Let's look at some data from NAR, McKinsey, and the CFPB regarding consumer buying behaviors…
A good tactic for getting more traffic to your mortgage website is running ads on social media to a mortgage blog. So you may be wondering to yourself. Why would I do that? I thought you should only run ads to a landing page trying to get leads? You can do that and it can work, but doing this as well, will cover more ground and extend the pipeline. There are a few reasons to run ads without trying to get leads. They can help you increase your exposure in your market, and eventually generate very warm leads.
Here is why running ads on social media to a mortgage blog is a great tactic.
Providing valuable information for free, before asking for business, gives you the opportunity to ask later.
This follows the jab, jab, jab, right hook that Gary Vee always talks about. You need to provide value to potential clients before you ask for the business. If you do not have a large following on Facebook, Instagram, or a large email list yet, you can run advertisements that will help you reach more people. I am not talking about running ads for page likes, that probably will not get you the ROI you want. Use the ads to to get an immediate audience in your area. With these ads you are not asking them to give you anything. You are sharing your knowledge for free. If done consistently you can become a known resource in your area for mortgage information. You are building a relationship without ever talking to anyone. If you use video, it is much more powerful.
Once they visit your website you can re-target them.
Once people click on the ad to your blog article to either read or see more, you can now re-target them with more ads. You can serve specific ads to people that you know have been to your mortgage website. It is still a good idea to continue running ads with free information to this group, but you can sprinkle in some ads that ask them to join a mailing list or download a new guide you just created. Running ads with video would be the best move. You continue to build trust and make yourself or your company an important resource for them.
Build a list
Once you have been at this for some time, use it to build an email list so you can reach this audience without having to pay. Setup a facebook community page in your area and invite them to join. There is a lot of things you can continue to do to provide value. One tactic we use is setting up an email series that goes out. Subscribers get 5 emails over 5 days which contain videos. Readers learn about our company and about myself, and we also provide some really great FREE marketing tips. We have even had another mortgage website provider that is our competitor, try and join this list! 🙂 I am flattered…
If you are consistent with this, you will find yourself talking to new potential clients that already want to work with you.