People don’t buy homes often and, even though they may need to remortgage more frequently, mortgage advisers can’t build a sustainable business on repeat clients alone like some other businesses can.
So how can mortgage advisers and brokers use their marketing budget to attract new clients? We’ll discuss some of the marketing strategies that work best in the mortgage market.
Social proof your referrals
To understand the best ways to get new mortgage clients, you must first recognise how you usually receive new clients. This requires a personalised assessment and research but most of our mortgage adviser clients tell us much of their business comes from referrals. Someone may use their services and then tell their friends and family members about the easy process and great mortgage deal secured.
But this isn’t the whole story. Even those prospective new clients being referred to your business won’t just pick up the phone or send an email. Instead, they check you out online to verify you and form their own impression of your business and its service. So, how do they do that? They usually look at your:
- Website
- Online Business Profile
- Social media presence
This is why you must invest in a professional and functional website and take the time to create a professional business presence on social media platforms. You don’t need to become a social media influencer but try to be active and engage whatever following you accumulate. Your online business presence is an important area too, which we discuss below.
What is an online Business Profile?
An online Business Profile will usually appear on local search engine results when users search for a service, such as mortgage advice. You’ve probably encountered many of these profiles before, which usually include images, contact information, chat features to give quotes and a link to your website. But the most important aspect here is online reviews where clients can submit reviews and comments and where you as the business can respond to reviews.
Your referrals will check out your reviews and how you respond to the not-so-positive ones. Spending some of your marketing budget on a professionally made Business Profile is therefore worthwhile.
We can claim and create your Business Profile from Google My Business. Speak to our team to understand the benefits!
How to attract cold leads
How can you attract new clients that haven’t been referred to you? These are people looking for mortgage services – typically online – who don’t know you exist. In these cases, you want your website pages and mortgage services to be visible on search results pages and there are two ways to achieve this:
- Google Ads
- Search Engine Optimisation (SEO)
Both marketing strategies have the same objective, which is to get your website higher up search result pages so your site gets more clicks and increases enquiries and potential leads. However, they do it in very different ways.
Google Ads is where your service can be advertised at the top of Google’s first page in the first couple of results. You achieve this based on how much you bid, but only pay your bid amount every time someone clicks on your advert. It’s a quick way to shoot to the top. On the other hand, SEO involves various techniques to improve your website and website content so it reaches those lucrative top spots organically. It’s a slower burn but has more sustainable results. Both are recommended in conjunction when trying to secure new clients.
Recap: Getting new clients as a mortgage broker or mortgage advice business can be achieved via various marketing strategies and investment. To maximise conversion rates from referred clients, you need to social proof your business by investing in a professional website, having a solid social media presence and taking the time to refine your online Business Profile. To attract cold leads, a combination of Google Ads and SEO services is typically the most effective.
WEBPRO Knows
Over 95% of people check online reviews before enquiring which means your online Business Profile needs to be up to scratch!
