The goal of boosting your loan volume without increasing your payroll may seem like an impossible task, but you’re closer to achieving it than you realize. With a few strategic pivots –some in behavior and some involving adding mortgage software — you’ll be able to massively increase your loan volume without so much as adding an intern. 

Seem too good to be true? Read on to find out how close you are…

How To Increase Loan Volume Without Increasing Your Staff

Revamp Your Business Model

In modern lending, the market moves fast and change is constant. Ensuring that your business is agile enough to keep up with the shifts is vital to scaling your volume. That said, has your business model changed since the beginning of 2020? Are you stuck in the mindset of making do until things go “back to normal?” Are you or is your remote team struggling to find harmony in workflow? 

If you find that your loan volume growth is stagnant, the positive buzz about your business has grown silent, and your top producers are jumping ship, then it’s time to revamp your business model. Here are areas to focus on:

• Evaluate your business processes –really drill down on the loan cycle every step it takes to acquire, nurture, and close a loan.
• Revisit your key partnerships.
• Consider your target prospect –have you lost touch with who they are and what their buying habits are?
• Reassess the business values and goals. How can you better align your business to match those points?
• Reevaluate your lead generation strategy – Digital marketing for mortgage businesses is an ever-evolving practice and requires regular updates to your mortgage marketing strategy.
• Freshen up your branding to help boost interest from prospects and reignite enthusiasm from your employees.

Improve Operational Efficiency

One strategy that consistently leads to dramatic growth is improving operational efficiency. It’s estimated that most organizations bleed about 20% of their potential profits due to time mismanagement and an organization’s poor implementation of technology –both of which add up to operational deficiency.  

Now, when we say time mismanagement, understand that we’re not talking about staff scrolling through Instagram when they should be following up on leads. Rather, we’re talking about bigger time-suckers like remedial manual tasks like data entry or changing a document from one format to another before submitting. There’s also the huge mistake of having loan officers do your mortgage marketing, pulling their time and attention away from processing loans. We talked in-depth about that folly in a previous article.

When it comes to poor implementation of technology, there are several areas that you can improve on to 10x your loan volume. Consider the following critical areas:

• Refine the process -Assess whether you currently have the digital tools required to operate at a higher volume level. Examine how efficient your day-to-day operations are well as look for any gaps in the workflow.
• Automate repeatable tasks – Like mentioned above, weeding out work-intensive processes by reducing unnecessary data entry means your mortgage team gets more done with less effort. In addition to increasing their intake, mortgage automation also speeds up the closing timeline. 
• Consolidate communication –Communication is essential to operate efficiently but often too much time is devoted to answering emails, making phone calls, and attending meetings when the same can be achieved with less active effort. Instead, make use of software like a mortgage POS with a client portal. With a mortgage POS acting as a hub of operations, the assigned mortgage team can access the information and documentation they need. Notifications alert you of any changes to the loan file and communications from email and instant messaging are automatically archived and organized for easy retrieval. 

Elevate Your Borrower Experience

Increasing the number of leads is worth nothing if they don’t translate to more loans, and that’s where improving your borrower experience can make all the difference. McKinsey’s insights found that, on average, organizations that work on bettering their customer experience increase their revenue by 10-15% while simultaneously lowering their costs by 15-20%. These higher rates ring especially true in financial services. 

Thanks to technology, a remarkable experience doesn’t require building a whole new customer service department. Do the following to elevate your borrower experience:

• Be proactive –Have an omnichannel digital presence. That way wherever the consumer is on the web and whatever stage they are in the borrower journey, there’s a touchpoint that leads them back to you.
• Have open communication –While consumers readily embrace a digital mortgage, the lack of a human element can leave them feeling unsettled. Remove this barrier by providing multiple channels of communication such as in-app or website instant messaging, group chats, video calls, SMS reminders, and the like.
• User-friendly tech –Delicate processes like online loan applications can overwhelm and frustrate even the most tech-savvy consumer. Eliminate this stress by using mortgage tech that has a dynamic and modern interface. Bonus points if it’s branded too!

It’s entirely possible to 10x your loan volume and grow your business without hiring new staff. By looking for ways to maximize your current team, update your business structure, reallocate your time, and implement technology, you’ll find that taking your business to the next level without increasing your payroll is achievable.

Santa Ana, October 14, 2021 – LenderHomePage proudly announced today that they are the recipient of two honors in the mortgage industry, MPA Magazine’s “Top Mortgage Employers 2021” and the “Housing Industry Icon in Mortgage Technology”, awarded to Rocky Foroutan, CEO and Founder of LenderHomePage. Already surpassing last year’s milestones, LenderHomePage attributes these significant achievements and their exceptional growth to key personnel appointments, collaborative performance, and creating an impactful work culture.

“These awards are testament to something bigger than outpacing our competitors or surpassing revenue goals – it’s proof of our remarkable team at LenderHomePage, whose collective expertise and commitment raise the bar in the digital mortgage space,” Foroutan asserts. 

The Top Mortgage Employer award comes on the heels of a 34% percent increase in employee headcount for LenderHomePage, signifying rapid growth, high employee retention, and exceptional employee satisfaction rates. 

Employee satisfaction, particularly work culture and management relationships, is a strong predictor of a company’s growth. 

A study first published in 2015 in Personnel Review looked at 475 firms to analyze the relationship between performance and employee perception of their work and the company. The data revealed a clear correlation between employee satisfaction and increased organizational performance in both the company’s operating margin and revenue per employee.  

A leader’s ability to make strategic hirings is also crucial. In 2021, Foroutan bolstered its leadership team by adding Brandon Salisbury as the new Director of Sales & Marketing and transitioning Bryan Skitt to Chief Creative Officer. LenderHomePage also expanded its sales and development departments with new hires and promotions.

Equally critical to an organization is its leadership. A wealth of literature exists underscoring the role that leadership plays in the company’s growth, revenue, and overall success. A leader’s aptness to innovate, cultivate a collaborative work dynamic, and motivate the organization to achieve goals are strong predictors of success.

Foroutan’s MPA Housing Industry Icon award, a peer-nominated recognition awarded to exceptional mortgage executives with at least ten years of experience, comes as he has led the mortgage technology company to another 40% year-over-year growth. “Our philosophy has always been to make our software simple and easy to use,” says Foroutan. “but the real secret to our continued success is our preeminent team. Putting the right people in the right seats – and giving them reign to blow it out of the park – you can’t lose.”

Since 2003, LenderHomePage has been a market leader in innovative mortgage technology development. They are the designer of highly acclaimed mortgage software products, including Loanzify POS and Loanzify Mortgage Mobile App, enabling mortgage companies of all sizes to create better operations efficiencies and deliver an omnichannel experience for their consumers.

About LenderHomePage:

Since 2003, LenderHomePage.com is the leading provider of a secure and compliant cloud-based digital mortgage platform that powers lender websites, mobile apps, and mortgage POS solutions. Mortgage lenders of all sizes use LenderHomePage.com’s customizable and scalable solutions to enhance borrower experience, streamline the mortgage process, and increase Loan Officer productivity and efficiency.

About Loanzify:

Loanzify POS by LenderHomePage is part of a suite of innovative productivity solutions developed for the modern mortgage professional.

About MPA:

Mortgage Professional America (MPA) is the mortgage & finance industry’s most trusted source of news, opinion, and analysis.

Content that engages your audience isn’t about winning a popularity contest. It’s about enticing or activating motivation, making it more likely that the reader will convert into a borrower. Engaging content also makes your business more memorable. So even if the prospect didn’t take action then, your content and business would linger on their mind long after, increasing the likelihood that they’ll return to your mortgage site. 

If you’re stumped on how you can give your mortgage web content a fresh and engaging upgrade, this post is for you. In this post, we will look at six keys for creating mortgage content to drive engagement. 

Use Visuals like Video, Graphics, and Images

It’s well known that humans are primarily visual learners. This study illustrates that idea when it found that a person could remember about 65 percent of visual information after three days versus only 10-20% of written information. That’s not to say that text is irrelevant. Written content is still a preferred way to consume content and the foundation to organic web traffic. But adding a visual element will help to make your content more appealing and memorable.

The other thing about visuals is that they are more likely to be shared around the web, helping to intensify engagement opportunities.

Make Lists

Business blogs are discovering what magazines have known for over a century — readers like lists! Articles with titles like “top ten ways…” or “20 tricks to” instantly pique curiosity and trigger the reader to click more to read the entire article. 

Another benefit of lists is that they break down information into bite-size pieces, making it easy for the layperson to understand complex topics like finance or real estate. 

Use storytelling to share a success story

Humans love a hero story, and sharing a client success case study is how you can do it. The great thing about this method is that you don’t even have to be a great storyteller. Just follow this basic three-act model, and you’ll have an engaging piece of content that your reader will devour.

1. The setting – Offer some background demographics on the client, like age, career, and family. Also, share info on whether the client is a first-time homebuyer, a veteran, or perhaps looking to retire soon.
2. The problem- Describe questions or obstacles that the client is struggling with.
3. The resolution: Bring the story into a climax, describing how concerns were resolved.

Create a how-to guide

When writing a “how-go mortgage” guide for driving engagement, go long. About 1,500 words or more. Substantial guides are more likely to get read and shared. Although a 1,500-word guide or blog post can seem too challenging to create, an easy way to think of them is as a list blog post where you dive deep into each bullet point.  

Here are some additional tips on creating how-to guides for your mortgage blog:

• • Focus on solving a problem for your prospective borrower. A how-to guide is only helpful and valuable if it actually solves a real problem for your reader.
  • Break up large chunks of text. Break up topics visually with checklists, quotes, or infographics. 
  • Include a workbook. A companion workbook adds even more value to your guide and invites engagement. No time for creating a whole separate workbook? Consider adding exercises or questions at the end of each section for the reader to complete. 

Provide resources or tools

Create content that lists tools or resources helpful for the prospective borrower, such as: where to check their credit history, a guide for creating a budget, an affordability calculator, recommended local home repair service providers, local hiking trails, and community activity guides are a few examples of helpful resources that will likely get shared.

Do something unexpected

The purple cow is a method made popular by marketing guru Seth Godin. Godin introduces this idea with an anecdote about going on a car trip and seeing cows grazing on the field. While it excites you at first (especially if you’re a city slicker), you get bored after miles of the same plain cows. Now imagine that there’s a single purple cow grazing amongst the hundreds of typical cows. Not only does it immediately catch your attention, but it keeps it as well –for some time!

This relates to engaging content creation because you want to pivot from the norm to get people talking. Here are some ideas:

• Play devil’s advocate and offer a different perspective on a popular mortgage topic
• Include gifs on your blogs or create memes for shareable content
• Combine mortgage topics with seemingly unrelated subjects (i.e., “Dwight or Jim: The Office Guide to Buying Your First Home”)

Ask for engagement

A simple way to increase your content engagement is to just ask for it! At the beginning of the post, ask your reader to bookmark it for future reference. At the end of the post, ask your reader to comment and share the post on social media.

Be sure to include a social media plug-in to make it super simple for the reader to share with their followers. 

Did you find this article helpful?

Check out past articles on related topics like top ten online courses to grow your mortgage business and ways to drive more traffic to your mortgage website.

Santa Ana, Sept 16, 2021 – LenderHomePage announced today a new partnership with LeadMailbox designed to help mortgage companies streamline and enhance their lead management process. The new integration addresses the problematic disconnect modern lenders face when utilizing mortgage CRM and POS software from different providers. 

Implementation of cloud-based POS and CRM software increased dramatically in the past five years and is a cornerstone of digital transformation. The top benefits of digital transformation include a 45% revenue growth (Deloitte, 2020), a 20-30% increase in customer satisfaction (McKinsley, 2019), and improved operational efficiency (PTC). However, there remains the challenge of seamless integration between the aggregator’s POS and CRM as data between the two does not always populate accurately, thus, requiring manual data entry.

The automated transaction between Loanzify POS and LeadMailbox CRM addresses this major issue by eliminating the time-consuming, error-prone, and redundant manual data entry, thereby allowing the mortgage companies to take full advantage of the platforms’ and originator’s revenue-generating potential. This deep integration improves customer experience and retention, automated lead nurturing, increases lead quality and revenue, accelerates the loan lifecycle, and improves data accuracy.

Since 2003, LenderHomePage has been a market leader in innovative mortgage technology development. They are the designer of highly acclaimed mortgage software products, including Loanzify POS and Loanzify Mortgage Mobile App, enabling mortgage companies of all sizes to create better operations efficiencies and deliver an omnichannel experience for their consumers.

LeadMailbox is a cloud-based CRM lead management system that organizes, distributes, and analyzes mortgage leads for improved lead qualification and lead nurturing. The intelligent solution enables mortgage companies to modernize their sales processes with features such as Insta-Call, customizable lead distribution, lead scoring, and metrics.

“Customization and integrations are purpose-built in all of our software products,” states Rocky Foroutan, CEO of LenderHomePage. “With technology and industry demands constantly evolving, having a robust and agile platform is key in remaining competitive and unlocking new revenue opportunities. We’re thrilled to partner with LeadMailbox as part of our shared goal to provide a more digitally advanced and intuitive digital mortgage experience for all.”

About LeadMailbox:

LeadMailbox is a complete CRM and lead management platform. Utilized by thousands nationwide, LeadMailBox dramatically improves conversions through lead aggregation, SMS and telephony solutions, email campaigns, and custom reporting. www.leadmailbox.com

About LenderHomePage:

Since 2003, LenderHomePage.com is the leading provider of a secure and compliant cloud-based digital mortgage platform that powers lender websites, mobile apps, and mortgage POS solutions. Mortgage lenders of all sizes use LenderHomePage.com’s customizable and scalable solutions to enhance borrower experience, streamline the mortgage process, and increase Loan Officer productivity and efficiency.

About Loanzify:

Loanzify POS by LenderHomePage is part of a suite of innovative productivity solutions developed for the modern mortgage professional.

The definition of a brand can be boiled down to how the public perceives you, so a personal brand isn’t necessarily built around a business or even with the goal of building a business. A personal brand is built around you -encapsulating your strengths, your expertise, and your style. Because a personal brand is essentially created from scratch and is unique to you, you can leverage this power to support your mortgage business and act as a brand ambassador to the business brand.

An example of this can be found in Richard Branson. The billionaire adventurer has a well-known personal brand and uses it to complement his business brand, Virgin. Another example can be found with Oprah as she uses her personal brand as part of her multi-channel media empire, Harpo. 

The main takeaway is that while different from business brands, personal brands are powerful, influential assets –especially to mortgage businesses.

Personal Brand: Becoming An Ambassador to Your Mortgage Business

Highlight Your Accomplishments

Make an even more compelling case for the company’s expertise in the industry by sharing your experience, certifications, associations, and education. Letting prospects know about your ten years of experience in the mortgage industry or your bachelor’s degree in business administration goes a long way in building your mortgage business’ trustworthiness and professionalism. 

Non-business accomplishments are also great ways to trump up your mortgage business. Items like completing an Iron Man marathon or restoring a classic car to be showroom ready hint at your perseverance and commitment to excellence –admirable characteristics that are subliminally attractive to mortgage prospects. 

Make Social Media “Follow” Worthy

Individuals will follow social media accounts for various reasons, such as for humor, inspiration, advice, news, or connection. A personally branded social media profile can add another dimension to the business’s social media presence and could often hook the viewer much more readily than a business brand might be able to.

You can expand the hero story by sharing the journey on your brand social profile. For example, let’s say that several of your mortgage team decided to do the Iron Man marathon. You might post 1-2 images of them doing the race, sharing how proud the company is of these team members.

However, the personal brand can delve deeper into the journey of getting ready for the race, unfolding a hero story that resonates with followers. Thus, the personal brand compels the audience to invest emotionally, which causes them to invest emotionally into the business brand. 

Reflect Company Culture and Values

Along the same thread, a personal brand allows prospective clients to see the business culture and values in action. Sharing involvement in social causes that matter to you, such as volunteering at a local rescue mission or literacy program, demonstrates true passion and shows that community building is more than just lip service.

A personal brand also reveals true enthusiasm in providing mortgage services. A mortgage business comprised of earnest, joyful, and savvy professionals draw positive attention from all fronts.

A personal brand also reveals true enthusiasm in providing mortgage services.

Choose Both Personal and Business Brand

Having a personal brand doesn’t mean it needs to compete with the business brand. They are complementary and extend one another’s reach. So instead of thinking you need to choose one over the other, harness the influence of both to boost your mortgage business above the competition.

Check out our new personal brand mortgage templates to co-promote your mortgage business. 

Personal Brand Templates

Santa Ana, Sept 1, 2021 – LenderHomePage today announced a new enterprising integration with loan origination software developer Integra. The powerful partnership between LenderHomePage and Integra furthers their commitment to creating a lending ecosystem that elevates the customer experience and enables mortgage companies to simplify and accelerate the administrative processes of origination.

LenderHomePage, one of the country’s fastest-growing digital mortgage platforms, has been helping mortgage companies adapt quickly to the digital era since 2003. Their family of digital mortgage software products, including the innovative Loanzify POS and Loanzify Mortgage Mobile App, enable mortgage companies of all sizes to create a connected omnichannel experience for mortgage consumers.

The digitization of business systems established new standards for an agile, seamless intake and client management process. These expectations have now migrated to the lending industry, where competitiveness relies heavily on the enterprise’s level of digital transformation.

Recent data shows a strong correlation between improving business-to-business partnerships with technology translate to a 10% to 20% reduction in cost-to-serve, 10% to 15% increase in revenue growth, and an overall increase in employee satisfaction—the integration of Integra with Loanzify POS capitalizes on this phenomenon by enabling a fast-track digital transformation solution. 

Integra offers a complete browser-based LOS system for facilitating the mortgage operation from origination to closing. Integra’s intelligent document management and eligibility engine seamlessly drive data, making origination and fulfillment functions a breeze. Combined with Integra’s sophisticated rule management system, the bi-directional integration with Loanzify POS helps lenders configure and customize their front- and back-end operation, increase their intake capacity, expedite the loan life-cycle, make better-informed underwriting decisions, and increase transparency for all stakeholders. 

“Growing our partner ecosystem and helping our clients adapt to today’s technological demands quickly is one of the keys to our success,” states Rocky Foroutan, CEO of LenderHomePage. “Working with partners like Integra makes deploying intelligent, automated workflows with Loanzify POS simple and swift, thereby improving performance, productivity, and helping mortgage companies deliver an outstanding digital customer experience.”

About Integra:
EPIC LOS by Integra combines over 25 years of lending technology experience to provide lenders with automated compliance across every channel in the mortgage industry, including retail, wholesale, and correspondent. 

About LenderHomePage:
Since 2003, LenderHomePage.com is the leading provider of a secure and compliant cloud-based digital mortgage platform that powers lender websites, mobile apps, and mortgage POS solutions. Mortgage lenders of all sizes use LenderHomePage.com’s customizable and scalable solutions to enhance borrower experience, streamline the mortgage process, and increase Loan Officer productivity and efficiency.

About Loanzify:
Loanzify POS by LenderHomePage is part of a suite of innovative productivity solutions developed for the modern mortgage professional.

SANTA ANA, CA, USA, August 25, 2021 /EINPresswire.com/ — LenderHomePage today unveiled details of two new features to its premier mortgage point-of-sale platform, Loanzify POS. The newly released Spanish version digital 1003 and CreditConnect self-pay credit pull are breakthrough features designed to help mortgage professionals better serve their markets and exponentially expand revenue opportunities while saving costs.

First launched in 2019, Loanzify POS is a loan management platform that allows individual and enterprise-level originators to increase their production, accelerate the loan lifecycle, and provide a better consumer experience.

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Spanish Version Digital 1003:

Latino population homeownership in 2020 was 49%, up from 45% in 2014, according to a study by the National Association of Hispanic Real Estate Professionals (NAHREP). This 4% increase is even more notable when considering data from the Urban Institute, where they forecast that Latino consumers will comprise 70% of homeownership growth from 2020-2040 and will serve as the primary engine of the US real estate market.

In response to the exceptional homeownership growth rate that Latinos are experiencing as well as the demand from the industry, LenderHomePage unveiled a Spanish version of their already successful digital mortgage application, part of the Loanzify POS platform. This new release maintains all the features of the English version, including friendly interview-style phrasing, help prompts, and an intelligent UX design with configurable automation and branding capabilities.

Loanzify POS Spanish version digital 1003 provides originators the necessary tools to remain competitive in the market while enabling them to deliver an outstanding borrower experience to the often under-served Latino consumer.

CreditConnect Self-Pay Credit Check:

While digital loan intake and processing significantly reduces loan origination cost, the overall cost per loan still remains high at several thousand per loan. One of the overhead expenses for every loan is the creditworthiness analysis conducted with a credit check. With an average price of $39 per inquiry, each analysis that does not result in a loan becomes an added cost, and in aggregate this number can become significant and reduce an originator’s profits by thousands of dollars every year. If you have a few Loan Officers in your company, this expense can grow even faster, especially in today’s environment of high demand for home financing where a lot of people are still attempting to refinance and/or purchase new homes.

Utilizing eCommerce functionality, Loanzify POS now integrates with payment processors. The first of these is PayPal — one of the most trusted transaction processors — to quickly and securely empower the prospective borrower to self-pay and pull their own credit in real-time and during the application intake, effectively transferring the cost of running a credit report to the consumer. Not only does this reduce potentially thousands of dollars in operational expenses off the top, but it also aids in identifying the “tire-kickers” from the truly motivated mortgage consumers, curtailing costs accrued from dealing with unqualified borrowers.

“Our customers ask and we deliver. That has been our motto for years,” says Rocky Foroutan, CEO of LenderHomePage.com. “One of the most fulfilling parts of my job is when I get on the phone with a client and we co-invent a new feature for our platform,” Foroutan added. “Both of these features were direct requests by our clients and now are powerful tools added to our software. We are glad we were able to once again meet our clients’ expectations.”

For more information, visit LenderHomePage.com.

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As a loan officer, know that there’s real value in creating a personal brand. Consider this: if you decide to change to another brokerage or financial institution (or go out on your own), would rather do it building your reputation from square one again, or do it with a reputation you’ve spent years refining?

That’s the value of personal branding –it’s yours, and it follows you your entire career.

Your personal brand also widens opportunities. Every meeting, connection, and happy client that engages with your personal brand is another opportunity added to your career. Building up your personal brand also increases your value as a mortgage professional. A brand that is recognizable and is seen as trustworthy commands more money.

How can you build a personal brand that lasts? That’s what this post is going to show you. Read on and bookmark this page for future reference.

Personal Brand for Mortgage Professionals: It’s More Than Likes and Comments

If you’re on social media, you may think that you’re well on your way to building a personal brand. But if you haven’t taken the time to define your brand and create a foundation for it, all those likes and comments are in vain. Here’s what you need to do instead:

Phase One: Define Your Personal Brand Identity

Be very clear about who you are and who you are not. What are your values? What’s your purpose? Who are you trying to reach? It’s critical that you know precisely what image you want to portray lest the public defines it for you and possibly create one that you never intended. 

Phase Two: Create Personal Brand Awareness

Creating brand awareness and associating it with mortgage services is the goal of this next phase. The more your brand becomes well-known, the easier it will be for the consumer to remember and trust it. Here are top ways to build awareness for your brand:

• Partner with real estate agents or other industry professionals that have successfully built their personal brand.
• Use referrals and build up your online reviews.
• Create different forms of content (video, blogs, infographics, podcast)
• Be active on social media
• Use paid advertising and remarketing

Phase Three: Engage With Your Followers

When we say engage with your followers, we mean doing so purposefully and actively. When someone leaves a comment, don’t just reply with, “Thank you!”. If you’ve noticed a follower liking and commenting on your posts, send a direct message. Did a website visitor fill out your contact form on your mortgage website? Activate a drip email and text campaign. Give them additional opportunities to get familiar with your brand and know what you’re all about.

Phase Four: Create Brand Loyalty

Getting to this phase takes a while –we’re talking about six months to a year. Remember that we’re building a personal brand that will last the life of your career, and that takes time. But that’s okay! In this phase, you want to add more fuel to your authority and trustworthiness. Do this by offering high-quality, high-value products for free, such as ebooks, webinars, and digital mortgage tools like mortgage apps and calculators.

Mortgage Websites Built for Personal Branding

At LenderHomePage, we firmly believe in the power and profitability of your personal brand. That’s why we created websites templates and tools built specifically for showcasing your brand across the web. Check out our three new mortgage templates for personal branding and try it out free for 14 days. Click here to launch one in minutes!

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Mortgage company branding is more than a logo. It’s part of the entire consumer experience, how your customer perceives you and is an indispensable factor in your ROI. Everything from the individual graphics to your website and mortgage app appearance to social media posts to online chats is part of your brand. 

Because branding is a critical element of your business, it’s vital that you know the fundamentals of a strong one. By the way, this is true about personal branding as well. Whether you’re a team on 1 or 100, your mortgage brand is your DNA and promise to consumers. Here’s how to do it.

Purpose 

A strong brand reflects your company’s purpose. It’s the reason why your business was established and answers the key question: why should a consumer choose your business over others? 

This is the starting point for your entire branding plan. The more specific you are, the more defining the difference between you and your competitors. Answer these three questions, and you’ll have the foundation to your overarching purpose that is part of your brand strategy:

• What is your business best at?
• What is your business passionate about?
• What difference can your business make?

Consistency

Consistent branding increases familiarity. The more a consumer is familiar with your brand, the more they begin to trust –and even prefer– your brand and business. And when it comes to online consumers who are comparison shopping, consistency and trust can tip the scales in your favor, turning a web visitor into a prospect. 

Graphic elements and color schemes are visual ways to create consistency but don’t forget how your mortgage business tech stack works with your branding. A similar and predictable look, feel, and tone should be apparent in the entire Borrower Experience.

Captivate

One of the hallmarks of a great brand is that it grabs the attention of consumers. That’s not to say that it must be loud or aggressive, but optimally, it should contain some pivot –enough to make a consumer do a “double-take” when they come upon it while browsing for local mortgage brokers and lenders.

Keep in mind that the double-take is more than a cool logo. Captivating with your brand also involves offering the “remarkable” with your services, such as instant quotes or self-generated approval letters. 

Personality

A strong mortgage brand also has a recognizable personality that makes it relatable to its target consumer. We can see this in action with well-known brands like Nike (motivational and inspirational) or Apple (innovative and fresh). 

Authentic brand personality permeates everything from running the company to campaign messages, helping to build rapport and loyalty from your target mortgage consumer. 

Emotional Hook

Consumers are often persuaded more effectively by emotion than logic. A recent collaborative study analyzing 35 years of research into emotions’ impact on decision-making revealed that emotions are a pervasive and predictable driver in decision making.

Thus, a strong mortgage brand needs an emotional hook that emphasizes the benefits to the consumer. This emotional hook (the benefits) excites consumers and motivates them to convert into borrowers.

Community

Your current and past mortgage consumers can be your most effective evangelists and be a rich resource for new mortgage leads by sharing their experience and recommending it. A strong mortgage brand is one that your consumer advocates are thrilled to share. It’s professional, clean, and trustworthy -everything they can get behind to share and go viral. 

Authority

When it comes to the lending industry, authority is a must. Anything less than unshakable authority will cost you business. Ways that you can build authority with your branding include:

• Mortgage content like a blog, videos, and email marketing
• Infographics and eBooks
• Digital mortgage tools like a mortgage app and professionally build mortgage website
• Publish content on industry-respected platforms
• Consistent and active presence across the web, including review sites and social media

LenderHomePage Builds Your Mortgage Brand

A strong mortgage brand sets you up for success. It defines fundamentals like your mission and company values, rallies employees around your vision, emotionally hooks prospective mortgage consumers, excites advocates for your business, and overall helps to facilitate a thriving ROI. So when it comes to a digital mortgage partner, choose one that’s built for branding as well as scaling. 

Try us out for free for 14 days and discover why top producers and enterprise originators trust LenderHomePage for all their digital mortgage platform needs. 

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Getting a website online for any business is relatively easy nowadays, there are several quick and cheap options. But a website that’s also a hub of your business –central to lead nurturing, acquisition, branding, marketing, and Borrower Experience requires another level of sophistication. 

In this week’s post, we’re going to show you exactly how to create a mortgage website that meets all of these criteria, plus how you launch an attractive, professional, high-functioning mortgage website in less than five minutes. 

Best Mortgage Website Building Practices

Website Creation: Pictures and Text Are Not Enough

A quick search on launching a website will bring you over 360 million results, with the top generic website builders being Wix and Squarespace. But that’s just it –they’re generic. While the general design and launching are fast, the appearance is still bland, and its functionality is miles away from where it should be for a professional mortgage website. 

Of course, there’s much more to it. There’s also the matter of search engine optimization, content for conversion, and Borrower Experience. By the end, you’ll have the ability to decipher a generic website from a high-level mortgage website and know how to go about creating a mortgage website that supports your business needs, meets online ending industry standards, and modern consumer buying habits.

Responsive 

Responsive design is often mistaken for simply adjusting to the screen. While this may have been innovative ten years ago, modern responsive websites must also adapt their functionality. That means that items like lead capture forms, menus, videos, and any integrated 3rd-party applications must work and view properly without any effort from the user. No matter the device or operating system, the best mortgage websites are built for this level of user experience from the ground up.

Modern and Branded Mortage Design

As mentioned above, although there are plenty of clean website designs possible with generic website builders, a mortgage website that reflects modern design principles and the flexibility to brand is key to making your online business front stand out and above the rest. 

When it comes to designing, mortgage website templates from LenderHomePage offer a powerful and fast jumping-off point. With 45 attractive prebuilt mortgage designs, mortgage professionals of all sizes –from individual to multi-branch –can easily find a site that reflects their business. 

With some simple adjustments to the color scheme and the addition of your logo, both of which can be done without coding and matched your POS platform, your mortgage website will have a dynamically branded look and feel across the entire Borrower Experience.

Interactive Mortgage Tools

Online mortgage consumers crave an immersive and personalized shopping experience and interactive mortgage tools on your website are how to deliver this experience. Accurate to their location and loan program, online mortgage tools such as our mortgage calculators estimate down to the penny and move curious borrowers deeper through your lead nurturing strategy.

SEO Mortgage Copy

Search engine optimized copy is a precise craft of persuasive writing combined with researched keywords. This particular combination is aimed at helping to position your website for both a high-ranking organic search position and high conversion rates. This means that the words and the formatting must meet specific standards for search engines and consumers.

If you’d like to attempt it yourself, reach this previous article where we give a brief overview on how to DIY your mortgage SEO copy. Otherwise, we recommend taking advantage of our mortgage marketing services with professional and custom mortgage SEO content.

High-Value Content

Along the same lines as SEO copywriting is high-value mortgage content. The mortgage content can come in articles, videos, graphics, e-books, or white papers and, as expected, doesn’t come as part of any generic website design. 

While custom high-value content comes with additional costs, our mortgage website templates come with hundreds of pages of mortgage articles that can be edited as you see fit –or launch as is! Need additional help and resources? We got you covered. Our team of marketers is available for custom mortgage content and strategy development to guide how to make the best use of it on your website. 

Seamless Integration with Digital 1003 and POS

Last but not least, a mortgage website needs a seamless integration with your digital 1003 and POS. In today’s touchless environment, your mortgage website is more than an online presence –it’s also the hub of the Borrower Experience, and that includes your digital 1003 and mortgage POS platform. More than placing a simple link, integrating all the three platforms in such a way that captured leads, is branded, and is intuitively functional is vital to your competitive advantage. 

Want to see all this in action for free? Sign up for a free trial. Click here to get started –no credit card required! In only 14 days, you’ll be convinced that our mortgage website templates and support team are immensely better than what any generic website can offer. 

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