Mortgage Landing Pages

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?

Industry-leading mortgage CRMs like Surefire CRM

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:

  1. Guaranteed capture of lead data
  2. Immediate response through automated workflows
  3. 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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Common Questions

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.

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