1 Simple Tip to Help You Get Higher Quality Mortgage Leads into Your Funnel!
- January 4, 2019
- Digital Marketing Agency, Mortgage Marketing
What’s up, everybody! It’s Chris. I hope everyone is doing well.
In this video, I’m going to teach you one simple tip for getting better quality mortgage leads through your funnel. This is something that we’ve been testing out in the agency for about 3 months now and we are seeing phenomenal results with it.
Here at Connection Inc., we are really good at online traffic, whether it’s Google or Facebook. This expertise in mortgage marketing helps us get great, high-quality leads for our mortgage customers, which means more closed loans for them from the work we are doing on their campaigns.
This particular tip is useful for both sources traffic (Google and Facebook), but we have definitely seen noticeably better results on Facebook using this tip!
I’m assuming that you already have a funnel you are putting your leads through and that you already have a process in place for your leads to give you additional information about the type of loan they are looking for, whether they have a down payment, how much they are looking to borrow, etc.
Making sure you are getting all of this information from them when you are getting their name, phone number and email address gives you a way to automatically follow up with those people to turn them into actual applications and closed loans.
(If you don’t have a system like this in place and you aren’t really sure where to start with that setup, we have a phenomenal webinar/training that we have done with Carl White were we Blueprint out the whole process and give you the scripts and the whole thing. If you want access to that, just leave a comment below.)
I’m also assuming that you have taken the training on how to select advanced audiences. That’s people like your past customers, your 1% look-a-like audiences, and your warm audiences (ex: your realtors).
The Simple Tip
What we are looking for now is even higher quality leads to put through that system you have set up that is already going to convert those people.
What you do is you take videos, just like this one.
Facebook live is working exceptionally well, although we don’t currently have many clients who are willing to hop on the Facebook live platform.
So what we are doing right now is producing videos for them on the computer with a slide presentation and we are showing those videos to what we call “cold traffic.”
Cold traffic refers to people in general who are interested in mortgages. This could be a first-time homebuyer or a VA lead, etc.
What we are doing is saying “Facebook, go find us people who are interested in this type of loan and show them this video.”
The videos themselves feature helpful tips on mortgages or the specific loan type you are looking for leads for. They are about 3-5 minutes long and they actually teach people about the mortgage process.
In the title, it tells them “If you’re getting a mortgage, this tip will teach you [insert topic].” Nobody is going to watch that video, especially on Facebook or Instagram, if they’re not actively in that home buying process.
They have to have purchase intent in order to actually take their time on the platform to watch the video.
Keep in mind, it’s difficult to keep people’s attention on social media, but if you have helpful and relative content that is actually going to help them right now, it’s actually hyper engaging to get those people to watch you.
What we do is we take these different topics, show these videos to a cold audience, then tell Facebook to create an audience of people that watch 25% or more of that video.
You then show those people the offer that’s going to take them into your funnel.
That could be “Get a rate quote” or “Find out how much you quality for” or “Use our quick approval tool.”
We are getting much higher quality leads through the funnel because now we are going to the ultimate length to make sure all of the tire kickers and people who aren’t good quality leads are being removed by putting all these barriers in place.
If you think about the process now, in order for someone to book an appointment with you, they have to have seen a video that is engaging on Facebook about the mortgage. Then they have to see a second ad that says “Find out how much you qualify for.”.
Once they click on that ad, it takes them to either a chatbot or a survey or a page that we set up for them that literally asks them the questions that are going to tell you whether you have a good lead or not.
It’s basically like a short form loan application where we ask things like “What is the purchase price of the home you’re looking to purchase” or “If you’re refinancing, how much equity do you want to take out?”
We are even asking them to let us know roughly what their credit score is.
They see the video, they click on the ad, they give us all of this information and then we send them automatic text messages, emails, and ringless voicemails.
These automated communications with your leads say “Hey, we reviewed your information and we are going to be able to help you,” while providing the information they need to book an appointment or call you directly.
Those people then have to either reply via text or email or pick up the phone and actually call you.
By the time you get to that person, you’ve already told them through that process where they need to be with everything in order to get qualified for the loan.
By the time they get to you at the end, they’re a high-quality lead, they are educated with the process, they know you, like you and trust you because they’ve already seen you brand.
They’ve been educated by your brand.
They’ve seen that you have taken the time to set up a system to help them figure out the qualifying questions.
From there, the level of professionalism in your follow-up sets you apart from any of your competitors.
Let’s face it… a lot of the follow-up systems that are being employed today throughout the mortgage and real estate world are horrible.
I’ve been through the process countless times, so I know first hand.
Real estate is a hobby for my wife and I. We’ll reach out, and because I’m nerdy about the whole marketing and advertising thing, I keep track of the follow-up systems.
I would say 1 out 10 people in this industry actually have a good follow up process. The kind of follow-up process where, as a customer, you think “Wow, that person is going to take care of me. I’m about to have a phenomenal experience with this person.”
In this short period of time, normally it’s a day to two days, you have somebody indoctrinated with your video, they see this incredible qualification process, and they get a great follow-up through the system, and you haven’t done anything.
It is all automated.
Getting those videos at the beginning, to help to qualify those people and put them in the funnel is incredibly important.
Help From Our Mortgage Marketing Team
Would you like my team to get on the phone with you to help you:
- Blueprint out your own process
- Map out the different topics or ideas to put into your videos to attract those customers
- Walk you through the process of what proper retargeting looks like
- Create your own funnel
If so, get signed up for a 30-minute call with one of our account managers to walk you through what we do here at Connection Inc.
At the end of the call, if you want to do it on your own, that’s totally cool! We want you to be successful!
But if you get to the end of it and say “I get it and see how this works, but I don’t want to do it myself,” our team will ask you a few questions to see if you’re a good fit to work with the agency and then talk to you about pricing.
It’s super low key and there is no high-pressure sales pitch.
We are literally just here to help you get a successful advertising campaign up on Facebook, Instagram, or Google.
Now, before I leave you, I want to let you in on four topics that have worked very well for us and our clients.
- Rate change or major news announcement (broken down into a monthly payment scenario)
- Down payment tips
- Credit score tips
- Payment tips
The other thing we have seen amazing results are the “Mortgage Traps” that are out there.
What you’re doing is your educating the consumer on how your products are different from other products in the marketplace. Always making sure that people are looking out for things that will get them the right product at the right price.
Again, you shoot those very simple videos, show them to the cold audience on Facebook and Instagram that are interested in mortgages. Then, when someone watches more than 25% of one of those videos, you put them into a secondary advertising campaign that gives them the offer that puts them into your funnel which brings them through as actual applications
I hope that you found this helpful!
Again, if you would like to book a free consultation with one of our account managers to map out your own blueprint or take a look at what you’re already doing, leave a comment below this video and I’ll be sure you get set up with one of those calls.
Thank you for watching! I’m Chris Johnstone, the Owner of Connection Incorporated, and I’m looking forward to seeing you again on Facebook!
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!
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