Still Using a CRM?
Mortgage CRMs are a thing of the past. What you need is an Automated Conversion Platform that seeks out leads, warms them and alerts you to actions needed to close that deal. Whether you want us to sort through your data for opportunities or you wish to sign in and make the game plan for yourself, Intent’s incredible platform will give you the momentum your pipeline needs.
Creation of pages across social media platforms
Social media management
Social media connection
Build Google for Business page
Create custom email for driving reviews to that page
Post blogs on that page
Social Media Examples
Business alignment and driving efficiency is at the core of what we do, but lead generation nurturing and ROI measurement are key if you are buying leads.
The first step is to figure out what’s currently working and what’s not.
- Where are you buying leads?
- Is this lead unique to you?
- Has this been sold multiple times?
- When speaking to the lead, what challenges were there to applying?
- What is the correct marketing journey for the specific buyer(s)?
- What touchpoints and education are considered valuable to conversion?
Once the application has been taken, what is the follow-up?
- Throughout the process until closing, are you an asset?
- Did this closed borrower become a raving fan?
What if you looked at every lead for the past six months and asked those questions? How much money was wasted on leads that you could not get on the phone? Those leads never passed step 2. How many leads actually met all criteria on this list?
Whether you are using an outdated CRM or looking to start using a true CDP solution, the time for change is now, as it’s essential to scaling your business, maintaining transparency in sales and marketing activities, and tracking a wide range of data points that help define your business.
Lead management comprises three core functions: lead capture, lead scoring and lead nurturing.
Leads are captured from a variety of sources that feed automatically into Intent’s CDP.
Lead nurturing is the process of keeping prospective homebuyers engaged with your mortgage brand through personalized communication or campaigns until they are ready to buy. These efforts are meant to build trusting relationships between the loan officer and the homebuyer. Effective text and email marketing lead to calls that produce conversations and conversions.
Calculating these may seem scary, but honesty about where you spend money and acknowledging where money is best spent are crucial moving forward in the digital mortgage space. Sales accountability will be different as margins shrink and more companies rely upon tech.
Do you know your CPA? Cost Per Application is one of the most important things to calculate, but very few companies know what it costs to have a person apply for a loan. With lead gen, you can easily factor in the cost per lead, the cost of the marketing and other efforts.
The more optimized your marketing strategy, the better your CPA will be. Those invested in accountability will find scheduled automations and reminders invaluable. Leads contacted means nothing if no leads are converted, and that’s where the sale meets ROI. Managing massive pipelines requires daily metrics, and your CDP should be able to provide clarity.
Integrate the leads you are buying into a platform
Create custom workflows for how you do business
Close more loans
Conversations can be your quickest route to ROI.
The new game in mortgage is cost per lead conversion or, as we say at Intent, Cost Per Application (CPA). This is incredibly important because while anyone can brag about their closing numbers or the price they are willing to spend on leads, very few can actually tell you their CPA, and even fewer can report their Cost Per Closing (CPC).
How much does it cost to attain a lead, nurture it, take the application, market to the buyer while they shop, and then close that lead? Not factoring in the cost of overhead and teammates to make this happen, some loan officers will spend almost $100 for the lead alone. Then add their CRM cost, POS system, credit pull and many other contributing factors.
CPC is incredibly important to review, as it accounts for how many leads are purchased but not converting and helps reveal what the engagement strategy for those leads should be long-term.
Segmenting and targeting audiences
Email marketing, when done correctly and well, should provide results. But bad data can be a hurdle when it doesn’t segment into the correct buying groups.
Good data management asks these questions:
- Do you have the correct email address?
- Do you have background data before you contact the lead?
- Are emails being opened and responded to?
- Are graphics and verbiage in line with your brand promise?
- What are the open rates?
- Are there responsive workflows that pivot based on behavior tracking?
- What is the opt-out rate?
Our homebuyer intelligence allows us to create digital campaigns to get you noticed. Whether you are looking for specifically written online lead campaigns or just want a more tailored approach to your marketing, we have you covered.
This marketing is available to anyone within the homebuyer space, including real estate, mortgage, homeowners insurance, home inspection and more! Regardless of what follow-up system you use, Intent can create the kinds of campaigns designed to inform, organize and help your buyers have the best experience.
Personalization is one of the biggest trends driving marketing today. The formula for making an email one that a recipient opens, reads and responds to in the mortgage industry is complicated, yet incredibly vital. In order to speak on the loan officer’s behalf to customers and business partners, the messaging must be personal. Questions should be answered before they are asked, and all members of the transaction should feel as though they are guided through the homebuying experience.
Targeted content + personalization + data = sales?
Implement a content strategy unique to each audience through personalized messaging strategies.
1. Define and prioritize your lead’s need
2. Identify the correct content strategy
3. How do you scale a personalized approach?
Good data personalization is an art.
Consumers have become accustomed to relevant ads and expect highly personalized experiences. Personalization done well can make homebuyers feel like you are engaging directly with them, making them more likely to convert.
Is the data record free of any critical errors that will hinder reaching out?
Do you have a plan that is adhered to daily?
Do you update the record with notes and social media links?
Data can feel “big brotherish” but try to see this as a courtesy to your database. They have entrusted you before, and you want them to understand that a Mortgage Planner has a role for the rest of their lives to guide them financially when possibilities arise. It’s important to inspire a sense of urgency, as typically a customer will be somewhere in the buying cycle or be unaware of opportunities that are there. Basically, you are alerting someone to the possibilities.
Your job is a job for life. You will always be looking out for the best interests of your customers.
We offer database scrubbing where our team will do the following:
Compliance. Compliance. Compliance.
If you are texting your leads or customers, it’s important to know the laws around doing that. Intent has created a compliant, valuable system where your texts are pre-written to work with your email campaigns in timely, smart ways.
Let us show you how much of an impact good texting can have on your business. To sign up, click here.
Retargeting & Online Advertising
As buying behaviors change, being in front of potential homebuyers at the right time with the best messaging will allow you to close more loans.
Retargeting allows us to show up across social and digital platforms once a homebuyer has engaged with your brand.
Social and online advertising gives you the unique advantage of targeted, local advertising across the digital landscape. We create compliant, custom ads for Facebook, Instagram and beyond.
Testimonials are quite different in the digital age. We partner with the best feedback companies in order to gain social proof for your homebuyers.
We can have these automatically update to your website as well as create custom campaigns with social proof. For example, if you have a first-time homebuyer, you can have testimonials in those emails with your first-time homebuyers speaking to how much they trusted you to guide them through the process.
Spanish Speaking Marketing
¿La mayoría de tus clientes hablan español? ¿Necesitas una solución de marketing y ventas que le explique claramente a tus clientes cómo comprar una casa? En Intent, ofrecemos nuestro sistema completamente en español. Si deseas saber más, envíanos un correo electrónico para una demostración. ¡Esperamos trabajar contigo pronto!
Do most of your homebuyers speak Spanish? Do you need a marketing and sales solution that will explain to your customers how to buy a home in clear terms? At Intent, we offer our system completely in Spanish. If you would like to know more, we invite you to email the team for a demo. We look forward to working with you soon!