Niche Advertising/Audience Targeting


Nurturing From House Hunting Through Closing Boosts Mortgage Conversions

November 25, 2019 Sarah Cavill

Shutterstock_ 580092196 Real estate broker and customer shaking hands after signing a contract: real estate, home loan and insurance concept

Mortgage brokers and originators are currently enjoying a refinance boom and a strong home sales market. However, changing expectations of consumers and limited prospective borrower knowledge about the housing market and the mortgage process mean mortgage marketers must effectively nurture prospective borrowers consistently from initial interest through the final closing steps. A robust engagement campaign that takes into account varying borrower profiles and the digital innovations younger home buyers prefer may be more likely to lead to higher conversion rates.

Mortgage Marketers Must Understand The Needs Of Different Borrowers, Including Those Who Aren’t Ready To Buy Yet

Buying a home is one of the most significant purchases most people make in their lives. Getting the home selection and the mortgage right is important, but not every home buyer feels the same emotions throughout the home buying process. By understanding mortgage consumer profiles, mortgage originators and brokers can offer more targeted, more informative engagement.

Uncommitted home buyers may be browsing and not ready to buy yet, but now is the time to build your reputation as a resource and reputable mortgage professional. Unsure home buyers need reassurance and education about the home buying process in order to make their decisions. If mortgage marketers can offer personalized, useful content over time, unsure prospects may come to rely on these relationships and look toward their mortgage originators and brokers as trusted allies in a complicated process.

First-time home buyers are likely to have done their research. Nowadays, most first-time home buyers are Millennials, and statistics show that Millennials are buying homes later in life than previous generations. Millennials may be new to home buying, but as a demographic, they lean heavily into online research before making any purchases, and home buying is no different. 81% of Millennials find homes they’re interested in through mobile apps, like Zillow. Nurturing new home buyer leads requires personalized, tech savvy approaches that assume baseline knowledge, with messaging that isn’t patronizing.

Repeat home buyers may need refreshers on the home-buying process and changes the housing industry has undergone since they last bought homes. According to FreddieMac, 53% of today’s home buyers are repeat buyers. For borrowers loyal to their mortgage banks, repeat home buyers may be prior clients, which offers the opportunity for loan originators to leverage first-party data and prior preferences to offer products uniquely suited to the home buyers’ situations. By continuing to keep prior clients in the loop with newsletters and other soft outreach, the likelihood of repeat business increases. But a nurturing strategy should not encourage you to neglect the world of repeat home buyers who are comparing rates or looking for better service. Actively connecting with repeat home buyers via lead generation or other marketing strategies is essential to keep a flow of high-intent borrowers coming your way.

Mortgage Marketers Should Deploy Multichannel Strategies Including Video, Social Media And Email

Shutterstock_210931240 Businessman touching virtual house. Mortgage,house savings or real estate concept

Although many mortgage originators and brokers rely heavily on direct mail and email as their primary sources of contact with clients, most mortgage industry experts believe today’s borrowers demand multichannel, primarily digital outreach. Optimized landing pages, social media and video tutorials on the buying process can engage clients, build relationships and encourage movement along the home buying path.

Digital Media Offers A Lot Of Opportunities, But Personal Connection Is Integral To Result In Conversions

In many ways, the ubiquity of digital media has made it easier for mortgage marketers to reach and engage with their audiences. But that ease has also led to an influx of brands connecting with the same future borrowers. Personal, regular and differentiated communication with prospective borrowers is essential for mortgage marketers who want to see brand perception enhancements and consumer engagements that result in closed loans and long-term, repeat business.

Are You Looking For More Insight On How To Attract, Engage And Convert High-Intent Borrowers?

Register today for Lead Generation World (LGW), taking place in Denver, January 19-21. A new conference in the industry, LGW’s mission focuses on providing unique, highly productive networking, education and business development opportunities for brands that want to improve their lead generation campaigns from creation to close. For mortgage marketers seeking innovation, LGW represents a great opportunity to learn from experts and network with industry leaders. Click here to view the LGW agenda.

Digital Media Solutions® is proud to be the Universe Sponsor of the inaugural Lead Generation World.

About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Associate Content Manager, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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