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if you're a mortgage broker and you want to get more leads from your website then one of the most important things you can do is to make sure that your website or your landing page that you're using to generate leads has a decent value proposition i'm david from the ppc machine and i help mortgage brokers and financial advisors get more leads from their own websites and over the years i've been doing this with my private clients i've often seen that just by improving the value proposition we can get anything from a 50 to 100 increase in the number of leads that they generate from things like google ads campaigns so in this video i'm going to show you some examples of good value propositions and bad ones so as you can see exactly what we should look like and hopefully get some ideas on how you can come up with a better value proposition for your own site and get more leads so stay tuned [Music] [Applause] now if you're not sure what a value proposition is i'll put a link in the description below to an article where i talk about this in more detail but in simple terms a value proposition is the sort of the main headline that you can put on your website or on your landing page that answers three really important questions that everyone will have in their mind when they land on your page whether they realize they've got those questions in their head or not their chances are that they will have and those questions are where am i what can i do here and why should i stick around and do it and what you'll find is that most websites most mortgage brokers websites and sites in other industries as well are very good at answering the first two questions the where am i and what can i do here questions but they fall down on the why should i stick around and do it here rather than going to one of your competitors that's the bit they don't really address and of course in the mortgage industry in particular it's really important that you convince people you're the right person to to help them because there are 40 odd thousand mortgage brokers in the uk all selling essentially the same products from the same lenders so it's really important that someone knows within a couple of seconds of landing on your site why they should deal with you rather than one of your many many competitors so let's have a look at some of these good and bad value propositions this first example i've picked all of these just from various websites i've stumbled across over the last few months this one here is not a particularly great value proposition it says what's on offer mortgages and it says it's quality and partial advice from professionals so it says um you know what's on offer here but it doesn't give you any reason to choose them uh plus because because of the type of background they've chosen mccollum a text is also quite hard to read this one uh again not particularly great tailored mortgage advice well what is it tailored to is it tailored to me i don't know um and underneath that it's got what isn't really a value process but it's more of what i call a strap line you know this bit says whatever your reason whatever your budget whatever your needs if anyone watching this is old enough to remember it's a bit like that advert from the 80s or 90s anytime anyplace anywhere which i think was an advert for martini um but anyway the it's a strap line uh it's a sort of catchy marketing slogan but it doesn't actually convey uh any real value so it's not a proper value proposition uh this one here uh is again optically great it's very very wordy it's just a big wall of text that perhaps people aren't really going to read through but even the main headline at the top um it's advice from people who care well it's very easy to say you care but you know how do we how do we know they care where's the proof where's the with the stats in there you know saying what great service they give or what you know what percentage of their customers rate them as five star or whatever this one is a little bit better um partly because it is focused on on the client on the potential or the potential client the person reading it so it says they're going to find the right mortgage for you so it's about you the reader you the potential client rather than we the the broker but again it doesn't really it's not great in that it doesn't really say what makes it the right more it doesn't talk about the outcomes and the benefits that pers the person gets having the right mortgage which you know might be things like paying a lower rate or getting approved faster or um you know paying less over the term of the mortgage or whatever it might be um there's nothing really here that quantifies what we mean by by the right mortgage uh this one is a bit better because in this one it's clear it's clearer who it's for you know it's specifically for talking to first-time uh buyers but here you see rather than just saying we'll get you the right mortgage they're saying we'll get you the best mortgage deal fast and help you get your house worry-free so they're actually talking about the end outcome because as i've said before in other contexts nobody actually wants a mortgage what they want are the things that a mortgage gives them you know in this case their new house so don't be afraid to remind people in your value proposition of the actual ultimate outcome rather than talking purely about the mortgage itself which is just really just a means to an end isn't it this one here this is an example where as opposed to one we saw just now but they said we're mortgage brokers who care this one they're saying they're trusted but they're um they're doing things to back it up so they've got the trust pilot logos down there but also they're putting a very very clear benefit in their subheading saying that this is advice that could save you 344 pounds a month and the fact that they've actually put a very specific figure in there makes it seem far more credible you know it suggests that someone's actually done some calculations and worked this out rather than just saying free mortgage advice that could save you money this one here the main benefit they're pushing is very very clear 100 fee-free advice obviously you know not all brokers offer free advice but these this particular one doesn't they've chosen therefore to make that very prominent in their headline but of course there are plenty of other benefits you can put in your headline if you're a broker who does charge for their advice and they're talking about the fact that they compare 90 lenders and arrange a mortgage so rather than just saying we'll search the whole market they're again being specific and quantifying that and making it sound more believable by saying an actual number of lenders now we come on to one which is a value proposition that's aimed squarely at a particular niche within the mortgage market so these this landing page is clearly aimed at company directors who are looking for a mortgage so that's very clear from the headline and the main benefits of it being fast and hassle-free are very clear so that makes that a good value proposition and then the sub value proposition takes that stage further and really drills into the particular benefits and addresses a frustration or a challenge that that target audience in that particular niche might have by talking about the fact they can borrow up to 95 and it can be based on the company's net profits rather than just on salary and dividends and this is where having a very clear idea of your niche makes it in some ways a lot easier to come up with a good value proposition because if you know exactly who your target audience is you know what niche you're in then you're gonna have a much better idea of the challenges and the problems and the frustrations and the pain points that that audience has and you can make sure that you address those specifically in the value proposition like they've done here of course this value proposition would be no good at all for someone who had you know a full-time job and plenty of pay slips and everything like that but for the audience they're talking to it's going to resonate and they're going to go yes that's the situation i'm in these are the people for me here's another one from the company director kind of niche again the main benefit is very clear in the in the primary headline that we're going to get lower rates than you'll find elsewhere it's also very clear that it's you know it's aimed at company directors so if you're in a company director you know that you're in the right place and then in the subheading the benefits are spelt out in a bit more detail you can borrow more pay less and get the home that you really want so again it's about the outcomes rather than just the features and benefits of the mortgage or the mortgage advice itself here is another niche specific one this time aimed at contractors and again because they know who they're talking to they're able to make the value proposition very powerful for that particular audience so it's fast and you can base it on your day rate or your hour rate um rather than you know for example on your on your company accounts and then they obviously drill into more detail in that in the sub heading underneath this is quite a good example of one for the for the adverse market because rather than the headline just saying bad credit mortgages or mortgages for adverse credit or whatever it's again focusing on the solution and the benefit and the outcome which is the mortgage made possible so the audience reading this have potentially been turned down elsewhere they think it's going to be impossible to get a mortgage so very quickly this page is going to say to them you're in the right place because we can make this happen so we've got a few examples here of some good value propositions and some not so good ones and hopefully you can see the difference between the two types and hopefully you can also see the fact that if you have taken the advice that i've given elsewhere and niched your mortgage business and focusing on a particular sector it actually becomes much easier to write a powerful value proposition so that brings me on to the next thing i want to talk about which is how do you write a value proposition we've seen what a good one looks like but how do people come up with that well obviously there's various ways you can do it but there is a process that i use myself when i'm working one-to-one with clients and doing this stuff for them and it's the same process that i teach people in my group coaching program as well so i want to quickly tell you now uh what what that is so the first step in creating a good value proposition is to list out all of your usps all your unique selling points all the benefits you can think of that someone gets from using you and using your using your service and just list as many of them as you can think of then you can go through and score each one for how appealing it is to your target audience and then score it again with another score for how exclusive it is you know how many other brokers out there offer the same or a similar kind of thing and by taking those two scores for score for appeal and the score for exclusivity and multiplying them together you can get an overall score for each of your usps and then you can rank them in order and what i recommend is that when you've done that you hopefully have two or three sort of usps that are clearly ahead of the rest and they form the basis of your value proposition so you can then take those and craft them into the kind of headline and perhaps a subheading as well like the examples that that we've seen there if creating a value proposition is something you'd like to know more about and you're keen to to do that for your own website to start generating more leads i do have some resources i'll link to in the description below i have a set of online courses um mortgage marketing fundamentals course which is a set of courses where i take you through the whole process of identifying your ideal client choosing a niche and then writing a value proposition for that particular audience and if you want more help with that and all the other aspects of your of your online marketing lead generation then why not join my predictable pipeline program where i have a range of online courses and group coaching and one-to-one support to help you do all this kind of thing for yourself and again i'll put a link to the details of that in the description but i hope this has been useful and given you um a real sort of flavor of what we mean by a good value proposition and that that's going to inspire you to go out and create one for yourself as ever if you have any questions or comments or feedback on what you've seen out here today do leave them in the comments below if you'd like to see more of this kind of content please do give the video a like and also subscribe to hit the bell notification icon so if you get to be the first to hear when i release more videos like this thanks so much for watching see you again soon [Music] so [Music] [Music]