4 Tips For Lead Generating Commercial Mortgage Websites

Your commercial mortgage website is the first tool that can keep you stand tall among competition, but only if it is built for visitors. Not to satisfy your own personal aesthetic sense. What look good to you may not be the ideal website for general visitor. When you decide to have or design a website, you need to keep the end-use in mind. What he/she needs and how you can make their visit to your website a worth-while experience.

So the first thing is always to have an engaging website. Engaging commercial commercial websites create lasting first impression, give companies credibility and can help generate commercial leads. So how can your capture the interest of your online visitors and increase user engagement amidst this competitive landscape? Here are 5 tips that can get you started:

1) Responsive Web Design (RWD)

It’s a technique or method to design commercial websites so that the website will “respond” to different sizes of device windows (called “viewports”). The ultimate goal is so that with any device, small or large, mouse or touch, the website visitor or user can easily use the website with the same functionality as if it were being viewed on a traditional desktop computer.

A site designed with RWD adapts the layout to the viewing environment by using fluid, proportion-based grids, flexible images, videos and CSS3 media queries.

Responsive web design has become more important as the amount of mobile traffic now accounts for more than half of total internet traffic.  Therefore, Google announced Mobilegeddon in 2015, and started to boost the ratings of sites that are mobile friendly if the search was made from a mobile device.

2) Focus on SEO:

You cannot generate leads if people can find you! Search engines like Google, Bing and Yahoo can send you valuable traffic. Online loan shoppers normally use search engines when looking for commercial loans, so knowing how you can utilize them for your site’s favor is a good thing.  SEO traffic often converts better than other channels due to the fact that rankings often convey trust from the search engines. And so, it is my strong opinion that if you’re running any online marketing efforts, you focus on SEO too.

The fact of the matter is, organic search is the single most driving source of traffic to most of the commercial mortgage websites. Not to mention, it’s FREE too. It will also introduce your loan company to a whole new set of people. In order to truly realize the most value from SERPs, you must pay careful attention to your search engine optimization efforts.

3) Use Catchy Images And Headings

There’s no shortage of content on the Internet. Every day, millions of blog posts are published. If you’re a commercial loan agent who owns a website and do content marketing, all that content creates a challenge. How can your website stand out?

Images grab attention – As you’ve probably heard before, our brains process visual information 60,000 times faster than text. Human beings are visual beings, so showing a striking selection of professional images is pretty much the most straightforward way in selling commercial loans. Indelible, crave-able images have become in high demand in the world of content marketing, and the push for visual content seems to only be getting stronger. Always have a header image for your blog posts.

A striking headline is extremely important to bring the reader in to view an article or advertisement. Catchy headlines can make or break your content. Great headlines give you an edge and convince your audience to read and respond to your copy.  This is a complete topic in itself but in general write a headline that grabs user attention and entice them to read more. Try to use your reader’s “how-to” instinct and/or ask a provocative question in the commercial mortgage loan article headline.

4) Clear & Effective Call-to-Action (CTA)

A commercial mortgage website or even a commercial mortgage landing page is incomplete without a clear call to action, a response you want users to complete. But question is how do you encourage users to act? How do you create an effective call to action?

Follow these guidelines to create CTAs that adhere to established best practices. CTAs should be:

  • Visually striking with web page content that compels your visitors to click the offer
  • Brief: A couple of words is best, no more than five is ideal
  • Action-oriented: Begin with a verb like “Start”, “Signup”, “Download” or “Register”
  • Located in an easy-to-find spot on the webpage
  • Good Design: A colorful button that contrasts with the color of the page is a good strategy to get the user’s attention.
  • High Visibility: Because the call to action should be the most noticeable thing on the page, the font size should be large enough to command attention.
  • Easy to understand and clear: Be sure to state exactly what the visitor will get if they click on the CTA.
  • A no-obligation statement that removes or reduces risk. Any type of money-back guarantee or short free trial period helps convince the user that there is little risk in completing the transaction.


5 Key Elements of a Lead Generating Mortgage Landing Page

Have you ever created a landing page to capture mortgage leads?

If so, were you satisfied with the conversion rate?  As you know, the primary goal of a mortgage landing page is to collect valuable information about your potential clients. Once a person arrives at your page, the copy and design of the landing page are the most crucial factors in the entire process of collecting leads.

Here are the five key elements that can make or break a mortgage landing page:

1. Responsive/Mobile Friendly Design

Few years back, this wasn’t much important, but these days if you don’t a mobile optimized mortgage website or a landing page you are loosing majority of your potential clients.

According to Googleconsumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.

With this revelation that mobile search has now overtaken desktop search, it’s essential that your mortgage landing page should have a mobile responsive design. Having a mobile-friendly site can even double your conversions. Google had been talking of this trend for a while now, and last year they made changes to their search algorithm, to boosts the rank of mobile friendly websites in search results and penalize sites that are not mobile friendly.

So make sure you have a mortgage landing web page that display’s well on all mobile devices. Mobile devices come in many sizes and forms. Smart devices span the range from smart phones with 3″ screens to tablets with 10″ screens and beyond. We also have Apple’s hand held devices in almost all sizes as well.

It may seem hard but check with your mortgage website designer/developer, they should be able to build a mobile friendly landing page for you.

2. Content/Copy & It’s Length

A well optimized page should have a very clear, simple, to the point message. Use bullet points where ever possible and all the content should clearly be in a sequential order. Mortgage landing page copy should be relevant, clear, and convey a sense of urgency while avoiding sources of anxiety and distraction.

Another factor that play a key role in creating effective landing pages is the use of “words” and “phrases” that match with the keywords and text used in your marketing campaign. Repeating the same language and key phrases reassures visitors that they’re on the right path and shows consistency.

3. Mortgage Landing Page Design

The look, feel, and overall structure of your page design will have a huge impact on the effectiveness of your landing page and how well it generates leads. Human brain consumes images and their meanings more quickly than plain text. So your landing page should visually engage the reader instantly or you risk losing a potential customer.

A high converting landing page layout uses relevant eye-catching images and colors. Colors have meanings and studies show they play a very important role in our decision making process. Use of yellow, orange and green color on buttons have shown increase in mortgage landing page conversions. Having a strong contrast between the content and the page background is critical. To learn more on the anatomy and how to effectively design a landing page, visit Mortgage Landing Machine.

4. Limited Form Fields

The details you want to collect from loan shoppers can affect your conversion rate. Ask for too much information and you could turn people away. Keep your form fields to a minimum, studies have shown that increase in number of form fields may result a 10-15 percent decrease in your conversion rate.

A mortgage landing page is your first point of contact with your potential client. He/she won’t give you all the information straight away, only ask the essentials of what you need. Once you have those initial details, build trust and bring them to a point where they provide you all the required information willingly .

Along-with a short form, there should be only ONE possible action for the visitor to take – be it subscribing to your mortgage newsletter, application for prequalification or something else. Eliminate all clickable items on your landing page that might distract loan shoppers from accomplishing the primary task or the conversions will suffer.

5. Trust and Reliability Essentials

People searching for loans online need to know that the company they are going to deal with is a trustworthy entity. They need assurance that any information they provide will be kept safe and confidential. One of the easiest ways to decrease visitor anxiety that may harm your conversion rate is to be sure to use proven trust essentials prominently on your mortgage landing pages.

If you have a privacy policy, add a link to it. Add security seals (if your form requires some sensitive information such as social security number). Use testimonials from happy customers, positive quotes and reviews from real customers can help increase you trustworthiness.

Use trust badges, they are often refer to the logos of well-known brands you’ve worked with in the past (or present), groups and coalitions you are a member of, etc. They serve as endorsements of your trustworthiness and competence.

This has becoming an age of online social media and it’s influence changing everything we do online.  A little “Social Proof” on your mortgage landing page can do wonders. Wikipedia describes social proof as “a psychological phenomenon where people assume the actions of others reflect the correct behavior for a given situation… driven by the assumption that the surrounding people possess more information about the situation.” In other words, people are wired to learn from the actions of others, and this can be a huge driver of consumer behavior.


The above list is just the tip of the iceberg. There are many other things that can convert a normal landing page into a lead generating machine. These five tips should, however, put you well on your way to creating a killer landing page that will convert your visitors into customers. Remembers, the more optimize your mortgage landing page is, the better chance you will have at generating leads.

To your mortgage success…


Mortgage Leads Machine

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

Landing Page Anatomy

  1. 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.
  2. Sub Headline
    Something powerful to supplement your main headline.
  3. 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.
  4. 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.
  5. 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.
  6. Form
    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.
  7. 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.

John Doe
Loan Consultant

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.

7 Ways to Generate Qualified Mortgage Leads

A mortgage website can be an extremely powerful tool to generate qualified leads. But having a web site live on the Internet is one thing, generating leads and sales from it is another. The reason you aren’t selling much is because you don’t have qualified leads. You got to have highly targeted prospects who are interested in buying. Here are a few tips for helping you get more qualified leads.

  • Use customer-centric messages – Whether it’s the design of your website or the contents you have, remember everything is for the potential customers. Let prospects know how they’ll benefit when doing business with you. Your customers only care about what’s in it for them. If you really want a power punch be sure to draw the visitor in by including the benefits of your products and services in terms of your visitor’s perspective.
  • Add Video – Create a video and post it to Youtube®, or better yet, to both Youtube® and your own site. (if it goes viral, trust me, you’ll be happy you put it on your own site once all the link love starts coming.)
  • Team photos – Make is personal, show your mortgage company face to the world. Especially on your “About Us”, “Team” or “Company” pages make sure you include images of members of your company.
  • Add a blog – And update it regularly. The frequency of your blog posts correlates directly to the number of mortgage leads you get. It’ll present you as an expert in your field and you’ll also get better search engine rankings. Search engines love blogs.
  • Offer Freebies – Always offer something “free” – a free DVD, audio, special report, or other item of value to potential clients, something more than a free consultation. Give away the freebie in exchange for the visitor’s name, email and phone, and follow up with a monthly newsletter.
  • Short contact forms – Make the contact form as short as it possible can be. Visitors are more apt to complete shorter forms. Only require the absolute minimum information that you need in order to contact the prospect.
  • Call to action – It should be extremely clear to the visitor what they need to do to take the next step. A clear and easily found call to action will tell your visitors what you want them to do. Use color, font size, images and page placement to make this call clear and easy.

How To Generate Leads With Your Reverse Mortgage Website

If you provide reverse mortgages to seniors one of the biggest challenges is identifying qualified prospects who want what you have to offer and are ready to go for it. It is possible to waste time on cold calls and other marketing activities that turn up little. Wouldn’t you rather have a steady stream of hot reverse mortgage leads, leads that not only include contact information but give you an idea of what the prospect needs, the problem they want solved?

Here are some of the most useful tips to generate a list of qualified prospects.

Collect Contact Information

Do your best to collect the email address of every senior who visits your web site and is interested in the products you offer. Offer free tips, a tutorial or guide to motivate visitors to give you their email address so you can market to them as and when required. Place your lead capture form prominently on every important page of your website. This should help you capture the email addresses of 10-20% of the people who visit your site every month.

Get People to Tell You How You Can Help Them

Many seniors use the internet and especially web as a tool to find solutions and to hire mortgage professionals who can help them solve their reverse mortgage problems. Giving away a periodic newsletter on reverse mortgages and loan tips is a great way to get contact information but what you really want to do is to identify those people who have an immediate interest in your services.

Prompt people to contact you by including an inquiry form on your web site, but don’t make the mistakes made on most web sites. Too often inquiry forms are buried on the site, multiple clicks away from the pages most frequently viewed by your visitors. Include your form on high visibility pages,  on the right of your homepage and other key pages about your services and products.

Use your inquiry form to both collect contact information and to identify the services your prospects are interested in and how you can help them. When you make your follow up calls you’ll know where to start the conversation.

Send out Surveys to Identify What Sells

It’s the new age of information technology, web-based and e-mail surveys are gaining in popularity. In general, mail surveys are the least expensive to conduct and direct interviews are the most. If  you already have seniors looking for reverse mortgages signed up for a newsletter, you can use that to get additional details about the needs of people looking for loan to ease up their retirement lives. This’ll give you an insight on what is the real requirement and how can you serve your clients better.

Use the above mentioned lead collection strategies to identify prospects. Once you know who needs your help, its easy to follow up, close the mortgage sale and grow your reverse mortgage business.

Mortgage Lead

A mortgage lead is information taken from a potential mortgage seeker. Mortgage brokers use mortgage leads to get a better idea on what will suit the needs of potential mortgage buyer.

The Internet has revolutionized the way consumer’s evaluate, compare and choose mortgage products and services. It has become a significant tool for both mortgage seekers and mortgage brokers alike. This is because the Internet serves as a portal for mortgage consumers and brokers to get information that are pertinent to mortgages. Online application for mortgages has become a trend. Each day thousands of mortgage seekers fill out forms on thousands of mortgage leads generation websites requesting more information on mortgage loans or quotes from mortgage lenders.

Ensuring quality in your mortgage leads

A high quality mortgage lead does not necessarily mean a mortgage lead that closes. Quality in mortgage leads is judged according to three criteria: freshness/novelty, accuracy, and truth.

As a general rule, the fresher the mortgage lead, the bigger your chances of closing that mortgage lead. At a minimum, a mortgage lead that is less than 48 years old is still considered quality mortgage lead. Anything more than that lessens your chances of closing the mortgage lead.

Accuracy in mortgage leads is important. Getting accurate data from users is one of the biggest challenges that mortgage lead generation companies face. Several software programs have been developed to ensure accuracy in mortgage leads. One of the more recent developments is a program that uses telephone/location verification.

The third criterion to consider when looking for quality mortgage leads is whether or not the mortgage lead is true. A mortgage lead is considered only true if that mortgage lead was actually generated by someone who is truly interested in getting a mortgage. This aspect of mortgage leads is very hard to determine but with a little research, you might just be able to pull it off. Some websites offer incentives for users who will fill out mortgage lead generation forms. To get a high quality mortgage lead, it is best if you stay away from these types of mortgage lead generation companies.

Mortgage Lead Expectations

Closing expectations of mortgage leads, especially those that are available over the Internet, are low. Closing mortgage leads at a rate of 8%-14% is already considered a good thing. Accurate data in Internet mortgage leads is only expected at 80%.

Closing Internet Mortgage Leads

As outlined earlier, closing mortgage leads depends on how quick you respond to a mortgage lead. The quicker you respond, the better your chances of closing a mortgage lead. The first thing you do when you get your mortgage lead is make contact with the one who generated that mortgage lead. Follow up your questions with quotes, again based on the mortgage lead generated. In short it all depends on your response…