9 Extremely Easy Ways To Generate More Mortgage Leads

Isn’t it a great feeling when a new prospect wants to do business with you over your competitors and it’s not because you found the best rate.

They trust you to do the best job or provide the best service, normally this happens through a referral.

But what if you could build that kind of trust and rapport on autopilot with new prospects without having to rely on referrals?

Mortgage Leads

I believe that people buy from people, people they like and trust.

So the question is how can we start building rapport?

Sell the phone call not the product and sell is probably the wrong word too.

You (or your advisors) are the unique selling point.

You’ll know yourself that’s why the deals go through and why some advisers are better than others. They build great rapport.

So start doing that earlier, on the webpage.

Hopefully that gets you thinking about what to have on your web page and here’s 9 easy ways to generate exclusive mortgage leads.

1) Get Cheaper Clicks On Google Adwords

So my first of 9 mortgage marketing ideas is…

One of the best ways to drive more traffic to your website (of people who are actually searching for a mortgage) is Google Adwords.

However, the prices of Google Adwords has been going up right? Well, sort of, if you don’t know about quality scores. Google wants the most relevant ads to get the most clicks. So the most relevant ads, get a cheaper cost per click.

Attract People Actively Searching For A Mortgage

Google search ads allow you to place an advert at the top of the Google search results in any physical location (eg 20miles of your office) and for any search term (eg Best Mortgage Company).

Be Number 1 On Google And Pay Less

If you understand quality scores you can dramatically reduce your costs. Cheaper clicks mean more clicks for your budget and more leads – of people who are searching for a mortgage.

Get £240 Of Free Google Adwords Credit

We provide all of our new clients with £240 of free advertising credit just to simply prove it can work for them. It’s enough budget to see what your cost per click, cost per lead and cost per acquisition will be. We can see what changes we’ll need to make to reduce those costs in the future too.

Budgets Can't Spiral

You’re in total control of your spend you can set a max daily budget, the maximum you’ll spend on a click and pause everything at any time. Everything is post-pay too, so you don’t have to pay a lump sum upfront and you can change your budget at any time.

2) Get Free Advertising On YouTube

YouTube Ads (which are managed in Google Adwords) are incredibly cheap already and there’s a technique to get more free advertising time.

YouTube TrueView in-stream ads are only charged if someone watches 30 seconds or half the video (whichever comes first).

That’s up to 30 seconds of free air time. If they skip your ad, there’s no charge.

We developed a technique of asking users to skip if they are not interested or click through to our website if they are at around 25 seconds.

Yes Free, Really

With this strategy, if someone skips your video ad before they’ve watched it for at least 30 seconds you will not pay a penny. This opens up a huge audience at a very low cost, bearing in mind if they click through to your website or watch more than 30 seconds it’s normally less than 20p.

Ask Them To Skip

There’s no point in paying for someone to watch your video if they aren’t interested. Ask viewers to skip before the 30 second mark, means your budget goes a lot further. You can reach more people who are interested in a mortgage and generate more leads.

Plenty Of Targeting Options

You can re-target video ads to people who have been on your website and you can also show ads to people who search for mortgage advice on YouTube. You can also (cheekily) target your ads at people who watch a video on a competitor’s channel and/or target specific videos too.

3) Find Similar Customers On Facebook

If you haven’t heard about Facebook lookalike audiences then prepare for your jaw to hit the floor.

Facebook ads allow you to upload an email list of your customers. You can then create a ‘Lookalike Audience’ of those customers. It basically matches the email addresses to profiles, then finds the connections between them. It’s all compliant too as everything is encrypted and you are not sharing any new data with Facebook.

Facebook Ads Are Incredibly Cheap

Facebook Ads have become really popular with businesses because of the low costs match that with a highly targeted audience and you’ll get lots of cheap high-quality mortgage leads.

It's Compliant - No Data Sharing

You are not sharing information with Facebook just simply matching your data to Facebook profiles then finding new profiles just like them. In the same way, Facebook doesn’t give you profile data either, you serve ads in their news feed.

Rinse & Repeat

The beauty of this method is that each week you can upload your good leads and repeat the same process always finding new people looking for a mortgage.

Totally Flexible

Turn on or turn off your ads depending on your workload, if things are quiet push go if you’re really busy switch off your ads.

4) Get On Page 1 Of Google Using Google Maps

Google Maps listings are placed above what was traditionally known as ‘The Top Of Google’.

Just under the ads you can feature your business and website. People can call you directly on their mobile.

It’s actually really quite easy to get featured and doesn’t require any technical skills.

5) Smash Your Targets With Facebook Video Ads

Do you have video content? Is it about mortgages? Would someone who is looking for a mortgage watch at least 75% of the video?

If you answered yes to all three (or no to the last one but could maybe get a video editor to cut it down a bit) then you could generate a whole bunch of advisor leads through Facebook video ads.

Facebook ads allow you to create a custom audience of people who have watched a certain percentage of a specific video. Your video becomes an audience filter. If someone watched the whole video then they probably need/want a mortgage. So now you can follow that up with an ad in their Facebook feed.

Facebook Loves Video (And So Do People)

Facebook loves video content because people love watching videos. The cost of video ads are generally lower than image or text ads. You already have educational video content that will be great for Facebook, you just need the right audience.

Follow Up The Video Ad With A Sales Message

Once your video ad has some views you can target a related sales message to people who have watched all or most of the video. It’s logical to assume that if they have watched your video about mortgages they’re interested in your services. A strong sales message can direct them to your website to make a quick enquiry.

Film Or Animation

A video including the mortgage advisor they are likely to speak to is powerful as they get to know the advisor and the business without formally meeting. You can build quite a lot of trust with a video, however, animations work well too as long as it’s educational.

6) Generate Leads Early In The Buying Cycle

If you wait until someone is ready to make an application you have no time to build a relationship. There will be no difference between you and the competition.

There are plenty of early signals that someone is looking to get a new mortgage. Once you engage with them you can then nurture the lead to application (on auto pilot).

Be A Trusted Advisor

If you wait until someone is ready to apply for a mortgage it’s almost too late to build a relationship, differentiate from competitors and build trust. It’s often a much cheaper way to generate a lead and produces better results when you start the relationship earlier.

Assist Their Research

What are your FAQ’s? Could you put a document together that provides real value, helps someone to find the right solution and position your brand as an authority in mortgages? Add that document to your company brochure and make it available in the post (you’ll get all their details) or to download (in exchange for their email address).

7) Retarget – But Not Everyone

The fact is not everyone who visits your website will make a mortgage application. Even if they really need a mortgage right now.

We’re easily distracted, a number of things can happen that result in a potential hot lead leaving your website. So retargeting provides you with another chance of generating that lead. But, you don’t want to retarget everyone. You can identify people who have read your page, or spent enough time on your website.

Get Another Chance

Retargeting allows you to serve an ad to someone who has visited your website before. If you only target the people who read through your website you’ll have a great chance of getting the enquiry. They may not have had the time to connect first time round.

Connect On Social Media

Even if they found your website on Google you can still retarget them on social media websites. They’ve read your content now you can start pitching why they should enquire about a mortgage with you.

Save Your Budget

By retargeting only the people who have spent the time to read through your content means you’re only advertising to interested parties. They’ll know who you are and are more likely to make a quick enquiry the second or third time round.

Great ROI

We find re-targeting reduces our overall cost per lead and cost per acquisition (otherwise we wouldn’t do it). You can see where all your leads have come from including your re-targeting campaigns.

8) Use Messaging To Filter The Quantity And Quality Of Your Leads

The most important thing in your advertising and website is the messaging. Mainly the headline and call to action.

Experiment with a different call to action messaging depending on whether you need more leads or better quality leads.

A ‘mortgage calculator’ may sound less committal than a ‘full mortgage application’.

You may get more people use your mortgage calculator but better quality leads from a full mortgage application.

9) Make Your ‘Bad Leads’ Good

In the past, we’ve sent the same leads to one company who said they were rubbish but another company are thriving on them.

The longer you leave a lead to call them back the less likely you will be able to get hold of them.

A boring voice mail won’t inspire action.

Have you tried an automated email sequence to chase your ‘dead leads’?

Contact Them As Early As Possible

If you leave it too long, you are limiting your chances of being able to get hold of them. Also, they may have already found what they were looking for with someone else. Do not give them that chance and contact them as soon as you can, to inspire action.

Automated Email Sequence

If you send a follow-up email to someone who has utilized the mortgage calculator, it opens the door for communication between you and a potential customer. You can follow-up asking them how they found the mortgage calculator, if they are still interested in taking out a mortgage or if they need any further clarification. They will also have the opportunity to ask you about any concerns they may have.