The Secret to Using Facebook Ads to Generate Mortgage Leads
Trying to generate better mortgage leads to help you grow your business? Facebook Ads might be the solution you’ve been looking for.
Yes, it can be challenging to find new clients, but the beauty of social media advertising is that it gives everyone a fair chance to succeed — no matter what size business you run.
What Are Mortgage Leads?
In general terms, leads are potential customers who might want to use your service.
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Similarly, mortgage leads are potential clients who might want to apply for a loan to buy a home. Top lenders, brokers, and loan officers rely on a steady stream of mortgage leads to find their next clients.
When people in the mortgage industry make contact with these leads, they collect important information about them, such as their job status, how much they earn, their credit score, and how big of a loan they’re looking for.
Professionals use this data to evaluate the quality of their leads, as well as offer personalized loan options to suit their clients’ needs.
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How to Use Facebook Ads to Unlock Better Mortgage Leads for Your Business
If you work in the mortgage industry, Facebook is a gold mine for discovering new clients. You can use Facebook ads to generate high-quality mortgage leads that are highly likely to become real customers.
1. Narrow Down Your Audience
Instead of trying to reach everyone, focus on catering to specific groups of people who are more likely to need your services. Here’s the best way to do it:
- Target a geographic location where you want to find clients. This will help you create ads that resonate with locals and speak to their needs.
- Focus on people between 25 and 55 years old, since they’re most likely to be interested in getting mortgage loans.
- Create different ad sets for different types of people. For example, make one set for first-time homebuyers and another for people who already own a property.
- Try 3-4 different versions of each ad to see which ones work best. This will give you a clearer understanding of what your potential clients are looking for.
2. Add Attention-Grabbing Elements
People have a tendency to quickly scroll through their Facebook feeds, so you need to design ads that will catch their attention fast. Let’s look at some of the best methods for achieving that:
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- Try to speak to people like you’re having a conversation, not like you’re a big corporation. This will help you build real connections and generate the most exclusive mortgage leads.
- Start your ad with something interesting or surprising within the first 5 seconds of your ads. The goal is to hook your audience and prevent them from casually skipping past your advertisement.
- Don’t just rattle off a list of facts and numbers. Instead, help people understand why those facts and numbers matter. For example, instead of saying “Our company provides an x% interest rate,” use a comparison like “Our rates are lower than 8 out of 10 local banks!” to show your potential clients what they stand to gain.
- Offer something valuable for free (also known as a “lead magnet”), like a helpful guide to buying homes, to encourage people to contact you.
- Finally, make it easy for people to call you directly from the ad. For example, your call to action (CTA) could include a clickable option for a “direct call” with you or your team members.
3. Make Your Ads Look Incredible
If you want to track down the most exclusive residential mortgage leads that are most likely to convert, your ads need to look professional and visually appealing. Here’s what to focus on:
- Use attractive, high-quality photos and videos that make people feel good about buying a home.
- Write clear and simple ad copy that communicates how you can help.
- Make your headlines easy to understand by using straightforward messaging.
- Place your free offers and contact buttons in prominent places where people will easily spot them.
- Lastly, create ads that stand out from what your competitors and everyone else are doing. Originality does more than anything else to attract new audiences.
More Tips for Creating Amazing Ads to Boost Your Mortgage Leads
- The best mortgage leads loan officers know they need to offer real value to their audience. Do this by sharing helpful articles and tips on your Facebook page and website, which builds trust and credibility with potential clients while laying the foundation for authentic relationships.
- Don’t make Facebook your only avenue of communication. Add your phone number, email address, and links to your business’s Instagram and other social media profiles so potential customers have more than one way to connect with you and do business.
- Use Facebook’s retargeting feature to show your ads multiple times to the same people. Most people won’t respond the first time they see your ad. However, repeated targeting can help you generate more mortgage leads by ensuring the right people see your ad when they’re ready to respond.
- Show you’re trustworthy by sharing real reviews and testimonials from satisfied clients. In the mortgage industry, establishing your authenticity is a must.
- Keep track of how your ads perform and don’t be afraid to make changes when needed.
The digital marketing space never stops changing, and you need to keep up. Facebook has millions of users, so there’s no shortage of opportunities to find new clients.
When you know how to get the most from Facebook Ads, you can generate more leads, grow your business, and connect with people who need your help.
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