Generating new business consistently and keeping your pipeline filled with quality leads can be difficult in any industry, but we know it’s incredibly challenging for a mortgage broker with the financial services industry being so competitive.
If you’re looking for some easy ways to generate mortgage leads for your business then read on…
Here are five ways that will position you as a leading online mortgage advisor, set you up to never struggle again with low-quality leads AND remove the frustration of chasing new leads all the time (without having to actually buy leads at all).
#1 Build a Solid Online Presence and Make Your User Experience as Simple as Possible.
According to the FCA, the mortgage industry is on the rise. Statistics show the outstanding value of all residential mortgage loans was £1,584.1 billion at the end of 2021 Q2, 4.6% higher than a year earlier.
…And that’s just residential!
Yet mortgage brokers are still struggling to generate leads.
One of the main reasons most small businesses in the mortgage broker industry struggle to generate good leads consistently is because they don’t have a solid online presence. How many times have you left a website because it was too confusing?
Lead generation is an online game and to play it well you have to nurture your mortgage lead the whole way through the process and think about every touchpoint.
Nurturing Those on the Property Ladder
So how do you take care of your lead nurturing online? The first step is to have a professional, solid website (or landing page) that’s built to get your prospects to know, like and trust you with valuable content for your mortgage leads.
If your websites or landing pages aren’t converting then you need to take a good look at them to see what you can do to make it easier for your potential leads to commit. Do some A/B testing, change the copy and look at other successful websites that you know are converting visitors into customers and implement some of the design into your own…
When it Comes to Pleasing the Search Engines…It Matters.
The number one reason websites and landing pages fail is because of their clunky user experience leading to a lack of conversion. You need to ensure that the process is as simple and quick as possible, removing the friction so people don’t get frustrated with having too much information or too many steps before they make a decision.
2) Offer Great Customer Service: The 101 of Lead Generation
It’s been the same since the beginning of time, people love great customer service.
This is something that’s never going to change and if you focus on providing the best customer service from the get-go you will quickly get a good reputation which will lead to more referrals and a pipeline filled with quality leads that already know, like and trust you.
If you’ve ever had a bad customer service experience, I’m guessing it probably wasn’t too long before you shared that with others. You didn’t leave a positive review and you most likely haven’t been back!
More Mortgage Leads Equals More Mortgage Deals: Do the Maths.
In order to keep the sales pipeline flowing, make sure your customer service is on point and never let prospects slip through the cracks. Nurture them, look after them, make them feel valued and go the extra mile…
When we generate leads, we do everything we can to ensure no one slips through the cracks from poor customer service because we know how important this is, especially in the long term. Mortgage advisers can beat 80% of their competitors just by focusing on great customer service in their marketing materials…don’t forget to highlight and then deliver.
3) Create Individualised PPC Campaigns: Offer Mortgage Advice at All Levels
Lead generation and digital marketing for mortgage brokers work best when you tailor your approach to generate your leads at different levels, whether it’s first home buyers or investors.
It doesn’t make sense to keep messaging everyone in exactly the same way because people are looking for different services at every stage of their mortgage journey. You need to create an individualised campaign that matches up with where they are right now…
Mortgage advice is a commodity, so you can’t just be all things to everyone. If your approach is too broad then people won’t see the value in what you’re offering and they will go elsewhere for their mortgage needs.
The Riches are in the Niches (Yep, Even in the Financial Industry!)
If we generate leads for a client who has struggled with this before, we focus on generating individualised campaigns that maximise interest and decommoditise their services by providing tailored advice for niches in the financial advising space.
For example, if your ideal buyers are investors you can focus on generating investor leads or if your ideal buyers are first home buyers, you focus on the first home buyer leads.
Automatically Pre Qualify Your Leads by Hyper-Niching
An example of a hyper-niche would be remortgage leads…when you hyper-niche down, your landing pages, ads and all of your content are more compelling and you can really increase the click-through rates (CTR) of your campaign resulting in a huge increase in mortgage enquiries.
4) Create Content That Addresses the Fears of Working With Mortgage Brokers
Following on from the last point, when you have individualised campaigns that generate specific types of mortgage leads, you need to address the fears and concerns people have when they’re looking for a broker.
Mortgage brokers provide an important service in today’s market but people are still apprehensive about working with them because there is so much bad press out there. You can’t just ignore this and hope it goes away.
Watch Your Business Grow by Creating Better Content
You need to generate quality mortgage leads by creating content that sets your business apart and provides reassurance, so people feel like they can trust you with their money as well as their dreams of homeownership.
When it comes to mortgage lead generation, we work closely with our clients to create content that addresses the fears of working with brokers in a way that’s going to resonate with their ideal buyers. This is what great lead generation looks like online when it comes from a reliable source.
Getting Your Potential Customers’ Eyeballs on Your Content
Once you have produced great content it’s time to share it on your website and generate more leads through organic search engine visits.
A reputed lead generation company generating business leads in any industry, will use content marketing to drive targeted traffic back to the site that’s going to convert into quality prospects ready to do business. Leveraging social media platforms to achieve this is key.
5) Implement Lead Capture Tools: A Mortgage Broker Needs a Good Email List
Mortgage lead generation is more than just creating quality content and driving targeted traffic back to your website. You also need a great email list that you can nurture mortgage leads with and keep the sales growing, ensuring you spend as little as possible when it comes to having to buy leads by leveraging what you have already.
This is crucial when it comes to generating successful campaigns because you don’t want your traffic source drying up from old leads that aren’t being nurtured resulting in lost sales.
Email lists also produce great opportunities for upsells as new offers arise…
For example, when existing clients have a mortgage, they may be interested in mortgage protection. This increases the value of the buyer and brings a better ROI on your leads generated.
When clients are purchasing leads from us, this is just one of the many things we do to make sure they are quality prospects and to keep their business thriving online over time so they never have to spend time chasing leads again.
The Better Faster Way: Purchase Leads From a Good Provider…
Our focus is on bringing in the best leads for our clients and building out their marketing campaigns for them.
If you are looking to buy mortgage leads and don’t have the time to generate your own, or if you need help building out automated processes for your business that will increase sales for years to come, then get in touch with our team today.
We generate individualised campaigns based on specific niches within the financial advising space and would love to see if we are a good fit to help you grow your business.