Everyone needs a simple and clear marketing plan.
In this video, I’m going to quickly walk you through how I build a 90day mortgage marketing plan for my mortgage clients.
Hi! I’m Bill Rice, the founder and CEO of Kaleidico. We’re a lead generation agency for mortgage lenders and law firms. We are the experts in helping your branch go consumer direct.
We only have 90 days to get you consistently generating mortgage leads for your branches. So, let’s get right to it…
First 30 Days
Take inventory
What marketing assets do you have?
CRM full of past clients
Aged leads old, unresponsive, purchase aged leads
Facebook audience and groups
A video star in your midst
Website that gets some traffic
What marketing are you currently doing?
What is working?
What isn’t/hasn’t? Why?
Lead Management
How are your mortgage leads?
Sales team perception of lead quality
What is your lead management process?
Analyze your current lead management process I would argue this is a step before sales. The process is to make initial contact and schedule an appointment for an app call. There are lots of ways to do this front line, outsource, automation, or the LO themselves but you NEED to have a refined and effective process here to preserve your lead ROI
What is the journey of a lead?
Mortgage Leads
Where can we get more highquality leads?
Your website
Google Ads & Facebook Ads
Lead buys
Email lists
My Mortgage Lead Generation Framework
Optimize website/landing pages
Get highintent, relevant traffic (web visitors)
Loan Officer Names
Branch Locations
Loan Programs
Mortgage Rates
Mortgage Calculators
Life Situations
Call Center (Big Lender) turndowns
30 Day Summary
Optimize an online destination website or landing page
Inventory your marketing and leads
Review and optimize your lead management process
Do something. Test something. I suggest sending an email to your past clients and old leads…
Second 30 Days
Set up your metrics (KPIs)
Traffic
Leads Generated
Sales Feedback
Start building your content marketing program
Simple SEO/keyword strategy
Branch pages
LO profile pages
Loan product pages
Questions
Editorial calendar
Make videos for Facebook and YouTube
Let someone else write
Run some simple Google Ads (or Facebook Ads)
Super local
Get an expert to set them up and run them
Start with a budget of $2,0002,500
Last 30 Days
Audience Development
Remarketing
Email list
Facebook audience
Sales automation and lead nurturing
Automate initial outreach text/email/voicemail
Automate longterm email drip campaigns
Next Steps
Schedule a discovery session and we’ll give you a free 30minute consultation.
Download our Building Your Mortgage Marketing Tech Stack ebook with our recommendations