To turn a lead into a happy homeowner, you need the right message at the right time. That’s why mapping content to the mortgage borrower journey is critical. Leads have different questions at each stage of the funnel.
As such, you must tailor your content strategy for mortgage leads to address every stage of the funnel. Doing so builds trust and drives conversions. Here’s what you need to know.
What Kind of Mortgage Content Actually Converts Leads?
Blogs are the most popular content format. Four out of five marketers consider blogs to be an effective channel for building awareness and reaching customers. However, social media and video content are also popular. The key is to create a diverse content strategy that meets your target audience’s preferences.
Mortgage customer journey content should also be tailored for each audience segment. Someone just starting their home search doesn’t need the same info as someone who wants to refinance. To move prospects through the mortgage lead funnel, you need to give them helpful answers.
Here are examples of high-performing mortgage borrower journey content:
- Awareness Stage: Blog posts or videos like “First-Time Homebuyer Tips”
- Consideration Stage: Pre-approval mortgage content like step-by-step guides or checklists
- Decision Stage: Personalized videos, rate quotes, and loan product comparisons
- Post-Close: Homeowner tips and refinance options
With BNTouch, you can organize and send these materials automatically. Our mortgage lead nurture campaigns make it easy to connect with borrowers and grow your business.
How Do I Track the ROI of My Mortgage Content?
Creating content is one thing. Knowing if it works is another. You can monitor mortgage lead nurture efficacy by tracking the following metrics:
- Open and click rates for emails and texts
- Lead responses and actions
- Conversion data
Connecting your mortgage borrower journey to lead behavior lets you know what works and what doesn’t.
BNTouch has built-in tools for tracking all of this data. Our user-friendly dashboard makes it easy to build better journeys for your audience.
How Can I Turn Old Leads Into Closed Loans With Content?
Many leads don’t convert right away. However, that doesn’t mean they’re lost.
Buying a home is a big deal. It’s perfectly normal for some leads to get cold feet. Sometimes, old leads just need a gentle nudge to jump back into the funnel. You can re-engage cold contacts using messages like:
- “Rates have dropped — ready to take another look?”
- “Still house hunting? Here’s a new guide to help.”
- “Here’s what you might qualify for now.”
These messages keep your name top of mind. Just make sure you choose the right tone. You want to approach cold leads with friendly, helpful content, not come off as pushy.
Don’t Forget About the Post-Close Mortgage Borrower Journey
Post-close mortgage marketing builds long-term loyalty, opening the door for repeat business and referrals. When communicating with clients after close, focus on messaging like:
- Home maintenance tips
- Mortgage check-ins
- Refinance alerts
You can also schedule birthday or loan anniversary messages. These messages let your clients know you appreciate them and are there if they need help with future loan products.
Ready to Create a Better Mortgage Borrower Journey?
BNTouch can help you deliver the right content at the right time. Our platform makes it easy to build custom campaigns, automating communications to save time and keep you connected with clients in meaningful ways.
Build a better mortgage borrower journey with BNTouch. Book a demo today.
