The mortgage and real estate sectors are as competitive as ever. Lead generation is what drives your business, and high-quality leads are what you’re seeking out to really push you to the next level.
There are several ways to generate leads, and the industry has often fallen back on more old-school methods that don’t necessarily keep up with more dynamic approaches. If you’re asking yourself, “how do I generate leads?” you don’t necessarily have to give up direct-mail or partnership strategies. What you should do is make sure your email marketing is as good as it can be.
Email marketing is integral to lead generation. It can be an extremely productive tool for mortgage brokers and realtors. It’s a pretty universal tool when it comes to tapping into different demographics. Even 73% of millennials still say that their preferred method of receiving business communications is email.
So, let’s explore a few ways to boost your email marketing impact and generate even more of those all-important leads.
Grab People’s Attention
What’s in your subject line? People are less likely to engage with mortgage brokers who are overstuffing their email marketing with jargon from the start. Instead, make sure that your email subject lines are concise and reflect what it is that your email intends to do.
Adding in a little time-pressure helps—things like ‘limited time offers’ or ‘exclusive deals’ catch people’s eye!
Double Down on Great Content
Content, content, and content! What is in your email marketing matters! You want to ensure that the content you’re sending to your pool of potential leads is snappy, sharp, and captivating. Make sure it’s precise; no one wants to read an entire thesis in their inbox!
Some of the content options you can consider to give your email marketing a greater chance of generating leads include:
Social Media Shareability
Make sure your email content is transferrable to social media. If the content is what grabs people already on your email list, sharing to social media is the way you convert those people into even more potential leads. Embed your social media links into your email marketing to make it as easy as possible for people to connect with you on social media.
Plus, if you produce captivating infographics or interesting images, make sure that you allow people to share on Instagram, Facebook, or Pinterest. It’s extra marketing potential for you!
Make the Most of Your Email List
It seems like a straightforward point, but it’s worth repeating: make the most of your email list. It means keeping your email list up-to-date and accurate, which may require a little investment in terms of working with a data cleansing service. However, that cost will quickly be offset by the conversion of high-quality leads.
Once you’ve got an email list that’s really working for you, the potential of lead generation exponentially increases. Referrals are a great way to capitalize on your existing email subscribers; people trust friends and family when they suggest products or services, so use that to your advantage.
Incentivize your customers with discount codes or vouchers in return for referrals! Rewarding your customers’ loyalty only helps your business.
Don’t Forget to Test!
53% of emails are opened on mobile, which means you need to optimize your email marketing for various devices. Spending time making sure that your graphics and layouts work for differing screen sizes is a way of increasing your potential leads.
In the same vein, make sure you’re testing your email campaigns! A/B testing on your email marketing is a sure-fire way to iron out any creases in your marketing campaigns so that they are as effective as possible. Well-designed and well-tested campaigns are the way to generate those all-important leads.
Emails, Emails, Emails
Overall, email marketing is a fantastic tool you can use to grow your mortgage brokerage business and to generate high-quality leads. By focusing on specific, captivating content and making the most of your existing email list, you’ve got a real opportunity to generate even more leads. It sounds simple, but sometimes the simple ways are the best—so get emailing!