Lead nurturing, the process of tracking and developing prospective leads into sales-ready customers, is a crucial component of any successful mortgage marketing plan. When mortgage leads are captured from various sources, they cannot be expected to simply convert to a sale at the first point of contact. The mortgage leads must be nurtured before they are willing to entrust a mortgage planner with the task of helping them purchase or refinance a home. Through a process of contact points and email nurture campaigns, Intent Home buying Marketing Intelligence allows loan officers to effortlessly nurture their leads. And, as a result, loan officers have more time to invest in other aspects of building their mortgage business.
According to marketing research institute MarketingSherpa, 79% of marketing leads never convert to sales — and a lack of lead nurturing is the most common cause. As a mortgage marketing platform, Intent uses multiple systems to ensure leads are nurtured to their full potential. From the moment a lead is entered into the system, Intent guides the loan officer in helping the buyer through every piece of the home buying process. Once the buyer has closed on their home, Intent provides the loan officer with techniques to stay in touch with the new homeowner to ensure they remain a customer for life.
Intent offers a wide array of email nurture campaigns intended to educate homebuyers, build relationships and regain leads who may have slipped away. These campaigns are perfectly timed and provide calls to action targeted directly at the lead. The content in these emails is relevant, conversational and intended to not only convert the lead, but also create a customer for life. We hope that by providing your customer with useful information and a great lending experience, they will remember you when they decide to purchase a new home or refinance.