Why is lead generation important for mortgage brokers?
Lead generation is the sun, soil, and water for your mortgage business. It is essential for nourishing your business so it can keep up with or stay ahead of its competitors, and so it can grow. Old models that once worked for marketing and sales in the mortgage industry, don't any longer, as the market is an ever changing and evolving beast. Cold calling or pushy selling won't get you anywhere in the modern playing field. Lead generation, however, is golden. It's a win-win situation for both buyer and seller. The buyer is already interested, and has been looking at your service when they reach out to you, and you have an opportunity to pitch and pull in the fishing line on the buyers attention before another company does.
It might be tempting to just buy mortgage leads, because maybe you don't have the time to, or don't know how to generate them on your own. But buying leads won't help you grow your business. Purchased leads are often over used and have gone cold. In generating your own leads, they are relevant to you, and are still warm. In other words, people who are interested in your service!
Here are 5 easy ways on how to generate leads for mortgage brokers:
1. Social Media
Social media has the widest reach for the lowest cost. If you are hesitant about putting yourself out there, just pick one or two. Facebook is a good one to start with. Setting up a Facebook Business page will provide you access to its millions of users and SEO benefits. Post at least once a day with engaging, insightful and topical content that will benefit your audience. Don't try to sell yourself, make yourself an expert, and show your potential customers how knowledgeable you are in your industry.
Other types of social media platforms you might consider include: Linkedin, Twitter, and Google +.
Create a blog that is either built in to your webpage, or is linked to it and focus on creating relevant content. Developing articles that answer commonly asked questions about the mortgage industry will help people find, and consider using your business. You could also cover topics such as trends, and what is going on in the local market.
Connect with people in your community by getting involved locally. Volunteer, serve on committees, attend open houses, and build face-to-face relationships. The more people who know you, hear your name, and associate you with a good reputation, the more leads you will have that just come to you.
Also consider working with people in non-competing, but fields related to yours, such as real estate. Work with them by giving them a guest blog, and promote them on your website. It's free advertising for them, and free referrals for you.
4. Targeting & Retargeting Ads
Work to keep your name on your prospects minds, even after they have left your website. Using Google AdWords to create retargeting ad campaigns helps to keep your mortgage company in their sights...literally, as they browse around the internet. It might seem kind of creepy, but it will help keep your business in their minds, and lure leads back to you again.
Targeting ads on Facebook are also a great tool for capturing leads, since you can set your perimeters on your audience pretty specifically. You can set who sees your ads down to something as narrow as location, interests, age and behaviors.
5. Good Reviews
Modern consumers rely heavily on online reviews to choose services and products. Having no reviews on Google or Yelp make people wary to use your business. You can easily set yourself up for success by inviting current or past clients to review you, leave testimonials, or to like your Facebook business page. Good reviews will draw more leads, and more customers.
Generating leads for mortgage brokers doesn't have to be difficult or daunting. Setting up social media accounts and a blog for your business, and keeping up with them is fairly easy to do. Encouraging clients to leave a review takes hardly any time at all. If you find, however, that you don't have time to generate your own leads, consider hiring a professional who understands mortgage marketing and lead generation rather than buying leads. Leads that are generated, and specifically catered for you and your target clients are far more rewarding than purchasing them, and a key to your business success.