Loan Officer Mortgage Leads (Value = Response)

This blog post is part of an ongoing series about mortgage lead generation via the web. Click here to access the “table of contents” for this series.

When it comes to generating loan officer mortgage leads in support of your business, the value presented equals the response earned.

There are two things about that opening statement I want you to absorb. First is the overall premise of the statement (and of this lesson as a whole). In order to generate loan officer mortgage leads you need to present something of value. We will talk more about this.

The second thing I want you to absorb is the word “earned” at the end of that sentence. Some loan officers fail to put in the effort necessary to generate mortgage leads on a steady basis, and then they complain about not having enough leads to support their business. Qualified leads are not easy to come by. If they were, there wouldn’t be such fierce competition for them. You have to work hard to generate loan officer mortgage leads on a consistent basis. You have to earn them.

Generate Loan Officer Leads by Offering Value

Previously in this lead generation series we talked about the importance of having a program or system in place to generate leads consistently. Equally important is the value behind that program. For example, your web site visitors will remain anonymous until you give them a reason to step forward and “raise their hands.” They must understand the value they’ll get in return for their action. Only then will they contact you, or fill out a form on your website, or join your newsletter.

So where does this value come from? Well, safety can convey value. Many people distrust and even fear those in the lending industry. So if you can make people more comfortable with you as a person and a professional, the perceived value of your services will go up. Thus, they’ll be more likely to contact you, and you’ll be more likely to generate those loan officer mortgage leads you need to run your business.

Financial incentives are also a form of value. This will motivate consumers more than just about anything else. So if you can demonstrate how you’ll save them money (minimize their closing costs, get a lower rate, etc.), then the value of your services has increased in their minds once again. Here again, you are increasing the likelihood of loan officer mortgage leads and inquiries.

The right kind of information can also be valuable to your audience. For example, maybe you’ve created a guide to mortgage loans for home buyers in your state. This guide focuses on smart investing and is meant to keep people out of foreclosure trouble down the road — or to help that cause anyway. It’s a timely concern among home buyers, so it would bring a lot of value to your offer. I’m willing to bet you could generate a lot of loan officer leads with this technique, if it were done properly.

These are just a few of the ways you can add value to your offer. Whatever techniques you employ, just remember the key message of this lesson. Response goes up in direct proportion to the value of your offer. On the contrary, response goes down with a weaker offer. If you want to generate loan officer mortgage leads on a consistent basis, you have to work hard and earn it.

There’s a lot more great advice coming soon. So if you haven’t done so already, join our free newsletter so you can keep up with this article series.