Customer Success Guide - Mortgage

Welcome to your Customer Success Guide for the Pipeline ROI platform! Everything we recommend below has been proven to generate leads for our customers. This list will walk you through getting your website set up and ready for lead-capturing success!

Some useful resources to keep in mind:

Getting started with Inbound Marketing

The Inbound Marketing Methodology

Inbound marketing works by giving people what they want. Creating and sharing content that reflects your potential customer’s needs means you’ll naturally attract interest and traffic. The goal is to “get found" through high search rankings. If your content shows up at the top of Google searches, it will drive more traffic and leads to you. Watch the video below for a quick overview on the Pipeline ROI Inbound Marketing Methodology – Publish, Promote, Capture, Nurture, Close, and Analyze.

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Overview Of The Pipeline ROI Dashboard

Overview Of The Pipeline ROI Dashboard

The Pipeline ROI Inbound Marketing Dashboard serves as a portal to the most important marketing areas of your platform. It's organized using the steps of the Pipeline ROI Inbound Marketing Methodology – Publish, Promote, Capture, Nurture, Close, and Analyze.

To access the Dashboard, simply type your domain, followed by /inboundmarketing. Each tab contains buttons that send you directly to the area you need in the “back end” of your platform, saving you time. For a full break-down of the tools available in each of the tabs, click here.

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Setting up your mortgage website

Setting up your mortgage website

This video will walk you through a few of the basic things you need to do to set up your mortgage website. From creating individual pages for specific loan officers to setting up your loan application and creating company profile pages (and more), you'll learn how to complete these essential tasks in order to make your website helpful for visitors.

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Setting up SureDocs

Setting up SureDocs

With SureDocs, you’ll have electronic docs delivered in a secure, GLB-compliant manner. You can receive signed docs in minutes with an end-to-end audit trail for every signature. That way, you can provide better service, ensure faster closings, and get borrowers locked in quicker. This video will teach you how to perform some of the essential functions of SureDocs and explain the ways in which you can use them for your mortgage business. 

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Finding your target audience

Finding Your Target Audience

When it comes to online marketing for your business, you're better off defining your own market/niche than trying to compete on the same generic playing field with the rest of your competition. The best way to make your own "rules" to the game is to define who it is you're targeting beyond the simple "what type of loan" scenario. What are their goals, wants, and needs? The more your site's content meets those needs, the more leads you'll capture.

We've even created an eBook to help you out! You can also click here to read our full article and find links to additional resources on the subject.

Choosing your social media accounts

Why Social Media is Important

The main goal of inbound marketing is to make potential customers aware of who you are by regularly sharing valuable content with them. It helps them get to know you and builds their trust in you as a mortgage professional. When the time comes to make a decision on a loan, you're at top of their mind, not the person spamming them with pushy, sales content (or doing nothing at all). 

Let's look at what we know about social media:

  1. There are A LOT of people on social media platforms every day, multiple times a day. Many of them access those networks directly from their mobile devices.
  2. Ideas and content are easily shared and can spread among people.
  3. It's very easy to create and publish content on these platforms.

Not sure what platform is right for your business? Ask yourself where most of your customers tend to hang out — Facebook, Instagram, Twitter, etc. This free eBook will help you decide what social media platforms to use and provide you with some tips on how to take advantage of all they have to offer.

How to set up lead capture on your site

How do I create an eBook landing page?

One simple and effective way to capture leads on your website is by using one of our provided eBook landing pages. These pages are designed to offer visitors an eBook (Staying Approved, FICO, etc.) in exchange for their contact information. Follow the steps in the video or click here for written instructions to get one set up today.

You can also see the other options for lead capture in our help center section dedicated to the topic.

Additional Resources

Creating a custom lead capture form

Creating A Custom Lead Capture Form

Custom lead capture forms can directly impact the amount of leads you receive from your site. On average, sites with at least one customized lead capture form receive 9x more leads than sites that only utilize the provided forms. This video will walk you through the process of creating your own custom lead capture form. Or, click here for written instructions.

Why e-mail marketing is important

Why E-mail Marketing Matters

Pipeline ROI customers that use e-mail marketing are receiving 3x more leads than customers that don't. So, believe us when we say that e-mail marketing matters. 

Keep in mind that 75% of leads aren't ready to make a decisionwhen you get them. E-mail marketing is the way to nurture those leads to the closing table.

Additional Resources

Setting up your first e-mail marketing campaign

Setting Up Your First E-mail Campaign

E-mail marketing is crucial to growing and sustaining your business. Remember that 75% of leads aren't at a decision stage when they first contact you. It's up to you to nurture and build that relationship to guide them to the point of a transaction. 

Follow the instructions in the video above to create your own marketing campaigns to automatically nurture your leads for you. Pipeline ROI customers who are running at least one e-mail marketing campaign receive 3x more leads than Pipeline ROI customers who aren't. If you'd prefer written instructions, you can get them here.

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Introduction to blogging

The blogging process

Blogging is a great way to keep your site updated with fresh content and keep people coming back long after the sale is completed. It's also a great way to build trust with a first-time visitor. Customers with at least one post averaged 4x more leads than those with nothing on their blog. We even have an entire section of our help site dedicated to blogging. Click here to access these valuable resources.

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How to publish and edit a blog

Publishing And Editing A Blog

This short video will show you how easy it is to get started with your first blog post. You can also get the written instructions here. Not sure what to blog about? We've got an eBook for that! Click here to download our 50 Mortgage Blogging Ideas.

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Getting started with testimonials

Testimonals

Buyers are becoming more empowered to do their own research online. While a lot of your business may still come from referrals, many home buyers or sellers will search the Internet instead of asking their mother/neighbor/friend for a suggested real estate agent or lender. Especially the younger generations.

By collecting and marketing your testimonials, you can have a leg up on your competition when potential clients search for reviews of local agents and lenders. If they’re able to see your happy clients, they’re more inclined to reach out and get in touch with you. You’re building trust and influence, which is key for any inbound marketing strategy. To get our full run-down on the subject, click here.

Join local business directories

Joining Business Directories

A good way to increase the number of ways your customers can find you is to join local business directories. 

Here are the top sites we recommend joining:

  1. Google My Business – Google has combined their Google Maps, Google Places, and Google+ accounts for your business into one easy-to-use interface. The more you can play within the Google ecosystem, the more “brownie points" you get. It’s highly encouraged to cultivate reviews on your business page as well since they display next to the results.
  2. Bing Places for Business – Similar to Google Places above, but provided by Bing.
  3. Yext – Yahoo has partnered with Yext to maintain their Local Listings page profiles. You can control your profile on multiple sites (Yahoo, Yelp, Facebook, and Bing.) Does offer enhanced listings. Also feeds into local.com.
  4. Yelp – You can also start collecting your testimonials (and leave reviews for other businesses) which makes your profile rank higher.
  5. Yellowbook – Free for basic internet listings but they also have paid internet listings and paid advertising services available.
  6. YP & YP Mobile – Free listings that also appear in the Yellow Pages mobile app.
  7. Super Pages – Free for a profile but they also offer advertizing services, pay-per-click promotion, and Facebook page enhancements for a fee.
  8. Zillow – Your competition will likely have a profile here. You should, too, since many potential clients begin their home searches here. Agents can get started here. Mortgage professionals can get started here. This is another good place to cultivate reviews.
  9. Trulia – Another industry-specific directory you can join and cultivate reviews.
  10. Angie’s List – Free to setup. The only drawback here is that your customers have to pay to be able to search for your profile. It’s still good to setup, just make sure it’s not the only profile you do.

Other Recommendations & Resources: