subprime lender marketing strategies

10+ Most Lucrative Subprime Lender Marketing Strategies

You’ve built a rock-solid subprime lending business but don’t know how to grow your audience. You aren’t alone if you feel like you’ve hit a standstill when growing your audience. Subprime marketing strategies can feel overwhelming when you’re focused on helping your current clients with their lending needs.

Check out the top ten types of marketing tactics you can use to build client relationships, get a larger audience, and get more potential customers today. Most subprime lending firms have room to grow; these tactics will help you do that.

Why a Solid Marketing Strategy Is Essential for Subprime Lenders

Subprime lending businesses are everywhere, both in-person and online. You must have a solid marketing strategy to stand out from the crowd. It would be best if you found a way to differentiate from the competition, generate leads, and show subprime customers why you are the best choice to help with their subprime lending needs.

The key is to find your niche and focus on your target audience, showing that you understand their pain points and possess the knowledge and expertise to help them. Because hundreds of other subprime lenders do the same thing, you must show why you have a competitive advantage.

Best Subprime Lending Business Marketing Strategies

Digital Marketing Strategies for Subprime Lenders

Here’s where most people get lost. There aren’t one-size-fits-all subprime lender marketing strategies. What works for you as a subprime lender may not work for another, and vice versa. The key is to see what your target audience responds to and maximize your marketing efforts in those areas.

Here are the top ten subprime lender marketing strategies to use in your successful lending marketing plan.

SEO Marketing Strategy for Subprime Lenders

Search engine optimization is crucial to bringing in organic (non-paid) traffic. This is the key to successful subprime lender marketing because who wants to pay for ads when they don’t have to, right?

SEO strategies use proper keywords and tactics to lure in the subprime market through search results. You don’t want to keyword stuff to get people to land on your page; they’ll catch onto it quickly because it won’t sound natural. You want to provide helpful and educated content that implements the keywords your prospective clients search for when looking for subprime financial services. This helps you rank on the first page of the search engines’ relevant content results.

Content Marketing Strategies for Subprime Lenders

Your content strategy is all-encompassing and, when done right, can bring in potential clients while also keeping your existing clients loyal. The key is to provide relevant content that engages your audience while playing nice with the search engines and utilizing digital marketing channels for your content strategy.

Blog Marketing Strategy

Including blogs in your marketing strategy is important to your target audience and to Google! Updated blog posts show Google that you’re informative, educated, and willing to share your knowledge with your audience and are one of the most valuable resources for clients.

Uploading a new blog post weekly gives Google something to constantly search for and share when potential customers search your keywords.

Think of blogging as your gift to the community, sharing knowledge and giving potential clients something to think about while you also showcase financial services in subprime lending. You can provide mortgage lending industry insights, subject matter expertise, and tools your audience can use with their loaning needs.

Email Marketing Strategy

Email marketing is a great way to provide even more value to your audience. Potential or past clients sign up for your email newsletter because they are interested in your subprime lending firm and what you offer.

Your marketing strategy shouldn’t be to sell with every email you send. Instead, let it be another part of your organic reach, providing value to your email list and letting them see that you are a natural answer to their mortgage business needs. You can also use this opportunity to segment your email list, sending personalized emails to each segment, and making your audience feel like you reached out to them personally.

Video Marketing Strategy

Video marketing efforts are essential to any subprime lender’s marketing today. Many people don’t take the time to read but will watch an engaging video. This is yet another opportunity to get in front of your audience, but this time, show your face while you showcase expertise on the subject matter.

You can use video marketing campaigns in many places, including your website, email, social media platforms, and YouTube.

Podcast Marketing Strategy

Close to 50% of people have listened to a podcast at least once, and many make it a regular part of their routine. This is a solid strategy when you have detailed and important topics to share with your audience. Listeners tend to get more from podcasts than blog posts or other written content marketing efforts. Podcasts offer an excellent platform to discuss complex financial topics such as interest rates and the housing market, particularly in the wake of the subprime mortgage crisis. Leveraging technology through podcasts allows for in-depth exploration of these subjects, offering valuable insights and analysis to your audience in an easily accessible format.

Digital Marketing Strategies for Subprime Lenders

You might think subprime lenders have no business being on any social media platform, but all businesses have a place on many platforms. The key is finding the social media sites where your audience spends the most time and utilizing your digital marketing strategies there.


Facebook offers opportunities to provide helpful posts but also forms exclusive groups that allow you to get personal with your audience. You can create groups for specific topics and make them a part of your digital marketing strategies to showcase your expertise.


Instagram is great for pictures and videos but has less content than Facebook. If your social media marketing content is more visual, or you are great at creating reels to share with your audience, you may find a larger following on Instagram.


TikTok isn’t just for trending dances! Subprime lenders can find their audience on TikTok with digital marketing, too. If you use trending sounds or jump on certain trends, you can quickly go viral just by having some fun with financial content that may not feel fun to most people.


LinkedIn is great for any type of digital marketing, especially for subprime lending firms that focus on business strategies. You can network with other business owners and get new business from large and small business owners. Additionally creating content for LinkedIn will provide valuable content and educate followers about their financial needs.

Influencer Marketing Strategies

Influencers are the latest way to increase your audience. You might not think some influencers would want to talk about subprime lenders, but there are plenty, especially if they are a client themselves. This is a great way to expand your digital marketing ideas into audiences that might otherwise never get to know you.

Paid Advertising Marketing Strategies

Organic content marketing strategies are the key to solid business development, but paid advertising has its time and place. When you’ve exhausted all organic options, consider throwing in a few well-strategized paid advertising opportunities.

Affiliate Marketing Strategies

Affiliate marketing is another outside-the-box marketing strategy. If you network with other businesses or content creators, you can offer affiliate links that pay others a small commission if they refer business to you.

Referral Marketing Strategies

Referral marketing is a great way to use your past clients to attract potential customers and repeat business. As you try attracting clients, you can use your satisfied customers to share your business with their friends and family. This can be a powerful marketing strategy because many people rely on word of mouth when looking for something as important as a new subprime lending firm. Satisfied customers can also mitigate the impact of negative reviews by showcasing positive experiences. Client referrals are the highest form of praise for any business.

Mobile Marketing Strategies

Don’t forget to focus some of your content marketing plan on mobile marketing. Ninety-seven percent of Americans have a smartphone today, so successful firms must use mobile marketing as a part of their plan.

SMS Marketing

SMS marketing or text marketing is a way to quickly get your audience’s attention through their mobile device. You won’t send long, drawn-out messages via text marketing but can use it to promote specials, send important reminders of special dates, or point your client base to online links through their mobile devices. You can only send text messages to people who opt-in, which means you already have a captive audience; it’s up to you to use it.

Push Notifications Marketing

Like SMS marketing, push notification marketing is a good way to send quick and urgent messages that demand action. You won’t use this method often, but it can be a good way to elicit urgency when needed.

Guerilla Marketing Strategies

Sometimes, subprime lending business strategies require you to think outside the box. They provide shock value or grab a person’s attention in a way that isn’t a traditional billboard, email, or commercial. Think of ways to provide shock value, grabbing your audience’s attention and showing them how you differ from many subprime lender firms.

Traditional Marketing Strategies

Of course, we can’t forget the tried-and-true traditional marketing strategies. While these methods are often more costly, there is always a time and place for them. They are also a great supplement to online marketing strategies.

Print Marketing

Print marketing is great for in-person events, such as charitable or networking events. They also work great at trade shows or anywhere you attend, putting you in front of many people at once. You can only talk so much, but your print marketing helps point them in the right direction so they can see where to find you in person or online.

Direct Mail Marketing

Direct mail is a great way to grab a local audience. If you’re doing a seminar locally or have a physical office where your clients can come to see you, direct mail can help them learn about your subprime lender business. Additionally, direct mail allows for personalized communication and can effectively target specific demographics within your local area.

Billboard Marketing

Billboard marketing can be costly, but it can be a great way to get your target market on board if you’re trying to attract clients in a specific area. If nothing else, you can advertise your website on billboards, using billboard marketing as a supplement to your digital marketing strategy.

Local Business Listing Strategies

Don’t forget about focusing on local business listings! While you want to get in front of as large of an audience as possible, some people prefer local businesses. Smaller subprime lending businesses benefit from local business listing strategies because they let the community know of their business while getting that community feel.

Google My Business

Google My Business is a free business listing every business can claim. You can add your business hours, descriptions, offers, and even updated content to keep your audience in the loop. This is also where your customers can leave you a review, which is great for your local audience, as many people rely on client testimonials to try a new business. Google My Business can be a great customer acquisition tool to utilize!

Chamber of Commerce

Your local chamber of commerce can be a great way to network. Many hold networking events that help you network with other businesses, allowing you to develop strategic alliances to build your business.

Which of These Marketing Strategies for Subprime Lenders Should You Try First?

Marketing Strategies for Subprime Lenders

No two subprime lenders will use the same subprime marketing strategies. The key is to determine what works best for your niche. For example, small subprime lending firms will likely have smaller budgets than larger subprime firms, so you may stick to the organic marketing methods to stay within your budget.

Your marketing ideas may take a little trial and error. The key is to track the analytics and see which offers the best return on your investment and new customers.

Mistakes To Avoid With These Marketing Strategies for Subprime Lenders

Before jumping in headfirst with your subprime lender marketing plan, check out the most common mistakes people make:

  • Not defining your potential customer and trying to market to everyone instead of your target market
  • Not carefully tracking results to see which marketing for subprime lending businesses works best for you
  • Not staying consistent; no marketing ideas work overnight, you must be consistent in your efforts
  • Spending money on every marketing tactic; sometimes money isn’t necessary; it’s more about the consistency and effort
  • Not diversifying your efforts; don’t put all your eggs in one basket; try many subprime marketing strategies to see what works best


How Will I Measure the Success of These Marketing Strategies?

Track where your new clients come from and how they found you, along with where your past clients came from. Track the engagement you receive on blog posts, social media posts, and email marketing strategies. You can also use powerful analytics, such as Google Analytics, to see the true numbers.

Which Marketing Strategy Is the Easiest for Subprime Lenders?

The easiest marketing strategy for subprime lenders is the one that feels right to you and where you can best engage your target audience. You need to know where your audience spends their time, and that should be the easiest marketing strategy for you because it will provide the greatest ROI. No one likes putting forth a ton of effort to not see any results.

Are There Any Free Marketing Strategies for Subprime Lenders?

Google and social media both offer free marketing tools. You can list your business for free on Google, use organic keywords to engage your target audience, and gather a large audience on social media channels without spending a dime!

Do I Need Any Special Skills To Implement These Strategies?

Honestly, there is a lot of skill and knowledge necessary to get the greatest bank for your buck when marketing. You must understand the right keywords, where to find your audience, how to read the analytics, and how to engage your audience with new tactics often.

SJ Digital Solutions Can Get You Results With Your Subprime Lending Marketing Strategy

If subprime lender marketing strategies seem like too much for you while trying to run a successful lending business, let SJ Digital Solutions’ marketing team help!

Our done-for-you services take the pressure of creating solid marketing strategies off you while also getting you an ROI so you can focus on what you do best: providing subprime lending services.