10 Outbound Strategies to Generate Mortgage Leads
In the dynamic realm of today’s mortgage industry, you need to stay on top of evolving marketing strategies. If you are a mortgage broker, generating mortgage leads is pivotal for your business. This blog explores some of the key approaches you can use that leverage both digital and traditional methods. This is what you need to do to effectively generate the leads you need to succeed in today’s competitive landscape.
First things first. You can wait for leads to come in through your online presence, SEO and Pay Per Click– or you can actively reach out to your prospects. That’s the difference between Inbound and outbound marketing.
Unless you have a huge budget for PPC or content marketing, you will typically not be found on the first page of google. So, if you are sitting back and waiting for that phone to ring, think again.
In the realm of lead generation for mortgage brokers, outbound marketing channels play a crucial role in proactively reaching potential clients. These channels involve reaching out to individuals or businesses to initiate conversations and drive interest.
Before you start any kind of campaign, your first job is to figure out exactly who you want to target. It starts with the type of loans you are offering. Make sure you are working with a quality list provider (like Dataman Group in Boca Raton) to get the right marketing list for your campaign.
Target your best prospects:
- Cash out refinances – Homeowners with equity in their homes
- Short-term loans – Individuals with lots of outstanding debt
- First mortgages – First time homebuyers
- Renovation Loans – Affluent homeowners, good credit, in home 10+ years
- Refinances – Homeowners with higher rate mortgages
- Note buyers – people holding private notes
Here are some effective outbound marketing channels for mortgage brokers:
Cold calling remains a potent tool in outbound marketing. Cold calling allows mortgage brokers to directly connect with potential clients, provide personalized information, and answer questions on the spot. Remember, you can get a list with scrubbed phone numbers for the segment of people you want to reach. This eliminates wasting your time calling “non-prospects”. Remember, personalization and a well-crafted script are key to success in this channel.
Email marketing isn’t limited to nurturing existing leads. It’s also an effective outbound tool. Craft compelling email campaigns targeting specific demographics or individuals who have expressed interest in the past. Make sure to match the message to your target. Ensure your emails provide value, whether through informative content, special promotions, or personalized offers. Email response is a factor of quantity and frequency. If you get a response from an email, don’t be afraid to email it again.
Direct mail works well for mortgage brokers. That’s because you are only mailing to people you want to reach – based on the type of loans you are selling. Direct mail is a tangible and impactful outbound marketing channel. Sending targeted letters, postcards, or brochures to specific demographic mailing lists can capture attention in a way that digital channels may not. The physical nature of direct mail adds a personal touch to your outreach efforts. Direct mail is also the most trusted of all marketing mediums. That immediately gives you an edge over digital channels. Personalize. Nowadays it’s easy and cost-effective to take advantage of print on demand options. Year-after-year, direct mail remains one of the top strategies to mortgage leads.
Don’t pooh-pooh this. Door-to-door marketing can be incredibly effective, especially in local markets. Mortgage brokers can engage with potential clients face-to-face, answer questions, and leave behind informational materials. This approach adds a personal touch and helps build trust within the community. This personal connection is especially responsive in the Hispanic community.
Network – network – network:
Go to Chamber, Rotary and other Networking meetings. This is the way to forge strategic alliances with other business professionals to tap into their client network. When you establish strong relationships with other professionals in your area, this can result in a steady flow of high-quality leads. People like to do business with people they know, like and trust. Networking is a key strategy to generate mortgage leads.
Seminars and Workshops:
Hosting educational seminars or workshops on topics related to mortgages, home buying, or financial planning positions you as an industry expert. That’s how you want to be viewed. This outbound approach not only attracts potential clients interested in learning more but also allows mortgage brokers to showcase their knowledge and credibility.
Encouraging existing clients, real estate agents, or other professionals in your network to refer potential clients is a powerful outbound strategy. Implementing a referral program with incentives can motivate individuals to actively recommend your services, expanding your reach through trusted recommendations.
While PPC is often associated with inbound marketing, paid advertising, especially through channels like Google Ads or social media advertising, can be used as an outbound strategy to generate mortgage leads. Target specific demographics and geographical areas to ensure your ads reach individuals actively seeking mortgage solutions.
Leverage Reviews and Testimonials:
Capitalize on positive reviews and testimonials to influence potential clients. Encourage satisfied clients to leave reviews on various platforms. You can showcase these testimonials prominently on your website and you absolutely must highlight them in your direct mail. Be sure to respond to reviews quickly, both positive and negative. This demonstrates your commitment to client satisfaction.
When you incorporate a mix of these outbound marketing channels, you diversify your lead generation efforts. This strategy allows you to generate mortgage leads and reach potential clients through various touchpoints. And, most important, it increases your chances of connecting with those people who are actively seeking mortgage services.