Mortgage marketers tend to be a creative group. But there’s one area where stepping out of the creative comfort zone and focusing on numbers is vital – mortgage marketing reports.
Marketers rely on marketing reports for two main reasons. First, they want to measure how different approaches perform so they can tweak their marketing for optimal results. Second, they want to demonstrate the return on investment for sometimes-pricey marketing spends.
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How Do You Build a Mortgage Marketing Report?
The first step to building a report is determining the marketing metrics, or key performance indicators (KPIs), that are important for your campaign. Here are some common KPIs:
- Open rate
- Click-through rate
- Click-to-open rate
- Spam reports
Text Messaging Campaigns:
- Read report
- Clicked rate
- Rate of calls connected
- Time spent on calls
Websites or Landing Pages:
- Time on page
- Source of visits
- Rate of visitors who respond to a call to action (such as complete the “Contact Us” form)
- Rate of viewers who respond to the call to action (such as complete an application)
Social Media Pages:
- Number of followers
- Number of likes/interactions relative to number of posts
While it is important for mortgage marketing reporting to highlight these common KPIs, reporting will also need to dig deeper to measure the impact of campaigns on LO contact or lead lists, pipelines and closings.
Plan to start building your mortgage marketing reporting on basic spreadsheets. As time passes, compile the numbers into charts and graphs to track trends and to compare various campaigns. Marketing report templates and marketing report examples are available free through a quick internet search.
How Do You Analyze Mortgage Marketing Metrics?
When you begin gathering KPIs, consider comparing them to published industry benchmarks. If you’re looking at email marketing metrics, remember that Apple made privacy changes in the fall of 2021 that inflated open rates. You’ll want to be sure you’re looking at current metrics or that you consider the potential difference in today’s open rates versus those reported before Apple’s change.
Again, industry benchmarks for most KPIs can be found with an internet search. After you’ve gathered data for a few months, tracking your progress and comparing the results of one campaign or one channel against another can be more informative.
Gathering Mortgage Marketing Reports Through Your CRM
Black Knight’s Surefire CRM, an industry-leading mortgage CRM platform and marketing engine, allows marketing administrators to build out-of-the-box reports to track the most used mortgage marketing metrics. These include email opens, contacts by source, text message opt-ins and opt-outs and much more.
Additionally, Surefire helps mortgage marketing admins build their own reports using advanced search configurations. These can be used as one-offs or saved and scheduled to run monthly marketing reports. Advanced searches are useful for tracking more in-depth metrics, such as number of leads in the contact database, the sources of leads and the number of contacts at different stages in the pipeline.
Surefire’s team can also work with mortgage marketing admins to build highly nuanced custom reports. Typically delivered quarterly, these reports often show which marketing materials were sent at the beginning of a closed loan’s cycle (to indicate the marketing campaign that likely triggered an application); the volume of closings generated and managed through Surefire; and other KPIs determined by the requestor.
Are you ready to learn more about how Surefire can supercharge your mortgage marketing and generate reporting that helps you quantify results? Sign up for a demo today.
As content manager at Top of Mind Networks, Renita develops award-winning marketing materials and strategies for mortgage companies. Throughout her career, Renita has managed public relations and produced both printed and online content for clients in the home building, affordable housing, real estate, mortgage lending, financial planning, and environmental industries. As a ghostwriter, she has contributed to two books on social media marketing. Her work has also been published in numerous print and online trade publications for industries she supports.
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