Create a Mortgage Landing Page that Converts More Leads
Landing pages are an essential function of any marketing campaign. They allow you to capture leads while automating your responses to create an automated communication channel for loan officers, prospective homebuyers, and even your referral partners.
While you can be granular with the data that you look to capture with your landing pages, we find that it is a best practice to ask for only the essential information you need to qualify your leads. You can always gain the information you need through continued communication with the prospective buyer.
This Article Covers:
Capturing new leads.
Best practices for triggering responses to those leads.
Co-branding forms with your referral partners.
What is Lead Capture?
Lead capturing is the process of using interconnected web pages (Landing Pages), to acquire new leads. This process allows loan officers to capture online mortgage marketing leads without buying them directly, which provides prospects closer to the bottom of the sales funnel.
What is a Landing Page?
In the world of digital marketing, a landing page is a stand-alone web page used as a method to encourage a contact to complete one specific goal or Call to Action (CTA).
Unlike most web pages that can have many goals in the hopes of increasing the time spent on the site by the visitor, a landing page focuses the visitor on completing the defined goal as quickly as possible.
What are the Advantages of Using Mortgage Landing Pages?
provide everything needed for digital mortgage marketing lead capture. Instead of providing generic forms and creative content, Surefire CRM comes with mortgage landing page templates that do not require any technical configuration.
When done incorrectly, internet mortgage marketing can be frustrating for loan officers and prospective buyers. When relying on a “contact us” form or a prospect picking up the phone to call, loan officers experience lost leads as emails are misfiled, and calls are not picked up during busy times.
How should I respond to leads?
The mortgage landing page backed by a lead capture form connected to your mortgage CRM allows for:
Guaranteed capture of lead data
Immediate response through automated workflows
Multi-channel response through compliant text message solutions
It is important that your response be immediate and contain the contact information for the Loan Officer who will be assigned to the prospective buyer. Therefore, using the automated functionality of a CRM like Surefire is essential for streamlining your communication process.
Should I Co-Brand Landing Pages with Referral Partners?
The best digital marketing plan for mortgage companies does not stop with borrowers. Referral partners, such as buyer’s agents and listing agents, are critical sources of leads on your mortgage marketing website and you should always seek new and effective methods to combine your marketing efforts.
These agents can have a dedicated mortgage landing page on their site backed by your mortgage CRM, allowing them to connect borrowers with loan officers for pre-qualification on the properties they represent.
Referral partners also benefit from Single Property Sites hosted on the loan officer’s mortgage landing pages because they allow co-marketing of specific properties while serving to qualify borrowers simultaneously. This improves the chances of closing the loan with the current partner but also helps to earn the loan officer the right to the referral from the listing agent in a future transaction. Mortgage website marketing is best when it is a portal to both your borrowers and your partners.
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The process for integrating your landing pages with your email marketing efforts is dependent on the marketing software you use. Most systems will provide you with the ability to generate a link to the landing page which can be placed in the email text using a hyperlink.
TEAM SOLUTIONS
Solutions by Team Size
See why Surefire CRM is trusted by mortgage professionals ranging from small broker teams to credit unions to large independent mortgage bankers.
Individual
Individual loan officers can harness the power of Surefire to perform like a large enterprise while maintaining the personal touch their clients appreciate. Like an extra employee, Surefire CRM will gather leads, nurture them, help you close more loans and earn more repeat and referral business. Open and solidify referral relationships by truly standing out to real estate agents with professional property sites, co-marketing materials and more.
Larger organizations with multiple team members will benefit from the organizational structure of Surefire as you’ll be able to assign users to branches and centralize your marketing and communication from one system. Plus, you can easily deploy award-winning marketing messaging on behalf of your LO team members without them needing to lift a finger.
Larger enterprise organizations benefit from key integrations to their technology stack, including their LOS, POS, and more. This seamless integration gives them a leg up against the competition. The system structure also makes it easy to manage branding throughout the organizational hierarchy. Plus, improve hiring and retention by offering LOs easy-to-use tools that will want them to stay part of your winning team.
Your mortgage marketing strategy has gotten your business off the ground. Now it’s time to take it up a notch. Use these 6 tips to make your business soar.
Mortgage marketing centered on interest rates will garner leads, but usually at a higher cost to your margins. Using the right content can change that.
