Mortgage Marketing

Should you buy mortgage leads? If you are a loan originator, mortgage lead generation is at the forefront of everything you do. We often think of leads as brand-new borrowers. As your business grows, the leads will come more regularly in the form of repeat business and referrals from happy clients. Either way, you are always on the lookout for deals to fill out next quarter’s pipeline.

While it’s tempting to identify potential customers by purchasing lists from lead companies, proceed with caution. In fact, you may save money and hassle by skipping purchased leads altogether. 

By capitalizing on lead generation initiatives through your referral partners, social media channels, and retargeting of your existing clients you can save time and money long term.

Mortgage email marketing is a key strategy to enable loan officers to engage with their prospect base, connect and educate borrowers that are in the process of securing a mortgage or refinancing, and to remain a consultative influence in their client’s journey to earn repeat and referral business.

To make this possible, mortgage CRM systems like Surefire from Top of Mind Networks provide mortgage email marketing templates and preconfigured automated workflows that draw on extensive mortgage email marketing experience. These marketing templates let the loan officer engage with their borrowers without the need for reinventing key messages or experimenting to find what works best.

Mortgage marketing is evolving into a deeper and more complex specialty every year. As buyers become more sophisticated, loan officers and their leaders demand more of the marketing team. Competitors from large online lenders use marketing to occupy the mind space of borrowers and make it difficult for consultative lenders to help them find the best loan for their goals. The goal of any marketing team is to help the lender close more loans. But getting there is not easy, so be sure to address all the major stages of mortgage marketing.

When adopting a new CRM, it is just as important that the system you choose provide you with tailored marketing content that you can use day one. Surefire CRM from Top of Mind Networks doesn’t just provide you an empty system we ensure that your 

CRM system is filled with multi-channel engagement and creative content that held your loan officers close more loans.

Controlling compliance related issues requires mortgage CRM software with the capability to create an approved content strategy and controls for which tools loan officers and their marketing counterparts are deploying. Key to this control is the ability to bring multi-channel marketing communication under a single mortgage compliance umbrella within the CRM. Control also requires complex hierarchical relationships for permissions ranging from loan officers, to branches (and their DBAs) as well as the corporate entity and its subsidiaries.

Mortgage CRM systems often rely on the marketing team to produce compliance reporting, but modern CRMs like Surefire allow the compliance officer specialized access to do so on demand. Compliance needs to easily report on content used in marketing campaigns including those based on one or more of email, text messages, recorded messages, phone calls, as well as print marketing. Depending on the organization, the compliance officer may prefer to use professional service offerings from the host of their mortgage CRM to produce these reports.

Managing the mortgage pipeline can be daunting as a loan officer. With so many prospects in different stages, it can be hard to perform the necessary steps and simultaneously educate the borrower to keep them on track. To make matters worse, loan officers are often looking for mortgage pipeline management software but instead settle for a mortgage pipeline spreadsheet! This can be understandable as the format is familiar and can be easily sorted.

Spreadsheets are familiar, but not very efficient. They do not integrate to the loan officer’s Loan Origination System (LOS). A modern mortgage CRM like Surefire takes that step and can therefore track key milestones automatically and provide mortgage marketing materials that help the borrower complete the loan process. The real value to mortgage pipeline management to the originator is a higher rate of closed loans as well as educating the borrower and creating a higher likelihood of repeat and referral business. This is achievable with the built-in award-winning creative content from Surefire CRM.