Lead converter for mortgage

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hey guys chad webber here and we're gonna talk about lead engagement in conversion here and just to bring you up to speed as to where we're at yeah if you've been following along on the funnel simulator we originally started off right over here from the point of click and the original lead being generated right now what I'm going to cover here today corresponds to right here now if you were to click this button and you watch the message from Stephan then you heard him chat with you a little bit about engagement and importance of lead engagement that really puts you in a different level from all of your competition and that's what I'm going to show you here today so this is the lead magnet that Stefan was talking about so I've always recommended a lead magnet go out something that's downloadable in potentially tangible meaning that you know what they could actually print this out or they could save it on their hard drive which means that unlike something that's just delivered on the web if they don't go back to that specific link if they don't physically navigate back there they're never gonna see that document again however if they download it the chances of them bumping into it or even seeing it on their desktop or or even opening it up again is actually quite high yeah which means they're gonna see your name they're gonna see your picture they're gonna see your logo they're gonna see your phone number and have yet additional opportunities to convert that lead just because you gave them something tangible so as you can see here the document that this is just a dummy document I created as an example of what this stage looks like so I named it three things you need to know before buying a home and st. Charles now important to note here is that I'm making it specific to where I know this person is hunting for a home so this is just a document where it takes me 10 seconds to go in and change the title so I can customize it anytime I send it out now if that sounds like too much work for you okay that's fine you could just just blasts it out to anyone that converts but for me I find that I get much better conversion when I actually take the time to customize to what that person is specifically looking for so for example if they're shopping for a home in st. Louis County is going to say save us if they are a veteran and I'm going to talk to him about veteran loans VA loans then it's it's going to specifically say that in the title so it's it's recommended that you you have more than one lead magnet that you can send out now I want to address the name of lead magnet as well when I say lead magnet this is not something that we're using at the top of the funnel to capture it leads initially rather this is a reengagement lead magnet which means that I'm gonna help segment my leads okay so let's actually take a look at this document here a lead conversion problem serious borrowers versus time ministers didn't we talk about this earlier the the challenge of leads coming in and you're buying leads or you're generating leads and half the time they run away from you and it's almost like they're hiding out in a safe house doing everything they can to avoid your calls avoid your emails and you can get to be very frustrating when you got chase down 50 to 100 people to convert a single lead well part of the way that we solved this problem with the proper lead segmentation funnel is we differentiate between you know where people are at in their buy cycle so that way we're not wasting our very valuable time right so so this kind of signifies a bunch of leads coming in and as you can see there are each at various stages so right here don't waste your time I'm just a tire kicker this one well you know they're maybe gonna buy but it's probably not gonna do for six months right so they might be great lead six months from now but they're not now this one here is ready to buy in just a couple of months this one's not even serious to begin with I hear somebody right here that's from ready and needs a loan right now so how do we find these guys and in the way that we do that is through something like this so what I did with this document is I embedded my tracking cookies now my tracking cookies tell me a couple of different things okay so this is what we call behavior based targeting as pertains to a funnel and I have a couple different cookies embedded here one of them being a retargeting cookie so anybody who opens this and engages in certain behavior I can turn around and run ads to them if they don't convert okay so since I already have the lead captured though what do I mean by convert well what I mean by convert is taking a desired action just because I've captured a lead doesn't mean I'm getting a loan from that lead right so we were already very well aware of that so we have specific activities that we want them to take right for example I want them to schedule an appointment with me and if somebody doesn't schedule an appointment with me after reading this then I want to be able to retarget them but I'm retargeting them and showing the new ads now with the knowledge that they were interested enough to read my document about buying a home and see Charles so I know that there's a higher level of interest here than average okay so the other thing I do is I have a completely separate track and cookie that doesn't fire until they spend a minimum amount of time on my document so if somebody were to just open this up and then five seconds later close it because they're not interested in reading it it's not going to trip my cookie it's not gonna fire so it's a time expired a cookie that only fires after they spend a minimal amount of time on my document right so as you can see this is just a dummy document that I drafted it to help give you some some guidelines as to what your should say I can't give away all my secrets to I have completed versions of this yes many many different variations on different topics but this one here just just kind of walking you through what's important so one thing that you'll notice as I mentioned that it's important to keep it tightly focused think of that often times we try to throw way too much information at our prospects and you know what that does this scares them away so I recommend just three primary topics hit those three topics and be done with it so you're your lead segmentation magnet should really be maybe maybe six or seven pages at the most and you'll see how I take up more space on my pages by using larger font and larger spacing and that we do that intentionally if when you look at this it doesn't look like it's so much to read does it because it's not and that means you got a beautiful document but it's not overwhelming to the individual so we got to keep things tightly focused give them three really good bullet points hard-hitting points and move on to your call-to-action it's it's like think of it as going to a buffet versus snack and the in the day of information overload people all they have brain capacity to do and time to do these days is snack they can't sit tuck into a big buffet so the days of sending 120 page e-book guides on buying homes are over right it's crazy that that even used to work back in the day but nowadays that just scares people away so you got to keep it simple you'll see also I have a recommendation here to send hyperlocal resources so I've had good luck with to eat things like arranging special discounts with local small business owners and that's so so freaking simple do that the guy is very very easy to do if you pick up the phone or just stop by a small business and let them know hey you know I'm a mortgage professional so I'm constantly working with individuals moving into the area and I would love to recommend you I arrived buying here four years I love your guys products and your service and I'd like to recommend you to all my clients you know can we arrange something like a 5 percent or 10 percent discount or something just for my clients you know and get their approval to do so you know get some official coupons or discounts or links or coupon codes or something that people can use and people love that stuff people love discounts they love being made to feel special so if you can arrange those types of things that works with contractors you know landscaping companies painters movers furniture stores you know whatever you know even title companies and Realtors you know recommend those types of things here ok give hyperlocal information about what's going on our house prices house pricing and value going up or is it going down in the area what's the job situations look like in the air you know this is the type of information you want to put into a document like this so it's really easy to do you could have something like this hammered out and about and how after two hours if you just sit down and tuck into a little bit of research right it doesn't need to be extravagant the most important piece here being the final the final page on the document is the opportunity for call to action so here I'm gonna ask them to book a free consultation and I recommend at least a minimum of one testimonial preferably two or three on this page and then link directly to your calendar sync to your calendar so that they can schedule an appointment with you and then toss on your Facebook and some other information your YouTube channel and things along those lines so clickable social media icons would be nice here as well all right now a side note that if you click the button on this dummy page that I created for you that's gonna bring you directly to my calendar and you can schedule an appointment to chat with me and/or my team so if you're interested in getting converting just a huge huge percentage of your leads you know far more than are being converted now I'd be more than happy to chat with you about how we can help you accomplish that so again if you click on that button it's actually an active button that will redirect you to my calendar and we can schedule a time to chat if you would like to have these types of processes put into place without you having to lift a finger because I know you're busy alright okay guys so I hope you found this beneficial and this gives you a better idea of how to engage at this stage of the funnel with something that is physical something that is tangible downloadable okay and I will have more training for you tomorrow make it a great day keep closing loans guys bye now