Loan officer landing pages should be like good pick-up lines.
Not only should they pique the receiver’s interest, but they should also elicit a “yes” response. In between the attention-grabber and the final answer, the conversation should prove to the receiver there’s something in this relationship for them, too. After all, who wants to say “yes” to a loan officer (or the guy you just met in a bar) who’s in it only for himself (or herself, as the case may be…)?
Mortgage landing pages exist primarily as a standalone web page for sharing specific information and collecting contact details in return. It’s the mortgage lead generation tool that all your other efforts rely on.
Publishing a digital ad? Send them to a landing page so they can express interest. Deploying an email? Share a landing page link to offer more information. Posting a YouTube video? Link to a landing page so viewers can get in touch.
To be effective, landing page best practices require mortgage landing pages to be interesting, engaging, and easy to read, watch, interact with, or otherwise consume. Furthermore, the page should clearly brand the mortgage company and the loan officer sharing it. And it should make saying “yes” as easy and intuitive as, well, saying “yes.”
When we talk about taking your landing page from good to great, we’re really talking about meeting these fundamental requirements. You’d be surprised at how many miss them! Follow the tips to make sure you’re getting a “yes” every time.
Loan Officer Landing Pages Should Be Interesting
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When you invite prospects to visit your single-page site, greet them with a vibrant, organized mortgage landing page that grabs and keeps their attention.
Be sure the content you create is eye-catching, professional and valuable. Your prospects will feel tricked if they bother to click a link, wait milliseconds-that-seem-like-forever for the page to load, and there’s nothing substantive to see.
How will you do that? A strong mortgage CRM like Surefire will offer you both pre-built mortgage landing pages and a strong landing page builder that will make it easy for you to organize content, including images, text, videos, calculators, mortgage lead generation forms, and more.
The resulting pages should be mobile-friendly. An impressive four-column layout on a desktop should become an easy-to-read single column on a small phone screen.
You get bonus points if your landing pages are interactive, rewarding your prospects with something to do after they’ve followed the link. Surefire has mortgage landing pages with calculators, games, interactive video quizzes, and fun ways to explore educational topics.
Want a homebuying tip? Drag the key to open the correct door! Wondering how different scenarios affect rates? Plug rate factors into a steampunk machine to generate your answer!
You can spark interest with a personal video, too. Whether you record a brief greeting encouraging prospects to complete the form or a longer spiel educating the prospect on a key part of the loan process, including your personal video will help prospects feel like they know you before they take the next step.
Keep It Simple, Smartie
Your web page is where you tell prospective customers everything you do. To follow landing page best practices, you’ll want to narrow the focus on your single-page sites. Cover only one topic and have one call to action. If your topic is multi-faceted, you still have options while keeping the overall page simple.
One idea to allow site visitors to dig deeper while keeping your mortgage landing pages simple is to use an interactive quiz. Present questions one at a time, taking prospects through several subtopics during one page visit.
Remember, your ultimate goal is mortgage lead generation, so don’t risk having them abandon your page prematurely! Keep the quiz short, showing your site visitors their progress as they go so they’ll understand their time commitment. Also, keep the questions simple. Players will get frustrated and leave quickly if the quiz is too hard or if they continually get wrong answers.
A strong mortgage CRM will offer options for educational landing pages that are both informative and simple. Surefire publishes a series of mortgage landing pages called In-Sites, which provide a few easy-to-read points on a topic when visitors first land on the page. Visitors can tap to expand each for more facts, explanations, or examples, including simple calculators when appropriate.
Be Sure Your Mortgage Landing Page Reflects Your Mortgage Business
Landing page best practices require strong branding for the page publisher. Site visitors should immediately know the company behind the message and, if they choose to respond to the CTA, whom they can expect to assist them.
Components of landing page branding will include, minimally, your company logo and required licensing. Ideally, your company colors and other brand styles will be incorporated as well.
A mortgage CRM will allow loan officers or marketing admins to pre-set these elements to ensure they’re included on all landing pages created in and deployed through the system.
And let’s not forget co-brand partners. You can build relationships with real estate agents and other professionals by cobranding them on landing pages that address topics their clients will appreciate — in other words, topics that will help them win more business. Examples include single property sites or pre-qualification calculators for real estate agents; new home construction education for home builders; or mortgage-related investment and tax planning for CPAs or CFPs.
Customize Pre-Built Loan Officer Landing Pages
How will you achieve this level of company branding if you use pre-built loan officer landing pages through your mortgage CRM?
That CRM should provide options! Not only should you have the ability to keep your content on-brand and distinctive, but you should also be able to adjust content for local conditions and your company’s unique compliance needs.
Many of Surefire’s loan officer landing pages that contain dynamic videos, interactives, or calculators can be configured by each client. That means mortgage companies can adjust default values on a calculator, such as tax rates or insurance calculations.
They can manage their brand color as it appears on the page, and they can even add or edit a global disclaimer to act as a gate to the content. Depending on the landing page, they may be able to choose a default language, edit messaging in videos, or delete information they do not wish to appear.
The mortgage lead generation forms that appear on loan officer landing pages should also be editable, meeting the same requirements for branding and compliance as the landing page itself.
Ensure You’re Capturing and Responding to Leads
Part of creating a successful landing page for mortgage lead generation is managing those leads after a prospect completes a form. Your best practice will be to use a mortgage CRM like Surefire to automatically load those leads into your database and deploy an autoresponder, preferably by text message.
Studies have shown that business most often goes to providers that respond within the first five minutes of an inquiry. Combine that stat with the knowledge that 98% of text messages are read, and you have a winning combination for capturing leads.
Here’s Help for Creating Loan Officer Landing Pages That Work
The team at Top of Mind Networks, creators of Surefire, have just published the Complete Guide to Mortgage Landing Pages. Click here to get yours. You’ll be glad you did!