Everything You Need to Know About Lead Generation for Mortgage Brokers
Lead generation for mortgage brokers means getting people interested in mortgages or services. Once someone shows interest, the next step is to turn that interest into a sale. Mortgage brokers often use online marketing to collect details from visitors on their websites or social media.
Furthermore, taking out a mortgage is a significant life decision that involves spending a lot of money. Often, when people engage with mortgage brokers, they usually have their minds made up, making persuasion difficult. Moreover, the competition in the mortgage field—about 6,000 brokers in the UK—makes it hard to stand out.
Throughout this guide, we offer strategies for boosting long-term mortgage lead generation.
Targeting the Right Audience with Your Mortgage Lead Generation
We must first understand our target audience to attract mortgage leads in the UK. This means mortgage brokers must know their ideal clients and what types of mortgages they need.
This is an overview of the typical target audience in the mortgage industry:
First-Time Homebuyers
- Who they are: Commonly young adults (25-40), including singles, couples, and families with young children.
- What they like: Programs that help buy a home, own a part of a property, and learn about mortgages.
People Moving Homes
- Who they are: Generally middle-aged adults (35-55) and families needing more space or moving for jobs.
- What they like: Switching mortgages, handling buy-sell processes, and securing larger home loans.
Property Investors
- Who they are: A diverse group with a higher income.
- What they like: They are interested in getting loans to:
- Rent out properties
- Expand their collection of properties
- Buy business properties
Downsizers
- Who they are: Mostly older adults (55+), retirees, or children who have left home.
- What they like: Getting money from their current home’s value, finding smaller homes, and mortgages that last for life.
People Looking to Remortgage or Equity Release Leads
- Who they are: Homeowners at different stages in their lives.
- What they like: Finding lower mortgage rates, using their home’s value for cash, and combining debts into one payment.
Sales Funnel for Mortgage Brokers
At this stage, we should better grasp our target audience. So, the next step is to learn the prospects’ actions towards purchasing. This progression is what we refer to as the sales funnel.
This model helps mortgage brokers see how a potential client goes from first hearing about them to deciding to work with them. Therefore, developing effective marketing strategies and nurturing leads into clients is crucial.
Here’s an overview of each stage in the funnel:
Mortgage Lead Generation Strategies for Brokers
The mortgage loan lead generation process involves two main things:
- Getting people to visit your website.
- Convincing them to give you their contact details.
To begin with, you’ll need to determine how to attract potential customers to your site. Also, you can tailor many strategies to match your company’s goals and budget.
Here are some top ways mortgage brokers find more customers:
Creating Engaging Content for A Target Audience
Content marketing uses exciting and valuable stuff like articles, videos, and podcasts to get people’s attention. Also, content helps you build a good reputation, which makes your brand more noticeable. Also, content makes your business the first choice for people when they want to buy something. In fact, almost half of all shoppers check out a company’s blog before buying.
Plus, making helpful and relevant content that truly benefits your audience is vital. Doing this builds trust and shows you know what you’re discussing. Your content also helps you stand out by highlighting what makes you unique, mainly if it focuses on your area. Plus, creating content aimed at your audience can significantly increase your chances of turning visitors into customers.
Here are some content ideas for your mortgage lead generation:
Blog Posts
Detailed articles that share insights, advice, or step-by-step guides on particular topics.
Podcasts
Audio shows discussing different topics, perfect for learning while you’re on the go.
Ebooks & Long Format Guides
Long, detailed pieces exploring topics in-depth are great for attracting new home loan leads.
Case Studies
Stories about how your company solved a problem or achieved a goal, showing the impact of your products or services.
Get Social and Become a Voice Within The Online Community
Social media marketing uses platforms like LinkedIn or X to display your offerings and engage with your audience. In short, this builds solid relationships and boosts your business’s visibility. Also, companies allocate around 14.9% of their marketing budget to social media efforts.
Here are various social media platforms to choose between:
- X
- TikTok
- WhatsApp Business
To shine on these platforms, firstly, you must make posts that catch people’s attention and ensure you’re always there to chat in the comments. If your followers see your content as helpful, reliable, and straightforward, they will likely stick around. Much like content marketing, social media is a playground for trying out all sorts of content. Also, social platforms allow you to be creative, show your personality, and add a bit of humour to your brand.
Social media Ideas to experiment with:
User-Generated Content
Feature content your customers create, such as reviews, photos, or client reviews.
How-To Guides
Create step-by-step guides or videos that provide valuable information or teach something related to your industry.
Live Q&A Sessions
Host live sessions where you answer questions from your audience in real-time.
Polls and Surveys
Engage your audience by asking for their opinions or feedback through polls and surveys.
Industry News and Trends
Share updates, news, or trends related to your industry to position yourself as a knowledgeable leader.
Case Studies and Success Stories
Highlight how your product or service has positively impacted your customers.
Use your Email Strategy to Boost Connections
Also, email marketing is a great way to get mortgage leads online. You can use emails to show off your mortgage services and products while keeping your clients updated. In fact, 77% of marketers have seen more email engagement in the past year, and 99% of users check their inboxes daily.
But why is an email marketing campagin so effective?
In short, Adding email marketing to your approach lets you update your clients on trends and promotions. These trends could include the latest mortgage rates, advice on buying homes, or options for refinancing.
Emails are crucial for attracting new clients and spreading the word about your services. Hence, they help create solid relationships and keep clients interested. So, you do this by sending them specific emails tailored to their mortgage requirements.
Optimise Your Website for Search Engines
Your landing pages are usually the first impression your leads have when they look for you online. Therefore, making these pages visible is vital for helping your website appear higher in search results.
Here are some essential features for improving your SEO:
- First, have a homepage that informs visitors of your offerings.
- Then, use clear and easy-to-click Call-to-Action (CTA) buttons to help visitors sign up or obtain more information.
- Next, create bio pages to show your expertise.
- After that, outline your products and services on dedicated pages.
- Also, consider adding a mortgage calculator, which can be helpful and engaging for users.
- And include client reviews or stories to gain trust.
- Lastly, ensure you create a ‘Contact Us page so leads online can quickly get in touch.
Also, ensure your SEO strategy works well on all types of devices. This is essential since so many people use their phones to go online. In fact, as of 2024, 60% of all website traffic comes from mobile devices.
Here are some strategies to boost your SEO ranking:
Stand Out Everywhere
First, be active on different digital platforms like social media and news sites.
Showcase your Brand Identity
Second, include your company’s name in your website’s domain to strengthen your brand.
Make sure your brand looks the same on all platforms.
Next, ensure your logos and trademarks look the same across all platforms.
Focus on Your Keywords for More Clicks
Also, use relevant and popular keywords to attract more visitors to your site and content.
Quality Content Makes a Difference
After that, regularly post valuable content, such as blog articles.
Get Good Backlinks to Boost Your SEO Success
Then, obtain high-quality backlinks from other sources back to your site.
Link You Google My Business to Your Website
Lastly, connect your website to GMB to appear more in search results.
Use Digital Ads to Boost Your Online Presence.
PPC is an online advertising method in which you pay each time someone clicks on your ad. Digital ads work because they appear all over the internet—on social media, website banners, and search engines. Also, about one-third of people (33%) click on a paid ad because it quickly answers their questions.
Here’s how to do digital advertising right:
Google Ads Campaigns
First, use keywords linked to your mortgage business and target market. Segment your keywords, such as “mortgage brokers in the UK”, or more specific ones, such as “first home mortgage brokers in the UK.”
Search Ads
Next, put your ads on popular search engines like Google to show where potential clients are searching.
Social Media Ads
Then, use social media ads and tools to reach the right people.
Listing Ads
Also, you can post ads on property or mortgage websites like Rightmove to find people who are ready to get a mortgage.
Native Lead Generation Forms
Lastly, add lead capture forms to your ads on Google, search engines, websites, or social media. These forms let people give you their information without leaving the site, improving the conversion rate. Also, you can also create unique landing pages or lead forms for a more focused way to get new quality leads.
Why Not Just Buy Mortgage Leads?
For mortgage lenders, purchasing leads may seem faster than building a list. However, buying leads comes with risks like a lack of brand awareness and potential spam flags from unwanted contact. Instead, it’s better to nurture your mortgage lead generation to build relationships organically.
About Goldmine Media
Goldmine Media is a renowned, all-in-one financial services marketing agency. We’ve worked closely with driven clients for over twenty years to achieve their goals.
Our services include:
Global Marketing Services
As a company, we proudly partner with various clients, from major corporations to small and medium financial firms. These partnerships span across the globe, from the UK and abroad. So, be it the UK, USA, UAE, or Singapore, our team is always ready to meet your marketing goals.
Are you looking for a Top Financial Marketing Agency to Boost Your Firm’s Online Growth?
Please reach out to Goldmine Media and see how we can drive your business forward, whatever your goals are.
So, if you’d like more information on how we can help with your marketing, please contact Goldmine Media. Moreover, you can reach us by calling 0845 686 0055 or emailing findoutmore@goldminemedia.co.uk.
