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The Call of Success: The Power of Voice in Omnichannel Mortgage Marketing

May 23, 2023

In today’s fast-paced digital age, it’s tempting to think that email, text messaging and other digital channels are the only way to reach customers effectively. However, when it comes to the mortgage industry, phone outreach remains an essential part of an omnichannel marketing and communications strategy.

For decades, mortgage loan officers and brokers have relied on manual dialing to connect with potential borrowers, yet many lenders are beginning to prioritize digital channels over tried-and-true phone outreach. Who can blame them? Phone calling can be incredibly time-consuming and inefficient, especially for loan officers who manage leads without support from a large marketing department. 



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Still, telephone outreach remains an effective way to engage with leads and past customers. Lenders seeking to revamp their marketing strategies and attract more business should consider adopting a centralized mortgage marketing engine that can support omnichannel marketing across both digital and traditional outreach channels. With such a platform, loan officers can streamline their phone outreach efforts and increase marketing performance across the board. 

Mortgage-focused customer relationship management (CRM) and marketing platforms allow loan officers to schedule and execute automated phone calls and voicemail drops within seconds, freeing up more time to focus on building lifelong relationships with their clients. With pre-recorded voicemails and built-in loan officer scripts, users can leave a relevant voice message instantly while the next number auto-dials. This capability helps loan officers maximize productivity while increasing the likelihood of a callback.

Modern telephony tools also provide valuable analytics and data that loan officers can use to optimize the effectiveness of phone call outreach. By tracking metrics such as call duration, call frequency and call outcomes, lenders can gain insight into the effectiveness of their phone outreach campaigns, adjust their strategies and ensure that they reach the right people at the right time. The best omnichannel marketing tools will even generate targeted performance reports at a lender’s preferred cadence, so sales managers automatically receive insight into marketing effectiveness at the enterprise or individual levels.

An omnichannel marketing approach with digital telephony features can also enhance lenders’ marketing strategies by ensuring a consistent customer experience across multiple channels. These tools allow loan officers to save notes about each conversation with a contact in the CRM database, allowing them and others at their institution to provide relevant guidance and stay informed on a lead’s status. Plus, loan officers can engage leads via phone calls as well as email, text message, social media and other digital channels to provide consistent, targeted messaging.

As consumers demand more digital communication, mortgage institutions must adapt their marketing strategies to keep pace. By using lender-specific telephony tools that support a holistic mortgage marketing plan, loan officers can maximize the efficiency and effectiveness of phone outreach while simultaneously providing a consistent experience across multiple channels.

If you’re a mortgage loan officer looking to modernize your phone calling processes, look no further than Surefire CRM and Mortgage Marketing Engine by Black Knight. Surefire’s Power Calls feature streamlines telephone outreach via a plug-and-play interface that connects seamlessly with lenders’ full tech stack. 

Contact a Surefire representative to learn about the platform’s latest telephony enhancements!

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