Like any other business, mortgage companies must generate leads continually to increase sales. Every mortgage officer should maintain a consistent flow of leads to have a healthy pipeline.
But generating leads isn’t easy, particularly in the highly competitive mortgage industry. Although conventional lead generation strategies like cold calling and direct mail may earn a mortgage firm some leads, online marketing tactics are much more effective in generating leads fast.
Online marketing strategies allow companies to attract and qualify mortgage leads by targeting younger generations like millennials that spend extended periods on their load products.
Prospects are considered mortgage leads when they generate interest in getting more details on how they can get a mortgage.
If you’re looking to generate mortgage leads using online tactics, here’s what you need to do:
01. Leverage Content Marketing
Content marketing is the most popular way for companies across different sectors to generate leads. This online marketing approach involves developing and disseminating valuable content to potential customers.
Mortgage companies can create content in different formats, including blogs, articles, videos, infographics, podcasts, webinars, among others.
Content attracts quality mortgage leads by educating and engaging potential buyers. For instance, publishing an article about mortgage underwriting online allows people who search the term ‘mortgage underwriting’ to land on your website.
There’s a high chance a percentage of those who research the topic would be preparing to get home and looking to get a mortgage. The content places you in a strategic position of being the first-in-mind once the prospect is ready to take action.
Further, the content offers your target audience value and positions your company as a thought leader in the mortgage industry, building trust and attracting more leads. If you decide to include content marketing in your B2C or B2B lead generation strategy, ensure the content:
02. Make Use Of Local SEO
Mortgage firms can get good leads by leveraging local search engine optimization. In straightforward terms, local SEO involves the use of SEO to market your offerings to the people living in your locality.
Mortgage firms can utilize local SEO for lead generation by publishing content that discusses mortgage issues in a particular city.
Doing so makes the firm more visible to those searching for mortgage products from companies in the area. A great way to initiate local SEO is registering your firm on Google My Business.
After setting the page up, you may add phone details, operating hours, service offerings, email, content, photos of your business, among other details.
Google maps automatically add your mortgage firm to the list, allowing your company to appear in online search results when anyone searches mortgage lenders in your location.
Ask previous clients to leave reviews by sharing your Google My Business page to make your page more credible. This builds social proof and attracts quality leads as Google recommends businesses with top-rated reviews.
03. Maximize Social Media
Leading social platforms like Instagram, LinkedIn, and Facebook attract many users every week. Mortgage companies can generate quality leads using paid and unpaid ads. Loan officers can use these platforms to connect with previous, existing, and potential customers.
Mortgage firms can create shareable content and promote it online to generate leads. Using social platforms like Facebook can build trustworthiness among their target audience.
This is important because potential customers gather information about companies before seeking help on originating a mortgage.
Social media pages that feature real followers, good reviews, and showcase activities enable mortgage companies to legitimize their services and generate leads.
LinkedIn is another social media platform that loan officers can leverage to attract quality mortgage leads. Consider creating a company page and conduct cold outreaches to develop an effective referral network.
04. Run Paid Ads
Mortgage firms can get leads by running paid ads online. You can consider leveraging advertising programs such as pay-per-click on search engines, native ads on discovery platforms, and sponsored or paid social media posts. Companies can develop ads such as online banners, web classifieds, and retargeting ads for such campaigns.
05. Create A Professional Website
The other way mortgage officers can generate quality leads is to create a well-designed website. Company websites are powerful marketing tools that prospects use to identify preferred mortgage lenders.
Combined with quality content, a professional website can attract organic traffic and become an effective lead generation tool for mortgage companies.
Your prospects can also rely on your website as a source of information regarding mortgage requirements and qualifications.
You can follow this article to understand the complete steps to create a website from scratch with very minimal cost that is explained with images.
Final Thoughts
Lead generation can be complicated, whether you use conventional or online marketing tactics. However, online marketing tactics tend to be more effective in attracting and nurturing due to the high number of prospects that spend considerable time online.
You can boost your online lead generation efforts by applying the five strategies above.
