Most lender sites look alike. There is nothing that sets them apart, makes them unique or gives the potential client a reason to contact you. They have a small blurb about the company which reads just like all the other companies.

They have a mortgage calculator, an online application and they normally quote rates.

What a waste.

Frankly, you should have at least two different websites. One that is designed for people who already know and trust you and expect to see information about you on the website (I call this a branded site) and another for generating leads
(I call this an un-branded site).

A lead generating or un-branded web site like any other form of advertising should have one main purpose and that main purpose should be to get the name and contact information of potential clients.

Here is a great example: 

Once you have done that the battle is ninety percent won. You can then provide quality information and follow-up and prove to your prospect why they should do business with you.

Expecting a potential customer to look at your website and fill out an application is not very realistic. Unfortunately, or fortunately, it’s just not that easy.

If it was then half of your potential clients would disappear because these days at least half of the population starts their search for a loan on the internet.

What are they doing?

They are shopping rates so they are prepared when they go down the street to talk to a real person.

Obviously I am talking about the majority of people. There is a proportion of the population that will make a decision and make application online without personal interaction. However, this percentage is small and normally they are the more technically oriented types or those that live in rural areas that can’t conveniently visit a mortgage provider in person.

So again we ask the question, what type of site should we have?

The most effective sites are those that focus on offering free, specific, useable information in exchange for the persons name and contact information.

Rather than simply quoting rates and saying, we are the best in town, provide useable information by offering to email a free report on:

“How a Renter can become a Homeowner” or
“How to become Debt-free in 7 years or less” or
“What Credit Card Companies don’t want you to know” or …

…any number of specific subjects that would interest the segments of the market you are trying to target based on your research and goals.

You can offer to email the free report or send it by regular “snail-mail”. Either way they have raised their hand and told you that they are a potential client and now you not only know who they are but you also have a way to continue to contact them.

More Online Mortgage Marketing Secrets