Mortgage leads are an important part of a mortgage company’s marketing efforts. However, there are a few things to avoid when generating leads for your business. First and foremost, don’t misrepresent yourself or the product you’re offering. Second, be honest and upfront with your potential clients about the fees and costs associated with getting a mortgage. Finally, never pressure a potential client into making a decision quickly – take your time to get to know them and their needs.
What are the dangers of mortgage lead generation?
There are many dangers associated with mortgage lead generation. Most notably, this type of marketing can be extremely misleading and could actually lead to you getting into a worse loan situation than you would have otherwise. Here are seven things to avoid when seeking out mortgage leads:
- Don’t be fooled by overly aggressive lead greetings or promises of the fast approval. Many companies use scare tactics in order to get your attention, but don’t be fooled – these are not legitimate lenders. Legitimate lenders will take the time to explain their products and how they work and won’t pressure you into making a decision right away.
- Never give out your personal information without first being sure that you’re dealing with a reputable company. Many shady mortgage lead generators will try to get your personal information to scam you later down the road.
The 7 Deadly Sins of Mortgage Lead Generation:
Focusing on the wrong type of leads
Leads generated through a mortgage broker’s advertising or website can be valuable, but they are not the only type of lead that a lender may want to consider. There are several types of leads that lenders may be interested in, and it is important to focus on the right type of lead when generating them.
The most common types of leads that a lender will want to consider are:
1) Pre-qualification leads to People who have expressed an interest in purchasing or refinancing a home and have completed some preliminary analysis, such as calculating their monthly payments.
2) Listing leads: People who have shown an interest in purchasing or refinancing a home but have not yet contacted the broker about buying or refinancing.
Ignoring quality leads
When mortgage lenders search for new borrowers, they look for quality leads. However, many mortgage lenders are not taking the time to identify and assess quality leads. It can result in wasted time and resources and missed opportunities to provide customers with high-quality mortgages.
Not checking your sources
When looking for information to support a mortgage lead generation campaign, it’s important to be mindful of the seven things to avoid. Below are seven tips to help ensure that your mortgage leads are accurate, reliable and unbiased.
- Not using reputable sources. As with any investment, checking the legitimacy of your mortgage leads is essential. Look for sources with a good reputation in the industry or those with specific expertise in mortgages – such as real estate agents or financial planners.
- Failing to verify the information. Before moving forward with any mortgage lead, ensure all the information is correct and verified. Verify contact information, loan amounts and dates, and loan terms (e.g., interest rate).
- Not being cautious about whom you talk to.
Not properly vetting your leads
When looking to generate leads for your mortgage business, it is important to ensure that your leads are properly vetted. There are seven main things to avoid when collecting mortgage information:
- Collecting contact information without first verifying the accuracy of the data.
- Asking for personal financial information.
- Requesting excessive documentation from applicants.
- Not verifying the legitimacy of third-party sources of data.
- Not being transparent about how you will use applicant data.
- Meeting with applicants in person.
These simple tips can help protect your business and ensure a quality lead generation process.
Not following up with leads.
There are a few things to avoid when following up with leads:
- I was getting too personal. Don’t bombard people with calls and emails; instead, try to send a polite reminder or follow-up email.
- Not sending the right type of lead. Do not send cold calls or spam emails; instead, try to reach out to people who have shown an interest in your product or service.
- Make sure you are tracking your leads and making sure that you are closing deals.
If you aren’t following up with leads, someone else will likely be able to take over and close the deal for you.
Not setting a goal for lead conversion rate.
Lead conversion rates vary significantly from company to company. However, most mortgage lenders aim for a lead conversion rate of at least 10%. Here are some common mistakes that could negatively affect your lead conversion rate:
- Focusing exclusively on the number of leads generated: A high lead conversion rate is not always indicative of success. It’s important to focus on the quality of your leads as well as their quantity. An increased lead conversion rate does not mean reaching your target market or converting them into customers.
- Not setting clear goals: Having goals helps you track your progress and determine whether you’re making progress towards achieving your desired results. Without goals, it’s difficult to decide whether or not you’re making any improvements and whether those improvements lead to increased sales or leads.
Forgetting about the ROI:
When considering a mortgage lead generation strategy, it’s important to remember that not all leads are created equal. Some tips are more valuable than others, and you should be sure to invest your time and resources into those that will provide the best ROI.
Here are key things to avoid when trying to generate mortgage leads:
- Making too many assumptions about your target market. You won’t generate as many quality leads if you focus only on potential homeowners who live in your target ZIP code or have a similar income bracket to your client base. Instead, it’s important to probe a little deeper and identify the specific needs and interests of potential borrowers.
- Not tailoring your message to the audience you’re targeting.
In conclusion, it is important to avoid any of the following when generating leads for your mortgage business:
- Being pushy.
- Being dishonest.
- Not being able to follow through.
- Not being responsive.
- Not providing valuable information.
By following these simple tips, you can ensure a successful mortgage lead generation campaign.