Major credit bureau Equifax has introduced a lead generation tool for the mortgage industry. Thanks to its Mortgage Lead Generation Models, Equifax can now help users predict the probability of a lead converting to a sale within the first two to six months. Equifax believes this will allow mortgage lenders to better target their mortgage marketing campaigns because lenders will have the ability to identify borrowers early in the home buying process and retain them.
Rather than relying on reactive methods to acquire and retain customers, Mortgage Lead Generation Models proactively identify and target prospects early in the mortgage journey through methods such as segmented customer marketing and the prioritization of quality leads.
Mortgage Lead Generation Models use information such as a prospective lead’s credit history, wealth assets and demographics to classify the lead as a likely new home purchase, first-time home purchase, refinance or HELOC. The system then rates the lead from 1 to 999, with leads who boast higher scores being more likely to turn into a sale. To read more about Mortgage Lead Generation Models, click here or here.”
Let’s face it: In the mortgage and real estate worlds, the only word more overused than “digital” is LEADS! Everyone wants to talk about leads — where they are coming from, how to get better ones, when more are coming in, who is talking with my leads, and, most often, how to follow up with leads.
“Do you call?”
“Do you text?”
“Do you email?”
The constant questions and discussion about homebuyer leads are creating follow-up fatigue for those who work in the mortgage and real estate industries.
So, let’s settle this once and for all. Of course, we are going to believe that a CDP (customer data platform) will allow you to keep track of homebuyer leads effectively (as will a CRM), but it’s the way you follow up that sets you apart from the rest.
- Timing is EVERYTHING. You need to make contact and do so quickly and often. Having a plan to do that is actually going to make life a lot easier. Set your CDP up with built-in calls to voicemail, texts, videos and emails. You may be surprised how personal this can feel if you set them up the right way and schedule them appropriately.
- Keep notes on calls if they are completed or note any responses you receive. Once you establish contact with a buyer and understand their needs, you should have campaigns built around those buying preferences and life circumstances to individually speak to the needs of that buyer.
- Retarget your buyer through ads. Keep your brand in front of them.
Remember that a lead is a lead. Even if the customer is in a lease for another six months, have a plan to market just to them. Even if your customer has a low credit score, have a plan to market just to them. Lead success is all about the plan. If you ever need help creating your plans, Intent is here for you.