Attracting to leads to your mortgage brokerage is a vital step in
growing your business. After all, your business needs customers in order
to thrive. Leads are people who are interested in your products and
services. The goal of mortgage lead generation is to find those people,
share information about your products and services, and get as many of
the right people to buy your products or services. Both online and
offline lead tactics can work. Below are a few ways to attract leads to
your mortgage brokerage.
Offline Mortgage Lead Generation Tactics
Offline mortgage lead generation refers to practices that do not
involve the Internet. For example, direct mail is considered an offline
lead generation tactic.
Direct mail – Use the types of products
you intend to market to guide you in purchasing a suitable mailing list.
For example, if you intend to market reverse mortgages, you will want
to target homeowners over age 62. Similarly, if you are marketing
refinancing, you might want to target homeowners who have been in their
homes for at least a year.
Telemarketing – Telemarketing
involves calling potential or existing customers at their homes or
businesses. Many consumers are on the national Do Not Call list, making
it important to use care in purchasing lists to ensure compliance. It’s
often smart to call past customers periodically, especially if rates
have fallen and they could benefit from refinancing. Loan performance
software is helpful in identifying existing customers who could benefit
from a new loan product.
Events – Home improvement shows are
filled with homeowners looking to improve their properties, making them
ideal for generating leads for refinancing. A popular way to capture
names and phone numbers of leads is to hold a contest and have each
person fill in an entry form with their contact details. The downside to
this technique is that many people will enter for a chance to win, but
may not be in the market for a mortgage.
Online Mortgage Lead Generation Tactics
Online mortgage lead refers to lead generation practices that occur
online. The most common tactic involves using SEO or pay per click
advertising to direct interested people to specific mortgage “landing
pages” filled with compelling information and a call to action. The call
to action could be to call an 800 number or fill out a form.
Do-it-yourself online lead generation – Some mortgage companies have the
talent and resources to launch their own SEO campaigns to direct
mortgage leads to a landing page with an online form. As leads come in,
they direct them to brokers who call the lead, make the pitch, and
hopeful, close the deal.
Buying mortgage leads – Buying leads
from a third party lead provider is another tactic that can bring fresh
leads to your business. The lead generation provider invests in SEO,
website development, advertising, and more to generate as much traffic
as possible. From there, leads are captured and sold to mortgage
brokers. The benefit to using such a service is that you can specify
exactly what type of lead you are interested and pay only for mortgage
leads that make sense for your business.
Both offline and online
mortgage lead generation can bring a steady flow of leads into your
sales pipeline. No matter which lead options you choose, pay attention
to your conversion rates and continue fine-tuning the performance of
your mortgage lead generation campaigns.