There is so much information at the fingertips of your audiences that they might find themselves overwhelmed, especially with a high-pressure and technical field like mortgages. If you’re looking for how to generate mortgage leads, a well-crafted webinar can do exactly that while also directly informing audiences about what you offer and why that’s right for them. This is a highly competitive environment, which means generating leads is about building confidence in the most effective way possible.

Why webinars work for mortgage lead generation

Webinars are a targeted form of outreach and that means that they’re going to attract audience members who will be consistently engaged with the content, helping to better cultivate the dynamic between them and your brand. A webinar demonstrates your expertise in a field where audiences are going to be looking for reasons to trust you and this helps to establish that crucial sense of credibility - especially as you’re already providing value through education without the audience member potentially needing to commit at all.

Choosing the right webinar topics

If you’re thinking of using webinars for mortgage sales, you have to ensure you’re crafting a strategy that’s going to find success. It’s important to consider who this webinar is aimed at - if you’re hoping to inform and appeal to an audience that is new to the landscape, focusing on beginner topics and frequently asked questions can be a good place to start, using case-studies to reinforce your points. It might also help your mortgage webinar promotion if you focus on something timely, like interest-rate changes or first-time buyer schemes.

Planning your mortgage webinar

An effective webinar is one that’s focused, with clearly-defined goals and subjects for people to feel as though they’re learning something. Answering the question of the objective can also help you to decide on the right format for your webinar - whether a presentation, a panel discussion, a Q&A or whatever else you feel is most appropriate. This naturally also means you have to think about which platform would be best for your webinar - both in terms of what’s easiest for you to use and for audiences to access.

Promoting your webinar to attract the right audience

An essential part of the webinar strategy for mortgage advisers is finding how to best promote it. Email marketing can utilise your database and help your webinars to potentially reach those who would be most interested, but it’s also worth expanding out further through your social media communications, making the event known to as broad of an audience as possible. It’s even something that could form part of a broader marketing campaign, where you partner with estate agents or financial advisers to make it a collaborative event that garners interest from a wide audience.

Delivering a webinar that converts

While a good webinar can do a lot to establish your brand as trustworthy and credible, to really convert attendees, you need the right finishing touches. This involves getting your attendees more involved, perhaps through interactive methods such as polls and Q&A sessions - both of which can help to put any uncertainties they have at ease and make them feel more heard. Understanding what makes an engaging presentation style - such as impactful visuals and a clear, engaging tone - can make for a session that’s compelling rather than boring, with effective calls to action potentially sealing the deal.

Following up after the webinar

A sense of community engagement is invaluable to a successful webinar, with an effective follow-up cementing that impression. Thank-you emails that contain links to the recording and additional resources are a great way to go about this, helping to further the work of the webinar while keeping you in mind as friendly, trustworthy and even generous. Keeping track of your conversions after this can allow you to better understand how to best refine future webinars for an even more successful result.  

A good webinar can take you from a faceless entity to a trusted and supportive beacon in an unfamiliar landscape, cultivating a user journey where you’re the most sensible option. Combined with a calculated marketing campaign, online events can be substantially positive for mortgage leads and conversion rates.