How to Create Persuasive Marketing Messaging for Non QM Loans Using the Problem Agitate Solution Framework

Mortgage brokers and loan officers who specialize in non qm loans face a unique marketing challenge. Unlike traditional mortgages, non qm loans cater to borrowers who don’t meet the strict underwriting guidelines of conventional lenders. This includes self-employed individuals, those with lower credit scores, and those with irregular income streams. As a result, marketing messaging for non qm loans needs to be carefully crafted to speak to this specific audience and their pain points. One effective framework for creating compelling marketing messaging is the problem agitate solution (PAS) framework. The PAS framework involves three key components: identifying the problem, agitating the problem, and presenting the solution. In this blog post, we’ll explore how mortgage brokers and loan officers can use this framework to create effective marketing messaging for non qm loans. We’ll start by examining the importance of effective messaging for non qm loan marketing and why the PAS framework is particularly suited to this audience. Then, we’ll dive into each component of the framework in more detail and provide practical tips for how to apply it to your own marketing efforts. By the end of this blog post, you’ll have a solid understanding of how to use the PAS framework to create persuasive marketing messaging that resonates with non qm loan seekers and drives results for your business.

Identifying the Problem

The first step in the PAS framework is identifying the problem that your target audience is facing. For non qm loan seekers, this could include challenges such as difficulty qualifying for traditional mortgages, high debt-to-income ratios, or inconsistent income streams. To truly understand your audience’s pain points, it’s important to define your target audience as narrowly as possible. This could include self-employed individuals, those with credit scores below 600, or other specific segments of the non qm loan market. Once you’ve defined your target audience, you can research the common challenges and pain points they face. This could involve conducting customer surveys, reviewing online forums and social media groups, or talking to industry experts. Some key questions to ask when identifying the problem include:

• What are the biggest challenges facing non qm loan seekers?
• What are the consequences of not being able to secure a non qm loan?
• How does the problem impact the borrower’s life and financial goals?

By answering these questions, you’ll gain a deeper understanding of your audience’s pain points and be better equipped to craft messaging that resonates with them. For example, if your target audience is self-employed individuals, you might identify their main challenge as difficulty proving their income to traditional lenders. You could then use this insight to craft messaging that emphasizes the benefits of non qm loans, such as more flexible income documentation requirements.

Agitating the Problem

The second component of the PAS framework is agitating the problem. This involves emphasizing the negative consequences of not solving the problem and tapping into the emotions associated with it. The goal is to create urgency and motivate the borrower to take action. When it comes to non qm loans, there are several potential negative consequences that you can highlight in your messaging. These could include:

• Missing out on the opportunity to purchase a home or refinance an existing mortgage
• Continuously paying higher interest rates and fees due to poor credit or other factors
• Struggling to make ends meet due to inconsistent income streams

To agitate the problem effectively, it’s important to tap into the emotions associated with these consequences. For example, if you’re targeting borrowers with poor credit scores, you might highlight the frustration and shame that comes with being denied for traditional mortgages. If you’re targeting self-employed borrowers, you might emphasize the stress and uncertainty that comes with not being able to secure financing. One way to tap into these emotions is to use storytelling techniques in your messaging. Share real-life examples of borrowers who faced similar challenges and overcame them with the help of non qm loans. Use vivid language and imagery to paint a picture of the consequences of not solving the problem. Ultimately, the goal of agitating the problem is to create a sense of urgency and motivate the borrower to take action. By emphasizing the negative consequences of not solving the problem, you can help them see the value in pursuing a non qm loan solution.

Presenting the Solution

The third and final component of the PAS framework is presenting the solution. This involves highlighting the benefits of non qm loans and addressing common objections and concerns. The goal is to provide a clear and compelling solution to the problem you’ve identified and motivate the borrower to take action. When presenting the solution, it’s important to speak directly to the pain points and challenges identified in the previous sections. For example, if your target audience is struggling with inconsistent income streams, you might emphasize the flexible income documentation requirements of non qm loans. If they have poor credit, you could highlight the availability of non qm loans specifically designed for borrowers with credit scores below 600. It’s also important to address common objections and concerns that might prevent the borrower from pursuing a non qm loan. These could include concerns about higher interest rates and fees, uncertainty about the loan process, or fear of taking on additional debt. To address these objections, consider incorporating social proof and testimonials into your messaging. Share stories of other borrowers who had similar concerns but ultimately found success with non qm loans. Use data and statistics to demonstrate the effectiveness of non qm loans in helping borrowers achieve their financial goals. Ultimately, the goal of presenting the solution is to provide a clear and compelling path forward for the borrower. Use persuasive language and a clear call to action to motivate them to take action and pursue a non qm loan solution.

Crafting the Messaging

Crafting effective messaging is essential to the success of any marketing campaign, and non qm loan marketing is no exception. To create persuasive messaging that speaks to your audience’s pain points and motivates them to take action, consider the following tips: 1. Write compelling headlines and subheadings: The headline is often the first thing the borrower will see, so it’s important to make it eye-catching and compelling. Use numbers, statistics, and strong action words to grab their attention. Subheadings can also be used to break up the text and make it more readable, while reinforcing the main benefits of non qm loans. 2. Use persuasive language and storytelling techniques: Use vivid language and imagery to paint a picture of the problem and its consequences. Share real-life examples and use storytelling techniques to make your messaging more engaging and relatable. Use persuasive language that taps into the emotions associated with the problem and the benefits of the solution. 3. Incorporate social proof and testimonials: Use customer testimonials and success stories to demonstrate the effectiveness of non qm loans in solving the borrower’s problem. Use data and statistics to back up your claims and demonstrate the value of non qm loans. 4. Make the call to action clear: Make it clear what the borrower needs to do next to pursue a non qm loan solution. Use action-oriented language and provide clear steps to help them get started. Consider including a sense of urgency to motivate them to take action sooner rather than later. By following these tips, you can craft messaging that resonates with your target audience and motivates them to take action. In the next section, we’ll explore how to test and refine your messaging to ensure it’s as effective as possible.

Testing and Refining the Messaging

Once you’ve crafted your messaging using the PAS framework and the tips outlined in the previous section, it’s important to test and refine it to ensure it’s as effective as possible. Here are a few key steps to follow: 1. Split test different variations of the messaging: Try out different headlines, subheadings, and messaging copy to see which performs best. You can use tools like Google Optimize to split test different variations and track the results. 2. Track metrics and analyze results: Use tools like Google Analytics to track key metrics like click-through rates, conversion rates, and bounce rates. Analyze the results to see which messaging is performing best and make adjustments accordingly. 3. Make adjustments based on feedback and data: Use customer feedback and data insights to make adjustments to your messaging as needed. Pay attention to what’s resonating with your target audience and adjust your messaging to reflect their pain points and concerns. By testing and refining your messaging, you can ensure it’s as effective as possible in driving results for your business. Remember to continuously monitor and adjust your messaging as needed to stay competitive in the non qm loan market.

Summary

We’ve explored how mortgage brokers and loan officers can use the problem agitate solution (PAS) framework to create effective marketing messaging for non qm loans. By identifying the problem, agitating the problem, and presenting the solution, you can create messaging that speaks directly to your target audience’s pain points and motivates them to take action. We’ve also provided practical tips for crafting effective messaging, including writing compelling headlines and subheadings, using persuasive language and storytelling techniques, and incorporating social proof and testimonials. Finally, we’ve emphasized the importance of testing and refining your messaging to ensure it’s as effective as possible. By split testing different variations of your messaging, tracking key metrics, and making adjustments based on feedback and data insights, you can continuously improve your messaging and stay competitive in the non qm loan market. By following the tips and techniques outlined in this blog post, you’ll be well-equipped to create persuasive marketing messaging that drives results for your business. Good luck! If you are a mortgage broker or loan officer, please click here to signup for Non-QM Loan Rate Updates.