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Conversion Experts: Local Mortgage Business Leads (4)

03-11-2015 09:39 PM #1 richard5150 (AMC Alumnus)
Conversion Experts: Local Mortgage Business Leads

Hey Stackers!

I joined the forum (and the affiliate marketing world) mid January - So almost 2 full months! Since then I’ve learned so much, was part of Zeno’s 6WAMC, have launched a few campaigns, and this past week have been making $30 profit/day @ roughly 80% ROI using the YTZ arbitrage method following some awesome guidance from jennatalia.

I would really like to use some of my new internet marketing skills/knowledge to help my mother’s mortgage business. My mom has always been great to me so I think first order of business should be to help her out. She’s been a mortgage broker for 15 years and does quite well (within the top 75 in Canada – A little over 30 million dollars per year in mortgages). Most of her business comes from referrals from clients/realtors, repeat business, and very infrequently from the internet.

In our small town we are on the top of Google search results for organic web listing + a YouTube video listing + Google Business listing, but for the nearby larger cities we don’t appear in search results.

Some things we have going for us:

The commission for the average mortgage deal that funds is approx $2800 and we get a lot of repeat business, so customer lifetime value is high.
About 4000 emails of clients and past prospective clients.
Tons of great testimonials and fan clients.
We can do mortgages for people anywhere in Ontario, Canada.
Spring/summer approaching is a popular time for home purchases

Ideas/goals so far:

Set up epic Adwords + Bing campaign, track everything, over time optimize to the point where we can let it run on close to autopilot with a positive ROI producing a stream of leads every month.
Launch a Facebook campaign to webinar sign up for a Q+A webinar targeting nearby people by “mortgage” and “real estate” interests.
Try out a Facebook campaign to a squeeze page to get a free lead magnet with the Thank you page being a request-a-call/ get pre-approved for their mortgage opt in.
Create a great autoresponder sequence for those who don't request-a-call/request to be pre-approved but do enter their email for the lead magnet.
Using retargeting on the website and in the FB campaigns with adroll.

I would love to hear some of your dope ideas too!

First steps we need to take:

Our website is not ideal for paid traffic. It’s hosted and provided by the Franchise we're part of. We don't have full control, there are some places we can edit the content on the site through their editor, but it’s very limited. No access to add things like conversion tracking etc. Call to actions is weak and cannot edit the above the fold part of the homepage. Definitely not designed by a conversion expert (I looked at the analytics and the bounce rate over the past year is 75% with 80% of traffic coming from new visitors.-Yikes).
So as a first step I think we need to redo the website entirely so it’s optimized for paid traffic and getting leads!

I’m going to do some spying in the wild to see what other mortgage businesses are doing for their Adwords campaigns across some of the major cities in North America and hopefully find some good examples to model.

Some questions:

Should the Adwords campaigns direct to the homepage of the new conversion-optimized website or to a landing page within the site?
If to a landing page within the site, what would you recommend for that landing page?
Any recommendations of a website designer with mortgage business or similar experience who is a conversion expert?

Any other tips / thoughts / ideas / advice are greatly appreciated!!

I wasn't sure exactly where this thread should be posted so of course feel free to move it to the appropriate section. Thanks everyone for your time spent reading through this

03-13-2015 01:12 AM #2 mr zoom (Member)

I'm not yet an expert, but here are some ideas that came to mind...

Originally Posted by richard5150

Should the Adwords campaigns direct to the homepage of the new conversion-optimized website or to a landing page within the site?
If to a landing page within the site, what would you recommend for that landing page?
Any recommendations of a website designer with mortgage business or similar experience who is a conversion expert?

- No need to redo the entire site. I would create landing pages on a site that you control 100%. High-quality landing pages = high quality scores on AdWords = lower costs. You can always just link to the full-website as part of the funnel. But, I would focus on the landing page and optimize it to capture leads.

- I found these that look like they could work for some of the things you're trying to do.
http://blog.leadpages.net/real-estate-landing-page/
http://blog.leadpages.net/real-estat...ads-leadpages/

- There's a pretty big community of designers you can outsource these to.
https://www.elance.com/r/contractors/cry-US/skl-2201/q-
https://www.odesk.com/r/profiles/?lo...es&q=leadpages

- I think Facebook would be a great option.

I'd offer to help myself, but I'm still a newbie and juggling projects left and right!

Good luck!

03-13-2015 04:59 PM #3 richard5150 (AMC Alumnus)

Thanks for that. I think you're right. Instead of focusing on a new website just get some landing pages out to start the adwords and facebook campaigns asap rather than waiting for a new website before starting. Leadpages should work perfectly.

03-17-2015 02:16 AM #4 mr zoom (Member)

So I came across this earlier today. It might might help give you guys a good big picture view/ plan for growth.

http://www.digitalmarketer.com/custo...-optimization/

Also, I've got some more bandwidth to take on projects. PM me if you need anything!

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