last updated 16 February 2022

3 Ways to Generate Mortgage Leads Online Even If You Don’t Have Your Own Website

If you're a mortgage broker who doesn't have their own website you might be thinking there's no way you can generate your own mortgage leads online.

Well, the good news is - you're wrong!

In a recent live event that I ran in my private Facebook group I discussed three ways that you can generate mortgage leads online even if you don’t have your own website. You can watch the video above if you’d like to see a recording of the session.

Here are the three options for mortgage lead generation without a website which you'll learn about in the video:

1

Option #1: Create your own standalone landing page

2

Option #2: Use cookies on your firm's main website to ensure your leads only go to you

3

Option #3: Run Facebook Lead 
Generation Ads

If you’ve been wondering how you can generate more leads for your mortgage business without having a website, then you really must watch this video.

A full transcript appears below.

Full Transcript

Well, good afternoon, everyone. Welcome to today's Facebook live session. Welcome if you are watching this Live and also welcome if you are watching this later on, on the replay. If you haven't met me or spoken to me before, I’ll introduce myself. My name's David Miles, and I'm on a mission to help mortgage brokers and financial advisors like you start generating their own leads online so that they can stop buying them in or relying on referrals. 

So, today's Facebook live is a very short session because I've designed it today just to answer a specific question. As many of you probably know I've been running a webinar or a marketing masterclass a few times over the last week, or so. Looking at how to use Google ads to generate mortgage leads from your website.

Obviously, you have Q&A at the end of each training session. One of the most common questions that came up every time we ran the session was, “This is great but I don't have my own website. How can I generate leads without my own site.” Then, I thought it was worth doing this short Facebook live today to answer that question in a little bit more depth than I was able to do on the main webinar. 

Just before we get started, do put something in my comments just to say hello, so I know if my comment screen down here is working right, because I'd also like, as we go through, if you've got any questions I'd like to do the usual thing which is put those in the comments. Then when we get to the end, I'll have a quick scroll through those and pick up on anything that needs answering.  Also, if you're watching this on the replay, you can still put questions in because I'll monitor the comments over the next couple of days. Jump in and answer anything if you post a question. 

Let me just get that where I can see it a bit better and let's get going. I'm gonna share my screens. I've got a couple of slides that go with this. Second. There we are. Okay, fantastic. To set the scene here, in these webinars, I was talking about how you can run a Google advertising campaign to drive people to your website to get them to submit a mortgage inquiry. Now you might think it's strange that someone wouldn't have a website. But since what we're talking about here is most commonly the situation where someone is a self-employed advisor working for another firm. They're an appointed representative of that firm and they don't have their own standalone website. 

Then, any Google ads that they did or any Facebook ads come to that would all be driving traffic to the main company website. There's no guarantee that a lead that's generated from that would go through to that individual self-employed advisor who would pay the money on Google or Facebook to generate the traffic in the first place. Then, that's the challenge we're trying to overcome here.

You’re a self-employed advisor. As part of a larger company, you haven't got your own site. You want to use Google ads or Facebook ads. How do you make sure that any leads that are generated actually come to you rather than to one of the other advisors in the company? There are three different ways I'm going to explain this afternoon in which you can do that. 

The first option which I would say that this is my preferred option. If you can do this particular option, which is probably the best one to go for. Option one is to create your own standalone landing page. Now when we talk about landing page, basically you mean an individual webpage, which can be used to drive traffic to, to generate leads from it.

Somehow you might hear someone's referred to as a squeeze page. The squeeze page and landing page are basically all the same thing. You could, have a standalone page as well and you could also expand that to be an entire standalone website. But I'm keeping it simple for now and just telling you about the bare minimum thing, which will be to have your own landing page. 

Then, your landing page would be a standalone page that sits on the same domain name, the same web address as your company's main website, but it has its individual URL. For example, if I were a mortgage advisor or self-employed advisor as part of a large company. Let's say that company was called marvelousmortgages.com, then it might be its page is marvelousmortgage.com/david. Okay. That would be my landing page.

I've put on the slide here an example of that kind of thing, I mean by landing page. In fact, those of you who were on one of those webinars I talked about will recognize this as the example landing page that I showed during that training. The landing page must have a phone number that's gonna go through directly to you rather than to anybody else. Also, the inquiry form is on it. You can see on that example there that we've got an inquiry form in the top right-hand corner that needs to be coded in such a way that anything that's submitted on that gets emailed directly to you rather than into any kind of central pot. 

The key thing with a landing page is, as I said, it's a standalone page. Therefore what you want to do is, as we can see in this example here, there is no there's no menu bar at the top. Then, there's no easy way that someone who lands on your landing page can find their way through to the main website. Obviously, they could do. They could look at the web address and they go by manually go to marvelousmortgages.com, but they've gotta make a bit of effort. They can't just accidentally stumble through from the landing page to the main site. 

Similarly, on the main company website, there wouldn't be anything on the menu that would take people through to this page. Although it shares the same domain name, it's kind of separated. Also, make sure because this is a single page, but it has all the information on there that is needed to convert a visitor into someone who's going to submit an inquiry.

Yes, Becky, you will be able to watch this later it'll be available within the Facebook group or pretty much straight after it's finished. Then, yes, you need to make sure the page has got all the information that's needed to convert them from a visitor into a lead That means things like having a clear value proposition, making sure as we can see at the bottom of that screenshot there, but your unique selling points are clearly highlighted. That page obviously would go on beyond that. It's got lots more information and, follows all the kinds of best practices for landing page design. 

Then what you could do is you could run your Google ads campaign, Facebook ads campaign, LinkedIn ads or whatever it is you want to do. Drive traffic specifically to this particular page. In terms of the process probably the easiest way of doing it. It requires a little bit of work to obviously create the page. You've also gotta have to buy-in from the company that you work for. That they're happy for you to have that separate page on there, but hopefully, there are benefits in it from them as well. Because obviously the more business that you are generating, the more income share they're getting from you etc.

If you put it to them, you are willing to invest your own money in driving ads and marketing them. All you need is a bit of help from them in terms of allowing you to create this page. Then hopefully, it's a win-win and they will go with it.

If that's not an option, then you can consider option number two. I've called this option the cookie option. This is what involves in it. For the scenario where the firm you're working for or the principal won't let you have that kind of landing page. They're saying, no, you can run your own Google ads and own Facebook ads, but you have to send that traffic directly to the main company site, marvelousmortgages.com, to continue that example.

What you need to do here and what the purpose of this is to the way that you can drive traffic to the main site, but have that traffic tagged to show that it's that was generated by your particular advertising campaign. Then, you can make sure that if that traffic turns into a lead, you have someone who's tagged as one of your people submits an inquiry. That inquiry automatically goes to you rather than to any of the other financial advisors or mortgage brokers in your firm.

Then, the way to do this, the one way to do is you only need help from a web developer. From whoever develops and maintains the company's website. You need to get them to set it up, so that when someone arrives on the website that is tagged as one of your visitors, and I’ll explain how you tag them in a minute, that a cookie gets put on their computer. 

Now, if you're not probably heard of cookies, maybe I'm sure you've seen cookie warnings on virtually every website you go to. However, if you're not sure what a cookie is, basically it is when a website puts a little file on the computer of the person who's visiting that website, which contains, and that file contains certain information.

Sometimes, for example, the cookie will contain information to show that they've already logged into the website and they don't need to log in again, or it might contain information that says what their name is. Then as the website can be personalized in certain areas, the kind of cookie we're talking about here will very simply be a cookie, but just identifies that this person has come through one of your own links. 

Okay. Then what happens is, let's say that you are running an ads campaign to drive traffic to the main company website. What you would do is instead of sending them just to marvelousmortgages.com, you would put some kind of parameter on the end of the web address as I've shown on the slide there. In the form as for example, ?broker=  and then maybe your initials. Okay. My example there, I'm sending people to the company website, marvelousmortgage.com, but I've put on the end of the address, /?broker=djm, which is my initials.

What your web developer would need to do is put some code on the website, so that whenever someone arrives and the website sees that broker code in the URL, it, therefore, applies that cookie to their computer. That cookie will stay there and as they move through the website and they might look at 10 different pages of the company website, then when they submit an inquiry, the inquiry form is programmed to look and see if that cookie is on their computer. If it is then the inquiry form knows that it must send that inquiry directly to you, the named broker rather than into a central pot.

Don't worry if that's all sounds a little bit technical, it's basic. It is a little bit technical but a decent web developer should be able to do that pretty easily. It's fairly sort of routine stuff. You just need to explain to them that's the concept that you want to do, and they should be able to program it to do that. That's your second option. 

The third option doesn't work if you are going down the Google ads route, because this is all about using Facebook ads. But using a particular kind of Facebook ad where someone doesn't need to visit your website at all. Obviously then if that's the case, the fact you don't have a website suddenly doesn't matter. 

The kind of Facebook ad I'm talking about here is what's called a Facebook lead generation ad. It differs from the sort of standard ads in a very fundamental way. When you use a standard Facebook ad, the idea is that someone sees your ad, then they click on the ad and they get taken through to your website. So, they leave Facebook and they go to your website.

With a lead generation ad, when someone clicks on the ad, they do not leave Facebook. What happens? As you can see on this screenshot here, is an example of how this works. Someone sees your ad, and let's say, there's a button on the ad that says, in this example, subscribe, but there are different things you put on the buttons like download, get a quote, find out more whatever. When they click that button on Facebook, the ad disappears and is replaced by an inquiry form, which in this example is asking for the person's name and email address. Because Facebook already knows, of course, who the person is, they don't actually need to type in their name and email address that gets prepopulated with whatever name and email they've registered with Facebook.

They can, over time, obviously if they want to use a different email. But the point is it's really nice and easy for them. Because as long as the default email address that comes up is the one they want to use. All they've then got to do is click the submit button and that's the inquiry done. Then, it removes a level of friction because the person hasn't gotta click the ad. Wait for your website to load in a form on there. It's literally tap, tap and done. 

In some ways, it's actually an easier way of getting them to submit a lead. Now before you think that this is definitely the way to go. Just a caveat on this, as with any kind of Facebook advertising, it's probably not going to get you leads that are as hot or warm as leads that you would get from Google ads. Because for the Google ads campaign, someone's actually sat down at Google and typed in something but indicates they're looking for whatever product or service you sell. In this example, a mortgage or mortgage advice.

Whereas on Facebook, they were doing something entirely different and they stumbled across your advertisement and thought, okay, I'll click that and respond to it. Then, you generally find any kind of Facebook ads that you need to have. There's gonna be a longer sales cycle and you perhaps need to start a bit more gently rather than expecting someone on Facebook to immediately fill in a mortgage inquiry form. Even if it's just name, phone and email you probably need to give them something a little bit a smaller step to take something that involves less commitment. 

Typically the way you would use these kinds of ads is rather than trying to get someone to say, yes, I'd like someone to call me back and give me a mortgage quote. You get them to download some kind of guide or some kind of lead magnet. Basically, some kind of free guide or something like that, which they can get in return for submitting this form. 

Then, from their point of view, they're getting something useful and valuable. For example, if you were targeting first-time buyers I've actually got a readymade lead magnet. You can buy from my website which is called “Seven Things You Need To Know When You're Buying Your First Home”, which obviously is gonna be an appealing guide for a first-time buyer to have. You can give that to them for free in return for them filling in this form.

Then, you get their name and email address and they get the handy guide. Once you've got that name and email address, you can put their details into an email automation system. You can send them to follow up emails, not with sales messages, but with further useful, informative information, so that, as they get closer to the point of actually wanting to talk to a broker, they're getting to know, like, and trust you through those emails as time goes on. 

Then perhaps, a week or two weeks down the line, I think we are ready to get a mortgage quote. Now they're not gonna go after Google and search. They're gonna think, “Oh, well that person whose guide I got. They've been sending me some useful emails. I'm just gonna reply to one of their emails and say I think I need your help.” It's a slower process and you need that kind of nurture system in place. 

If you're not familiar with your lead magnets and nurture stuff, there's, I have done other Facebook lives on that. There's stuff on my blog about how that kind of thing works. Then, those of you who are in my membership program, The Predictable Pipeline Program, you've got access to courses that actually teach you to step by step how to create those things as well. Then, do have that kind of lead magnet there. Do have the email nurture. 

The other thing I would say is the default way that the Facebook lead generation ads work is all the information that they submit on the form. The name and the email just go into a spreadsheet. I mean, you've got to manually transfer it from there into your email marketing system, which if you're dealing with any kind of volume. Obviously, it's a bit of faff. Also, people wanna get this up instantly when they filled in the form. 

I would recommend that you use a tool like Zapya which is an automation tool that allows you to do all sorts of things. One of the things that it will let you do is create automation whereby as soon as someone fills in your lead generation out on Facebook, Zapya automatically takes fed details out of the spreadsheet and puts it into your email automation system. That's an optional step, but it will make life much easier and it'll make the whole process much slicker. 

Those are my three recommended solutions if you don't have a website but still wants to start investing some marketing money in Google ads or Facebook ads. These are the three ways you can do it. As I said, the best way is to be able to have that standalone landing page on your company's website. Failing that, look at whether the web developer can use cookies to tag your traffic to the main website and segregate it and make sure the inquiries from your traffic come to you, or if you are happy to use Facebook ads, rather than Google. Then you could go down the Facebook lead generation ad. But just be aware, you need to put that little bit of work in front to create the resources for lead magnets, to follow up emails and stuff to have that system in place that you can then feed that with those ads from Facebook. 

I hope that's useful. Obviously, it's a more in-depth answer to that question when I was able to give it on the webinar. I hope that's particularly helped those of you who were there for that. I'm just gonna change screens and have a look if we've got anything in the comments, a way of questions. If you've got a question and haven't put it in yet, then do so now while I'm just scrolling through there slightly. Then, I've got seven comments, but I can only see four coming up. I hope there's no question there that I'm missing.

I can see some hellos and I can see Becky's question that I answered about whether you can watch it later. Unless something's broken, I don't think there are any questions. I should take that it means that it all made sense. If I did mention the webinar there, I ran on, How To Use Google Ads To generate Mortgage Leads. I've run that three times over the last sort of seven to 10 days. I am because there a few people have been in touch time. They couldn't make any of the dates, so I am actually running it again. 

If you're interested in coming along to that, I'm running it again on Wednesday next week, the 17th at 4:00 PM UK time. If you wanna register that, it’s a totally free marketing master about hours of training on how to use Google ads to generate 10 new mortgage clients in the next 10 weeks.

If you look in the announcement section in this Facebook group you'll see a link there to the page where you can sign up for that. 

If you didn't get a chance to come on before do come along to that one. Of course, if you don't have a website you'll already know now how to get around that and how to still be able to use Google ads to generate leads. I hope that’s been useful. Thank you very much for coming along. If you're watching this on the replay and have questions, then feel free to put those in. I'll keep an eye on this. Enjoy the rest of your day. Thanks so much. Bye, everyone.

About the author 

David Miles

As a digital marketing consultant, author and trainer, I specialise in helping businesses in the financial services sector use the internet to get more enquiries and increase profits.

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