University (as I call it) slowly became the go-to spot for knowledge-packed content. I created blogs that would be sent out every month along with their newsletter. The idea was to come up with content that wasn't so, how can I put it, "mortgage heavy". The mortgage industry is a cobweb of jargon and unnecessary, often confusing, phrases. I did my best to write in a more conversational and approachable tone, breaking down complex concepts into digestible, actionable soft chews.
SUCCESS STORIES (Broker Edition)
Fairway's business came primarily through these mortgage brokers, so why not (lightly) shove them into the spotlight? Putting faces to names and success stories to NMLS numbers. I wanted to turn these success stories into tales of triumph! Real brokers, real wins. As a bonus, writing these short 'success story' articles gave the brokers a reason to share the blogs. "A whole article about me? Of course, I'll share on social media."
The mortgage brokers became the rockstars of the mortgage industry, clients trusted them, and business was good.
.png)
Let's throw some paint on the canvas! What do ya say?
Hope you're prepared for the lead flow...sorry in advance.