Standing out as a Mortgage Adviser in the UK can prove challenging as most brokers appear similar to potential borrowers. Furthermore, many homebuyers lack awareness of what to seek in a lender, leading to uncertainty about the lending process and the most suitable products for their unique situations.
To capture the attention of prospective clients and guide them through the sales funnel successfully, embracing modern digital marketing and technology becomes crucial. These tools not only help target new prospects but also enable consistent engagement with existing customers, encouraging repeat business and referrals. Let’s explore some effective methods to attain market share and ensure long-term success.
Harness the Power of Industry Relationships
One game-changing approach to driving mortgage leads is leveraging industry relationships. Discover how to master this strategy in our complimentary ebook titled “Winning Agent Business.”
Building a Mortgage Lead Funnel
While various routes exist for generating leads in the mortgage industry, purchasing lead lists is a popular method. However, this approach comes with downsides, including a lack of pre-established trust with prospects, leading to the need for persistent follow-ups and potential penalties for spam reports. A better alternative is to establish a strong online presence through smart digital marketing, given that millennials, the largest segment of homebuyers, heavily rely on online searches for home buying information. This presents an excellent opportunity to provide education, build trust, and become the preferred lender for this significant home-buying cohort.
Lead Generation Method #1: (The Easiest method) Buy Mortgage Leads
Buying mortgage leads most of the time is a much smarter way to go, as you can guarantee that you’ll on be paying per enquiry – as opposed to hoping you’ll get a lead.
Britleads offers a great pay per lead service, you can find out more information by going to britleads.com.
Lead Generation Method #2: Content Marketing
Content marketing is a highly effective means of promoting mortgage services online. By creating valuable, free content such as articles, videos, or podcasts, lenders can educate and engage their target audience effectively. Optimal content should incorporate search engine optimization (SEO), address the audience’s specific questions, and maintain an engaging, actionable tone that aligns with the brand’s identity. Ending each piece with a clear call-to-action prompts leads to explore further, providing their email address or getting in touch.
Lead Generation Method #3: Social Media Marketing
Though social media platforms like Facebook and Twitter have reduced organic reach for businesses, they remain valuable tools for connecting with existing and potential customers. Facebook allows for easy sharing and promotion of news, content, and special offers, while LinkedIn offers untapped potential for building a referral network among professionals in related fields. Developing a strong presence on these platforms fosters trust and legitimacy, encouraging prospects to reach out.
Lead Generation Method #4: A Great Website
In the digital age, a poorly designed website can significantly hinder business success. Approximately 38% of users will abandon a poorly designed website, with nearly half associating design quality with credibility. A well-crafted website is an essential marketing asset and a key differentiator when potential clients choose a mortgage lender. Collaborating with a skilled web designer or developer, using platforms like WordPress or Webflow, ensures a standout website that can drive numerous mortgage leads.
Lead Generation Method #5: Google My Business
Local SEO, a specific type of search engine optimization, targets potential clients within the lender’s local area. Google My Business (GMB) is an excellent starting point for local SEO. By registering the business on GMB, providing essential information, and gathering positive reviews from past clients, lenders increase their chances of appearing in relevant local search results and building social proof.
Lead Generation Method #6: Google Ads
Google Ads also known as Pay-per-click (PPC) advertising, while more expensive and complex than other methods, can be highly effective when executed correctly. Platforms like Google Ads offer powerful targeting capabilities, allowing lenders to capture high-intent leads. However, careful management is necessary to maximize ROI, as competitive keywords can lead to high costs per click.
Nurturing Mortgage Leads
Generating leads is just the beginning; lenders must nurture those leads to convert them into clients. This involves consistently providing value over time to build trust and rapport. Two effective methods for lead nurturing include:
- An Email List: Sending valuable and helpful content to subscribers on an email list can create a personal and engaging marketing channel.
- Customer Relationship Management (CRM): Actively using a CRM system allows lenders to proactively follow up with past clients and offer personalized assistance, fostering repeat business.
Measuring Lead Generation Efforts
The beauty of digital marketing lies in its accessibility and data-driven nature. Utilizing tools like Google Analytics, Google Search Console, and social media analytics enables lenders to track and analyze the performance of their marketing efforts accurately. This data-driven approach facilitates informed decision-making and continuous improvement.
Find What Works and Double Down
When it comes to lead generation, it’s essential to experiment with different strategies and find what works best for the business. Once an effective approach is identified, doubling down on that strategy can lead to a continuous stream of mortgage leads, driving business growth.
By embracing these methods and staying adaptable to evolving market trends, the potential to generate an ongoing stream of mortgage leads becomes within reach for lenders.