Mortgage Marketing: Nurturing Your Leads

Let’s say that you have a number of promising leads in the pipeline but none of them seem ready to use your services just yet.  Naturally, you don’t want to throw in the towel and write them off.  So, how can you engage with your leads in a manner that  will increase the likelihood that they will work with you in the future?  You do this by nurturing your leads.  This process  involves keeping in regular contact with your leads as you build trust and credibility.  Then when they are in need of the  services you provide, they’ll choose to do business with you.  To improve your lead nurturing efforts, we offer up the following  pointers:

•  Opt In – Get permission from your lead to stay in touch by asking him to opt-in to receive future communications  from you.
•  Regularly Communicate – An important part of the lead nurturing process is staying in regular communication.  Rather  than throwing together a hastily constructed email every several months, instead strive to contact your lead on a regular basis with useful information.
• Be Responsive – If a lead does get in touch with you or submits an inquiry on your website, respond quickly.  The more responsive you are to your leads, the more you will establish yourself as a trustworthy professional in their minds.
• Create Quality Content – You’ve probably heard the phrase, “Content is king.”  That’s a good thing to remember when you are creating content for lead nurturing.  Try to focus on addressing things that your leads will find relevant or interesting.  If they are considering refinancing, for example, you might want to send them an article about the latest trends in home improvement, something that people often do after they refinance their homes.  Or, if you find an article indicating that interest rates are expected to rise, you may want to forward that along.  Most people don’t mind receiving emails from salespeople if they find the content useful.
• Provide Value – While it may be tempting to send out emails where you remind leads over and over again about your qualifications, this can be counterproductive.  Rather than go on at length about yourself, focus on your leads’ needs and concerns.  Great mortgage marketers know that communications should be customer-focused rather than egocentric in nature.  Also, avoid inundating your leads with emails that are heavily sales-oriented but light on content.  Only about 20% of your emails should be sales-oriented in nature; the remaining 80% should be more customer-focused for maximum effectiveness.

Mortgage Marketers: Using Recording Calls for Increased Sales Success

In a sales environment, it’s easy to pinpoint the least successful salespeople by examining which ones are failing to meet their quotas on a regular basis. But oftentimes, managers find it more difficult to determine how to help these under performers reach their objectives. Fortunately, by recording sales calls, you can learn how to help your troubled team members become better salespeople including mortgage marketers.

First, take a look at some of the shorter calls your sales team has engaged in. Frequently, these short calls are ones where the salespeople have been rejected by potential customers. By listening to these calls, you’ll have the opportunity to identify how your sales team could have handled them better. Another useful technique is to listen to some of the longer calls; lengthy calls are a possible indicator that your salespeople have gone off message and are not directing the flow of the calls appropriately.

Also, you’ll want to look at successful calls made by your lead salespeople. Listen to them and make note of what you think worked well with the customer. Was it their enthusiasm? Did customers initially offer up objections that they were successfully able to turn around? What percentage of time did they listen to customers and what percentage did they spend talking? Once you have identified the reasons a call was successful, play it for your sales team while highlighting the important points.

By analyzing sales calls, you can use them to coach your team to greater success. This type of mentoring can improve not just under performers’ sales, but it can also help your best salespeople to become even better. However, make sure that you don’t just use call recordings to point out negatives. It’s also beneficial—and improves the morale of your sales force—if successful calls are acknowledged and celebrated.

Sales call coaching ultimately improves performance, generates additional revenue, and helps team members experience greater professional success. As such, it’s a win-win for mentoring your team to surpass its sales quotas.

Celebrating 15 years in Business!

Titan List is a full service Advertising and Design agency specializing in Direct Mail, Mortgage Marketing, Search Engine Optimization and Website / Graphic Design. Titan List has been around since 1998, and has a team of highly qualified individuals with experience in the marketing trends that fit your business. Unlike other agencies that source their work out, Titan List & Mailing handles the entire campaign in-house. Looking for a special list of data for your business? We can customize any data list for your company.