I got to speak with a couple hundred smart mortgage brokers and originators at AIME Fuse 2019.
My thoughts, and the overarching sentiment looking back at the event:
Mortgage pros are on to the shenanigans of Zillow and other lead pirates (finally) and looking for real alternatives in terms of client acquisition online.
That’s a huge shift in thinking from conversations I’ve had for the last several years.
While there’s no stopping the digital disruption that’s occurring, you don’t have to sit on the sidelines…
And you definitely shouldn’t feed the monsters that are plotting your demise.
Spend a few minutes over the next couple of days clicking on ads by Quicken, LowerMyBills, Lending Tree, etc.
Fiddle around with that “long form” that Zillow has strategically placed, with buttons and links guiding you into it, throughout their website.
That simple, gamified questionnaire you keep seeing everywhere is the ENGINE behind all their lead gen efforts.
As a mortgage company or originator, you can create that same kind of survey engine…
And use compelling calls-to-action, with buttons and links, driving consumers into it within all your marketing.
Do that and you will see an IMMEDIATE uptick in exclusive leads you generate from the marketing you’re already doing.
If you can’t beat ’em, join ’em.
-Andrew Pawlak
#TakeBackYourLeads
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