As a mortgage adviser, you’ll know that finding new clients can be like waiting for a bus. You sit tight for ages, and then three come along at once. If you’re looking for a more reliable and sustainable lead generation strategy, you’ve come to the right place. Today, we’re sharing advice to help mortgage advisers find clients. Let us know which of these works for you…
Make social media a priority
Social media is one of the most effective ways of finding new clients online, especially in today’s work-from-home era. LinkedIn is one tool that can help you to position yourself as a clear authority or leader in your niche and outmanoeuvre other self-employed advisers in the same era. Optimise your profile for conversions, ask for skill endorsements from colleagues and friends, and post content that will engage potential clients on a daily or weekly basis.
Twitter is another channel you can use to grow your personal brand - connect with potential buyers as well as other professionals in property management, investment, and banking. It’s hard work, but with some consistency, you can grow your follower base, show clients you’re a reliable and trustworthy choice, and spark conversations with new leads every day. Paying for advertising on social media can also work well, but it’s expensive to target strategically.
Send out newsletters
Mortgage brokers face stiff competition from larger companies and lenders themselves, so anything you can do to differentiate yourself from the crowd will work in your favour. One of those is to send out a regular newsletter, offering updates on the housing market, changes to legislation, tips on saving for a deposit, as well as promoting success stories and the latest deals and mortgage rates you have available. Send out a monthly or quarterly newsletter to your audience - many of whom will be first-time buyers or looking for a bigger home so they can start a family. Although most of your recipients won’t be in the market for a mortgage just yet, regular newsletters keep you at the forethought of their minds when they’re ready to buy.
Planning content in advance and running “themed months” could work well. To boost your subscriber count, focus on SEO and give users a reason to sign up in the first place. It could be that you offer them an eBook or a free financial audit before they apply for a mortgage.
Join a platform like Profezo
If there was a platform that connected you with first-time buyers and those looking for a new mortgage deal, you’d jump on it right away, right? Well, there is! Introducing Profezo, a new platform that connects consumers to professional financial advisers like you. Sign up for an account, build your profile and you’ll have access to potential clients right away. On one of our free plans, your brand-boosting profile will be discoverable by search engines and you’ll pay to respond to leads and enquiries, whereas on the Pro plan, you’ll benefit from advanced profile options, view analytics, be featured on the homepage, and enjoy unlimited free enquiries, allowing you to grow your business and add a revenue stream to your bow.
Optimise your website
We’ve said it before and we’ll say it again: optimisation is so important. If you’ve spent time and money building a quality website for your business or personal brand, you’d be a fool not to invest in SEO to increase its ranking and drive more organic traffic. To rank on the first page of Google for competitive terms like “Mortgage broker in Dubai”, you’ll need to identify some keywords and phrases and use them in your website’s copy. Speaking of copy, the more content on your website, the better: fill out your blog, invest in landing pages and ensure every page offers genuine value. The best strategy is the skyscraper technique: see what’s ranking well on Google, rework it and add even more value than the high-ranking site in the form of additional content, resources, graphics and video; you’re then sure to flourish.
Invest in digital advertising
Pay-per-click advertising might be expensive and perhaps even complicated to those without prior experience, but it’s one of the best ways to generate mortgage leads. You can pay Google and Bing to appear at the top of the search engine results pages whenever someone types in “Mortgage broker” or “equity release” - and as those searchers are qualified leads, you’re likely to generate a number of new client enquiries without doing much work. You can pay anywhere from $0.10 to $100 per click, so work with a PPC professional who’ll identify the right keywords to target, and set yourself a strict budget. Pushing people to a landing page designed specifically for that search term is a great way to maximise conversions, and creating hyperlocal content (honing in on individual towns or districts) can also prove fruitful.
Ask clients to refer their friends
Finally, introduce a referral scheme to encourage existing clients to recommend your service to their friends and family. It sounds obvious, but many brokers and advisers overlook the value of word of mouth marketing - or fail to realise how simple it is. Promote your referral scheme throughout the brokerage service in your email signature and over the phone, and when a client’s mortgage is approved and they move into their property, remind them that you’re offering a kickback or gift in exchange for a referral. This could be anything from a bottle of champagne to a $100 Amazon gift card - decide what a referral’s worth to you and reward them accordingly. Naturally, the more generous the reward, the more likely they are to recommend people to you, but it’s also important to deliver a first-class service. Happy customers will naturally want to recommend you to others; make that your ultimate priority!
Mortgage adviser? Follow Profezo for more advice on running a successful business and check back to the blog soon - we regularly share tips to take your career to the next level.