When one marketing provider serves several competing brokerages in the same market, the incentives can become messy. Similar ads may compete in the same auction, the creative may begin to look…
Loan officers are hired to advise borrowers and originate loans. Yet many spend a large part of the week trying to create a pipeline from cold lists, recycled inquiries, and manual follow-up. That…
A marketing system is more valuable when the brokerage can keep using it after a vendor relationship ends. That means owning the accounts, data, consent records, workflows, and domain assets that…
The old speed-to-lead playbook was simple: send a new inquiry to a loan officer and ask them to call immediately. That can work in some situations, but it also creates a poor experience when the…
A mortgage funnel should not ask for everything at once. It also should not collect so little information that the sales team has no idea whether a conversation is worth pursuing. The best…
Mortgage advertising on Meta requires a different mindset. Housing and credit campaigns operate under Special Ad Category rules, which limit many of the targeting options marketers use in other…
Mortgage trigger-lead rules have been a major concern for consumers and lenders alike. Traditionally, a credit inquiry could alert competing marketers that someone was shopping for a mortgage.…
Many mortgage businesses are built on relationships with real estate agents. Those relationships can be valuable, but they should not be the only source of new business.
A cheap lead is not necessarily a profitable lead. The number that matters most is the total cost of acquiring a funded loan.
For years, many mortgage brokerages relied on shared leads from aggregators. A consumer filled out one form, and the same contact details were sold to several lenders. The model looked efficient…
