If you rely mostly on online mortgage leads, website visitors are the most important people in your entire mortgage business. They are the ones that determine how much or little you get paid.
You need to have everything focused on them. You need to prove that what you tell them is what they are looking for and to get instant access, they need to give you their contact details.
Once they optin and on your G.T.T.P/GTTP page, if the awesome “content” is to the point they will be hooked. This is the time when you must take advantage of warm leads? There’s no better place than the GTTP page. Use this opportunity when the lead has expressed intent, and ask for something else, like a follow up or newsletter subscription.
The Landing Page
The landing page (also known as a squeeze page) is your key page. It’s a page that gives the visitor 2 options. Sign up to learn more or leave.
The reason why it’s called a squeeze page is because the visitor is being squeezed into making a decision. They can observe, evaluate but don’t have options to navigate.
It has one agenda and that is to convert a person looking for mortgage options into a subscriber (lead) and to become a buyer.
A landing page is made up of a headline, content – which can be a video, audio, text, or a combination of these – and an opt-in box with a call to action. It can even be as simple as a headline and an opt-in box with a call to action.
The secret is to keep the page as simple as possible, known as the K.I.S.S. principle. Keep it simple stupid. The less the clutter, the better.
They must know within seconds, what your page is about so you need to keep it simple and to the point. Use the “what’s in it for me” (WIIFM) principle addressing what the benefits are or how you will solve their problem.
Anatomy Of A Good Landing Page
- Strong Headline That Matches What Brought User Here
Grab the prospect’s attention by telling them something that connects to
their desires and feelings immediately.
- Sub Headline
Something powerful to supplement your main headline.
- Salient Features/Benefits
Online visitors don’t really like reading. So keep your key points in short bullet form, not large paragraphs, and make them focused solely on the benefits that people will get from using it.
- Video/Infographic Showing Context Of Use
Video can make your landing page live and full of energy. Use a short video primarily focused on the product “in use”. That’s context, tell your visitors, how can they use your services to fulfill their needs. This will get you more leads and ultimately sales.
- Use Of Social Proof – Build Trust
Would you give your information to a company you didn’t trust? No you won’t. So what can you do increase the trust of your landing page? Here are a few things you can use:
Social Media Comments: Show a live stream of people saying nice stuff about you/your company on Facebook/Twitter/Linked or some other social platform.
Testimonials: Use original and genuine comments from your customers.
Endorsements: Show the logos of media placements or high profile customers.
Your Company’s Contact Details: It’s one of the trust indicators that prospects look for to feel that your company is the real deal.
When it comes to forms, make sure the form on your landing page only ask prospects the key pieces of information that Sales and Marketing need to nurture a lead. Make it as easy as possible for prospects to provide you with the information you need to move them from visitor to lead.
- A strong call to action (CTA)
Your CTA should stand out from the rest of the page and leave no doubt about it’s purpose. Be sure to use contrasting color, bright yellow, orange, green, dark red are among the colors those bring high click rates. For CTA, use action-oriented language that addresses both your visitor’s motivation and the result of clicking the button. Studies have shown words like get, view, now, or download, are much more powerful than simple submit, start, or pay, which only focus on what your customer must do.
A G.T.T.P page is just that. Getting to the point to condition and pre-sell the visitor.
Thank them for subscribing to download, read or watch what you promised them. I know it’s common sense to assume however there’s no harm in being professional and confirming this.
Here’s what I would write after people opted in (through a short form) for their first residential mortgage loan consultation.
Thank you for subscribing/downloading/signing up/joining!
You’re one step closer towards getting the house of your dreams!
Hey “Subscriber Name”,
My name is John Doe and I’m very excited to work with you. Please use the link at the end of this page to download your free report/ebook.
I’ll contact you shortly to explain the various mortgage options and recommend the type of mortgage that might be best suited to your situation. I would recommend you to fill out this short form (link to a more detailed form), this’ll give me further insight on your individual requirements and I’ll be able to create a FREE no-obligation, customized mortgage rate quote for you. Click here (link again).
I’ve also sent you an email with the download link, check your email inbox in few minutes. Add me to your safe list, it is necessary otherwise you might lose some important emails from me.
Free Report Download Link
Thank you for choosing me to be part of your home buying journey.
Contact #: 561 123 XXXX
If you are an affiliate of some paid mortgage service(s) you can change the second paragraph and send the subscriber to the paid offer instead of the detailed form.
The above GTTP content literally took me less than 5 minutes to put together by doing a little research on Google.
Yes, it’s that easy!
Don’t overthink this.