In today’s mortgage business, you’re required to get your prospective customers where they are at the moment -and that’s on the internet conducting initial study.
The mortgage lending process has changed from a face-to–face business shopping experience for consumers, to a direct consumer experience. The COVID epidemic has only accelerated the trend and could never return to how it was as more borrowers opt for the mortgage process online.
Increasing High-Quality Web Traffic to Your Site
There are a variety of ways to advertise your site including mortgage marketing content Paying for PPC advertisements making your website more optimized for search engines, and much more.
Ideally your mortgage marketing strategy should incorporate each of these strategies to direct mortgage research and potential borrowers to your site, and assist in the process of generating mortgage leads.
Let’s go over each of these strategies in greater detail.
Borrower Research Through SEO and Content
Most people believe that buying houses is the largest and most significant financial investment they’ll make in their lives. Naturally, they’ll want do some investigation on the internet prior to calling the loan broker.
The prospective borrower will turn to Google to find answers to their most frequent questions about the mortgage industry and the application procedure:
- What do I need to know about my loan eligibility?
- Can I get a loan with an unsatisfactory credit score?
- How much should I put aside to make a down payment?
- Which loan kind is best for me?
- Where can I locate realtors?
When people search for answers to these questions, they’ll discover many articles that will help them answer their questions. Most of these are blog posts published on mortgage companies or money lenders’ websites.
This is a perfect example of content marketing creating useful content that people find through Google searches hoping that they will like the article, keep reading and, eventually, complete a form to generate leads.
Using Email Marketing and Text Messaging for Initial Outreach for Mortgage Marketing
If a potential lead completes an online form on your site you should send them the email you sent them in a timely manner. Of obviously, you didn’t send the email, but it has been done for you by automation.
Marketing via email, and more often, marketing via text messages, can help to convert leads to customers. When they complete the contact form then boom! They get a welcome message via email or text message.
For email addresses, I suggest embedding a brief introduction video as well as links to a few of your blog posts and an easy way to access your contact details.
Using Marketing Automation – Email Marketing – to Nurture Long-Term Leads
Not all prospects will reply to your welcome message or SMS.
This could be quite unexpected, particularly when they’ve just completed the form, but are becoming hesitant and not responsive to your emails. However, that’s not a problem, since you’re able to play long-term with the leads you have — perhaps they’re not yet ready.
Sales professionals know that you need to make many contacts before you can conclude a deal with specific customers. Email marketing can assist you to remain in contact with little effort and costs.
If they’re not unsubscribing from receiving your emails, you can continue sending out automated emails to keep them informed about the mortgage marketing material of your organization (blogs newsletters, periodic newsletters, rate updates, etc.).
Optimizing Your Website to Capture Mortgage Marketing
After you’ve convinced users to click through your website’s content and then take them to your website and you’ll only have only a few seconds to get their interest and keep them on your website.
This is why you need an attractive and well-designed site that’s easy to navigate and meets the expectations of users — that’s no clickbait headlines , or false titles that don’t reflect the intent.
The Recipe for Rate and Review Pages
It’s best to post reviews on your website instead of third party applications such as Yelp as well as Angie’s List.
There are several motives to consider this:
- You have more control over the reviews you share
- Your customers’ Google review searches will lead them directly to your site and not to another site
- Your reviews will serve as social proof and make your site appear more authentic and reliable
- Displaying reviews on your website can increase sales and conversions
Being Specific with Loan Products landing pages
Alongside making separate web pages for each branches and loan agents, you have to develop separate pages for every loan product or programs.
This is also an SEO-related thing. If you are able to include more web pages on your website that include the most important keywords, it will help your website be more prominent on Google search results.
Design pages on Conventional and Fixed Rate mortgages, USDA Loans, Adjustable Rate Mortgages and more.
Making leads through Blog Posts
A lot of your site’s web pages are staticwhen you’ve made changes to your branch’s locations pages as well as loan product pages or loan officer’s pages, not likely to alter them for a while.
You must discover innovative ways to add more words and links to your site to boost SEO.
Aha! Blogging is the solution!
By blogging, you’ll be able to truly dive deeper into your loan products and help to unravel the specifics and complexities of each step. You can make informative instructions or develop specific loan scenarios using a variety of examples that will draw more people from Google search results.
email or an evolving form. It is possible to go a step further by including the lead magnet.
Building Your Database and Increasing Your Audience by utilizing Mortgage Marketing
It’s not always easy for visitors to be at ease filling out a contact form however. You can discover a different way to obtain their email address Lead magnets.
Lead magnets (or content upgrades) are the free bits of content your visitors can download quickly and then add to their library of information. In exchange for this useful (and desired) article, you could request an email address to distribute the content. And the permission to include them on your newsletter’s email list.
Sometimes, these lead magnets are inserted in pop-up advertisements that pop up as users scroll across the screen. Or simply placed at the end of an article on a relevant blog.
Lead magnets come in many types, and you can experiment with making:
- eBooks
- Worksheets
- Checklists
- Cheatsheets
- Templates
Lead Management: Mortgage Marketing
Since leads are arriving, you’ll need an a reliable lead management system to make sure that nobody falls between the lines.
It’s not a good idea to let a lead go to waste considering the amount of effort involved in getting them to complete the form. Let’s review a few tried and true methods to managing mortgage leads that come in.
Lead Generation and Distribution
You’ll need to make sure that new mortgage leads are able to be promptly. And efficiently allotted to active, ready-to-respond loan officers.
Additionally, you’ll need to aid loan officers to reach to prospective clients immediately. Consistently and continuously monitoring all leads they have in their database.
A systematic follow-up system is an essential component in any top-performing mortgage marketing strategy. Be aware that “Leads never die; salespeople just stop talking to them.” Mortgage Marketing
Initial Outreach and Appointment Setting Sales Automation
In the last section I talked about the process of setting up your marketing automation system. For email to facilitate the process of onboarding new leads. This includes sending them texts or emails messages based on the specific actions they do like taking lead magnets for download. Filling in form, joining to newsletters, and so on.
To take things an extra step to make it more effective. You can incorporate an appointment calendar to the automated messages. Allowing your leads to book an appointment time in accordance with your calendar. After they have booked the time slot, your calendar will automatically update. It’s pretty clever.
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