Get the mortgage broker advertising ideas that will help you ring in the new year with strategies guaranteed to keep your sales pipeline full in 2018.
Did you meet your sales goals last year? If you did, congratulations, but it’s time to aim even higher. If you didn’t… well, you’ve got no time to waste to turn things around in 2018.
Mortgage advertising is getting pricier and more competitive, meaning you really need to know what your doing to get ROI out of your lead generation ad campaigns.
At Elevated Perspective Marketing, we’re big believers in the ROI of buying mortgage leads directly from a seller offering guaranteed leads. However, in our 20+ years of experience in the mortgage and finance industry we’ve learned some things about effective advertising campaigns as well.
Here are some of the top advertising ideas that will help mortgage lenders make sense of the complex digital and offline landscape out there.
Top Mortgage Broker Advertising Ideas for 2018
How should you choose between print or digital advertising? The best answer: don’t.
In a competitive industry like mortgage lending, you can’t afford to waive a white flag at either of these important advertising channels. If you follow the ideas below, you’ll be able to maximize the growth potential of both channels, and help them work together to take your business to the next level.
10 Digital Mortgage Advertising Tips
1. Develop a clear unique selling proposition
Do you know what sets you apart from your competition? If you don’t, you’re not ready to advertise online.
This article is the best guide we’ve found for explaining how to build a value proposition from scratch
2. Choose your positioning carefully
If you’re thinking about display network advertising, choose your target sites carefully. Many mortgage brokers have had success with sites like Zillow and Trulia, but many more have run fruitless campaigns due to choosing the wrong placements or matching the wrong ad to the right site.
Here’s some advice on choosing placements for display advertising with Google.
3. Consider the Intent Behind Keyword Searches
Some mortgage lenders choose to use search network only campaigns. In search campaigns, it’s all about the keywords.
Wordstream’s article about keyword intent is a must read. It explains the difference between transactional keywords and informational keywords. Stick to those transactional keywords and you’ll be rewarded.
4. Give them social proof
“Social proof” (customer feedback, awards won, etc.) is a powerful factor in converting leads online. Reviews and testimonials are becoming increasingly important. To make the most of your campaigns, you’ll want to include this real-life customer feedback on your landing pages.
5. Get those calls to action perfect
Your ads and landing pages all need clear, enticing calls to action. The call to action between the ad and landing page from the same campaign should be consistent. It’s called “message match,” and it’s highly effective.
Here are some more best practices on creating calls to action for digital advertising.
6. Consider using landing page templates
Not sure how to design a landing page for maximum effect? You’re not alone. This is where a tool like Unbounce can help you.
Paying a reasonable monthly fee gives you access to Unbounce’s thousands of proven landing page templates. Simply fit your unique selling proposition, forms, testimonials, pricing info, etc into the template and you’re good to go. You don’t need a web developer for any of it.
7. Track in Google Analytics
One of the biggest advantages digital mortgage broker advertising has over traditional is measurability.
You can track your digital ad campaigns with custom UTM URLs. Here’s a detailed guide on how to do it effectively.
8. Track Conversions
You can also set up conversion tracking in AdWords. This is the way you can tell which keywords and which ads are leading to bottom line results and which are pointlessly running up expenses. It’s important information to help you iterate and improve.
9. Utilize ad extensions
Once you start advertising online, you’ll become obsessive about click through rate (CTR). Ultimately, it’s conversions that matter most, but as a key cog in Google’s Quality Score formula is also extremely important.
One of the fastest and easiest ways to boost CTR is to add extensions to your ad. This will help you take up more space and go deeper into your unique selling proposition.
Here’s advice on getting started with ad extensions.
This video will help you optimize and improve your extensions once they’ve been running for a while:
10. Leverage Facebook
Some mortgage brokers are late to the game. Facebook is now one of the major players in the online advertising game. We wrote an entire article on using Facebook for mortgage lead generation. That’s a great resource to get you started.
5 Mortgage Print Ad Tips
1. An irresistible, free offer
Free offers are a great way of building trust while minimizing the risk the prospect feels. If you’ve genuinely got the goods, your goals should be to show off what you can do for free.
The more irresistible the offer, the better.
There are supposedly seven rules that will help you create an irresistible offer.
2. Try the advertorial format
Some studies have revealed promising results for the advertorial style of print advertising. Not sure what an advertorial is? This article provides a definition and some examples.
We recommend testing an advertorial print ad in your campaign.
3. Focus on benefits
In some industries and products, it’s the features that drive conversions. Having more or better features than your competition is the deciding factor. That’s not the case with mortgages.
It’s all about the benefits, and you have to know how to sell them. Get started with this guide to selling with benefits.
4. Write compelling headlines
Headlines are important in digital ads, but they may even more crucial in print advertising. Many traditional advertising veterans say that as much as 80% of a campaign’s success or failure is attributable to the headline.
Some beginner advice on writing compelling headlines.
5. Give them urgency
You need prospects to act NOW, not tomorrow, not next month. They need a compelling reason to pick up the phone or visit your website. The irresistible offer can help here, but you’ll need to hammer home the urgency of your message throughout the ad.
If you the responses have only trickled in from your past print advertisements, it’s probably because you didn’t do enough to create the feeling of urgency.
Solve your advertising woes
The best way to solve your lead generation woes isn’t to pour a bunch of time and money into perfecting the 15 mortgage broker advertising ideas we shared above.
What are you better at — managing advertising campaigns or closing loans with eligible prospects?
Elevated Perspective Marketing has a risk-free way for you to avoid the hassles of print or online advertising while INCREASING your lead generation.
We offer the highest conversion rate mortgage leads, refinance mortgage leads, reverse mortgage leads, and mortgage protection leads in the industry, and we back them with a 100% money-back guarantee. If you don’t get ROI, you don’t pay.
What are you waiting for? Call us at 877-959-8044 and we can open a customized lead stream up for you within 36 hours!