What is Mortgage Lead Generation Anyway?

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.

Before we get any deeper into this series of lead generation tips for mortgage brokers, we should come up with a common definition for mortgage lead generation — just so we are all on the same page.

When I refer to website lead generation in this context, I’m referring to the act of producing inquiries through your mortgage website. In other words, it’s the act of obtaining names and contact information from consumers who are interested in your mortgage broker services.

This topic is on the minds of many mortgage professionals, and for obvious reasons. Mortgage leads are the first step to gaining new clients via the web.

Web leads also come in many different forms. For example, if a person left a comment on your mortgage blog with their name and email address, that’s a form of lead generation. Likewise, if a person filled out some kind of information-request form on your website, and provided their contact info when doing so, that’s another form of mortgage lead generation.

Converting Traffic Into Mortgage Leads

Perhaps you have heard the term “conversion” used in marketing circles. When it comes to mortgage broker marketing online, a conversion is more or less synonymous with lead generation. An online conversion happens whenever one of your website visitor goes from being a casual visitor to something else.

If, for example, a person visits your mortgage website and signs up for your electronic newsletter, a conversion has taken place. The person has “converted” from an anonymous visitor to a newsletter subscriber.

I’ll be the first to admit that generating leads from a mortgage website is hard work. Driving traffic to a website is actually the easy part. Converting those casual visitors into viable leads and inquiries is the more challenging part.

But note that I said “challenging,” and not impossible. It takes dedication, imagination and hard work to produce mortgage website leads on a regular basis. But it can be done. And in this continuing blog series, I’ll show you how to go about it!

Lead Generation Tutorial

So with that definition out of the way, let’s talk about the first (and most important) step to mortgage lead generation online. Let’s talk about the way you define your online conversion goals … coming up in the next post.

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.