Friday, April 10, 2009

Effective Mortgage Marketing Strategies during Recession

There are a lot of challenges that you are going to meet when you are working with your mortgage marketing strategies. These days, for example, it is never enough that you have marketing strategies to implement, but you must also learn to do them while in the middle of a global crisis. 

Do not worry, though, there are several ways on how you can market your mortgage company and get the leads that you are looking for your business during recession:

1. Know your market. The first rule is to know the people that you want to deal with. We are talking about your target market. It does not matter if you only have few. The most important thing is that they can provide you with good conversion rate. This means that the profits that you are going to earn are a lot higher than your expenses. 

That is why it is highly suggested that you develop your own criteria for your market. For example, if you are going to sell netbooks for students, your target could be those who are entering college. Most of them may already have their own savings or jobs to make a purchasing decision on their own. They are also one of the biggest users of netbooks today. 

2. Focus on the value of your products. Several business marketers would like to blabber about how good their product is: how their binoculars possess night vision, how their mobile phones are capable of video calling, or how their chairs can follow the shape of your spine. 

What they may have to fail to realize is that most of the consumers are after the value of your products or services. This means that they want to know the long-term benefits they are going to get from them. This way, they know that they are buying something of value. So before you start selling your home equity products, make sure that you can ask yourself first, “What is in it for them?”

3. Maintain, do not cut back. A company will always have an advertising budget. During recession, however, the firm tends to cut back on their marketing expenses, which is actually a bad move. You are not only cutting back on your costs, but you are also reducing your market share or exposure. What you need to do then is to just maintain your advertising media. If they have been getting too expensive, you can try to look for other alternatives. For example, if a one-page ad in a newspaper is already going to cost you almost a thousand, you can settle for a half-page, which could be several hundreds less. 

4. Diversify your market. Diversifying your market does not really mean that you are going to skip qualifying your leads. You are just trying to expand your portfolio, so you can earn more for your business. For example, if you are selling fixed-rate mortgage bundles to your prospects, you may want to add variable-rate mortgage into your list of products and services. To know which to offer, be in constant watch to the needs of your market and industry. 

5. Track your marketing techniques. You are not only going to track your leads but also your marketing techniques. Though it has been mentioned that you have to maintain your marketing strategies, there is no use in keeping those that do not work at all. By that time, these strategies are no longer investments but expenses. You are not going to get something out of them. You can use your lead analytics program to identify which of them are working advantageously for you and which ones are not. 

Global recession is such a huge challenge, but it does not mean you cannot go through it well. If you can get pas it, then you can definitely get past every business pain. 

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Friday, March 27, 2009

Using the Internet to Generate Real Estate Leads

The Internet has become a household name whenever you may go. After all, almost everyone uses the Internet. This makes the Internet a very good place to use for your lead generation efforts, especially for those who are into real estate. 

Using the Internet as a primary marketing medium is a good idea. For one, it reaches out to the entire world. If you are selling properties, you can get in touch with foreigners who may want to buy through or from you. The Internet is more convenient in marketing these days than using the conventional ways. 

Of course, the Internet is not a magic wand. It does not guarantee instant success or results; you would have to work for it. With that in mind, what are the ways that you can successfully “milk” the Internet for your lead-generating efforts in the field of real estate?

Give Your Visitors the Information They Need

Some real estate marketers make the mistake of requiring a person to register first before he or she can access the information the marketers have for the visitor’s perusal. This is a very big mistake, even if the registration is for free. One, it is a waste of time on the side of the visitor. They are there for information and not to spend some time filling out forms.

This will totally kill your Internet marketing campaign. Although some Internet users will indeed sign up and become a lead, most will certainly be discouraged and turn their backs on your website. To prevent them from moving on to your competition without even having checked your offerings, give them full access to your catalogue. Let them look at your properties for sale; then you can be sure that they will indeed sign up for more information. 

Offer Something in Return

Give people a good reason to give their personal information to you. People are usually wary about being spammed by marketing e-mails that they otherwise did not sign up for. In order for your visitors to be influenced into signing up for your newsletters--and becoming a lead in return--you need to reassure them that you will not distribute their information to other real estate marketers or to all marketers, in general. Of course, you also have to respect that promise and keep it. 

Another way to influence visitors to register is to offer them freebies. These freebies could come in an e-book. Other marketers also offer people periodic alerts about recent listings of properties in their area that they might be interested in. 

Let Them Know You Care

Another grave mistake that other real estate marketers make while using the Internet for their lead-generation campaigns is the failure to make follow-up e-mails to the prospective client. 

You see, sometimes people need to be reminded. Others may have simply registered and have forgotten as to why they have done that. Keep reminding them--gently, of course--as to why they have given you their personal information. Perhaps they are interested to look for houses or other real estate properties. In order to do that, you need to make constant follow-ups through e-mails using the information they provided.

The pacing of your follow-ups will vary. Other marketers would want to give weekly or bi-weekly newsletters and alerts, while others would settle for monthly reminders. It is all up to you, but you have to be careful as well. You must not bombard your leads with too many e-mails, or they will put your offers into the SPAM folder. 

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Friday, March 13, 2009

Why Getting Historical Mortgage Leads Is Still Recommended

When Internet and offline marketers would start talking about mortgage leads, they are actually referring to the fresh ones. These are the prospects who have recently signed up in their mailing lists, requested a free quote, submitted a feedback form or question in their Contact Us page, found them in the Yellow Pages, or signed up to their registration form during trade fairs and exhibits. 

The nice thing about fresh leads is that they have very high interest over your business. They are easy to persuade to get the offer, if you already have one. What’s more fresh leads are a lot convenient to track since they can provide you with the most recent information, such as their telephone number and e-mail address. The data they provide you can also give you some ideas of what they’re really looking for. If not, any information they provide you will help you identify if they are definitely the prospects that you’re looking for. 

There are a lot of ways on how you can get these fresh leads. You can get them for free, such as when you create your own mailing list or when the leads personally come to you. You can also buy them from lead-generating companies.

What about Aged Mortgage Leads?

Aged mortgage leads, on the other hand, are definitely not fresh leads. They are the ones that have been used and then rejected, or completely unused for a month or more than that. Now not a lot of marketers would definitely want to get them simply because they are already old. It could be that they are no longer interested with your products or services, or they already have a completely different set of wants or needs. 

Nevertheless, they can still be useful for the following reasons:

1. You can get them at a much cheaper rate. 

Because they are already old, they will be offered to by lead-generating companies at half the price of the new leads. If you’re on a tight budget but you still like to start with well-researched and comprehensive list of prospects, you would definitely like to get historical mortgage leads. 

2. You can still offer something to aged mortgage leads. 

You should always keep this simple rule every time you do lead generation: there’s no such thing as useless leads. It’s all a matter of how you are going to make them useful for your business. Just because they have remained leads for the past months doesn’t mean that they no longer have worth. Their priorities may have changed, but their new needs could be those that you can provide. 

For instance, fresh leads would be busy searching for companies who can provide them with home equity loans. This way, they will be able to pay off their mortgage and other obligations without a lot of financial constraints. Historical mortgage leads, on the other hand, could now be after refinancing. This could be because their first loan wasn’t enough to help them sustain their household expenses. 

3. You can practically have these leads all by yourself. Lead-generating companies are willing to get rid of them, because they are not really giving them profits. Most marketers don’t want them because they’re after the new ones. Simply put, if you focus on historical mortgage leads, you are actually tapping on a niche market that doesn’t have a very strong competition. This will give your business a good head start or advantage over the others. 

Historical mortgage leads can still provide you with the profits that you need for your business. What’s more, they can boost your ROI since you only have to make a very small investment.

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Thursday, February 26, 2009

The Risks of Buying Mortgage Leads

Generating leads is very important for those who are engaged in the mortgage business. Without these leads, there’s no way these people can know who to approach to try and sell a deal. Without leads, there’s no way their business can move forward and reach its goals and expectations. Hence, there is that importance everyone gives to lead generation. 

There are many ways that one can generate leads. The most common practice is to use the Internet. They set up a website, engage in SEO, and then sit back as they watch the traffic come in. This is the simplest and easiest way to generate leads. It is also very cost-effective and cheap too.

However, there are some marketers that do not want to engage in that kind of marketing or simply does not want to leave their lead generation efforts to chance. These are the people that are likely to resort to lead buying. There are companies that sell leads in the Internet, and marketers are quick to buy these “hot” new leads from these firms. Compared to using SEO to gain leads, buying seems to be easier. Never minding the huge investment that might be needed to buy leads, marketers seem to find this an ideal option in their lead-generating process. 

If you are thinking of buying leads to keep your mortgage business moving forward, it is best to know what risks are involved with that investment. 

Hot Leads Are Not Exactly Hot

Companies that sell leads are engaged in business, much like yourself. In business, to attract your desired traffic, you have to put your product forward the best way possible. This means that you should use the best words to describe your product. In the case of lead companies, they need to describe their leads as “hot” so that you, the customer, will bite and buy those leads.

However, some leads are not exactly hot as they are claimed to be. Sadly, it is not uncommon for some marketers to recycle their processed leads. These marketers will go through their leads, segregate them into interested and uninterested, and sell the uninterested ones to any willing marketer. This can be frustrating, because you’ll start offering a product to these leads and find out that they’ve already been offered the same product from someone else; and, no, thank you, they’re not interested. Considering the amount you have paid for these leads, you can say your investment might have gone to waste. 

It doesn’t mean these leads cannot be used. Some leads might not have been interested because the marketing strategies from other marketers did not appeal to them. You should do your best in processing these leads and offering them products. Some leads might even “bend to your will” after they’ve refused your competitors simply because you told them the message better. 

Mortgage Leads Can Be Very Expensive

Because of their value to marketers, mortgage leads can be quite expensive. You might be able to find leads that cost as low as $4 each. However, you might also come across leads that will cost you $20 each. If you are purchasing, say, 100 leads, then you can find yourself paying $20,000 for a batch that is uncertain if they will buy your product or not. As mentioned earlier, it is an investment. 

Fortunately, it is possible to find good deals just like in any product. Just spend the time to look around the Internet. If you have the patience and the perseverance, you can land a deal where you get a good number leads for a reasonable price. 

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Thursday, January 29, 2009

Effective Ways of Using the Internet to Find Real Estate Leads

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Real estate is one of the most lucrative businesses in the world. Look around you. It is quite impossible to say that there are no persons that you know who would want to buy their own house. A house, after all, is one of the basic needs of man next to food, clothing, and shelter. People also would not want to pay rent all the time. They hope that they can also have their own abode.

A house is an investment as well. That is why it is not uncommon for a person to acquire two houses. They can sell them off or put them up for rent to earn money. In any case, going on a real estate business is a very good decision as you have the chance to make good money out of this venture.

Another reason why real estate is a good business choice is having an array of effective tools to use at your own disposal. Real estate gurus nowadays are luckier; they have the Internet.

The Internet is good for business. With this new technology, it is possible for marketers to reach out to a market that is larger than what they had access to before the Internet has ever been established. A real estate marketer from the United States can now sell real estate properties to interested parties in Europe or even in Asia. That is why people consider the Internet to be the “great equalizer.” It has effectively broken down the barriers of distance and even language.

Of course, the technology is just as good as the person that uses it. In order for your advertising to be successful, you need to pull a few strings right at your end. E-mail marketing, for example, is not just sending an e-mail. You have to make sure that the e-mail is worded right in order to capture a person’s fancy. You also have to keep the message as short and concise as possible so as not to bore the reader and force him to discard an otherwise good offer.

Here are just some of the ways that you, as a real estate marketer, can generate qualified leads from the Internet:

Take advantage of social networking. People nowadays gather online in social networking websites. In here, they share media-related entries like music, pictures, and blogs. Social networking websites are a good place to find leads as people of different preferences are found. As mentioned earlier, anyone will want to buy a house. All you would need to do is just approach them, and social networking websites can make that possible for you to do.

Establish your own website. It is also possible to have people come to you by buying a domain space and have a professionally designed website done. A lot of people make searches every day, and as long as you do the tricks for search engine optimization right, anyone searching for real estate information will find you. You should also submit this website to directories to make it easy for people to find you. These directories have high page rank, and anything that is listed in them comes up in the search engine result pages.

Submit articles to article directories. Articles are also a good way for people to find leads. Some people interested in real estate will surely read articles about the topic, and you can take advantage of this. Write some good quality articles and submit them to an article directory. Make sure you include your website’s link in your signature, so they’ll know where to go for more information.

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Friday, January 2, 2009

Convince Your Leads Now on Your Mortgage Services

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Blame it on the financial crisis, but there are actually more people who are looking for ways to improve their finances or settle their debts. One of the best solutions is applying mortgage. However, selling your mortgage services may not be as easy as you think. After all, they are also conscious shoppers. They are very wary of scammers or mortgage companies who have higher interest rates and longer payment terms.

So how do you make sure that you can effectively capture your mortgage leads and convert them to being your customers? Here are some great tips:

1. Know the problem and give the best solution. If you want to make sure that you can easily reach out to them, you have to understand the situation they are in. This will also help you determine the best possible solution for your potential clients. After all, they don’t have the same needs. You can perform a lot of research about your target market, or you can study the products and services that you’re offering. Identify how you can customize them to suit the needs of your refinance or home equity leads.

2. Offer something for free. One of the best operative words out there is “free.” Who doesn’t really like to receive it? It is also an excellent come-on especially if you’re marketing online through ads. Nevertheless, make sure that you can choose freebies that you believe will increase your conversion rate. For example, most mortgage companies give away free quotes. Others offer free tools such as mortgage calculators. You can also up your perks a bit, by giving away free reports or case studies that you’ve done with other clients. You may not expect your mortgage leads to say yes to your services right away, but you can already establish your credibility to them.

3. Be responsive. If there’s one thing that can perhaps make you lose your home equity leads, it will be your lack of response to their needs. One of the foremost guidelines is to provide feedback as fast as 48 hours. It also doesn’t matter if they signed up to your mailing list, or they give your office a call. You can also be responsive in a lot of ways, but the most effective is giving them a phone call. You can always expect an answer through this method. Not all of them are yes, but at least you can already determine your next course of action.

4. Identify your strong points. Again, your potential customers will be looking for mortgage services that are worth dealing with. They will not waste time gathering as many companies as they can and comparing them later on. Just to make sure that you do stand out and they contact you, always illustrate your best assets. You may have the lowest mortgage interest rates in the market, or that you have competitive professional counselors on the team. You can also talk about your success rate. How many of your customers were able to settle all their obligations and lived a more comfortable life after working with you? Where are you among your competitors?

5. Set up a website. Whether you’re planning to market online or offline, it’s still best to set up a website. Your pages can be accessed by your leads anytime and anywhere. You can also put there all your product or service information. A website can also help in demonstrating your professionalism. Customers would still love to work with real mortgage professionals. They are assured of their financial know-how, experience, and expertise.

Once you have the mortgage leads, though, ensure that you can take care of them. You can benefit from their word of mouth and their continued patronage to your business.

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Thursday, December 4, 2008

The Right Ways to Assess Mortgage Leads

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When it comes to business, it’s not enough that you have mortgage leads. You should be after the best ones, and for that, you need to set up some criteria. After all, not all leads are very good and can thus be very useful for your business. Getting them for free or not will just be a waste of time, energy, and effort.

What Makes a Good Lead?

The very first thing that you need to do is to determine what kind of lead you’re trying to use. You can consider its freshness, accuracy, and real.

A lead is considered fresh if it has not been used by any other company except yours. Otherwise, there’s a huge possibility that the home equity leads are already rejects by other companies. Moreover, it should be obtained within 24 to 48 hours and definitely not more than that. The more recent the leads are, the more valuable they are going to be for your business. After all, these are the people who are in need of your services right away. If you’re going to offer your products and services to them, there’s a huge percentage that they are going to avail of them.

On the other hand, if you’re going to wait for sometime before you really decide to contact these leads, their curiosity may have already faded or that they may just taken the initiative to look for refinance companies themselves. Furthermore, the gap will give them time to forget about their need, and when you’re ready to communicate with them, they may even doubt that they ever provided you of their information.

Your mortgage leads should also be accurate. This doesn’t only refer to the leads themselves—that is, the names are definitely from people who are looking for mortgage, home equity, or refinance loans. This also refers to the data that are being provided by the leads. Some leads can accidentally or deliberately commit mistakes in filling out forms, mailing lists, and questionnaires, to name a few. What you can do is to make use of some software that can help you verify or confirm the information that are being provided. For instance, there are programs that will allow you to verify telephone numbers and even addresses. This way, you can double-check if the phone numbers match the state or city. The zip code can also be verified. You can also opt to gather the home equity leads yourself through telephone calls, a process called telemarketing.

Lastly, a lead should be considered real. This means that the leads are really those from people who are really interested of your services. This is because there are some websites that are willing to offer money and other forms of freebies as long as they fill out questionnaires and application forms. The leads will then be sold to those who may be looking for mortgage leads, such as you. This will then increase the possibilities of getting wrong leads for your business.

The best option is to come up with the leads on your own. There are many ways on how you can do that, one of which is through a mailing list from your own website. You can also buy these home equity leads or refinance leads from a reputable company, one that has been around for years and has really excellent track record.

Nevertheless, don’t forget to make use of a dependable mortgage leads software, so you can conveniently and effectively manage them. Keep in mind that not all leads can be converted to sales. However, with the right program, you can increase your chances of doing so.

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