A personalised lead generation tool is the latest addition to the brokerage’s digital marketing overhaul, built to “maximise” profitable opportunities for brokers.
The new “My Lead Generator” tool creates a personalised URL that is unique to the broker, which can be embedded in ready-made marketing channels, such as social media posts, websites and email signatures.
When clicked, the URL provides the start of a “unique customer journey”, featuring the broker’s personal brand, including their photo, name and contact details, as well as triggering an automated introductory email.
The tool reportedly delivers brokers with “more qualified enquiries” while simultaneously providing an enriched customer experience.
Loan Market outlined that it can be used to create detailed customer profiles – including market segments, motivation to buy, existing savings, and amount they want to borrow – and allows brokers to track the success of the lead sources, giving them the ability to alter their marketing tactics to suit.
According to Loan Market, the pilot program of the tool showed that it has the potential to convert up to 64 per cent of enquiries to appointments for brokers.
Loan Market chief marketing officer Lisa Phillips said the mobile verification tool strengthened the return on investment for brokers in their marketing efforts.
“Verifying the lead through mobile is very powerful, giving brokers greater confidence of creating a genuine relationship with the client, faster,” she said.
“What we’ve also established is a lead-source report so brokers can track which marketing channels are the most effective.
“These insights help them develop a richer digital strategy, identifying the channels that are capturing most qualified leads so they can do more of what works.”
According to Ms Phillips, the tool is designed to make the most of a broker’s time with their clients, and maximise their business opportunities with minimal effort.
“Customers want a seamless user experience, and brokers want to have more qualified leads, spend less time finding leads and more time with clients,” Ms Phillips said.
“It’s an unbeatable way to kick off a relationship – with minimal effort or investment of the broker’s time.”
Ms Phillips said the lead generation tool rounds out the full-funnel automated marketing solutions recently announced by the franchise brokerage, including Nurture and Stay-In-Touch programs, along with digital advertising product Pay Per Lead, which delivers leads on demand.
My Lead Generator is available to Loan Market brokers and those on Loan Market’s Bring Your Own Brand model.
[Related: Loan Market launches new marketing program]
Hannah Dowling is a journalist for The Adviser and Mortgage Business.
Prior to joining Momentum Media, Hannah worked as a content producer for a podcast catering to property investors. She also spent six years working in the real estate sector at a local agency.
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