Key Steps to Take When Building a Successful Mortgage Sales Lead Funnel

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September 13, 2022 | By RGR Marketing Blog

How Do You Build a Mortgage Lead Funnel That Works?

Every business needs a sales funnel that is designed to attract and convert visitors into customers. For a mortgage business, the key goal of your sales funnel is to move mortgage prospects through the different stages of the sales process until they are ready to purchase their home loan.

In this guide, you’ll learn how to build a successful mortgage sales lead funnel that guides your prospects through to their home closing with greater regularity.

Understanding the Four Stages of the Sales Funnel

The great thing about building your sales funnel now is that most of the hard work has already been done for you. For instance, we now know that every successful sales funnel needs to feature four stages, with each one representing where the prospect’s mindset is at that point in their journey. These four stages are:

Awareness
Interest
Decision
Action

Because each stage talks specifically to the prospect wherever they are in funnel at that moment, each stage requires you to take a different approach when creating your messaging. Here’s what you should be focusing on in each of the four stages of your sales funnel.

Awareness: This is the first stage of the sales funnel and it’s when a person first becomes aware of your mortgage company. They may have learned about you from your advertising, come across one of your posts on social media, or they may have even been referred to you by friends or family. At this stage, the prospect doesn’t know much about you and is in the act of gathering information.
Interest: Interest is the second stage of the sales funnel because at this point, the prospect has learned about your company, your brand, and the different types of mortgage products or services you offer. They have decided that they are interested in what you have to offer and want to learn more. Your content at this stage should therefore be informative and educational, but not designed to push for the sale just yet. At this stage, a prospect can easily drop out of your funnel if you get too pushy.
Decision: The third stage of the sales funnel is decision. By this point the customer has made the decision to purchase a home, but they may be considering several options before finalizing the deal with a mortgage company. This is when most mortgage prospects compare things like interest rates, closing costs, and other fees in their final search to find the best option for them. Your messaging in this stage should be designed to make the prospect want to choose you for their loan instead of your competition.
Action: Action is the final stage of the sales funnel and when your prospect finally becomes your customer. While you might think that your relationship is over at this point, it is not. In fact, it is really just beginning. Your goal in stage four is to focus on customer retention, so your content should help to build customer loyalty and encourage them to refer others to your business.

6 Steps to Building an Effective Sales Funnel

A sales funnel can be built in a variety of ways, but regardless of what process you follow, you should include the following steps:

Step 1: Create a Landing Page

Your landing page is where your prospects will wind up whenever they click on one of your ads, one of your social media links, or when they come across a link to your business via other online content. Because this is where most will first learn about your company, you want your landing page to clearly describe your company and the unique benefits it offers. For many mortgage companies, the landing page is their only opportunity to impress new prospects, so it needs to feature strong, compelling copy. It should also include a way to capture the prospect’s contact information, so you can continue the relationship.

Step 2: Offer Something of Value

Not every prospect will be willing to provide you their email address or phone number blindly. Many need to be persuaded, and one proven way to accomplish this is to offer something of value in exchange for their information. This can be anything from a free downloadable whitepaper, free access to an informative web series, a free e-book, or anything else that might prove useful to them on their home buying journey.

Step 3: Educate the Prospect

Once a prospect has shown enough interest to provide you with their email address, you will need to continue to nurture them with content that educates them about your mortgage products. You should aim on staying in touch with them regularly but not so frequently that they become overwhelmed or turned off by all your content. Make sure the content you deliver to them addresses their key needs and overcomes any potential objections they might have no matter where they are in your sales funnel at the time.

Step 4: Make Your Best Offer

Your best offer should be one that is difficult for the prospect to ignore or turn down. After all, you want to close the deal before they lose interest. Pay attention to what your competitors are offering and try to come up with something better to swing their decision your way.

Step 5: Keep the Communication Going

Ideally, by this point the prospect has become your customer but, in some cases, a prospect may wait until now to ultimately decide not to purchase. In either case, you should keep the communication ongoing and continue the relationship-building process.

Step 6: Never Stop Testing and Optimizing Your Sales Funnel

Just because you have your sales funnel complete, and it is working well for you doesn’t mean that your work is done. The mortgage market is always changing and so are home buyers, so you should continually look for ways to improve and optimize your sales funnel, so you can keep it as efficient and successful as possible. Maintain your focus on those areas where prospects move from one stage of the sales funnel to the next and make changes whenever necessary to keep up with the times or when you start noticing more prospects falling out of your funnel at certain stages.

Partner with RGR Marketing and Stock Your Sales Funnel with Quality Mortgage Leads

Another of the important keys of building a successful sales funnel is filling it with high quality prospects who are already close to making their purchasing decision. At RGR Marketing, we specialize in providing mortgage companies with the high-quality mortgage leads they need to keep their sales and marketing teams working. Using our 20-plus years of experience, we provide mortgage businesses with exclusive access to hyper-targeted leads that have been pre-scrubbed and verified for accuracy.

Purchasing mortgage leads is a proven effective way to get the most out of your mortgage sales funnel, so contact RGR Marketing today. We’ll provide you with the mortgage leads you need for your business to grow.

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How Do You Build a Mortgage Lead Funnel That Works?

Understanding the Four Stages of the Sales Funnel

6 Steps to Building an Effective Sales Funnel

Step 1: Create a Landing Page

Step 2: Offer Something of Value

Step 3: Educate the Prospect

Step 4: Make Your Best Offer

Step 5: Keep the Communication Going

Step 6: Never Stop Testing and Optimizing Your Sales Funnel

Partner with RGR Marketing and Stock Your Sales Funnel with Quality Mortgage Leads

Start making more
money today!

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How Do You Build a Mortgage Lead Funnel That Works?

Understanding the Four Stages of the Sales Funnel

6 Steps to Building an Effective Sales Funnel

Step 1: Create a Landing Page

Step 2: Offer Something of Value

Step 3: Educate the Prospect

Step 4: Make Your Best Offer

Step 5: Keep the Communication Going

Step 6: Never Stop Testing and Optimizing Your Sales Funnel

Partner with RGR Marketing and Stock Your Sales Funnel with Quality Mortgage Leads

Start making more money today!

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