New Fusion Marketing Approaches
The age of Internet and live transfer generated leads has become saturated. Mortgage professionals are being told they are buying one type of lead and then received something completely different. Since its inception in 2011, the Consumer Financial Protection Bureau (CFPB) has been cleaning house in the financial sector with a keen eye on the mortgage industry. The Internet is the only place they have not conquered. With predatory lending gone, along with those who practiced it, there has been major growth in new marketing methods.
The term “marketing” has become almost synonymous with compliance. This doesn’t mean you have to stay away from it. In fact, it’s been one of the main reasons marketing efforts are working so well today. With so many hoops to jump through, a lot of people are simply staying away from marketing all together. New marketing campaigns are combining traditional marketing methods like online marketing and direct mail integrating online additions to them. These new hybrid campaigns allow recipients to respond by phone, mail, e-mail or online. Combining the old with the new, these methods are producing response rates that are higher than we’ve seen since 2010!
With millions of people performing millions of searches each day to find content on the Internet, it makes sense that marketers want their products to be found by potential consumers.
TagQuest customer spotlight
Each month, we talk with our clients to see how their campaigns are performing. Here’s what heard from Alfred Valentine, a manager and Jim Cefaratt, a senior loan officer, with Acre Mortgage
►Product: USDA Purchase Leads
►First month results: Sixty leads with 13 applications (six closed and eight more qualified loans in process)
►Response rate: Twenty-three percent projected closing ratio
Highlights of the campaign that work well for you (Alfred Valentine)
Al believes in TagQuest and believes we have the knowledge and the tools to grow his business. The support we give him in planning his campaign to get him the best results he can possibly get. He likes what he gets for what he spends.
“The CRM is the best I’ve ever seen,” said Valentine. “We’re not out for our own benefit, we’re out there for Acre’s benefit and their profit not just our own.”
Others would benefit from the services he already mentioned. No lost leads using the CRM. TagQuest limits the waste.
Highlights of the campaign that work well for you (Jim Cefaratt)
“The beauty of this program/campaign is that everything comes directly to you via e-mail,” said Cefaratt. “As soon as a client clicks on to our site and fills out the very brief questionnaire of interest, it gets sent directly to your e-mail so you can access their information wherever you are. With this site unlike many others I have dealt with the questionnaire is a few small questions, instead of a quicken questionnaire which is lengthy and time consuming. The benefit for me and most all mortgage professionals is that you can get on the phone with the client quickly and answer whatever questions they might have faster than others and as we all know the first one in the door usually gets the business. TagQuest has had an incredible impact on my business, and I look forward to the opportunities the future has to offer us.”
TagQuest Inc. is a full-service marketing firm specializing in marketing for the mortgage industry. For more information, call (888) 717-8980 or visit TagQuest.com.
This article originally appeared in the September 2016 print edition of National Mortgage Professional Magazine.
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