Mortgage Marketing Tips: #31
Common Mistakes Mortgage Company Owners/Sales
Managers/Loan Officers Make That Greatly Affect `Lead To
Application Conversion Ratios`..

- No system to capture and log prospect information/contact data on incoming ad calls.

- Poor tracking of incoming calls for source and ad success.

- No attempt to offer something to a prospect that`s `on the fence`,
like a: free report, a cost savings comparison or an
informative video or cassette tape with testimonials.

- Not directing the prospect towords what you want them to do.

- Not following up on leads with a phone call.

- Turning leads over to a loan officer that hasn`t been trained properly.

- Not tweaking your ads so that only those who are really interested and pre-qualified call, example: `Don`t call us if you`re satisfied with your monthly mortgage payment`.

- Selling/quoting rate before pre-qualifying the prospect.

- Selling rate instead of payment or service.

- The `wrong` person answering incoming ad calls, example: over worked/cranky receptionist, busy loan processor, lazy loan officer, etc.).

- Not sorting and sifting (smart cherry-picking) through leads to determine the `good` from the `bad`.

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