Focus on Lead Capture When Marketing Mortgages

I firmly believe that the average mortgage marketing website gets a sufficient amount of traffic to support the company’s business goals … but does a poor job of capitalizing on that traffic.

When a client says they want to increase the amount of traffic to their website, I ask two questions right off the bat:

1. How are you currently measuring your website traffic?

I’m always surprised by the number of people who say, ”Well, I don’t really have any way to measure my traffic, or not that I know of.” If you don’t measure traffic to your mortgage marketing website, how do you know you’re not getting enough? Most website server logs provide basic data about traffic volumes, traffic sources, etc. More advanced programs  can tell you everything you want to know about your visitors.

2. How are you capturing leads or generating a response?

This is another question that often generates blank stares. Mortgage marketing online is a numbers game, a process of attrition. If you don’t put enough emphasis on lead generation / lead capture, you will lose the numbers game before it even begins. After all, what’s the point of increasing traffic to your mortgage marketing website if you’re simply hoping that they contact you? Hoping will not deliver results in mortgage marketing.

Two Sides to Online Mortgage Marketing
Driving traffic to your mortgage website is only half of the mortgage marketing equation. Once they arrive, you need to offer some form of reciprocation to entice people toward the action you want them to take (filling out a form, emailing for more information, calling you, etc.). Without that, your mortgage website is merely a reference source — helpful for readers, but not very profitable for you.