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Get Additional 44 Leads Every Week

Get Additional 44 Leads Every Week
  • The #1 challenge for any mortgage business is being able to generate qualified mortgage leads on a consistent basis.
  • Once you have a system that works, the possibilities for growth are endless.
  • The content you’ll find here and throughout our website is really all you’ll need to get it up and running.

Below, we’ll go over the exact same ways that we use to get non-stop exclusive mortgage leads to our clients’ on a daily basis.

Understanding the Definition of a "Lead"

Definition of a Lead

Before we get into how to generate leads, let’s make sure definition of a lead does not get lost.

One of the main problems we see with mortgage brokers when they pay for leads, is they’re not happy with the company they purchased from because they can’t seem to convert any of them into sales.

Many times, it’s the fault of the lead company that provided a poor quality lead. On the other hand, there are even more times where the mortgage broker fails to understand what they’re paying for:

Understanding the Definition of a Lead

Many salespeople and marketers disagree over the true definition of a lead. But the most important thing to remember is that a lead is not a sale. A lead is not even an appointment. A lead is only someone that has at one time or another showed interest in something and provided contact information to learn more about it.

But leads turn into sales. And in order to get sales, you need leads. And that’s why it’s important to have a system in place that can generate them consistently.

Here's 6 of the Best Ways to Generate Mortgage Leads Online:

1. Local Maps SEO

Many people are wary of SEO. Some think it doesn't work anymore, and others don't think they'll make it worth their while for the money.

Well, we're here to tell you, that local SEO for mortgage broker is more effective than ever. If you work to get your business to show up in Google's local map pack when people type in searches like "home loans in [your city]", your phone is going to ring off the hook. We use local SEO as one of the core strategies of obtaining quality leads for our clients.

Not only that, it's also the most appealing spot for a searcher to click on. You're not a paid ad, and you're a top pick on a map in their city. What's not to like? Tell me you wouldn't click on this first listing in the map pack picture below:

ocal Maps SEO

You can generate Google Maps leads from searches such as:

  • mortgage brokers
  • home loans [city]
  • FHA loans [city]
  • mortgage companies near me
  • refinance mortgage broker

In order to appear in Google searches within the map pack, you need to first register your company with Google My Business. Make sure you fill out your profile to fullest. Make sure you follow their guidelines on how to get setup. Fill out all of the information provided including your business categories, profile pictures, hours, address, and phone number. This all a very important first step.

Getting Google Reviews to let customers know that you have a good reputation is also crucial to local SEO and generating leads from Google Maps. Make sure you request that your customers review your business after a job was completed. Here's a great free tool from Whitespark that will generate a review link for you to send to them.

Once you've done that, then you'll have to move onto writing content about your services for your website as well as getting backlinks from other websites.

2. Organic SEO and Content Marketing

Below is an example of what a local search results page looks like on Google split into 3 different sections. (and yes, your mortgage company can be in all 3 sections at one time):

Organic SEO and Content

Yes, there are two types of SEO for your business - in our opinion at least. Although a large chunk of traffic and leads will come from ranking your mortgage business in the Google maps section of any search results page, there are also many more spots below the maps that can be yours for the taking.

These can grab what we call "long tail searches" from your competitors that they don't think to rank for. And this is where you can generate another 20 mortgage leads per month.

This is where writing great content for about topics within your business is a great idea. There's two types of content we rank in the organic portion of any search result.

First, your services plus cities you cover. You'll write a page of unique content about each of your individual loan types plus the city you serve in. Yes, that means a page on our website about home loans in EACH of the cities/towns/neighborhoods you serve. Just make sure the content is unique!

Some of the page titles would be:

  • Mortgage Companies in City/Town/Neighborhood, State
  • Mortgage Brokers in City/Town/Neighborhood, State

Second, you'll also want to write more informative articles that you can get listed in Google's search results.

Think about it, how many people just look for general information on refinance before submitting a request for a consultation? These people may not be ready to buy right now, but they'll come back to your site later since your website was the one that popped up!

Some examples of informative articles you might write and answer would be:

  • Which type of loan is the best ?
  • What are the discount points and origination fees?

This is where you take your lead generating system to the next level!

3. Pay Per Click (PPC) Advertising

You've probably heard of Google Adwords before. Many mortgage brokers again have mixed opinions on pay for ads, some claiming it's too expensive and others saying it works really well. Here's some stats for you that might change your mind:

  • For ever $1 spent on Google AdWords, the average business generates $2 in revenue (source)
  • 89% of traffic generated by search ads is not replaced by organic clicks when ads are paused (Google)
  • For higher commercial intent search queries, the top three ad spots take about 40% of the clicks on the page

As a lead generation company for mortgage brokers, we can say with 100% confidence, that Google Adwords and other platforms like Bing Ads, work like a charm. The issue is when the mortgage broker is not familiar with the platform and how to get the most out of it for their money. This is when people tend to blow a lot of money.

And you can lose a lot of money doing PPC fast. You are paying per click. A click only sends a visitor to your website or landing page, and doesn't guarantee a lead. Learning how how to do run PPC ads effectively is crucial to its success.

The cost for some mortgage keywords on Adwords can rise higher than $50 per click sometimes. This is where it becomes crucial to figure out what keywords are important to you and can actually drive leads that will call you. You can use Google's keyword planner to find what the prices per keyword are going for in your area. Calculating the cost per conversion is crucial to your success!

4. Facebook Advertising

There is a lot of money going into facebook advertising these days. It's more affordable than Google AdWords but also very effective.

It works better in some businesses than others. For mortgage companies, it can be an excellent way to supplement your other lead generation tactics you're doing as well as a way to convert those prospective leads that didn't take action the first time around when coming to your website.

Have you ever gone to Amazon to look to browse, and then later when on Facebook see those same items you were looking at on your Facebook feed? This is called retargeting. This is where we tend to use Facebook ads the most.

You can retarget all of your Adwords and SEO visitors that arrived on your website with an ad on Facebook (and also on Google Adwords). The ad might encourage them to come back to request an appointment.

Facebook Advertising

In order to set up Facebook Ads, you need to first create a Facebook Business page. Then you'll need to install the Facebook pixel on your website or landing pages to retarget them.

5. Local Review & Directory Sites

Now this isn't a primary lead generating strategy, but having your mortgage business's Name, Address, Phone and service info listed on both local directories and review sites can aid in getting more visitors to your website which in turn will become future leads.

Your online reputation is one of the most important aspects of becoming visible online. Many people will search the web for reviews of your business and more information before deciding to pick up the phone or submit a contact form.

Some sites we recommend getting a profile setup on are:

  • Local chamber of commerce directory
  • Better Business Bureau (It doesn't matter if you're accredited or not, you can still set up a profile. But we do recommend getting accredited for consumer trust purposes if possible.)
  • Google My Business
  • Facebook
  • Yelp
  • Home Advisor
  • Angie's List
  • Yellow Pages

Remember, these sites offer Paid profiles and services as well. Our personal opinion? Just get a free profile, load it up with info, and get some reviews on these sites.

6. Email Marketing

Email marketing? What?

Yes, every mortgage business should be aiding their lead generation efforts with an email marketing campaign. Email has been around forever, but it still continues to be the most effective online marketing channel time and time again.

For every $1 spent on email marketing, there is a $44 return on investment. That's insane!

You should be following up with every single lead that comes through your website multiple times. You can use email to nurture leads and in turn generate more leads in the long run at a lower cost.

You can also offer something for free on your website in return for an email address to get them into your email sales cycle.

Submit Button

Put a button like this on your site to get them to submit an email.

An example of this would be a free home buying checklist they can download from your website on the topic of "Free Mortgage Checklist to help you get started" or something similar.

Want to Learn Even More?

The strategies above cover some of the ways to generate leads -- but there's so much more to it. If you're really serious about building your own lead generating system for your mortgage business, check out our results based marketing program.

Brian Frantz at Mortgage Broker Marketing

Meet The Author


Our mission as a company is to help our clients increase their sales & grow their revenues as a direct result of our services.

Our team is passionate about helping Mortgage Brokers to have more effectively marketing online via SEO, PPC, Web Design, Social Media Marketing, eMail Marketing, and other Online Marketing channels.

We look forward to helping you take your Mortgage business to the next level!

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