Back from NAMB West!
Posted by Kyle in Uncategorized on December 10, 2010
LenderHomepage just got back from the National Association of Mortgage Bankers (NAMB) West trade show in the one and only Las Vegas, Nevada. Worked the trade show floor, got in a bunch of meetings, and had a great time hanging out with the gorilla. What? You haven’t met the gorilla? The gorilla is a mortgage marketing genius.
A few photos from the trip.
7 Ways to Market Your Mortgage Website
Posted by Kyle in Mortgage Website Design, Mortgage Website Marketing on December 7, 2010
Designing and creating a solid mortgage website is just the first step toward converting internet traffic into leads. Check out these 7 mortgage marketing tips to get your website discovered.
1. Work with a consultant or a web design firm to work some SEO magic on your page. Honestly, though, SEO isn’t magic. It’s as simple as including the right keyword terms in your site content in order to help search engines such as Google better identify your site. It’s not rocket science, but it can get complicated. At LenderHomepage.com, we offer professional SEO consultation as part of our suite of web design services. Just saying.
2. Sign up for Google AdWords or another pay-per-click (PPC) service. AdWords is considered to be the best, and it’s not hard to get started with it. It will cost you some money, but you’re guaranteed traffic.
3. Build a landing page, separate from your website, to capture traffic from your ads. Not sure what a landing page is? Check out our analysis of the differences between websites and landing pages.
4. Use your website to respond to current events or news stories of the day. Establish yourself as an expert, a thought leader in the industry. It will build your credibility and help establish trust between you and your visitors.
5. Alternately, you could make the news yourself. Do something interesting and valuable with your business, such as donating blankets to a homeless shelter, and write a press release about it. Try to get local news sources to run with the release.
6. Become known as a problem solver by allowing visitors to ask questions or seek advice. Then, do everything you can to solve their problems for them, whether or not they promise payment. Word of mouth will create awareness.
7. Write an e-book and allow visitors to download it. Fill the book with your knowledge and expertise. Make sure your book content truly informs and helps the readers, though, or it won’t catch on.
Can you think of other ideas?
Top 3 Problems That Will Kill Your Mortgage Website (And How You Can Fix Them)
Posted by Kyle in Mortgage Website Design, Mortgage Website Discussion, Mortgage Website Values, SEO on December 2, 2010
Research shows that consumers seek real estate and mortgage services via the internet more frequently than any other medium. We’re in a digital, information-driven age. Sorry, but your ad in the phone book just isn’t going to cut it anymore.
That said, your mortgage website isn’t a magic money machine. You may find, in fact, that your website isn’t bringing in any new applications, leads, or even site traffic. If this is the case, one of the following issues may be at fault.
1. Your website is impossible to find. This is the fundamental reason websites fail. If no one ever sees your site, your site is a waste of time and money.
How you can fix it: Visitors won’t stumble onto your website accidentally, and you don’t want “accidental visitors” anyway. You want real, significant, qualified traffic. The following steps will help ensure that you get it.
- Make sure you have a domain name that is catchy, memorable, and easy-to-read-and-type.
- Fill your site with valuable, relevant content and information.
- Optimize your title tags to reflect the keywords your target market searches for, and integrate these keywords into your content. Consult with an SEO specialist to gain further ideas about how to optimize your site.
- Connect with other sites and affiliates. Get links to your pages out there for others to find.
- Check out these other ways to drive traffic to your site.
2. You have nothing to say. While good, valuable content can help solve your traffic problems, poor or confusing content will turn visitors away from your site once they get there. If your site makes no sense or doesn’t seem to offer anything useful, visitors won’t stick around long, and they definitely won’t call you for a loan.
How you can fix it: Again, content is the answer. Host a blog, post articles, update your pages on a regular basis with graphs, charts, market news, and more. Do anything you can to continuously provide visitors with the information they’re looking for, and organize it in a way that’s logical and easy-to-follow.
- Feature industry news on a regular basis. Offer your opinions on recent events.
- Write pages that cover small, local markets. A page for each local suburb or neighborhood might be good.
- Integrate a blog into your site, and update it with valuable content as often as possible.
3. Your site doesn’t evoke trust. Let’s say you’re getting traffic, you’ve got your content organized concisely, but still no leads. It may be that the way you’ve presented your site to visitors makes them feel pressured or skeptical. If you’re promising pie in the sky, your visitors will sense that you aren’t being honest. If your site is just a big mortgage marketing billboard, visitors will suspect a scam. It’s not easy to establish trust on the internet, but it can be done.
How you can fix it: Transparency and authenticity are key.
- Talk about yourself, but not too much. You need to let visitors know who you are, but don’t make yourself out to be some kind of hero or you’ll lose them. Post a few pictures of yourself and a bio.
- Be realistic. Talk about the true state of the economy, offer practical lending options, and so on.
- Focus on educating your visitors rather than selling to them. This is the best way to establish trust, and sales will follow trust.
Sound like a lot of work? It can be, but it doesn’t have to be. Your best option is to work with a web development company that has the knowledge and ability to address these issues before they arise.
Top 5 Ways to Drive Traffic to Your Mortgage Website
Posted by Kyle in Mortgage Website Design, Mortgage Website Values, SEO on November 30, 2010
You’ve got a mortgage website. That’s great. But it won’t do you much good unless visitors find it and contact you for a loan, which means you need to find ways to market your website.
There’s an entire industry built around website marketing. Volumes of books and articles and whitepapers have been written on the subject. But to get your mortgage marketing started, check out these top five ways to drive traffic to your site.
1. Search Engine Optimization. This is the core of internet marketing. The vast majority of internet users find the sites they use through search engines. If your site comes up at the top of the list for the right search terms, you’ll bring in more traffic than you know what to do with. If your site comes up somewhere in the middle of the list or near the end, you’ll get table scraps. Work with an SEO consultant to determine what keywords your site should rank for and place these keywords throughout your site.
2. Pay-Per-Click Advertising. Pay-per-click (PPC) advertising is a powerful tool, but unlike SEO, it can cost you a lot of money. If you’re an advanced web user or you have a large website than can handle the traffic, PPC advertising may be a good option to pursue.
3. Share through social media. Social sites such as Facebook and Twitter provide numerous opportunities for mortgage professionals to network with potential clients. Link your Facebook profile or Twitter account directly to your website, or join relevant social groups and present your site there. This works even better if you…
4. …have a blog. Blogs are the age-old, tried-and-true backbone of the social web. Start a blog and update it regularly with information that potential clients will find useful. If your blog becomes popular, your site will gain significant exposure. Simple as that.
5. Trade links. There are a lot of other mortgage-relevant websites out there, and some of them get a lot of traffic. Try to find a way to get a link to your site featured on one of these sites, and many of their visitors may cross over to your page.
Website or Landing Page: What’s the Difference?
Posted by Kyle in Mortgage Website Design, Mortgage Website Discussion on November 19, 2010
If you’ve researched internet mortgage marketing best practices, you may have come across the term “landing page.” This term may have been left unexplained, and this may have left you wondering. Is a landing page the same as a website? If not, how is it different? We’ll answer those questions here.
First, a mortgage landing page is not the same as a mortgage website. Your website is the face of your business as it exists on the internet, and as such, it ought to say everything to your visitors that you, yourself, would say to a client if you met him or her in person. A landing page should never do this. In order to explain why, we must look at what a landing page is for.
Landing pages are tied to ads. Let’s assume you’ve placed an ad on the internet somewhere. Every time someone clicks that ad, they are taken to a new page, a page that outlines your products and services. This page is called a landing page because it’s the page that the visitors “lands” on. The goal of this page is to convince visitors to buy from you or contact you for more information. Nothing else.
On this page, you don’t want them to read your bio or learn about your work history. You don’t want them to peruse a gallery of photos from the beautiful area where you live and work. You don’t want to introduce them to your pedigreed Pomeranian puppy Shultzy, cute as he may be. You want your visitors to do one thing only when they reach that landing page. You want them to contact you for a loan.
Think about it. You’re paying for advertising, which technically means you’re paying for visitors. You want to turn those visitors into revenue as swiftly as possible. This is why landing pages differ from websites.
A landing page is optimized to convert every visitor into a lead. Landing pages are short, sweet, and to the point. The shorter and sweeter it is, the better it is. The information isn’t the goal. The sale or initial contact is the goal.
A website is optimized to provide visitors with information. Websites are typically stronger if they contain more information rather than less. The more pages and articles and photos you include on your website, the stronger it is as a website.
This is why you shouldn’t link internet ads directly to your website. People who click on ads are often ready to buy. They don’t want to meet Shultzy. A website is important, and you need to start there, but once you’re ready to start marketing, look into a landing page.
How to Write an “About Us” Page that Improves Your Sales
Posted by Kyle in Mortgage Website Design on November 16, 2010
If you want your internet mortgage marketing to convert into leads and sales, you need to tell your visitors who you are and what you do as swiftly and concisely as possible on your site. One of the best ways to get this information out there is through an “About Us” page.
The “About Us” page is one of the most important pages you’ll create on your mortgage website. It’s important because it’s one of the few pages your visitors will read before deciding whether to dig deeper or not. Use your “About Us” page to communicate your company’s unique abilities, values, and selling points. Let your visitors know who you are, why you do what you do, and, most importantly, why this matters to them.
1. Write about your credentials. Are you qualified? Are you licensed? Have you won awards? Describe your credentials. Show that you are a professional who is well equipped to meet the needs of your clients. Don’t get carried away, though. No one wants to work with a narcissist.
2. Tell your story. How did you get into the business? Have you closed any particularly unique transactions? Do you have a story about that one time when you went above and beyond to meet a client’s needs? Share these stories on your “About Us” page.
3. Don’t be afraid to show your personality. Write your “About Us” page like it’s really about you. It really is, after all. If you’re funny, make it funny. If you’re friendly, make it friendly. Show who you are.
4. Reveal your passion. You love what you do. Or, at the very least, you’re interested in it and you know something about it. Share what you know! Show that you’re excited by the work you do. Your visitors will pick up on that excitement.
5. Write about yourself. This is probably the most important aspect of a good “About Us” page, especially if you’re a mortgage broker or a loan officer. Who are you? Where do you operate? What experience do you have? What was your background before you got into the business? What are your personal likes and dislikes? This may seem unprofessional, but if you present information about yourself in an intelligent, comprehensive manner, your visitors will start to feel as if they know you and can trust you. A good “About Us” page accomplishes this.
If you’re using a templated website, don’t leave your “About Us” page blank. Fill it out with the right information, and you’ll find that your site converts more visitors into leads and sales than otherwise.
Can A Mortgage Website Boost Your Credibility?
Posted by Kyle in Mortgage Website Design, Mortgage Website Discussion, Mortgage Website Values on November 12, 2010
Borrowers don’t often trust the banks they borrow from, and lenders are often cautious when working with borrowers. But it seems that a solid, established mortgage website can actually boost your industry credibility and help you gain customer trust.
Trust has never been more important. The internet, as with any form of media, sees its fair share of scams, scandals, and false advertising, and as the internet becomes a driving force behind more and more consumer purchases, trust will serve as more and more of a competitive advantage. The best way to build this trust on the internet is through your website.
1. Contemporary design. Internet users often make decisions about the reliability and trustworthiness of a site based on the look and feel of the site. If your page has a cheap, shallow design, users will skip it and look for a more contemporary site that meets their needs and offers better usability. The design says a lot about your commitment to the business and your stability is a professional.
2. Straightforward information. Visitors don’t want to read a lot of technical jargon or fine print. If they find information on your site that seems intended to trick or confuse them, they’ll leave. This means your content must be direct and straightforward. Speak clearly on every page.
3. Honest, accurate information. If you want to establish trust, tell the truth. The information you provide must be correct and delivered with sincerity. Don’t just focus on mortgage marketing. Your readers will see through it.
4. Depth. A broad range of content on your website, including articles, tools, calculators, secure login forms, and other elements, can help your visitors gauge your experience and professionalism. Provide information with real depth. Don’t stop at a page or two. Convince your visitors that you are an industry expert by showing what you know.
5. Who you really are. More than anything else, visitors won’t trust you unless they get to know you. Talk about yourself. Include a picture or two. Let your potential clients get to know you as much as possible. If you can establish a personal connection from the start, you’re golden.
Top 5 Things to Include on Your Mortgage Website
Posted by Kyle in Mortgage Website Design on November 9, 2010
It’s difficult to create a mortgage website if you don’t know what information and tools to include on your site. The following list outlines the five most important elements to present to your visitors.
1. Your rates. Mortgage shoppers often look at rates first. They see rates as the differentiating point between various lenders. If you don’t have your rates posted on your website, visitors will be disappointed and will move on.
2. The types of loans you provide. If you work with FHA loans and not VA loans, make sure your visitors know this. Better that they find out on your site rather than halfway through the application process. Make sure you outline the types of loans you offer.
3. Your logo. You may think this is obvious, but many mortgage brokers who operate on their own don’t ever develop consistent logos or other branding. A website is a great place to stick your logo, if you have one, and if you don’t, you should get one.
4. An online loan application. You may be able to get by without this, but we don’t recommend it. Provide a simple form that allows your visitors to begin the application process. If visitors aren’t sure how to get started, they may move on to a different site. Many of the larger loan sites offer just this kind of advanced functionality. Make sure your website offers it, too.
5. Your contact information. Believe it or not, we’ve seen this get overlooked until the last minute. This is arguably one of the most important elements to include on your site. If visitors don’t have a way to contact you, your mortgage marketing efforts will be wasted. Make sure your contact information is clear and easy to find.
5 Steps to a Mortgage Website
Posted by Kyle in Mortgage Website Design on November 4, 2010
A mortgage website is a complex thing to create and manage. If you try to start from scratch, you may find yourself stuck due to design constraints and usability issues. You’ll need a thorough knowledge of HTML, web operations, and graphic design in order to construct a secure site that communicates your vision and your abilities effectively.
But it’s not hard to get a mortgage website up and running within just a few hours if you know where to turn. The process is simple.
1. Purchase a domain name.
2. Find a web hosting service and buy a plan.
3. Work with an internet mortgage marketing company that sells template websites. Pick a template and let the company place the template on your hosting plan under your new domain name.
4. Create or purchase content for a handful of web pages that outline your mortgage products.
5. Work with an SEO consultant to optimize your content pages to appear in search results for the best keywords.
There are still a number of steps required, but these can all be accomplished within a short window of time. To get your website running faster, however, find a company that covers all of these steps at once and offers in-house SEO consultation. This type of service will get you the highest quality web presence.
LenderHomePage SEO and Mortgage Marketing – TStarFunding.com
Daniel Lotter of TriStar Funding, a lending firm based in Colorado Springs, CO, recently employed LenderHomePage.com for web design, search engine optimization, and lead generation marketing. LenderHomePage performed an in-depth keyword analysis to fit TriStar Funding’s unique keyword needs.
A few short weeks after completing the optimization process, Daniel was shocked when he searched Google for “Fort Carson VA Home Mortgage” and found his site listed as the number one result.
Daniel was also pleasantly surprised to find that TriStar Funding was ranked on the first page of search results for all of the following keywords.
- Fort Carson VA Home Mortgage
- Fort Carson VA Home Loan
- Fort Carson Colorado VA Home Loan
- Colorado Springs Conventional Mortgages
- Aurora Colorado Conventional Mortgages
- Aurora Colorado VA Home Loans
We at LenderHomePage.com are proud to deliver nothing but the best to our clients. Thanks, Daniel!