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December 2, 2013 | By RGR Marketing Blog

Be on the lookout for the negative points within a campaign as they can clue you in to where you can improve your strategy. Here are eight things that no mortgage broker wants to hear about their mortgage marketing campaign.

Mortgage marketing is a huge part of being successful in mortgage lead generation and it can be a complex process. One of the best ways to measure the success of a marketing campaign is by the number of mortgages a broker sells in one term. Another measure can be did I learn from my mistakes? If you are hearing these comments from your customers, you may want to revise your mortgage marketing campaign.

“I don’t understand”: Consumers should understand every word that’s spoken to them through all media channels. If a prospect doesn’t understand the information they are being told or what they are supposed to do with it, the campaign has already failed. Next time make your message crystal clear and straight to the point.
“It’s boring”: All marketing techniques rely on reaching out to a prospect and connecting with them on some level. If the prospect finds the email/leaflet/landing page of the mortgage brokerage to be boring then they will not respond to the message. The lead will be lost. Try using graphics or videos to boost engagement with your website or direct mail campaign.
“I didn’t need it”: While it is essential for lenders to set themselves apart from other lenders on product feature benefits for the prospect, it’s also essential to concentrate not on what makes a broker different, but why this benefits the prospect. In other words, stand out where it matters most to your customer.
“They didn’t call me back”: there is a one hour window between lead generation and a lead going cold. The sooner a broker contacts a lead after generation, the more likely the lender is to convert that lead to a sale. Those that don’t pay attention to this rule of thumb could also lose the clients interest altogether. Don't waste a lead coming to you by not responding quick enough!
“I liked the offer but I can’t contact them”: If a prospect opens up lines of communication, they are far more likely to progress down the sales funnel. Brokers should be available to answer any and all questions that a prospect has and all contact details should be clearly displayed on whichever marketing material is being read -- whether it is digital or physical.
“I found it really hard to talk to the agent”: When following up on a mortgage lead, the mortgage broker should use the information that they have on the prospect to know exactly how to reach out to them in a way that engages them and builds trust. Be friendly, not too "salesy" and stick to what you know.
“I can’t remember the name of that other company. I’ve seen an ad for another though…”: This is the perfect example of why lead nurturing is imperative. By sending out various marketing materials, like direct mail and email - brokers are able to keep their company name in the minds’ of borrowers in order to leave the possibility of a recycled lead open.
“They didn’t have what I wanted”: Mortgage lead marketing should be targeted enough that prospects feel as though their specific needs will be taken care of by the lender. Lenders should compound this message by being able to listen to a prospect’s concerns and offer them a solid solution.

In short, mortgage lenders need to be attentive to the needs of their target demographic and then put together a marketing campaign that centers on solving their prospects problems with real estate financing.

What negative feedback have you gotten from prospective customers and how did you use it to help you grow?

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Be on the lookout for the negative points within a campaign as they can clue you in to where you can improve your strategy. Here are eight things that no mortgage broker wants to hear about their mortgage marketing campaign.

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Be on the lookout for the negative points within a campaign as they can clue you in to where you can improve your strategy. Here are eight things that no mortgage broker wants to hear about their mortgage marketing campaign.

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