Digital marketing, regardless of the channel, has always played a significant role in the success of any business. From small businesses to the largest enterprises, digital marketing helps brands connect and deliver value to customers through personalized, relevant experiences.
From search engine optimization (SEO) to pay-per-click advertising, and social media marketing to email marketing, digital marketing allows businesses to engage with customers where they spend the most time.
And if you are a mortgage company – given the complexity of the financial products and services that you offer – digital marketing is perhaps the most critical to your business. As more and more people turn to the internet for mortgages, your journey to customer acquisition will be significantly assisted by the mortgage marketing plan.
Unlike traditional marketing efforts, mortgage marketing is more akin to guerrilla warfare, with lead generation as the initial objective and no definitive end date. Fortunately, several proven digital mortgage marketing strategies can help your mortgage company generate leads and deliver more value to your customers.
Is Your Mortgage Company Lagging in Lead Generation?
Mortgage leads are few and far between, which can be frustrating to anyone in the mortgage business. Fortunately, marketing for your mortgage business doesn’t have to be complicated or expensive! Sometimes, all it takes is using the right strategies to attract more customers to your business, increase conversion rates, and grow your customer base.
Here are seven top marketing strategies that will help boost your mortgage lead generation by enticing more prospects to submit an application through your online submission form or call your office directly:
#1. Identify Your Ideal Client
Your journey to mortgage lead generation starts with understanding your ideal client. Everyone in the mortgage business wants to find and close more leads. Only those who understand their clients, what they want, and how they think, will succeed in this challenging but lucrative industry.
To target your ideal clients effectively, you need to understand their needs and wants. Conducting market research and evaluating your current marketing campaigns will help you identify the problems that your clients face and devise a strategy that will help you meet their needs.
Start by understanding your current demographics and the types of services that your potential customers are looking for. Are they interested in finding a loan with a fixed rate or a variable rate? Are they looking for a conventional loan or an FHA loan?
Based on these variables, you can develop and refine your target market and understand what kind of marketing activities will be most effective in targeting them.
Once you have a firm grasp on your ideal client you will be able to develop a successful mortgage marketing strategy that will assist you in achieving your objectives. Armed with this crucial data, you and your marketing team can devise an effective online campaign on platforms like Google Ads, Facebook Ads, Twitter, and LinkedIn. This will help attract new clients and create a buzz around your brand.
#2. Improving Prospect Search Engine Rankings
Generating mortgage leads can be challenging if you’re not getting any visibility on platforms like Google or Bing. Especially if you’re not using an effective content marketing strategy to generate high-quality inbound links and traffic to your website.
As a concerned business, you must focus on improving your search engine rankings for keywords related to your service offerings. This helps create awareness about your company and generates free web traffic from search engines, which might result in qualified mortgage leads through improved conversion rates. In fact, according to Moz, organic traffic is nearly 1.5x more likely to lead to conversions than paid traffic.
It only makes sense that you should invest heavily in SEO/SEM to improve your search rankings, increase brand recognition among customers, and drive customer traffic to your site. This helps establish credibility for your business and position yourself as an industry leader in your area of expertise.
It is important to keep tracking important key metrics, conducting competitive analysis, and performing split tests with landing pages until you understand what works best to improve search engine rankings.
#3. Take Advantage of Facebook Advertising
Boasting an unrivaled 1.44 Billion monthly active users, when it comes to marketing your mortgage business, advertising on Facebook is a no-brainer.
The platform has evolved from merely connecting with friends and family members to allowing businesses to market their products and services via boosted posts, sponsored posts, cost-per-click ads, etc. It’s high time you harness its full potential by adding Facebook to your online lead generation strategy.
Advertising on Facebook can help you establish credibility for your business and position yourself as an industry leader in your area of expertise. More so, if you know how to conduct split tests effectively, run analytics reports regularly and monitor PPC (pay per click) costs diligently. Then Facebook can truly prove to be a game-changer for generating new mortgage leads through organic and paid means! So don’t think twice before getting started because every day you wait could cost you, new mortgage clients!
#4. Set Up Remarketing
Lead nurturing is an effective process of bringing back visitors to your website by providing them with appropriate content that can help facilitate lead conversion at a later stage.
If you’re looking for high-quality leads, then remarketing is a strategy that cannot be ignored! It helps turn one-time browsers into potential clients and/or loyal customers. Remind them about your business via targeted ads that appear on different websites after they’ve visited your site or engaged with any of your content on social media platforms.
You should keep trying new strategies, so that old visitors don’t get bored with seeing the same ads repeatedly. Try using new images & videos, altering ad copy & background colors, etc., and see what works best!
Lastly, remember not to bombard viewers with ads even though remarketing campaigns do come cheap; start small and monitor results before moving forward. This way, you can generate targeted mortgage leads without having to break your bank account!
#5. Developing Brand Advocates Through Influencer Marketing
If you want to boost lead generation for your mortgage business exponentially, then harnessing local social media influencers might just be your golden ticket! While influencer marketing is not new, it has evolved immensely since it first hit mainstream social media platforms several years ago and will only continue to get better with time.
Brands can now run sponsored Instagram posts on an influencer’s page, allowing you to include a call-to-action button so their followers can easily access your site or application directly. This makes increasing leads easier than ever before by having prospects view your brand firsthand through someone they trust, which can help build trust with your company at a faster rate.
#6. Use Your Email List Wisely
Email marketing will continue to be one of your most effective mortgage marketing sources for increasing mortgage leads for years to come. To make sure your email list is worth its weight in gold, it’s important to understand how it can help drive results without becoming too pushy or overbearing.
Start by creating a plan that outlines a clear call to action at every stage of a campaign; why is an email being sent out? What do you want readers to do? How does each piece of communication support that goal? Make sure that each communication supports other pieces, so they’re all working together rather than sending messages that are out-of-sync with one another.
Next, focus on what makes your brand different from others who are already well known within an industry. After all, if you have to compete against behemoths like Quicken Loans or AmeriSave, then it could become increasingly difficult for smaller companies to find their niche within their marketplace.
Brand advocacy campaigns are powerful because you’re not only reaching out to people who might be interested in your product but also those who might become fans of your company as a whole.
Finally, be careful about how many emails you send out throughout the year. Try experimenting with scheduling emails for specific periods (e.g., three emails per week during the off-season) instead of constantly bombarding subscribers whenever you have something new to offer.
#7. Get Listed on Google My Business
Mortgage marketing demands that you know your way around SEO—after all, you want to make sure that anyone who is in search of a mortgage or refinance leads directly to your business! Thankfully, there are plenty of ways to find success in SEO!
One strategy that many businesses overlook is ensuring their listings are showing up on Google Maps when prospects search for mortgage leads within a given geographic region.
If a prospect searches “mortgage companies near me”, don’t assume they’ll only look at listings from companies located within just a few blocks from them. Some clients are willing to travel 20 or 30 minutes to save money on interest rates and close more quickly.
To show up at number 1 for relevant searches, go ahead and claim your listing by going through the step-by-step process outlined by Google My Business. It takes about 15 minutes per account, which means you can get listed across multiple locations with little time spent completing paperwork or filling out lengthy fields.
At the end of the day, getting listed on Google will help give your company an edge over competing lenders who are missing basic information like address, phone number, website URL, hours, etc. These details may seem small but could still lead to hundreds or even thousands of dollars worth of extra revenue each month.
To summarize, there are no shortcuts to marketing success. However, by implementing these seven strategies, you’ll be on your way to helping your company stand out from all of your competitors. Give each strategy a shot and then reevaluate which tactics were most successful. After that, focus on testing new ideas that can help you achieve ever more ambitious goals.
Realize Your Brand’s True Potential with Boost Media Group
We believe that every business is different, and every marketing campaign must be tailored to suit your specific needs. As a full-service marketing agency, our focus is on your success!
We offer a comprehensive suite of services to empower your mortgage company. We can help you grow and thrive in the ever-changing digital marketing landscape. From data-driven digital marketing to brand awareness and ultimately lead generation, we’re here to help you reach your goals.