In the context of online marketing, a mortgage landing page is a web page, build specifically to receive and convert traffic from a marketing or advertising campaign.
Unlike other web pages such as your website home page, which typically have many goals and encourage exploration, mortgage landing pages are created to achieve a single objective.
For example you have a special hard money loan program that you advertise on Google, Bing and social media platforms such as Facebook, Twitter, LinkedIn etc.
Every advertisement basically send visitors somewhere when they click on it. The page where visitors “land” after they’ve clicked your ad is the landing page.
This dedicated page showcase the offer highlighted in the ad, with a combination of optimized elements and clear Call-To-Action to convert them into leads. A mortgage landing page sole purpose is to convert visitors into leads. And to achieve this it has a form that allows you to capture a mortgage shopper’s information.
It’s often a good idea to provide a free report or special discount to encourage visitors to provide their contact details (called as mortgage leads).
Why do mortgage brokers and loan officers need a landing page?
You have a great mortgage website that represents your brand well. Next step is to turn all that value into sales, and for sales you need leads. Mortgage landing pages are a great effective tool to convert traffic into qualified leads.
Mortgage landing pages are campaign specific you may need more than one landing page.
Landing pages are distraction free and focus on one and only one goal, so if you are promoting mortgages for first time home buyers, reverse mortgages, FHA loans, hard money loans, lowest interest rates for apartment loans and equipment financing and more, ideally you must have a one landing page for each program or offer.
What makes a good landing page?
Must be in sync with the offer: As explained above every landing page is build for a purpose, visitors arrive on your landing page after clicking on an offer/ad of their interest. Straight away provide them what you promised in the offer.
Have a great headline: This is directly related to the first point but so important that it has to be mentioned separately. A mortgage landing page’s headline should clear indicate what’s in it for them (the benefits you offer).
Make it appealing (free of clutter): Don’t put a lot of information, just mention the key features/benefits. Use graphics or even a video where possible instead of regular text.
Limit navigation: Purpose of a mortgage landing page is to convert visitors into leads, you want them to take action and provide you with their details. So there is no need to provide links for them to navigate to the other webpages of your website.
Clear call to action (CTA): The call to action, known as the “CTA” is an appeal to users, inviting their response. A well optimized effective call-to-action is very specific and clear, allowing your website visitor to take the appropriate next step without any confusion.
Offer value: Provide your visitors something valuable in return, such as a free report, an ebook, video, checklist, whitepaper, or zero fee.
Use a short form: You want your visitors to take action, don’t distract with unnecessary lengthy form. Short form landing pages are critical in increasing the number of leads (maximum conversion). Remember you just want them in the loop, remaining details (if needed) can be acquired later.
Create a thank you page: A thank you page is a page you send visitors once they fill out the form on your mortgage landing page. This page should confirm that the user’s action was successful. Tell leads what they expect next: e.g. tell them that they will receive a follow-up email confirming their subscription. A link to download the free offer can also be a part of the thank you page.
Test, test, test and test some more: The secret sauce in the successful marketing campaign lies in the testing. For better results, split test different variations of your landing page. Test primary headline, sub headings, bullet points, images, video, CTA, and even form fields. Test until you get a landing page that works for your specific offer.
In mortgage marketing terms, a lead usually is the basic contact information and in some cases, demographic information of a customer who is interested in a specific loan product or service from a mortgage lender or mortgage broker. Mortgage leads are generated on the basis of demographic criteria such as FICO score, income, age, household income etc. These leads are typically followed up through phone calls, emails, or social selling by the loan officers, agents, brokers and lenders.
Mortgage leads can be generated from many sources such as response to off and online advertisements, websites, social media, word-of-mouth referrals or personal acquaintances. In this article we’ll focus on what to do to generate qualifies leads from a website.
1) Register a Domain Name:
First of all you need a domain name. It would be something like yourname.com, yourcompanyname.com, mymortgagebusinesscompany.net etc. You can choose/register any available domain name but it needs to represent your business, your product, your services or a specific chosen niche.
2) Have a Professional Website:
You can just have one carefully crafted landing page to capture leads. This works fine with paid advertisements but still having a legit website with quality content is a must. You can’t just have one landing page claiming that you are the go to person or company if someone needs a commercial or residential loan. You need to a solid website with unique genuine content. And you should add/update new contents regularly.
You can get have a custom website built just for you or get a ready to go website and tweak it to present our product and services. If you have time, expertise, money and patience to deal with developers and designers custom solution is the best option. However, if need a presence immediately we minimum of efforts and fraction of a cost, then go for ready-to-go mortgage website (as offered by ireadysites.com).
3) Add Quality Content:
The digital marketing has become very competitive and mostly driven by content. To stay in the competition you need to crank out as much website content as possible. But the key is your content should provide your audience with valuable information, quality content demonstrates your expertise and help you become authority in your area. This ultimately brings in the trust, credibility, and engagement.
So don’t write articles after articles on your blog, offer/write something of value that is hard for your audience to find elsewhere. And then present it well with the help of a mix of text, video, and infographics to cater for a broader audience.
4) Optimize Your Website to Capture Mortgage Leads:
Optimizing your website for mortgage lead generation is an integral part of any lead generation campaign. Now that you have (step 3) valuable relevant content, optimize on-site content so that users can easily find you through search-engine results. We all know that ranking for highly competitive terms is extremely difficult. So research for relevant long-tail keywords that you can realistically rank for.
Remove clutter: Search engine (and online visitors) like easily navigable website structure, so remove clutter (i.e. remove what is not needed and make content flow swiftly, don’t present your visitors with disconnected and seemingly random information. You only have seconds to capture visitors attention, be on point and make sure they clearly understand what you are talking about.
Add clear and obvious call to action: A call to action (CTA) is a marketing term that refers to the next step a marketer wants its audience or reader to take. In digital marketing a CTA can be word or phrase, a button linked to a web page where the user can take further action. It should provide the visitor a clear idea of what they are suppose to do and what they should expect at the next step. Some of the qualities of good calls to action:
Compelling Design: The sole purpose of CTA is to to grab the user’s attention, so use bright contrasting color scheme. CTA text or button should be larger enough to stand out from the rest of the content.
Clear Benefit: Very clearly indicate what the user will get if they take action.
Actionable Text: Entice user to take action, use words such as “apply now”, “start now”, “learn more”, and “get instant access”. Users are easily distracted on the internet, so a use of strong sense of urgency phrases such as a “limited time offer”, “one time offer”, “last x copies left” can help compel users to take action immediately.
Logically Placed: A good call to action should be in the direct path of your users. Arrange your web content in a way that encourages a natural reading flow that ultimately directs them to your CTA.
5) Drive Qualified Web Traffic to Your Website:
Now that we have everything ready, time to start taking steps to bring traffic to your site. So what is the best strategy to drive traffic to you newly created mortgage website? The very first step like any offline business is understanding your clients: who they are, what their habits are, what their needs are, what are they looking for (commercial, residential or reverse mortgage loan). This is essential for content writing as well as while defining your traffic strategy.
Once you have above mentioned data, now look for the best traffic source that suits your needs:
Organic Traffic from Search Engines: Organic traffic is mainly any traffic that comes to your website from a search engine, such as Google, Bing, Yahoo, or DuckDuckGo. This is done with the help of Search Engine Optimization (SEO) and is fundamental to driving traffic to your website. However, this is a recurring process and it takes time to see results (i.e. people coming to your website).
Social Media: When used sensibly , it can be a great way to promote your content and to directly communicate with your audience. According to Q3 2016 Merkle Digital Marketing report, Facebook accounted for 61 percent of website visits generated on social media. Twitter, Instagram, LinkedIn, Pinterest are some of other social media tools that can help you get results.
Videos: People love watching videos, they prefer videos over text and image based content. Over 96% of people have watched explainer videos of products or services in the previous year. Video is a (if not the) highly effective form of online marketing. Despite the fact that almost every one consume online videos daily, many mortgage website brokers, lenders and loan officers still aren’t using video as part of their digital marketing strategy.
Like realtors, most mortgage professionals rely on marketing themselves to maintain a steady income and videos can play a significant role in achieving this goal. No matter how you get this done, whether you take a selfie video (even using our own phone) or outsource to a professional mortgage video production company, it’s important to offer a video that can properly explain your products and services.
Videos should be informative, well presented but they have to be short & sweet. Create videos showing your expertise, some special offer, client testimonials and about loan programs that you offer. Record a one minute clip answering frequently asked questions you get from clients. Mortgage business leads are all about building relationship and there is no better way to come on camera and talk to your potential clients directly through an online mortgage video. You can show these videos on your website as well as on video and social media sites such as YouTube, Facebook, LinkedIn, this would be a great source to bring qualified traffic.
Referrals: Referral traffic is defined as visits coming to your site that originated from another website and came to you through an organic link click. This traffic most often comes from partner sites referencing your content/resources. These are mostly Authority blogs and news websites.
Paid Advertisement: And finally you drive immediate traffic to your site through paid online marketing for your commercial residential, reverse mortgage company. You might think that it is going to be expensive but that is not the case. Paid ads can even be cheaper than traditional SEO techniques. If keyword research, geo-targeting, competitive analyses, ad copywriting and on-going campaign management is done properly, you would see instant results. This is what we prefer for our own website.
For example with pay per click (PPC) advertising, you can bring loan shoppers directly to your mortgage website, where you are in control of how you present yourself. This means rather than your listing appearing with some many of your competitors, visitors see only what you want them to see. By running ads through Google AdWords (or other similar platforms), your mortgage and real estate business will be able to show up immediately for the words and phrases that people search in the area that you serve.
Most ad platforms such as Google, Facebook, Instagram, LinkedIn allow you to pick a target audience, budget, ad type (e.g. image, video, carousel), and length of your promotion. Start with a small budget, evaluate, tweak and once set go with full throttle.
As a mortgage professional, a unique professional mortgage website is one of the greatest marketing tools defining your business. Based on this theory you decided to launch a brand new website based on the latest web design trends and technologies. You worked relentlessly and the day is finally here – your fresh new website is online. Now it’s time to sit back, relax, and just wait for all those loan shoppers to find you.
Well… not quite. Launching your new mortgage website is exciting, but the job doesn’t really end here. Now you face the challenge of driving qualified targeted traffic to it.
The big question now is: What should you do to promote your new website?
There are tons of website marketing methods, some need professionals, but there are man simple strategies you can do yourself to drive steady flow of traffic to your website. Here are some of them:
Add Fresh Content To Your Website Regularly
Anyone who know a bit about digital marketing or SEO is almost certain to be familiar with the often repeated saying “Content Is King.”. Although most have heard the phrase many time, not everyone is familiar with its origin or its longevity. Perhaps it should come as no surprise that — In January 1996, Bill Gates wrote an essay titled “Content is King”, which was published on the Microsoft website. Here is an extract from it:
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”Every update you make to your mortgage website plays a part in its interaction with visitors, customers, and the powerful search engines. However, a static website without updates of any kind may be viewed by search engines as a “dead” entity – with no life and nothing new to offer.Simply put, if you update your website regularly with high quality fresh content, search engines will consider it a loving gesture from you. And they’ll respond with more love by sending you quality traffic.
Search Engine Optimization
It’s no secret that no website can live without SEO (even nowadays when paid marketing is at it’s highest). According to a research from Web.com and Higher Visibility, the average small business owner (this includes mortgage professionals too) doesn’t understand much about search engine optimization and don’t use it much. But, it’s web marketing’s not so secret weapon as strong SEO strategies help drive more traffic and, therefore, more customers to websites. SEO does this by making your website more visible like making it appear further up on a search engine results page such as Google.SEO, which will improve organic search engine rankings, is a process which in a nutshell involves:
optimizing your website for keywords,
adding authoritative content on regular basis,
increasing quality links to your site.
Use Social Media
Ask myself, “Where do my potential customers hang out online?” The first that will come to mind will be social media. Join Facebook groups, like pages, get on twitter, use Instagram and join other online forums. Interact with people there, provide solutions where ever you can. See if someone has asked a question in that forum that your website can answer, respond and provide them a link to your mortgage website.A great way to get notified on social media is by posting photos, animated gifs and short videos. If you’re not doing this already, you really need to be. Social media pages provide mortgage website owners a free opportunity to promote their business through text, images & movies. Don’t just use text to show what you do. Show them! Take photos of your recent mortgage closings, show the difference you make in each client’s life – the time and effort you put into getting them a home they really need.Not only do social media profile, groups and pages represent a good place to share images and videos, but they also are a great channel to get the word out about any specials or promotions going on at your mortgage company. You put time and effort into crafting fun and enticing promotions to help drive clients through the door. So, make sure they get the attention they deserve. Always share ongoing or upcoming promotions on social media and every other available platform to get them across a large audience in a small amount of time.
Word of Mouth
While online presence is pretty much essential nowadays, never underestimate the power of word of mouth when it comes to selecting a loan officer or a mortgage company. How many times have you heard someone’s loan officer described as “a friend,” “a person I’ve worked with before” or “a loan officer my co-worker referred”? Word of mouth can be great for recommendations. Most of these recommendations will be done in person, but you can also have control over recommendations by creating a review section on your website and you can use social media for this too. Facebook is a great tool for this, and works on a star rating system where Facebook users can also leave comments if they wish.
Blogging is a great marketing tactic that can get your business more online visibility. It doesn’t just help your mortgage company; considering today’s online loan shopper behavior, business blogging is becoming essential to maintaining an online presence, standing out above the competition, and even obtaining customers. Considering the benefits it brings to the table, you should absolutely be blogging for your mortgage business.
We get many questions about video promotions and marketing.
So today, let’s do top 3 of them.
Q: Can videos make significant impact on my mortgage business? ANS: Yes, videos are very powerful tool and can help increase the conversions significantly. These days most of mortgage professionals are using videos to educate and promote their business.
Just take a look at the following facts which are proofs that videos can skyrocket your leads, sales and profit:
YouTube is the SECOND most popular search engine, in the world. (In case you weren’t sure, number 1 is Google)
Forrester Research found that video increases the chance of a front-page Google result by 53 times! And considering only 10% of users look past the first page of search results, the first page is where you need to be!
Over 20 MILLION videos are uploaded to Facebook each month.
39 BILLION videos are viewed per month in the U.S. That is 211 videos viewed and 16 hours of time spent per person, per MONTH!
Video accounts for 79% of global internet traffic – Tubular Insights
You can see a 157% INCREASE in organic traffic by including videos on your site – Marketing Sherpa
Social video generates 1200% more shares than text & images combined – Brightcove
Video users see 27% higher click-through rates and 35% higher web-conversion rates – Vidyard
64% of customers are more likely to buy a product after watching a video about it – Hubspot
Almost 50% of internet users look for videos related to a product or service before visiting a store – (Think With Google)
People spend on average 2.6x more time on pages with video than without video. – (Wistia)
Including Demo video in a landing page can increase conversion by 80%. – (Eye View)
Next question… Q: I know that video marketing is powerful. But will it work for commercial mortgage business? ANS: Absolutely!
No matter what you are or what type of business you have… Residential, Commercial, Reverse, Real Estate, Small Business Loans…
There’s great opportunity and advantages if you are using video for your marketing.
And if you decide to stay away from it, you’ll be putting yourself at a great disadvantage when compared to your competitors who do use videos in their mortgage marketing.
Alright, one more questions…
Q: How can I get videos when I don’t have money to hire expensive freelancers and I don’t any complicated video creation process? ANS: It’s true that not everybody is an expert in making creative-engaging videos…
And not everybody has enough budget to hire professional video makers.
However, with video creation software and tools like VideoMakerFX, Explaindio, VideoScribe, Camtasia, and others it became so easier for people to create their own videos.
OR… even simpler, one can just use video templates from video templates marketplace such as VideoHive, VideoStocks, etc.
We provide pre-designed websites with default content so that mortgage professionals can get a fast start. Instead of writing content from scratch they can just modify the existing pages, add/delete text, add their own images and even videos to have a unique mortgage website for better search engine rankings.
Most of the clients can add text and images but when it comes to changing the overall look of website it gets difficult for them.
This is where iReadySites designers come in, if you want a home page tailored to your specific requirements, our designer can help. We can customize our mortgage website designs to make them more unique to you and your business requirements. We’ll build a mortgage website home page that helps you drive interest in your products and services. A customer centeric website design customized to your business theme & goals. Stand out from the competition, improve user experience & conversions. And our professional web design service, is that one right step in establishing a compelling brand presence.
Most loan officers promote their mortgage business through both social media and email.
But which one is better? With so many consumers on social media these days, you may be wondering whether you should spend more of your time (and marketing budget) on, social media or email.
Over the past decade social media has grown exponentially and has become a major fixture in the online marketing landscape. It’s here to stay and you should use it your marketing strategies. But email marketing is still ahead of social media. here is why:
There’s only one medium with email and there are several (Titter, Facebook, Instagram, LinkedIn, etc.) with social media. Which ultimately means you need to spend less time on email.
It also gives you opportunity to speak directly (one on one) with your prospect loan buyer.
Email has been around for quite a bit longer than social media. People are more familiar and depending on your client demographics might be the best medium to use for your next marketing campaign. It has a bigger user base. The Statista estimates that by the end of 2018, more than 3.8 billion people worldwide will use email. “In 2017, global e-mail users amounted to 3.7 billion users. This figure is set to grow to 4.3 billion users in 2022.”
Roughly there will be 281.1 billion emails are going to be sent or received in 2018.
Email marketing has the highest ROI. The median ROI for email is 122%. Social media comes in at a second place, with a ROI of just 28%.
Almost 60% of internet users check their email inbox first thing in the morning, before checking at their Facebook, Twitter or other social media accounts.
So if you have to choose one that would be email marketing but mortgage online marketing can’t afford to ignore social media.
Your commercial mortgage website is the first tool that can keep you stand tall among competition, but only if it is built for visitors. Not to satisfy your own personal aesthetic sense. What look good to you may not be the ideal website for general visitor. When you decide to have or design a website, you need to keep the end-use in mind. What he/she needs and how you can make their visit to your website a worth-while experience.
So the first thing is always to have an engaging website. Engaging commercial commercial websites create lasting first impression, give companies credibility and can help generate commercial leads. So how can your capture the interest of your online visitors and increase user engagement amidst this competitive landscape? Here are 5 tips that can get you started:
1) Responsive Web Design (RWD)
It’s a technique or method to design commercial websites so that the website will “respond” to different sizes of device windows (called “viewports”). The ultimate goal is so that with any device, small or large, mouse or touch, the website visitor or user can easily use the website with the same functionality as if it were being viewed on a traditional desktop computer.
A site designed with RWD adapts the layout to the viewing environment by using fluid, proportion-based grids, flexible images, videos and CSS3 media queries.
Responsive web design has become more important as the amount of mobile traffic now accounts for more than half of total internet traffic. Therefore, Google announced Mobilegeddon in 2015, and started to boost the ratings of sites that are mobile friendly if the search was made from a mobile device.
2) Focus on SEO:
You cannot generate leads if people can find you! Search engines like Google, Bing and Yahoo can send you valuable traffic. Online loan shoppers normally use search engines when looking for commercial loans, so knowing how you can utilize them for your site’s favor is a good thing. SEO traffic often converts better than other channels due to the fact that rankings often convey trust from the search engines. And so, it is my strong opinion that if you’re running any online marketing efforts, you focus on SEO too.
The fact of the matter is, organic search is the single most driving source of traffic to most of the commercial mortgage websites. Not to mention, it’s FREE too. It will also introduce your loan company to a whole new set of people. In order to truly realize the most value from SERPs, you must pay careful attention to your search engine optimization efforts.
3) Use Catchy Images And Headings
There’s no shortage of content on the Internet. Every day, millions of blog posts are published. If you’re a commercial loan agent who owns a website and do content marketing, all that content creates a challenge. How can your website stand out?
Images grab attention – As you’ve probably heard before, our brains process visual information 60,000 times faster than text. Human beings are visual beings, so showing a striking selection of professional images is pretty much the most straightforward way in selling commercial loans. Indelible, crave-able images have become in high demand in the world of content marketing, and the push for visual content seems to only be getting stronger. Always have a header image for your blog posts.
A striking headline is extremely important to bring the reader in to view an article or advertisement. Catchy headlines can make or break your content. Great headlines give you an edge and convince your audience to read and respond to your copy. This is a complete topic in itself but in general write a headline that grabs user attention and entice them to read more. Try to use your reader’s “how-to” instinct and/or ask a provocative question in the commercial mortgage loan article headline.
4) Clear & Effective Call-to-Action (CTA)
A commercial mortgage website or even a commercial mortgage landing page is incomplete without a clear call to action, a response you want users to complete. But question is how do you encourage users to act? How do you create an effective call to action?
Follow these guidelines to create CTAs that adhere to established best practices. CTAs should be:
Visually striking with web page content that compels your visitors to click the offer
Brief: A couple of words is best, no more than five is ideal
Action-oriented: Begin with a verb like “Start”, “Signup”, “Download” or “Register”
Located in an easy-to-find spot on the webpage
Good Design: A colorful button that contrasts with the color of the page is a good strategy to get the user’s attention.
High Visibility: Because the call to action should be the most noticeable thing on the page, the font size should be large enough to command attention.
Easy to understand and clear: Be sure to state exactly what the visitor will get if they click on the CTA.
A no-obligation statement that removes or reduces risk. Any type of money-back guarantee or short free trial period helps convince the user that there is little risk in completing the transaction.
Having a secure commercial mortgage website not only gives online loan shoppers a sense of security as they browse your content, it can also help in search results since Google has taken a strict stance to ensure that it protects the privacy of their consumers. Security, they say, has always been “a top priority” for them.
Back in 2014 Google announced that having a SSL 2048-bit key certificate on your site will give you a ranking boost. Here we are almost in the last quarter of 2017, so what does this mean for mortgage website SEO now, and is making the switch to HTTPS worth it? To answer that, let’s look at the following:
HTTP vs HTTPS
In a layman’s terms, Hyper Text Transfer Protocol Secure (HTTPS) is the secure version of HTTP, the protocol which lets visitors view a site and send information back to the Web server. The ‘S’ at the end of HTTPS stands for ‘Secure’. It means all communications between your browser and the website are encrypted and secured.
The most important difference between the two protocols is the SSL and now a days TLS certificate.
The SSL certificate encrypts the information that users supply to the site, which basically translates the data into a code. Even if someone manages to steal the data being communicated between the sender and the recipient, they would not be able to understand it due to this encryption.
TLS (Transport Layer Security) protocol helps provide data integrity, which helps prevent the transfer of data from being modified or corrupted, and authentication, which proves to your users that they are communicating with the intended commercial mortgage website.
SEO Advantages Of Switching To Secure Mortgage Website
Following Google’s recommendations to change to a secure website is a simple, safe and smart decision for mortgage loan officers. Doing so will benefit the security of your mortgage and real estate website (and your customers), but there can also be additional SEO benefits such as:
Better Ranking on SERPs: Google has mentioned it is a ranking factor – and even if it is only a small factor, it may just be enough to give you an edge over a competitor.
The Process of Changing from HTTP to HTTPS
Here are the simple steps to migrating your commercial mortgage website from HTTP to HTTPS:
Get a dedicated IP Address: It’s not mandatory but having a dedicated IP address will give you far better results.
Install your SSL certificate on your website’s hosting account, in most cases your hosting provider will do his for you.
Make sure that all the website links are changed from http to https so they are not broken after the https switch,
Set up 301 redirects from HTTP to HTTPS so that search engines are notified that your site’s addresses have changed and so that anyone who has bookmarked a page on your site is automatically redirected to the https address.