Traditional mortgage lead nurturing has had its time, but it’s time to look toward the future of strategic lead optimization. The modern Loan Officer no longer wants to only nurture his or her current leads, they want to scale their business and crush their goals.
We’ve compiled a few tips that will guide you in ramping up your lead optimization.
Know when it’s time to reassign.
There is no harm in lead reassignment. In fact, according to ProPair, 28% of all closed loans originate from reassigned leads. Team leaders should be aware of their team members’ unique skills and feel empowered to make changes in the lead assignment when needed. Loan Officers themselves can sound the bell when its time for a change of leads, too.
Even the most talented Loan Officers need a mix-up every once in a while to avoid sitting on stale leads too long. As the saying goes, “One man’s trash is another man’s treasure.” The same idea can and should be applied to leads.
Consider the client’s journey.
Avoid the mistake of dropping the ball after the initial outreach. Each stage of the client’s journey is important and they are sure to notice if you aren’t bringing the same authentic touch to the follow-up as you are in the initial communication.
Analyze what processes are working best for your clients from the moment you first reach out to the time they sign a deal (and beyond). Anticipate any roadblocks and get ahead of them to make your client’s ride a breeze.
Put it all together.
Once you’ve nailed reassigning leads and mapping out the client’s journey, you’re headed in the right direction to scale your business and optimize your leads. A critical last step is finding the flow that works for you, your team, and your clients. It takes a true combination of reassigning leads and doing so at the right time in the customer’s journey. Take a thoughtful approach to these changes and make sure you have a solid plan in place. Then, get your team’s input. It will take the whole team to take lead optimization to the next level.