Mortgage lead generation is the process of gathering interest in your product and identifying potential customers. We sourced the best free and paid ways to help you generate mortgage leads today. Using these strategies, we’ll help your loan business boom, and give you tips that will help you connect with more leads and land more clients.
Here are the 26 best mortgage lead generation ideas that you can start today:
1. Give Actionable Advice with Content Marketing
Nishank Khanna, CMO, Clarify Capital
For our business loans product, we surveyed 500 small businesses and created the infographic, “8 Critical Mistakes Small Businesses Make and How to Avoid Them.”
We then promoted it on different channels like social, existing customers, and new prospects. The ROI from that one content marketing piece has surpassed all our other lead generation efforts.
2. Publish to Your Blog Regularly and Often
Dan Green, Founder, Growella
For good mortgage leads, blog once per week. For great mortgage leads, blog once per day.
Gavin Graham, Editor, Fit Small Business
Previous clients are future clients. The best way to keep your pipeline full is to play the long game. Nurture previous leads, automate most of the process to save time with a few added personal touch points, and keep connected with a CRM like Freshsales. When it’s time to purchase their next home, you’ll be first to mind.
4. Use Google Ads Remarketing Features
Mike Khorev, Growth Lead, Nine Peaks Media
One of the creative tactics we use to generate leads for brokerage clients is Google Ads remarketing features and solutions.
A fairly new feature offered by remarketing is the ability to show targeted banners to people who recently visited specific websites and/or have typed in specific queries on Google. This way, you can find people who recently searched for “buy house” or “mortgage,” and those who visited MLS listings and real estate websites (including your competitors’).
To create that targeting list, simply go to the Google AdWords Campaign dashboard, create a remarketing list based on interests, and add a list of websites URLs and keywords to build a remarketing list. After this, your advertising banners will be served to people who are currently interested in buying houses or looking to get a mortgage in your region. The qualified traffic from the remarketing banner ads is usually converting at 2 percent with $50 per lead.
Starting at just .42 cents a newsletter, ProspectsPLUS allows you to craft a monthly mailing that reaches clients, prospects, and any partners you routinely work with for referrals. Lead with your unique value proposition, and keep your potential leads in the know to remain top of mind when they require services you offer.
“Realtors love hashtags. You can search common hashtags like #realestate followed or preceded by the city you live in like this: #DallasRealEstate
These hashtags are usually loaded with agents. Hashtags work on pretty much ALL social media sites, too. You can search the same hashtags on different sites over and over.”
“Social proof” (customer feedback, awards won, etc.) is a powerful factor in converting leads online. Reviews and testimonials are becoming increasingly important. To make the most of your campaigns, you’ll want to include this real-life customer feedback on your landing pages.”
“Divorce attorneys are a great source of referrals. When couples divorce, it’s not uncommon for them to sell the house they shared and each buy their own new home. To meet lawyers, join your local Chamber of Commerce or Rotary Club, or ask to speak at a Family Law function.”
“What makes you stand out from every other mortgage broker out there? You might be surprised as to how many mortgage brokers skip this altogether. In order to determine your client’s definition of value, you must know your ideal client. But before you define your client, you should really understand what it is that you do best. It really doesn’t make sense to generate mortgage leads without having a clear understanding of your value proposition.”
Maggie Aland, Head of Reviews, Fit Small Business
Podium makes it easy to gain online reviews that establish you as a leader in the market. When consumers are searching for lenders, reputation matters. When prospective clients are searching for a lender or are looking up your services, having great online reviews can make the difference between a contact and a pass. Podium allows you to build that reputation easily by texting former or existing customers review invitations and having ready-to-send review templates they can use to make the process simple.
LinkedIn has an incredible ROI if you pair it with a solid offer and landing page. “According to a study by HubSpot that surveyed 5,000 small businesses, LinkedIn vastly outpaced competing social networks for lead generation. As a matter of fact, they found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74 percent, almost three times higher (277 percent) than both Twitter (.69 percent) and Facebook (.77 percent).”
“If there is a large business in your region, see if you can take part in the employee perks package. Offer a discount for employees who get their mortgage through you. By providing discounts to a group, you’re automating your mortgage lead generation tactics.”
“Very few people will know a prospective commercial borrower’s financial situation like their accountant, so CPAs are a great source for leads. They’ll know which clients aren’t bankable and are in need of the services of a broker able to find them the right small-balance commercial mortgage.”
“If you only network face-to-face, you’re missing a world of online business opportunities. Once you build brand pages and social media accounts for your mortgage practice, you can like, share and comment on the content being shared by other real estate professionals. With the right social media presence, you can network anywhere, anytime.”
Marc Prosser, Co-founder, Fit Small Business
“Advertising with Zillow helps you to meet the public where they are at, and when they are actively looking for services. Use Zillow to give you warm leads that are actively shopping for lenders in your area. When home shoppers indicate that they want a call from a lender, you can engage with them immediately through the Zillow mobile platform.”
Mortgage lead generation advertising is priced on cost-per-contact, and will vary depending on a number of factors such as the type of loan, loan amount, and credit score.
“Optimize your site to make it easy for visitors to complete an action that gets them into your pipeline for follow-up. There are a few basic principles to follow in order to set yourself up for more success in converting traffic to mortgage leads: Trim the clutter, include clear and obvious calls to action, and reduce friction.” According to Floify, in reducing friction, you want to get rid of anything on your site that slows down or intrudes on the process of the user getting into your pipeline.
“Social media has the widest reach for the lowest cost. If you are hesitant about putting yourself out there, just pick one or two. Facebook is a good one to start with. Setting up a Facebook Business page will provide you access to its millions of users and SEO benefits. Post at least once a day with engaging, insightful and topical content that will benefit your audience. Don’t try to sell yourself, make yourself an expert, and show your potential customers how knowledgeable you are in your industry.”
“Get involved in organizations that are close to your heart. Join your child’s PTA program at school or volunteer with the Humane Society or Boy Scouts of America. You will meet many people this way and be able to give back to your community at the same time. Again, simply hand out your card to new contacts and follow up at a different time to tell them about your services.”
“Keep your marketing campaign lively by adding photos, videos, gifs, etc. People love visuals. So try and keep them entertained, as well as spice up your company a little. Whether it’s on your blog articles, social media posts or webpages, it’s never a bad idea to keep things aesthetically pleasing. So if you can shoot some live footage on Facebook, Snapchat or Instagram, it can go a long way with your potential clients. People want to see the faces behind the company. Once you build this connection, you’re sure to see an increase in business.”
“Consider offering a seminar on a mortgage-related topic that you know well. For instance, you could create a seminar geared toward first-time homebuyers or people looking to refinance. To cut costs, use a videoconferencing service for the seminar rather than renting a facility. Walk the attendees through the ins and outs of the loan process, answer questions, and later, follow-up with the attendees via telephone. This is a great way to attract new clients by positioning yourself as a credible authority in the loan industry.”
“Get involved by joining your local Realtor® organization as an affiliate or associate member. Attend the events and functions. Volunteer to serve on committees that are allowed for your membership category. Get to know people. Attend real estate caravans and open houses. Establish your credibility by becoming familiar with your local market, such as inventory, trends, and what’s selling for how much.”
The Juiceman suggests a plan that works for you on multiple levels. “Offer to pre-approve them before they sell their home. It’s also a good way to refer listings to your real estate agents if the FSBO seller gets tired of trying to sell it himself.” People who are listing their home will be buying another one, and will need those pre-approvals, but also you have a clear referral to an agent source that you can give if they end up exasperated by the process of doing it on their own without traction.
Loanbright helps mortgage companies and agents outsource their online marketing and lead generating efforts to help them close more deals. There is no annual commitment and their packages start at $1,500 per month. Not a fly-by-night company, all they do is mortgage lead generation, and they have been in business since 1999.
Buying high quality mortgage leads is tough to come by, so with 100 percent organic leads that come only from their website, the Lender’s Network offers leads generated by the interest of the client themselves. They do not use PPC campaigns, emails, or telemarketing, but rather they all come from only one website and then are passed along to you—with the ability to even send them directly to your CRM. The Lender’s Network has been selling purchase and refinance leads since 2012, and charges between $5 and $20 per lead depending on volume and lead score.
“YouTube Ads (which are managed in Google AdWords) are incredibly cheap already and there’s a technique to get more free advertising time. YouTube TrueView in-stream ads are only charged if someone watches 30 seconds or half the video (whichever comes first). That’s up to 30 seconds of free air time. If they skip your ad, there’s no charge.”
People want to do business with those they know, like, and trust. Lender Home Page suggests building those relationships by “joining Facebook groups, LinkedIn Groups, or Twitter chats.” Engaging with people in a real and helpful way establishes you as an authority, and one they will feel they trust over time when needs arise.
The Bottom Line
The internet has opened up a world of opportunity for mortgage lead generation, making it available and effective for those willing to use the strategies above. While you can dominate your space using free methods, they do take time, consistency and commitment.
If you are looking for something that can provide quality mortgage leads quickly, feel free to check out Zillow Mortgage Leads, which provides warm mortgage leads that can help get you moving, getting the leads you can start today.