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Lead generation strategy for mortgage brokers
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BUILDING A WINNING LEAD GENERATION STRATEGY MICHAELA AGUILAR @ HIGH PERFORMANCE BUSINESS SUMMIT 2016
Transcript of Lead generation strategy for mortgage brokers
BUILDING A WINNING LEAD GENERATION STRATEGY
MICHAELA AGUILAR @ HIGH PERFORMANCE BUSINESS SUMMIT 2016
“LEADS” AND “REFERRERS” ARE PEOPLE WHO HELP YOU TO BUILD YOUR BUSINESS.
WHO ARE YOU DEALING WITH?
BUILD RELATIONSHIPS
BE GENUINE, EMPATHETIC AND
HELPFUL.
A PRACTICAL APPROACH
WHERE TO START?• WHO ARE YOUR CURRENT “BEST” CLIENTS?
• First home buyers• Experienced investors• Single Mums• Families with kids• Retirees• Tradies• …
VALUE PROPOSITION
MARKETING INVESTMENT• RESOURCES• TIME• MONEY
HOW TO PLAN• SELECT A PERIOD (3 OR 6 MONTHS)• CREATE A PLAN WITH DATES
• Consider seasonality
• Consider rate changes
• ACTIVITY YOU WANT TO UNDERTAKE• Email blast• 1:1 emails• Webinar• Seminar
HOW TO COMMUNICATE?• FIRST HOME BUYERS
• Feels that broker calls at the wrong time• Highly stressed during approval process
• Wants to be involved
• REFINANCE• Knows the drill
• Wants a better loan
• INVESTOR• Knows the drill• Easy transaction and convinience
LEARNING STYLESSENSORY
Concrete, practical, procedural.“Looks for facts.”
VISUALGraphs, pictures, drawings.
“Looks for visual information.”
ACTIVEManipulate objects, experiments.“Likes working in groups.”
SEQUENTIALLinear and orderly information.
“Details building a big picture.”
INTUITIVEConceptual, innovative, theoretical.
“Looks for meanings.”
VERBALHearing, reading.
“Looks for explanation in words.”
REFLECTIVEThink through, evaluate options.
“Likes figuring out independently.”
GLOBALHolistic, systematic.
“Big picture before details.”
WHERE TO FIND YOUR LEADS?
MINGLE WITH THE LOCALS• BROCHURES, FLYERS• ADS IN LOCAL PAPER• COMMUNITY BOARDS• REAL ESTATE AGENTS• PROPERTY DEVELOPERS
YOUR WEBSITE• “GO-TO-PLACE” FOR CREDIBLE UP TO DATE INFORMATION
• Has to work on mobile• Link to other useful sites (eg your referrers)• Link to calculators• Client success stories• Government policies• Rate changes• Attractive for your target group• Content strategy• YouTube
YOUR WEBSITE• “GO-TO-PLACE” FOR CREDIBLE UP TO DATE INFORMATION
• Has to work on mobile• Link to other useful sites (eg your referrers)• Link to calculators• Client success stories• Government policies• Rate changes• Attractive for your target group• Content strategy
1. A good site does not have to be expensive!2. Content matters most!3. Your site has to be easy to manage!
YOUTUBE• CREATE A CHANNEL AND LINK BACK TO YOUR SITE
GOOGLE• SUBMIT YOUR SITEMAP FOR INDEXING ($0)
• https://google.com/webmasters/
• REGISTER YOUR BUSINESS ON GOOGLE MAPS ($0)• https://google.com/business/
• ADWORDS/SEM ($50 - $50,000)• https://google.com.au/adwords/express/
• SEO (TAKES TIME & MONEY)• https://semrush.com
Googled “Newcastle mortgage broker, Investment Property Finance”
SOCIAL• ADVERTISE OR POST
• LinkedIn• Facebook• Twitter• Instagram• Pinterest
CUSTOMER DATABASE• CATEGORISE YOUR LEADS
• Where or how did you meet• Appetite for risk• Where are they at
• Looking around• Eying a property
• Learning type • Interests
• QUALITY IN – QUALITY OUT• Be diligent with data entry
EMAIL WORKS • EMAIL MARKETING
• Send emails if there is change in rates or policy• Special offers from lenders
• https://www.marketo.com/
• http://www.hubspot.com/
• 1:1 EMAIL WORKS BEST• Use Rocketseed to drive traffic back to your site• http://www.rocketseed.com/
• NEWSLETTER• Big commitment
• GENERIC• NOT TALKING TO ME
• PERSONAL 1:1 EMAIL• LINKS BACK TO SITE• SIGNATURE STANDARD
• CAN BE USED WITH EMAIL MARKETING TOOLS LIKE MARKETO OR HUBSPOT.
Dear Jimmy
WORKING WITH REFERRERS
IT WORKS BOTH WAYS• RELATIONSHIPS TAKE TIME!• MAKE A LIST OF POTENTIAL PARTNERS
• Strategic or tactical partner
• PROVIDE LEADS TO THEM• Active recommendations• Links from your website• Joint campaigns
CREATE A NETWORK• REAL ESTATE AGENTS• FINANCIAL PLANNERS & PROPERTY INVESTMENT SPECIALSTS• HOME BUILDERS & DISPLAY CENTRES• AGREGATORS
INCENTIVES FOR REFERRERS• PEOPLE MAKE DECISIONS BASED ON INCENTIVES• GIVE INCENTIVES THAT MAKE AN IMPRESSION• BE CREATIVE AND THINK ABOUT WHAT THE
PERSON WOULD APPRECIATE!
EXAMPLE LEAD CAMPAIGNS
STEP BY STEP : EMAIL• CRM : FIRST HOME BUYER• BROAD EMAIL CAMPAIGN
• Talking about first home owners grant eligibility• First home owners grant for new homes purchased on
or after 1 January 2016• Using Rocketseed banner to direct traffic back to
squeeze page to download branded fact sheet• Add a brief online survey to assess where they are at in
the decision making process• Offer a free consultation at a time and date of their
choice.• Offer a Skype call or Google hangout as an option
STEP BY STEP : WEBINAR• CRM : INVESTORS• BROAD EMAIL CAMPAIGN
• Talking about how to savely invest in multiple properties• Announce webinar with a property investment advisor
• Send agenda• Using Rocketseed banner to direct traffic back to squeeze page
to register for webinar
• HOLD WEBINAR• Not longer than 30 minutes content with 15 minutes Q&A
• PEOPLE WHO REGISTERED BUT DIDN’T ATTEND CAN BE CONTACTED SEPARATELY
SUMMARY
6 RECOMMENDATIONS1. BUILD RELATIONSHIPS WITH PEOPLE2. KNOW YOUR CLIENTS TO DETERMINE YOUR
TARGET MARKET3. BE REALISTIC ABOUT TIME, BUDGET AND
RESOURCES YOU HAVE TO DO LEAD GENERATION ACTIVITIES
4. PLAN ACTIVITEIS AND FOLLOW THROUGH5. GIVE INCENTIVES TO REFERRERS6. REFER LEADS BACK TO YOUR PARTNERS
QUESTIONS?
