A Guide to Working Web-Generated Mortgage Leads

Web-generated leads are unique as they are often high-intent but low-loyalty. A lead who fills out a form on a site like LeadCrowd or through your own SEO/PPC landing page is actively looking for a solution, but they are likely clicking on multiple results simultaneously. To win, you must be the fastest, most professional, and most persistent.

1. Have a fast response strategy

The single biggest factor in converting web leads is Speed to Lead:

• Aim to call within five minutes of the lead hitting your inbox. Research shows that conversion rates drop by 400% if you wait just 10 minutes

• Multi-Channel contact is the smartest approach. Don’t just call as web lead clients are often unable to talk. As well as a call, formulate a personalised introduction email either concurrently or straight afterwards

• If they do not answer the call, you could also send and SMs or WhatsApp message to let them know that you’ve tried calling in relation to their web contact form, and ask when a good time for a quick chat would be

2. Persistence is key

Most people will not pick up a call on the first try, especially if they don’t recognise the number. Persistence is what separates top brokers from the pack:

• Call at least 3 to 4 times on the first day at different times to maximise the chance of their availability, for example, morning, lunch time, early evening.

• Continue to follow up daily for the first three days. If there is no response after that, it’s probably best not to use up any more of your immediate time and move them to a long-term nurture email

• If calling from a withheld or office number fails, try a mobile number. Many clients ignore landlines, especially with withheld numbers. A mobile contact is often more trusted

3. Establishing trust

Web leads are often wary of random callers, so it’s important to bridge the gap between their online search and your phone call.

• Name-dropping the website they used in your first sentence is a smart move

• Remind them why they reached out for example, which type of mortgage they enquired about

• Don't rush into a sales pitch, begin with clarifying information and taking an interest in their needs before you suggest how you can help

4. Converting customers via video call

For web leads who aren't local to you, video calls are the most effective way to build the face-to-face trust required for a mortgage application. Set up a discovery call and ensure that you’ve done thorough preparation in advance.

As well as understanding their needs and gathering potential case study examples, this includes setting the scene for the call. Ensure you have a professional background and have good lighting so that clients can read your facial expressions. Another good tip is screen sharing your live mortgage sourcing software, as this will bolster their trust.

5. Overcoming common objections

Web leads often have specific reflex objections to calls they perceive to be sales related. Here is how to handle the most common two:

• "I just wanted quotes online." - Explain the challenge with online quotes only showing headline rates that may not apply to their specific circumstances. Tell them you can show them personalised rates which take their needs and circumstances into consideration

• "I want to deal with a high street lender directly." - Explain that as an independent broker you can check all high street lenders for them, but also have access to exclusive intermediary rates and specialist lenders.

6. Long-term nurturing of non-coverting leads

Not every web lead is ready to buy today. Some are browsing for a move six months away or more, however, it’s important not to forget about them, as they could be profitable in the future.

Follow these steps to set up a long-term nurturing strategy:

• Using a reliable Customer Relationship Management (CRM) software to automate follow-up reminders is highly recommended

• Stay in touch with potential future clients by sending helpful information periodically, such as mortgage market updates. Don’t bombard them with emails, but a helpful tip each month will keep you at the front of their mind when they are ready to convert

• Even if they don't use you now, offer to set a reminder to check their rates in 6-12 months time

7. Be sure to stay compliant

While at Leadcrowd we ensure that all web-leads are sourced from GDPR-compliant opt-ins for you, not all lead sources are equal. If you’re using another provider, ensure that like ourselves, they use FCA-signed-off marketing. And, of course, if you’re sourcing leads from utilising SEO and PPC pages on your own website, you’ll need to ensure you comply with the same strict principles.

Need more leads? Head over to our Lead Types page to find out what types of enquiry we have for sale and how to purchase them at a cost-effective price.