Empower Your Mortgage Business with Data Conversion Lead for Mortgage Solution

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hi everyone in this lead generation guide we're going to be talking all about how we were able to generate a 13 cost per lead for our mortgage clients um and in this specific video we're going to touch on actually like the campaign configuration we're even going to touch on exactly how we built these landing pages and then we're going to talk about conversion tracking and how we put in offline conversion data to really enhance the value of our lead right so we can just jump right in and if you like videos like this please like subscribe and comment it helps us put out more content that's focused on the specific topic um but yeah we can just jump right in right so the first piece to generating a 13 cost per lead is going to be your strategy right so in this specific campaign for mortgage leads we're focusing really on three different audiences we have a VA audience an FHA audience and then a down payment assistant audience right so these are all purchase leads before we build out these campaigns we know that these are three audiences we're gonna jump into our landing page and actually develop a landing page that's going to convert right so the key here right we have three different ad groups the first ad group is down payment assistance the second ad group is going to be FHA right so we're going to make sure these headlines are matching our ad group themes and our keyword themes right so um if you're primarily bidding on FHA keywords right we're going to make sure we're putting right something like FHA lender for first-time home buyers um you know FHA loans for for first-time home buyers we're going to put a strong call to action here get pre-approved in minutes and then we're going to have our actual form that helps drive that initial lead right up top right um and then this last landing page is going to be all about va's right because we have again three different audiences and we want to make sure the experience for each of these audiences is very specific and very relevant so for the VA landing page it's going to be similar to The FHA landing page right it's going to be a VA loans or VA lender and we can take out the first time home buyer because the VA product is a little bit different it's not always a first-time home buyer right so you know we can just put something along the lines of like top VA lender in California again the goal and this obviously only matches if you're if you're focusing in California right but the goal here is to be hyper relevant up top so right when someone clicks on your ad you know advertising that you're a VA lender they see that your landing page also matches what the initial intent of your ad was right so you know once you have your headlines built out um you know you're going to want to go through here and also update the content throughout here to match you know the FHA or the VA or the down payment assistance right so you know you're going to want to go through this this landing page and update you know why use and FHA loan right um and I'm not going to go through here and edit the entire landing page to ad copy but you're going to want to make sure that again your keywords are weaved all throughout your three separate landing page experiences right because not only will this give a better um experience for the user but Google Facebook Microsoft they all scan your landing pages to find what's going to be relevant so putting those Target keywords helps boost your ad score and gives you a lower cost per lead and lower cost per click so when we actually go to the final page it's going to look something like this right um again you're going to make sure your keyword is very focused your audience is very focused and then you're going to want to have a strong call to action you're going to want to have all these things right up front right they're not going to come and fill out this form initially most of them won't right they're going to scroll down read a little bit more so you're going to make sure you still have enough content to where they feel comfortable right so they're learning about down payment assistance you know what is a first-time homebuyer Grant who can receive down payment assistance so you know similar to this you know for the FHA and the VA copy and the VA website you're going to want to make sure you you weave in really important content so you know don't skip out on this you know whether you you're using chat EBT or you have a marketing assistant that can help write some content for you or even your hiring a freelancer make sure you have someone that can write relevant content that's going to speak to your user base um you know then when you scroll down you're going to want to have reviews of some sort of testimonials that shows that you're a legitimate business right whether you can link directly to you know your Yelp or Google my business this is going to be a really important piece and then once they scroll all the way down you're going to want to have that form again right so think about it right someone clicks on the ad they understand hey this is exactly what I'm looking for it's down payment assistance they're reading through there's a few call to actions here they look through the types of down payment assistant programs and then boom now that they've come all the way throughout the content they now feel comfortable enough to fill out a form right so you want to get them in a few different angles but you want to all always you know when you give content ask for something and that's kind of the nature of lead generation right so here is some information on you know down payment assistance but you know if you want more information let's give me your form give me some of your details through this form and we'll give you a first time home buyer guide on the back end right or if you want to go straight through the pre-approval process fill this form out right here right these forms can be as complex or simple as your sales teams can handle right you know obviously the the more simple the form the lower the CPL in this specific form we have a few different variations right so the next slide will take them through a credit score question it takes them to purchase price questions so if you have a really complex CRM and you can feed in some of that data point I highly recommend that that helps um you know boost your Roi but overall that's just a quick Glimpse on how to build out those landing pages that are going to actually drive your bottom line cost per lead right once we go back into our campaigns uh you're going to see that now you know like I mentioned before we have three ad groups let's dive into the first ad group and just talk about the structure of the actual campaign as a whole right so this first one is going to be our down payment assistant program um when we go through our locations you know if you have a few States you work in throw in those locations again A lot of times you know when you add more States or more GEOS you actually gives you gives Google the opportunity to give you lower cpcs and cpls even if you're only registered or licensed in one state use the whole state I don't often recommend going hyper hyper local that often is going to have um you know a negative impact because there's lower demand higher competitive pressure and it's just hard to generate sustainable lead generation right um so often go with the state route so you can get a lot of Impressions and a lot of clicks and helps lower your cost you know for bidding I generally recommend starting with manual once you get enough data switch over to tcpa so that's going to be very impactful so overall like you know if you see my videos we have a lot of videos based on how to build out a campaign but this is really just focused on generating you know quality leads tcpa bidding large State you know geo location targeting and that should be good from there but once we dive into like the DPA keywords you're going to see on this specific campaign we're actually leveraging phrase match phrase match works really great when you have robust keywords right and you have a very focused negative keyword list I remember and I'm going to show you the negative keyword list in a minute but as you go through these keywords you see our quality score for DPA programs is 10 out of 10. extremely high and that's because we're utilizing landing pages that have robust information robust copy right and people like to spend time and read through right so the lower your bounce rate the higher your time on site then the more relevant information is on there the higher your quality score is going to be and Google's going to want to serve that landing page to more people right so again we're focused on phrase match robust keywords robust negative keyword list sending them to a very hyper focused landing page okay so you're going to want to build out you know a very similar situation for FHA or VA right if you're a lender find products that work for you that work for your company if you're another you know if you're not a lender you're a real estate broker or HVAC you know get hyper focused on the products or services that you have build out robust keyword lists and negative keyword lists and then send them to the appropriate landing page right so if you go to FHA it's going to be very similar right a lot of phrase match great great quality scores low CPAs right and because all of these are being sent to landing pages that have really great content right and you're gonna do the same thing for VA and down the line um yeah before we move on I also wanted to show really quickly how we build out negative keyword libraries so we have really large lists centered around bad credit centered around irrelevant searches centered around competitors and then we have General real estate in undesirable terms right so the key here is to you know over time going through your Search terms report and finding what people are searching that you want to get away from you know putting those in really large libraries and putting them in a list format so you can you know leverage them throughout different campaigns different accounts with ease right if you don't have lists it can be very complicated to understand really what's driving success and it's it's harder to roll out to other campaign types okay now that we've touched a little bit on the keyword the campaign build out on the negative keywords I wanted to touch on just the conversion tracking aspect right so a big thing that we do at TurnKey lead is that we Implement offline conversions um so what we do is we we build out a qualified lead right so like a scheduled an appointment or an interested lead depending on your CRM or operational capacity and we send that data back to Google saying hey the person that searched FHA alone scheduled an appointment and they're worth double the amount of a normal lead so every time someone schedules an appointment Google knows they're very valuable right so that is how you're able to build out a quality lead generation as well as a lower CPL lower cost per lead right so you want to be able to toggle both of these things because if you don't have this implemented Google can technically send you a ton of leads that are bad credit leads or low quality leads right so putting this helps build up guard rail and build out um just a sustainable way of generating lower cost cpls okay and the last tip I wanted to touch really quickly on it's just going to be you know click fraud so we work with something called a click guard and what that does is it Flags Bots and competitors that click on your ads and so in the last few days we've had about 30 clicks that are Bots or invalid or competitors and then when we negate these from our campaigns so that we get much cleaner traffic right so with every if you're converting hat you know 10 right every 30 clicks is three leads right so if you're able to negate that and lower your lower your CPL that way that also really helps impact your bottom line Roi right so there's a lot in this video on how to generate a lower cost per lead but the goal here is every little bit helps right so click fraud protection helps negative keyword libraries help offline conversion tracking helps and even write these uh these landing pages that convert really highly it's very very impactful right so you're going to want to be able to do all these things to help improve the bottom line again if you like this video and you know please like subscribe if you want to see more mortgage lead generation or industry specifically generation please comment below so I know what types of videos to create