Calls to Action (CTA’s) are often the difference between prospects just eyeballing your content versus prospects that are converting into leads. In today’s highly competitive mortgage market it is critical to convert potential borrowers into leads, which convert into actual borrowers.
You can create great content, new websites and professional marketing materials but if all a potential borrower does is read your materials you still have nothing to show for it. Your CTA’s must motivate the potential borrower to take action. To get pre-qualified, to start the application process, to speak with a loan officer, because once that happens most borrowers stop shopping around.
So, what is the difference between a CTA that drives leads and action compared to the typical CTA that people just read and do nothing with? There are a number of factors that impact the effectiveness of your CTA. They include:
Wording is critical- Use words that demonstrate an understanding of your prospects pain and of what motivates them.
Proper design and placement- If you what your CTA’s to pop you need to take advantage of whitespace, colors, shape and visual elements that will make the CTA stand out.
Deliver value to your prospect- provide them with insights, trends, offers that the prospect can’t live without. Put yourself in the prospects shoes. What will motivate them to take action?
There are a number of articles that provide key insights into the power of CTA’s and how to get the most out of them in your marketing materials. In an article by Wendy Marx entitled Calls to Action: “How to Motivate Your Audience she lists 10 Guides to Creating Calls to Action that Convert from leading industry experts. Check out the story for some additional tips on creating the perfect CTA https://goo.gl/Zd18pz.
To succeed in today’s mortgage market your marketing materials must include a clear and concise call to action.
Ask for their business
Offer a discount
Visit a website to apply
Click to Apply Now
Do not hide your call to action
Provide multiple opportunities in your marketing materials for your prospect to take action.
Finding the right call to action takes time and plenty of trial and error. Put yourself in your prospects shoes. What would you be looking for throughout the home buying process? Ask yourself “What’s in it for me?”
The prospect will eventually ask themselves this same question.
Here are some examples:
Should I be working with someone who simply wants to do a loan or a trusted advisor?
Should my lender guide me through the loan process from start to finish or do I have to figure it out myself?
As your prospect asked themselves these questions, you should make a conscious effort to portray yourself as a valued asset in their home buying journey. Adding value for your prospect creates a higher need and increases of moving your audience to action.
About The Author
Brandon Perry is President at The Turning Point. Brandon oversees all operational and administrative activities of TTP. Brandon brings over 16 years of experience in various financial services industries to TTP which enhances the Company’s ability to maintain it’s position as industry leader in providing customers with an advanced marketing solution.