It can be a bit challenging to generate mortgage leads. To potential borrowers, most lenders appear to be the same. Many homebuyers are unsure of what to look for in a lender. They are unfamiliar with the loan process. They are unsure which features and goods will be beneficial to their circumstances. So, how do you catch their attention and get them to go through your sales funnel? In today’s world, digital marketing and technology are critical for attracting new customers. Let’s speak about the most effective strategies for gaining market share and long-term success.
Putting together a mortgage lead funnel. You may produce leads for your mortgage firm in a variety of ways. Purchasing lead lists is a popular strategy. This is where you buy a massive list of names and phone numbers from a lead generation business and cold call your way through them.
Purchasing leads has disadvantages too. You don’t have an early relationship with these possibilities. They don’t know who you are and have no reason to believe in you. To get traction, you’ll need to hound leads regularly. In the worst-case scenario, you could quickly receive a spam report, resulting in expensive fines.
If you want to efficiently each today’s house buyer, you’ll need to establish an online presence using clever digital marketing techniques. At 38%, millennials are the largest group of home buyers today. According to Cultural Outreach, one out of every five millennials interested in buying a home is unaware of any step of the process. The vast majority of these purchasers (97.5 percent) stated they look for information on the internet to help them through the home-buying process.
That leaves you with a significant opportunity to educate, build trust, and become the lender of choice for this massive home-buying cohort.
Here’s how to do it.
Method # 1: Content Marketing
Creating excellent, free material that people may consume at any time is the most popular strategy to sell your business online. There are many different types of content. It may be a blog post like this one, a YouTube video, or even a podcast.
Any piece of content should aim to educate and engage its audience. Let’s pretend you’re writing an article about the mortgage underwriting procedure. Anyone looking for information on “mortgage underwriting” on Google might come across you.
What’s the best part? They may be looking for information because they are about to purchase a property and acquire a mortgage. With content, you put yourself in a great position to be the first person to mind when making a decision. You also establish yourself as a subject expert and provide value to your audience. Prospective clients are significantly more likely to trust and remember you if you educate them.
Content, when done right:
● Includes Search Engine Optimization (SEO)
● It is engaging and actionable
● Answers your audience’s unique questions
● Provides valuable information to your customer before asking for anything.
● Incorporates your brand’s tone and voice while laying out the lead.
● Continues with a call to action (CTA), encouraging leads to learn more, fill out a form with their email address, contact you, and so on.
Remember to keep your content updated regularly to increase traffic on your website. It can take a long time to create high-quality material. With a few changes, evergreen pieces, pillar articles, videos, and other content that remains relevant over time, can serve you for years. Finally, if your content production budget is limited, freelancers from Upwork and other contractor sites can help you test the concept at a low cost.
Method # 2: Social Media Marketing
In recent years, social media behemoths like Facebook, Twitter, and others have made it more difficult for businesses to promote themselves online. To push their advertising platform, Facebook, for example, has reduced the number of individuals who can be reached organically through usual, unpaid posts by businesses.
Despite these developments, social media is an excellent tool for engaging with current and former clients and attracting new ones.
Facebook makes sharing, creating, and promoting news, your content, and special offers simple. Making a brief post and sharing your company’s latest article or video is quick and straightforward. As a lending institution, you may also use Facebook to demonstrate your trustworthiness. Before approaching you to assist them in obtaining a mortgage, potential clients will conduct extensive research on your company.
Having a Facebook profile with positive ratings, followers, and activity will help people trust your services and encourage them to contact you.
LinkedIn, in addition to Facebook, is an underutilized channel for many businesses. LinkedIn is the most popular, convenient, and professional social media platform. It not only has some of the best organic (non-paid) post reach of any of the extensive social media networks, but it also has experts who would make excellent business partners for your company.
On LinkedIn, real estate agents, other loan officers, investors, developers, and others engage. Building a corporate page or conducting cold outreach on your own is an excellent method to begin building a solid referral network.
Method # 3: A Great Website
According to research, roughly 38% of people will abandon a website if it is slow. Almost half of the people think your website’s design reflects your reputation, and 89% of people will purchase with competitors following a bad website experience.
Your most valuable online marketing asset is your website. When a prospect determines which mortgage lender to utilize, it’s the most crucial factor to consider. A beautiful website with a purposeful design is one of the most effective strategies to create as many mortgage leads as possible when paired with solid content.
However, compared to other marketing tactics, creating a website is a little more complicated. Several website builders are available, such as Wix and Squarespace, can use that for a limited period. Consider contacting a developer who uses WordPress if you want actual growth and a great website with real impact.
Method # 4: Google My Business
Local SEO is a sort of SEO that concentrates on marketing to individuals in your immediate vicinity. While content (for example, an essay about your city’s real estate market) might help with local SEO, the fundamentals are different from content marketing.
The best method to get started with local SEO is to use Google My Business (GMB). All you can do is create a Google account for your company. You can insert your operation hours, phone number, email, photographs of your business, content, and much more after your page is all set. When done, Google Maps will instantly add your business to its database. You may now appear in search results when someone types in something like “mortgage lenders” in your region.
You might find mortgage lenders with Google My Business listings in a Google search of your local area.
Request reviews from previous customers to improve your website. Send them a link through email to your Google My Business page and request them to give you feedback. The more favorable evaluations your company receives, the more likely Google will promote it in its search results. This is an excellent strategy to increase social proof and generate new mortgage leads.
Method # 5: Pay-Per-Click Advertising
Pay-per-click (PPC) advertising is an incredibly effective way to generate leads. The issue with PPC advertisements is that they are more expensive than any other marketing approach we’ve discussed and riskier, and more complicated.
PPC ads, on the other hand, when done effectively, can convert your business into a flourishing success with a steady stream of leads.
PPC advertising is available on social media platforms such as Facebook, Linked In, and Twitter, but Google Ads is the behemoth of them all.
For a fee, Google Ads lets you target any term and market on Google. Let’s say you wanted your website to rank for the phrase “best mortgage lender.” This implies that if someone searches for the “best mortgage lender” on Google and happens to be in your target market, your ad could appear at the top of the results. That is a compelling position to hold.
According to the efficient search Engine Journal, 28.5 percent of people will select the first organic (non-ad) result in the search results. Only 15.7 percent will choose the second option, and only 2.5 percent would choose the last option. Advertisements can truly change everything. When present, Google Ads, which typically show only two or three ads simultaneously, will collect around 44% of all search traffic.
In a Google search for “mortgage lenders Denver,” companies are bidding on the key term.
You may be capturing many leads if you choose a term with 10,000 or more people searching for it per month.
However, paying for those leads is a challenge. The more expensive a keyword grows, the more competitive it is. The cost of some keywords might be as high as $30 per click. When you only have so much money to spend on marketing, that’s a prominent figure. Even yet, you can bet that other companies are striving for the position at such a hefty fee since they know it’s a lucrative keyword.
When a Google Ad campaign is appropriate, it can generate an infinite stream of mortgage leads. Setting it up incorrectly can result in a significant waste of marketing funds.
Taking care of mortgage leads
It’s one thing to generate leads. Another is to turn them into customers.
Nurturing leads entails giving sufficient value over time until the lead is ready to purchase. It’s a lot easier to gain their business when they’re prepared because you’ve been on their mind, continually providing relevant information.
We’ll focus on two key strategies that you should implement right away.
Lead Nurture Method # 1: An Email List
For three reasons, email lists are fantastic:
● You’re marketing to folks who have expressed an interest in hearing from you.
● You’re marketing to those who are looking for something specific.
● You’re reaching out to them on a personal level.
Anyone you are adding to an email list must grant express permission for you to do so because of spam laws and regulations. If you don’t, they might report you for spam, and you could face serious consequences. However, sending emails to a growing list of subscribers can be one of the most effective strategies to generate new business if you have permission.
You can send a variety of email kinds. The following are a few basic ones:
● Special offers and discounts
● Newsletters from the company
● News curation
● Content promotions
Make sure that whatever you send to your email list is helpful. Also, make sure you’re coming from a place of service, not sales. Unsubscribe rates can rise if you oversell in your emails. Now and again, exceptional offers will seep in.
To start, sign up for one of the many email marketing services available, establish a list, and watch the leads roll in.
Lead Nurture Method # 2: Customer Relationship Management
A customer relationship management (CRM) system is most definitely resides on your computer. Don’t utilize it to enter client information; instead, leave it alone until you reaccess the customer’s file.
Instead, take control of your CRM. As you develop a customer list and a more substantial database, you’ll accumulate several former clients who may be ready for another transaction.
Perhaps they’ve had their mortgage for five years, and the terms aren’t as favorable. You know they can obtain a better price with a refinance given the present market conditions. So you reach out to them, inform them of market developments, and offer to assist them in refinancing when they’re ready.
You’ve not only offered fantastic value and earned more trust, but you’ve also taken advantage of an accessible approach to increase your company’s revenue. This is one of the advantages of utilizing a CRM to its full potential. CRMs also contain many other functions, like automated marketing, emails, social media scheduling, reminders, pipelines, and more.
Keeping track of your lead generation efforts
The fantastic thing about digital marketing is how simple it is to determine whether or not what you’re doing is effective. You may visualize data that directly affect your bottom line for free with just a few clicks.
Analytics By Google
Google Analytics is a way of online marketing data and visualization. This software is entirely free, and it connects to your website with a single line of code that is simple to implement.
When Google Analytics and your website are linked, Google Analytics will track many things such as users visiting your site, their stay, the pages navigated through, and so on. Even where they came from, what language they speak, what platform they were using, how they found your site, your conversion rates too.
As your marketing systems and data collection improve, you’ll start to notice patterns and gain a better understanding of your clients. This will allow you to tweak your marketing strategies, create better content, more accurately target consumers, and create campaigns with a better grasp of what works.
Console For Google Search
Google Search Console is yet another completely free program. This platform tracks the activity of your website in Google’s search results.
For example, you can monitor how many times your user has seen your website through a search over time. These are referred to as “impressions.” It will show you how many times visitors clicked on your website’s links, your average click-through rate (CTR), which is likely calculated by dividing total clicks by total impressions—and your average search result ranking.
An example of Google Search Console insight.
Even better, you can see which terms users are using to reach your site, right down to individual pages. These insights are beneficial since they allow you to gain a bird’ eye view of your website’s performance and make strategic improvements.
Analysis of social media
Almost every social media channel offers some analytical platform for businesses to measure the effectiveness of their marketing. Facebook, for example, has a powerful analytics platform that displays information on user engagement, reach, click rates, follower patterns, and other metrics.
Check these statistics if you’re investing in social media marketing to ensure your campaigns are going well. It’s all about the trial of social media and figuring out which postings work and don’t.
It’s not easy to generate leads and market them. There are so many different paths to take that picking one and adhering to it might be challenging.
Our advice is to choose at least one lead generation strategies we’ve mentioned, stick with them for a time, and strive to optimize its potential. If it doesn’t work, figure out why and try again.
However, if you find a method that works effectively for your company, go all in. A formula that works well on the internet is likely to work for a long time. Increase the volume and collect more data, whether it’s through content development, commercial campaigns, or social media.
It’s not that difficult to generate an unlimited stream of mortgage leads 24 hours a day, seven days a week.
Mortgage leads are serving as the pioneer of the financial lead generation industry. With immense knowledge of buying leads, we aim to deliver the best to our customers. Call us today to schedule your initial consultation for free.