There are a lot of tutorials out there on the subject of building a mortgage website. But these lessons only consider half of the big picture. In terms of Internet marketing, the most important thing for mortgage professionals is to have the kind of website that generates leads on a consistent basis.
Within this context, I'm talking about consumers who visit the site and end up filling out a form, or emailing the owner, or requesting information in some form or fashion. These are important actions for the owner(s) of the website, because it opens the door for follow-up communication -- and possibly a new client as well.
Getting Visitors to "Raise Their Hands"
You have probably heard the term "conversion" used within a web-marketing context before. This term is more or less synonymous with lead generation. An online conversion takes place when a person goes from being a casual website visitor to something else. I refer to this as getting people to "raise their hands" online.
If, for example, a person visits your mortgage website and fills out an information-request form, a type of conversion has taken place. The person has "converted" from an anonymous visitor to an actual lead you can follow up on. They have raised their hand and said, "I need help. Contact me." It sure beats cold-calling strangers!
Tips and Techniques for Getting Results
I will readily admit that producing inquiries through a mortgage website is hard work. Increasing web traffic is actually the easier part. Converting that traffic into leads is the difficult part.
But note that I said "difficult" -- not impossible. It requires dedication, imagination and hard work to produce web leads on a consistent basis. But it can be done. I speak from experience on the subject. And speaking of experience, let me share some of my tips for lead generation success:
Use more than one technique for producing leads. When combined properly, multiple techniques will yield better results.
Experiment with newsletters, blogs, information-request forms, incentives, e-book downloads, online chat programs, an "Ask the Expert" form, etc.
Don't let other mortgage folks tell you what works and what doesn't. All they can tell you is what has or hasn't worked for them. You have to try things for yourself. Do it better than "the other guys," and you can succeed where they have failed.
Make sure your website is incredibly easy to use, especially at your conversion points where you want people to perform some kind of action. Usability goes hand in hand with online lead generation.
Make your conversion points easy to find. If you have a form that people can use to ask questions or request information, don't bury it at the bottom of the page. Put it right up top. Or better yet, put it in a sidebar area so it appears on every page of the site.
Increase traffic any way you can. With all other things being equal, more website traffic means more leads. You can generate traffic by working on your search engine visibility, publishing articles and press releases online, using pay-per-click marketing, networking with other website owners and more.
Fill your website with plenty of informative and useful content. This will keep visitors on your site longer, which increases the chance they will contact you.
I hope you have found this tutorial helpful, and that it gives you at least one good idea you can use to grow your business. Good luck, and good marketing.
Brandon Cornett is the author of a blog series on mortgage lead generation and related topics. For more tips on this subject, visit the author's blog at
For more information, please visit: Reverse Mortgage Leads