Finding it difficult to look ahead to 2021 with clear eyes? We get it. Most brokers we speak to express that it’s been challenging to plan a business growth strategy with a pandemic going on, even despite an influx of new client inquiries and record-breaking low rates. With so much changing about how we do business daily, how do you future proof your mortgage business for success in the coming year?
Customer referrals are less time-sensitive when it comes to speed-to-lead because they’re much warmer leads. But for any leads who come inbound from your ad campaigns, Google searches, or other organic or paid marketing strategies have instant gratification needs and require having their questions answered immediately. Your silence or inaction about their inquiry is their first impression of your customer service skills—and that seldom goes unnoticed.
Consider the fact that inbound leads are not only ones you’re paying good money for but also prospects that have an immediate problem and seek your services as a solution. If you’re not quick to respond or even connect with an automated message letting them know you’ll follow up soon, the likelihood of you losing that business grows exponentially by the minute.
On the other hand, while an influx of new leads sounds like a great problem to have, without a system in place to sort, qualify, assign, and automatically respond to inquiries may put your business at a disadvantage. Automating a speed-to-lead strategy with technology like Shape + Verse will help keep leads focused on your product or service–and less on your competition.
Solution: Don’t let money languish in your database.
Your database isn’t just your clearinghouse for all your leads and contacts—it can be a source of unearthed gold, provided you’re using the proper tools to mine.
Automating this type of lead engagement and qualification from your database will maximize your conversion rates and ensure no lead generation efforts (or dollars) go to waste. Not every lead will be ready to buy right away, but using proven techniques like email drip marketing or SMS campaigns, as we mentioned in tip #1, will help keep you, not your competition, top-of-mind.
Solution: Have systems in place for after-hours to maintain team productivity.
Time is precious but also strange in fluid in these pandemic times. While your leads and customers may keep irregular hours, that doesn’t mean you and your team should be working nights and weekends to make your leads and prospects happy. Working weekends doesn’t help home life for your reps, nor does it make them more productive.
Instead, your business needs to leverage technology to automate manual processes, along with the check-ins reps might be conducting after hours and on weekends—like an inbound lead auto-responsder, or providing your leads with a client portal where they can self-service.
As your business grows, keeping your team energized and engaged, especially during an influx of low rates, is key to increasing a scalable and successful business.
Solution: Use a CRM to keep all your data clean and efficient.
Leads are one of the most targeted audiences you can obtain—they’re interested people who raised their hand and showed some intent to buy. Having a manual process for responding to these leads is extremely inefficient and will prevent you from growing a profitable business entirely.
Instead, with the right CRM like Shape in place, you can design a workflow that prioritizes the right leads for your team, automatically assigns inbound them to the right sales rep, and prime them for a conversation with a bit of automated marketing before ever taking a sales call.
By prioritizing leads, you’ll also help sort and organize leads by which are the warmest, allowing your team to focus on those worth investing time into. Gone are the days of wasting endless time and productivity on prospects who aren’t a good fit for your business. Instead, using technology to organize your lead flow helps you better track engagement and conversion rates, helping your marketers leverage real data to spend their advertising dollars to generate higher-quality leads.
This entire lead optimization process ensures less lead waste and more ROI on all parts of the sales funnel.
Curious to dive deeper into the entire panel discussion and learn the lead habits to break in 2021? Watch the webinar on-demand now.
Looking for a technology suite built to help take you close and convert more clients than ever before?
Schedule some time to talk with our teamabout how Shape + Verse.io can take your mortgage business to the next level!