10 Best Mortgage Lead Generation Tips & Tools for Brokers
This article is part of a larger series onHow to Become a Real Estate Agent.
Like other real estate professions, mortgage brokers need consistent leads to grow their businesses. Mortgage lead generation is unique since many homebuyers and sellers aren’t actively searching for a mortgage loan officer. However, by using effective marketing methods and tools like landing pages, social media, advertising, and networking, mortgage brokers can create and maintain a steady stream of high-quality leads.
Here are 10 of the most effective tips to generate leads for mortgage brokers:
1. Buy Mortgage Leads
Learning how to get leads as a mortgage broker can be a unique process since there are various methods to grow your business. However, it’s wise to consider buying leads, because this may be the fastest and most direct way to build your clientele.
Start by establishing your budget so you know how much is feasible for you to invest. Don’t forget to also consider the tactics you’ll need to use to reach these leads, such as cold calling, email, or direct mail marketing campaigns.
Even when you purchase leads from one of the best mortgage lead sources available, pay attention to your return on your investment (ROI). Make sure the money you are earning is commensurate with the money you’re investing to generate leads. A few of the best mortgage lead generation companies include:
Providers |
|
|
|
|
---|---|---|---|---|
Best For |
Mortgage professionals wanting full-service marketing and automation tools |
Mortgage brokers focusing lead generation efforts on social media |
Mortgage teams wanting to organize and track lead generation and nurturing efforts |
Professionals wanting mortgage industry-specific tools to focus on high-quality lead generation |
Key Features |
|
|
|
|
Starting Price |
$97 |
$0 |
$149 per month |
Custom pricing |
Visit |
2. Generate Leads With a Website & Landing Page
A website serves as a home base for businesses in all industries, and it’s essential when generating leads for mortgage brokers. The process of getting a mortgage is confusing and overwhelming for many consumers, so having a website that showcases your value and provides answers to potential customers’ questions is key to growing your business.
In addition to your website,build separate landing pagesto target each type of lead and prompt them to provide their contact information. For example, your landing page could offer a free rate quote, downloadable home loan checklist, or mortgage calculator in exchange for the prospect’s name and email address. Landing pages make it easy for visitors or social media followers to receive targeted content in just a few clicks and convert it into leads.
登陆页面视觉上是至关重要的pealing and informative, and include a call to action (CTA) to direct leads into your pipeline. If you’re not sure how to get started with your website and landing page, consider using a paid service like Fiverr. With Fiverr, you can choose from a large pool of pre-vetted and qualified freelancers to assist you with designing and creating your website and landing page.
For more inspiration on what your landing page can look like, visit our article15 Real Estate Landing Page Examples & How They Convert Leads.
3. Run Online Advertising Campaigns
Leverage your website and online content for mortgage loan originator (MLO) lead generation, as online advertising is an ideal way to attract targeted customers. Online ad platforms like Google, Facebook, and Zillow have detailed targeting capabilities. They allow you to target specific locations, behavior, demographics, and interests—ultimately getting your ads in front of the individuals most likely to convert into leads and customers.
There are an endless number of online advertising options, but a few of the best mortgage lead generation strategies include:
- Google ads:Many people start thinking about getting a mortgage by searching for information in Google, so getting your name and website in their search results is an ideal way to attract high-quality mortgage leads. Learn more about usingGoogle ads for lead generationin our guide.
- Social media ads:Social media is an incredibly effective way to find and connect with a targeted audience.Sixty percent of mortgage brokerssay that Facebook is the most effective social platform and has some of the most advanced advertising and targeting tools available. Running ads on social media could be the key to attracting consistent quality leads online.
- Local advertising:Consider investing in hyperlocal online platforms like Nextdoor, Ring Neighbors, Facebook groups, or Facebook marketplace. This allows you to take advantage of online targeting, but keeps your ads focused within a geographical area.
- Zillow Connect:Zillow是最好的基因ration for mortgage lenders as the top real estate platform. Connect, their mortgage lead generation platform, provides advertising on Zillow and Trulia, and helps loan officers connect with ready-to-purchase leads quickly and easily. However, availability is limited, so contact Zillow to learn more about the program.
4. Tap Your Sphere of Influence for Referrals
Your sphere of influence (SOI) includes the relationships you already have in your life, from friends, family members, and community peers to past clients and other business owners. Your SOI is a valuable mortgage lead source—especially former clients—because they already know you and have firsthand experience with you as a valuable, trusted resource.
Your existing network will most likely generate some of the best mortgage leads because of their personal experience with you, so consistently ask them for referrals.Generating referralscan be done by sending emails, communicating on social media, or delivering small pop-by gifts to show your appreciation.
One of the best and most efficient ways to sendpop-by giftsto previous clients is by using an automated gift-giving service like EvaBot. They provide various gift options for every budget, like Polaroid cameras, doorbell cameras, candles, coffee, and cocktail kits. Customize the gifts to each recipient’s preferences or send branded gifts with your logo to continually remind clients about your business.
5. Establish Relationships Within the Real Estate Industry
Mortgages and real estate purchases go hand-in-hand. This is why building relationships and partnerships with real estate agents are tried-and-true strategies to generate leads for mortgage brokers. It’s important for agents to have a trusted mortgage broker to recommend to their clients—after all, their clients’ mortgage experience will reflect on them and can simplify or complicate the transaction for them.
Consider providing a presentation explaining how you can be an asset to their agents and clients, and create a partnership togenerate real estate leadsand benefit both parties. You can also offer to help host a first-time homebuyer seminar, becoming a fixture for questions and information related to mortgages. Make sure to have business cards ready to connect with mortgage leads at each event.
Pro tip:Have you considered working as an agent and helping people buy and sell homes? Read our detailed guide onhow to become a real estate agent.
6. Optimize Communication With a CRM
As you invest in mortgage lead generation, you’ll grow a contact list that will quickly become too large to manage manually. This is when it’s best to choose a customer relationship manager (CRM) to organize, track, and stay on top of every lead to prevent any customers from falling through the cracks.
Although there is a learning curve to most CRMs, it’s an essential tool for all mortgage professionals wanting tobecome successful并建立一个可持续的业务。不仅有证provide lead management, but many also have marketing, transaction management, and robust digital communication capabilities. Evaluate the top mortgage lead generation companies and features to determine the pricing and features that fit your business needs best.
Start by considering a few of the topmortgage CRM softwaretools, which include:
Software |
|
|
|
---|---|---|---|
Best For |
Mortgage brokers wanting multi-channel communication tracking and automation tools |
Professionals and teams wanting an affordable and versatile tool to track and customize pipelines |
Mortgage professionals wanting a CRM that integrates with Google Workspace |
Key Features |
|
|
|
Starting Price |
$39 per month |
$14.90 per user, per month |
$0 |
Learn More |
or
|
or
|
or
|
7. Showcase Your Expertise & Personality on Social Media
One of the challenges of marketing a mortgage business is that it’s a topic that many consumers don’t understand or feel particularly interested in. However, social media is an ideal way to overcome that obstacle because you can connect with people in your community and showcase your personality, expertise, and trustworthiness.
If consumers see you post educational and easy-to-understand content, they are more likely to trust your expertise and reach out to you. This is likely one of the reasons why44% of loan officerssay social media is a successful tool to generate leads for mortgage brokers.
If you’re unfamiliar withsocial media marketing, the most efficient way for you to start building an audience online is by using a tool like Sprout Social. It includes features to help you get new content ideas and optimize every post for maximum engagement. It connects with more social media platforms than any other social media tool, so you can be active on multiple social networks without multiplying your time commitment. Learn more about how Sprout Social can help you generate mortgage leads.
8. Provide Value Through Content Marketing
The mortgage process is complex, so it’s natural for people to feel confused or have questions about it. Taking out a mortgage is also a huge financial commitment, which makes it even more important for homebuyers to feel confident about their understanding and decision-making.
Like social media, content marketing is an ideal way to address these challenges by publishing valuable resources that clearly show your expertise level and ability to make complex topics easy to understand.
For example, you could create content like:
- Individual guides to the types of mortgage loans (conventional, Federal Housing Administration (FHA), and Veteran Affairs (VA) loans)
- Financial comparisons of each type of mortgage loan
- Frequently asked questions (FAQs) about getting a mortgage in your county/state
- Case study about a client’s unique needs
- Infographic of mortgage rates and statistics
Content marketing can be done in a variety of ways or on multiple different channels, like blog posts, email,direct mail, videos, e-books, and infographics. This allows you to pick and choose the marketing avenues that are the most comfortable and effective for your business. Ensure all content is visually appealing and relevant to your audience’s needs and questions.
In addition to social media, you can distribute your content through direct mail. For example, PostcardMania creates direct mail campaigns that match your digital marketing ads on Google, Facebook, Instagram, YouTube, and Gmail. It tracks results so you’ll know when to expect prospects will reach out to you, and you’ll be ready to convert these new mortgage leads into clients. Plus, PostcardMania has hundreds of mortgage-specific templates to choose from.
9. Network With Other Businesses
In addition to partnering with real estate agents and companies to generate leads, other business relationships can boost mortgage lead generation efforts. Think about professionals who work with homeowners and who know their client’s finances.
For example, mortgage brokers can successfully partner with:
- Certified public accountants (CPA):Accountants know their client’s financial situation in more detail than almost any other profession, which makes them an ideal source of mortgage leads.
- Divorce attorneys:Individuals getting divorced are often selling a shared home and purchasing separate homes once the divorce is finalized, so mortgage brokers can sometimes generate multiple leads.
- Real estate attorneys:Real estate attorneys often work directly with buyers who need expert guidance, so this is an ideal partnership to generate leads for mortgage brokers.
- Financial advisers:Advisers work closely with clients about purchasing a primary home or additional homes for investment opportunities. Offer your expertise on various mortgage options and become the go-to mortgage loan officer for their clients.
Are you considering a different career in the real estate industry? Make sure to read our guide toreal estate career pathsto determine what could be the best fit for you.
10. Automate Email Marketing
Mortgage lending is a long-term game since themedian duration of homeownership is 13 years. You won’t always have to wait over a decade to have a repeat client, but it’s absolutely essential to establish a strong long-term strategy to follow up with your clients. Staying top of mind is key when it’s time for them to buy a new home or refer someone they know.
One of the most efficient ways to stay in touch with clients is through email marketing.Ninety-two percentuse email, and 61% use it every day, which makes it one of the only channels that are effective for clients in every generation. A few valuable and engaging topics you can communicate through email include:
- Interest rates:Send updated information and statistics on current mortgage interest rates and help clients determine if it’s a good time to buy or sell their home.
- Refinancing:Review the client’s mortgage interest rate against current rates to see if they could refinance to get a better rate and save money.
- Renovations:Discuss loan options for home renovations and repairs, like the pros and cons of home equity loans.
- Annual review:Provide the opportunity for clients understand the bigger picture of their mortgage and financial health once every year. Help them see if they qualify for a better loan, lower PMI (mortgage insurance), or have options to pay off their mortgage faster.
符合你的电子邮件通信key to keeping a client in your sphere of influence and continually generating repeat and referral clients. Plus, by choosing the right email software tool, it can be easy to automate email messages and keep track of every contact.
Constant Contact has thousands of prebuilt email templates, a simple drag-and-drop editor, and automation tools to optimize every email campaign for maximum engagement. It also provides detailed analytics to constantly improve how you communicate with your audience.
Bottom Line
通过使用合适的工具,创造正确的圣rategy, lead generation for mortgage brokers can be extremely effective and simple. There are organic and paid techniques for mortgage lead generation, so make sure you set yourself up for success by trying several methods consistently to determine what works best for your business.