The Power of Analytics for Generating Leads: How to Leverage CRM Data

Jason January 12, 2024 0 Comments

For a mortgage broker, analytics for generating leads might just be the single most powerful tool. If you already have a CRM platform — or at least have some familiarity with the technology — you know that the right system offers seemingly endless ways to generate new leads.

Today, we’ll be focusing on one especially helpful facet of any CRM: data analytics. Here are a few ways to effectively leverage your CRM data and start generating leads today.

Segment Your Leads

Getting a sudden influx of new mortgage leads is never a bad thing. But if you do get several new leads at once, the worst thing you can do is to follow up with each one in the exact same way.

Why? People aren’t robots, and marketing strategies that work beautifully on one person might not work on the next. Quality CRM systems gather a range of data on potential leads. To give yourself the best chance of success, segment your leads into similar groups and curate follow-up content specifically for each group.

There are many different ways to segment your leads. Here are a few examples:

Age
Income and Budget
Location
Lifestyle/Behaviors
Type of loan product they need
Whether they’re a first-time homebuyer

It might take some trial and error to find the best way to segment your leads, but this is time well spent.

Analytics for Generating Leads: See What’s Working — and What Isn’t

One of the best features of quality CRMs is their ability to show you which campaigns are getting results. For example, say you change your standard follow-up email sent to new leads.

You think that the change is a solid improvement, but then you take a look at the CRM data. You notice that ever since you changed that email — without changing anything else — your conversion rate has fallen dramatically.

When you have clear data like this, it’s easy to catch minor problems before they become massive. Since the CRM helped you spot an email that wasn’t performing well, you can quickly and easily adjust your strategy and replace it with a more effective piece of copy.

data analytics

Add a Personal Touch

No one likes generic, sales-driven mass emails. Your CRM can be set up to send specific, targeted marketing emails or texts to potential clients and existing ones based on their interests. And because most CRMs will aggregate client data into profiles, you can even set up these automated emails to use the recipient’s name.

Get Promising Leads With the Right CRM

When you’re using analytics for generating leads and to drive marketing decisions, you want to make sure that data is as accurate as possible. And the best way to get accurate data is to invest in the right CRM. BNTouch is proud to be one of the most comprehensive CRM systems on the market.

With us, you get more than 25 tools and more than 180 pre-built marketing campaigns for generating leads and building your business. Do you want to see what we can achieve together? Contact us and set up your demo today.

To learn more or schedule a demo, contact BNTouch today.

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AboutJason Richardson

Jason specializes in digital marketing strategies and founded a digital marketing agency Richardson Digital Media™. Richardson Digital Media™ has quickly become a preferred marketing provider for real estate companies and nationwide mortgage lenders. Jason has won 9 President’s Circle of Excellence Awards for loan production over his career and was most recently honored as one of National Mortgage Professional Magazine’s “40 Under 40: The 40 Most Influential Mortgage Professionals.”