How to Close More of Your Mortgage Leads Right Away!

No Comments

Hey, everybody! It’s Chris, here. I hope you are having a fantastic day!

I’m here with you shooting this video because I just watched one of our clients take a lead and just sort of blow it up when they had the perfect opportunity to take the application, but they lost the opportunity by making a mistake that’s actually quite common in the mortgage business.

As you know, we run a digital marketing agency that generates a whole lot of really high-quality mortgage leads in the mortgage and insurance industries. Part of what we do is find the highest quality traffic and then use offers that qualify that traffic to you.

This means that we are not running lead generation pages or e-book sign up pages and stuff like that.

What we are doing is we are getting people online who are in the buying cycle – people who are looking for a mortgage right now.

From there, we are using the tools that we have built specifically to help you get into a conversation with that person.

In this particular case, this client of ours had once of those leads comes through the system and they were inside of chat with the lead.

As they were messaging back and forth with this lead, the lead indicated that they were looking for a VA Loan and gave a brief run-down of their current situation.

Then this particular mortgage broker replied back and said “OK, great! Here’s where you go submit your application,” and sent the application link to the lead.

After the link for the online application tool was sent over, the mortgage broker then asked if the lead had any questions.

As you can probably guess, they didn’t get another response.

At this point, the lead had disappeared – totally scared away because skipping right to the application at the point in which the person is just starting to ask some probing questions is going way too far way too fast.

If we compare this to a sort of very corny dating scenario, that would be like walking up to someone and saying, “Hey! Would you like to go out for coffee?” and they agree so then you say “Great! Why don’t we just skip the coffee and let’s just get married.”

Obviously, you aren’t going to have a really good time in the scenario and that is exactly what it is like when someone comes to you, asking questions about getting approved for a mortgage online.


Nurturing Your Mortgage Leads

Keep in mind, these people are very high-quality, but they are also very skeptical.

We are running ads on Social Media. We are running ads on Google.

The leads don’t yet know the person that is behind that advertising account.

So, we need to nurture them and take them through the process of the actual application in a way that builds a bond with them – that makes them like you, know you, trust you and want to move through the process with you.

That is why these pre-framing videos that we have been talking about work so well, because they help to build the bond with that person so that when you get them on the phone, it takes you less time to actually convert them.

I want to help you with this and we’ve got a couple of minutes before I have to pop onto my next call and I want to share this with you because I know this will help you make more money in your mortgage business.

We have to understand that there is a process that you can take your mortgage leads through that is going to get you a better result.

Knowing that, the goal is never, ever, to send someone a link to an online application form where they fill out all 50 fields there are on a mortgage application.

We have to walk people through those steps without them doing the manual process.

Keep in mind, 75% of the time you are communicating with these leads, they are on their smartphones. If you send them that link, they are going to open up that app and there is no logical reason that someone is going to sit there on their smartphone and fill out a mortgage app.

It just doesn’t happen.

So, every time you are getting a lead, they are going to be the highest-quality lead that are asking you questions about getting qualified. If you send them that application link, you are killing your opportunity to take that deal to an actual funded loan.

They are going to go someone else – to someone who is going to make it easier for them.

This is especially true when you are dealing with a first-time home buyer or a millennial. They will not do the extra work.

They just refuse to do it.

So they will go find someone who is willing to do it for them and that’s the experience that we are going to give to them.


The Steps

We are doing the front end of it.

We are finding the quality traffic.

We’re making these people jump through hoops so that you know you’ve got a reasonably good quality lead.

When that person reaches out with a text message or an email or a phone call, you’re whole goal in that first communication process, is to get them on the phone.

If they’ve called you, that’s pretty easy, right?

If they’ve texted you or emailed you asking questions, we need to get this person on the phone.

I know you are busy and it’s tempting to just send them over the application link and say “Here’s the application. Fill it out and I’ll let you know later.”

You really need to get this person on the phone so that you can not only qualify them and know whether or not they are worth your time but also help them through the process to make sure that they stick with you and that you actually get the loan.

When someone texts you and they ask you a question, start to ask probing questions in response.

Start to ask them about their loan type.

How much are you looking to borrow?

How much down payment do you have saved?

What questions do you have that I can help you with?

Open up the conversation with them rather than just sending them to the application.

Now, here’s the thing – when you ask that person the probing questions, they will reply back to you with the answers because there is a very low barrier to entry so they will be willing to share that information with you.

Then what you do is you say, “Great! I’m happy to help you with this. Is now a good time to chat.”

They will either say yes right then or book an appointment time with you.

You take that opportunity to get them on the phone, answer their questions, qualify them and then actually walk them through the application process over the phone.

I understand you’re a branch manager or you’re running a busy shop already and you are already dealing with the low-hanging fruit that we are generating for you in your business but have someone who can take the time to take that application over the phone.

Another great way to go about it is asking those probing questions and actually starting to fill out the mortgage application yourself for them while they are on the phone with you.

Ask them the simple questions like:

Are you employed?

What do you think your credit score is? Would you like me to verify that for you by running your credit?

And you can just easily walk them through that phone application process

We see so many people just taking that link and sending it back to really good, qualifiable, interested prospects that are being left behind because we’re just trying to take them straight to the end of the process right from the beginning.

So remember, it’s all about baby-steps and the first step is to get that person on the phone.

The second step is to find out whether or not they are going to qualify.

The third step is to actually qualify them over the phone so that you know that you’ve got a really great quality application and a customer that you can move forward with.

From there, you can determine whether they are a realtor referral for you or any of those wonderful things.

That is the process that you need to be taking these great leads through.


Done for You

Now, if you are interested in the front end of this process and us finding that high-quality traffic – generating leads for you from your past customers, generating more referral partners for you from Social Media advertisements or just a direct to market funnel – I’m happy to have you get on the phone with one of my account managers and they will map out the actual process for you.

They will ask you what your goals are in your business and where you want to go, what type of customers you want to bring into your business and they will actually map out an actual marketing funnel right there on the call.

At the end of the call, you can say “Thanks, I’ve got it!” or you can say “I’m too busy, how much is it for you guys to just do it for me?” and that is what we will do!

We will do everything for you in order to drive these qualified leads into your business so that you are getting messenger conversations from customers that actually want to get qualified.

You are getting information from people that are filling out their information online, telling you how much home they want to buy and what they think their credit score is.

They show up in your funnel and we follow up with them to make sure you can get them on the phone and turn them into a funded deal.

If you would like to get set up on a call with our team, go to and pick a time that works with your schedule and our account manager will have that time set aside for you.

This is a very valuable service that we are giving away for free, but we are helping out a ton of people with this and we want to keep doing so.

I really hope this information helps you out and I’ll see you again soon!

A thriving Canadian entrepreneur. A loving father and husband. A blossoming philanthropist. The CEO of an innovative Digital Marketing Agency. Johnstone has mastered the art of digital marketing on numerous platforms (Facebook, Google, YouTube, Instagram - to name a few) which has given him the unique ability to assist hundreds of loan officers, realtors, lawyers, financial planners, and insurance agents with growing their businesses online. He continues to grow his skills and hone his craft and is ready to bring you up to speed on the latest and greatest in the digital marketing world!

About us and this blog

We are a digital marketing company with a focus on helping our customers achieve great results across several key areas.

Request a free
one-on-one marketing consultation with our team of digital marketing experts

Subscribe to our newsletter!

More from our blog

See all posts