You shouldn’t fear online lead generation, providing you avoid basic and costly mistakes, argues Canada’s leading Mortgage marketing coach.
There’s nothing new about the internet being the go-to information resource, and mortgages are no different. Yet individual brokers are still yet to fully capitalise on the opportunities for lead generation that online marketing offers. Doren Aldana, writing in our sister title Canadian Mortgage Professional
, has listed a number of pitfalls to look out for, and MPA
has summarised them for you.
Mistake #1: no niche-specific content
When potential clients do click on links, they need to be instantly impressed. So don’t direct them to your homepage, menu page, or team page – send them straight to the product you think will suit them. As Aldana puts it “think specialist, not generatlist”.
Mistake #2: ME, ME, ME focus
Pretty self-explanatory: don’t talk about how great you are, Aldana advises. Focus on your clients’ problems, and how you can solve them.
Mistake #3: Not having a strategy to capture prospects’ contact information
Potential clients won’t just hand you their contact information for nothing. You need to provide something in return for their time. Aldana suggests offering free reports, consumer guides, consultations, seminars and newsletters. Try and get as much information as possible, so you can offer them more specific services.
Mistake #4: Weak headlines or no headlines
You might not be able to write dynamite headlines like MPA
, but they can still make a huge difference. Two rules apply here: make them short, because you only have a few seconds to grab a reader’s attention, and make them ‘benefit-laden’, so the reader can see why it’s worth them reading.
Mistake #5: No follow up marketing system
Keeping potential clients engaged shouldn’t be expensive, Aldana insists. Robotic email services can automatically send out reminders and newsletters, which can be especially useful for contact after-hours.
You can read the original article in CMP 9.7, available here. And if you haven’t taken MPA’s poll on turning away clients, please do so now – it closes on Monday!