Mortgage Marketing - The Power of Information

Do you know a lot about mortgages? Do you have some basic writing skills? Do you own a mortgage marketing website? If you answered yes to these questions, you have the tools needed to improve your online mortgage marketing program.

In fact, by this time next week you could create a high-value report and offer it through your mortgage website, in exchange for some fresh mortgage leads.

But as with anything else in mortgage marketing, you’ll only get out of it what you put into it. Some mortgage brokers use this method — the free report — with great results. Others waste their time struggling with it. The difference is all in the approach.

Some keys to success:

1. People can’t ask for something they don’t know about. So be sure to promote your report through your normal marketing channels — website, newsletter, direct mail, email signature block, casual conversation…

2. With this approach to mortgage marketing online, success begins by having a strong report. You have to put a lot of value into it. You have to make it something unique that isn’t available elsewhere, such as hard-to-find information. Or, if the information is readily available, include a lot of it and highlight the timesaving benefits (since you’ve done all the research for them).

3. Show pictures of your report. Some web users are skeptical, so a picture of the report’s cover page will convince them it’s real. You could also use a sample image, graphic or chart from the body of the report. Use visual persuasion in addition to words.

5. Create several reports on topics related to various types of mortgages, or various segments of your audience (first-time buyers, refis, etc.). Position the various reports on a page of your mortgage website so people can “shop” for the report that’s most appealing to them. The more topics you cover, the more likely folks will be to find a topic they want.

6. Be sure you have a way to capture leads. For example, you can require that people fill out some kind of form, or at least email you for the report. It’s a fair exchange — you’re exchanging your valuable item for permission to contact the person receiving it.

High-value reports can improve your online mortgage marketing program by generating qualified leads. But you only get out of it what you put into it. Half-hearted reports marketed poorly will flop. Well-crafted reports marketed properly can generate a wealth of leads. The difference comes from the approach.