Set Goals for Your Mortgage Lead System
July 21, 2008This blog post is part of an ongoing series about mortgage lead generation via the web. Click here to access the full list of articles in this series.
Before we go any further in this tutorial, I need to stress the importance of setting goals for your mortgage lead system early on. In truth, I probably should have started with this topic. But hey … better late than never.
It always surprises me how many mortgage folks are stumped when I ask the question: “What are the three primary goals of your mortgage lead system?”
Some people will tell me that the goal of their mortgage lead system is to generate new clients. Sure, who doesn’t want that? But this is too general. It needs to be much more specific. Generating new clients is the ultimate goal of your entire marketing program. But the goals for your mortgage lead system need to be more well-defined.
Every now and then, I will speak to a mortgage broker who really understands this concept. The broker will explain the goals of his or her mortgage lead system in detail and without hesitation.
For example: “I want the people who visit my website to do one of three things — fill out a form for a mortgage quote, click on the “Ask the Expert” button for online chat, or contact us by phone or email.”
Now we are getting somewhere! Note the difference between these well-defined objectives for a mortgage lead system and the generic one I mentioned earlier. This broker is not just saying, “I want to generate more clients.” He has a specific plan on how to generate leads and inquiries through his website. He also seems to have some lead generation mechanisms built into the website, such as forms and chat programs.
This is the essence of creating the kind of lead generation system that produces inquiries on a regular basis. You have to start by defining your goals in clear and specific terms. Only then can you implement the techniques needed to meet those goals.
As we continue through this blog series, we will discuss some of the tools and techniques you can use to make your mortgage lead system a success. But you can’t implement the techniques until you have a clear idea of what you want people to do upon visiting your website.
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