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Why Should Mortgage Lenders Use Google Data Studio to Track Leads?

September 23, 2019 in General

First, what exactly is Google Data Studio?

Google Data Studio is a dashboard and reporting tool that is easy to use, customize, and share. It allows mortgage lenders to transform their data into appealing and informative reports for their audience. It automatically tracks key performance indicators that support your business objectives and generates periodic reports. Think of it as a high-powered Google Analytics tool with fewer limitations and more customization.
When you partner with BankingBridge, you will have access to your own Data Studio dashboard to track analytics from not only your co-marketing tools, but also your digital embeds across all websites and landing pages. Whether you are spending $100 or $100,000 a month on digital ads, you need to make sure you’re getting the most out of each ad dollar spent. This means tracking the performance of each ad, landing page, and embed so you can concentrate your marketing money on what is actually working to bring you more clients.
This might sound like an enormous task, but getting some basic reports on performance metrics set up is actually pretty easy. Let’s take a deeper look at the lead capture analytics of a customer using our lead workflow with Google Data Studio analytics.

Optimal Website Design

Before we dive into the data, let’s first review one of our customer’s websites with live embeds so you can get a feel for how to set up a website for optimal lead conversion. Then, we are going to look at the client’s actual dashboard you can get a better feel for how Google Data Studio works for mortgage lenders.
First, let’s look at Blue Spot Home Loans. On the lender’s website, they have one BankingBridge embed on the front page in the form of the “Purchase Loan” and the “Refinance Loan” buttons, as well as one BankingBridge embed tied to the call to action button that says “Get Live Quote” in the header.

These two embeds each have a unique name inside of the BankingBridge platform. “BlueSpot HomePage | Lead Workflow” indicates the “Purchase” and “Refinance” buttons on the home page. The other embed is titled “Get Live Quote Button | Lead Workflow,” indicating the call to action button in the header. BankingBridge customers can choose a specific name for each embed that works for them.

Each embed uses the BankingBridge lead workflow, and the calls to action on different parts of the page make it clear to webpage visitors where they can begin the pre-qualification process. Once you click on the homepage’s “Purchase” or “Refinance” buttons, it takes you through the BankingBridge lead workflow designed to convert potential clients into paying customers. The seamless embed is built into the page so that it offers an easy way to begin the process and increases lead conversion. BankingBridge also supports mobile embeds. With so many people starting their mortgage search on their phones, making sure your site and embeds are mobile-responsive is a must!

In the screenshot below, you will see the simple landing page for the “Get Live Quote” button which uses the BankingBridge embed with the non-transparent background. A simple landing page design allows the user to move quickly down the lead funnel.

How Google Data Studio Works for Mortgage Lenders

Now that we understand how the layout of the website supports lead conversion with embeds and straightforward calls to action, we can take a 30-day snapshot of this lender’s Data Studio dashboard to get some insight on how those embeds are performing. You can see that their website has generated a total of 303 leads, 215 “unique leads,” and validated 241 of those leads with a valid phone number or email. All of this information came from the 6 BankingBridge embeds on their website.
As you move down to “Title,” you see the names of each embed they are using on their website and the number of leads that have generated from that unique embed. One thing that the client noticed when examining this data is that the “Get Live Quote” button in the header of their webpage outperforms the “BlueSpot Home Page” purchase and refinance buttons on the homepage.
This kind of information about where new business is coming from is incredibly important for continued growth. Without that knowledge, the client might have taken out the most effective embed from their website in the future and lost out on potential clients. Another takeaway is that adding a simple call to action button in the header greatly increases lead capture.

Numbers That Matter

Of the total 303 leads, 194 (64%) were generated from the “Purchase” and “Refinance” buttons and the “Get Live Quote” button. It shows you the importance of using lead workflows to gather data vs standard website forms. You can track lead traffic across all of your digital marketing campaigns in one easy to understand dashboard. You may have embeds located on loan officer websites, realtor websites, homebuilder websites, or other landing pages, and tracking all of that separately can become a chore if you don’t have the Data Studio dashboard. With BankingBridge, all those embeds will automatically generate simple, effective reports to help you know where your ad money is best spent.
You can also see the performance of other embeds being used and where they rank on numbers of leads being generated. You can even see how many leads were validated and whether they were validated via SMS/text or email. By looking at these numbers on a regular basis, our clients know if any increase in ad spending or a new piece of content worked to increase lead traffic. Utilizing this data allows you to maximize your marketing campaigns and lead conversion from all the platforms and websites your mortgage lending business is featured on.
As a mortgage lender, being able to intelligently track your lead traffic with real time data is the future of your business. Not having to build out your own complicated tracking mechanics saves you time, money, and allows you to adjust ad spend quickly so no dollar goes to waste. Utilizing BankingBridge embeds within your mortgage marketing roadmap is the edge you need to keep growing.

Schedule a free demo with BankingBridge today!

Grow Your Mortgage Lending Business with Online Rate Display

April 25, 2019 in General

Online Rate Display & The Future of Mortgage Lending

The mortgage lending industry is changing rapidly. The line between “online lenders” and “retail loan officers” is becoming increasingly blurred, and most successful and growing mortgage companies are embracing both an online and a brick-and-mortar presence.

With 90% of prospective home buyers using the internet to research the mortgage process before even speaking with a mortgage lender, a successful mortgage lending company is going to meet their customers where they start their journey: online.

When a potential customer visits your website, chances are they want to see your rates. As a mortgage lender, your rates are arguably your biggest selling point. Along with realtor recommendations and reviews from past customers, showing your rates to potential customers before they even step foot in an office or make a phone call is crucial.

Online, real-time rate display is the pinnacle of transparency for mortgage lenders and helps build trust with potential customers so they can begin the mortgage loan process with confidence. For some lenders whose interest rates are locked inside a complicated pricing engine, this may seem like a stretch. How do you get those rates onto your website and update them in real time?

The transition to online rate display isn’t as hard as you think. With BankingBridge, you can easily add rate card embeds to your website, your realtor partner’s website, or a company page. These embeds are equipped with our signature RateFlow API to make sure that your rates stay up-to-date no matter where they’re displayed.

What Makes a Good Rate Display

Although many industry leaders are incorporating real-time rate displays into their websites, not all rate display designs are created equal. The best rate displays have a few things in common:

  • They are simple and easy to use
  • They utilize clean, streamlined design to make the information clear and easy to read
  • They are fully customizable, allowing for adjustments in the loan period, type, and monthly payments
  • They are mobile-friendly, making them accessible for users on any device
  • They include an effective call to action button to capture more leads

Let’s keep these principles in mind as we take a look at the different layouts for online rate displays across some of the mortgage industry’s largest players.

How Major Companies are Using Online Rate Display

A quick look at platforms and websites across the mortgage lending industry will reveal that industry leaders are embracing real-time rate display.

Major lead generation sites such as Bankrate.com and business intelligence sites like Informa.com are positioning mortgage lenders’ real time rates into high traffic websites. Both sites promote competing lenders to help consumers make an informed decision by showing the rates and cost of each type of loan. The screenshots below show how Bankrate.com allows the user to customize the scenario in an easy-to-use format.

Bankrate

https://www.bankrate.com

Bankrate.com utilizes a table layout for real-time rate displays that compare rates between multiple lenders. It is fully customizable, even including a credit score option, but there is no clear call to action button included and the number of options might be overwhelming for some visitors.

Informa

https://www.realtor.com/mortgage/rates/

Informa.com rate tables position lenders on real estate or finance websites such as Realtor.com, MSN, and mortgage101.com. They have a similar layout to Bankrate.com with clear, upfront rates and a customizable scenario.

Bank of America & Wells Fargo

https://www.bankofamerica.com/mortgage/mortgage-rates/

Bank of America also uses rate tables on their website, but the filters are limited to purchase price, down payment, and zip code.  It’s important for rate displays to give a clear description of the loan program being offered. This particular rate display allows you to scroll over “Rate,” “APR,” “Points,” and “Monthly Payment” to see a quick explanation of each category which keeps the design clean without sacrificing clarity.  Adding in the monthly payment is a nice addition to keep the user engaged and increase the time they spend on the page.

https://www.wellsfargo.com/mortgage/rates/

By comparison, Wells Fargo offers a similar table layout but doesn’t offer much in terms of customization.  However, the user can toggle between “purchase” and “refinance” rates, which is a plus. Another downside is that the call to action button to “get started” is positioned off to the side where it is more likely to be overlooked.

 

Better.com


https://better.com/

Better.com is an online lender looking to streamline the entire mortgage process. Their rate table designs and call to action buttons are some of the best on the market.  The use of color grabs the user’s attention and a clear breakdown of cost creates transparency.  They include both “basic” and “custom” scenarios to cater to a variety of needs. The “Better Price Guarantee” is a great design feature that encourages the user to shop around and come back for the best offer.

 

Mountain American Credit Union

https://www.macu.com/loans/home-loans/conventional-mortgage

Finally, let’s take a look at a more innovative rate display on Mountain American Credit Union’s website.  They use rate card design as opposed to a table display.  Rate cards are more mobile-friendly because they don’t pack as much information into a small space like some table designs.

The program titles, rates, and APR are clear and easy to understand.  Each rate card has a built-in call to action button with the “Apply now” and “Learn more” links.  The information “i” icon adds the disclaimer directly into the rate card while keeping the design clean and simple.

Real-Time Rate Solutions for Every Lender

Whether you prefer the traditional rate table layout or are looking for a more modern rate card design, BankingBridge has real-time rate display solutions for every mortgage lender. Our online rate displays are fully customizable, mobile-friendly, and feature effective call to action buttons and clean, modern design.

In today’s market, customers expect to be able to access your rates online. Don’t leave your rates locked away in your pricing engine – request a demo at https://bankingbridge.com/products/ and upgrade your mortgage lending business today!

Beginner’s Guide to Embedding Content on Your Website | It’s for Mortgage Lenders Too!

March 25, 2019 in General

How Embeds Add Interest to Your Content

When someone finds your website or blog, it’s your chance to convert that visitor into a paying customer. If every page on your website is filled with boring blocks of text and dry information about mortgage lending, most visitors are going to lose interest and leave without requesting a free estimate or contacting you for more information about a home loan.

That’s where embeds come in!

Adding embeddable content to your website or blog helps deliver relevant content to visitors and keep them on your page longer – increasing the chance of capturing that lead and gaining a new customer.

Just like you can add images to your page, you can also add embeds that show visitors your most recent testimonials, social media posts, video content, Pinterest pins, and even rates.

Figuring out how to embed the content you want can be tricky, especially when it comes to embedding your rates or a mortgage calculator. BankingBridge makes it easy to embed content on your website or your realtor partner’s website so you can brand your mortgage lending business and provide relevant content to potential customers on any platform.

Let’s take a look at a couple of examples.

Vimeo Embeds

Businesses embed Vimeo videos in posts and landing pages quite often. Before embedding a Vimeo video, you need to upload it. Follow these simple steps to embed a Vimeo video into your blog or website.

First, you will need to find the embed code. To get your video’s embed code, go to the video’s page and click the “Share” button. Then, click the “Show Options” link above the embed code field to reveal a preview of your embedded video and the basic customization options. From there, you can copy the embed code and paste it wherever you’d like to embed your video.

https://www.sofi.com/home-loans/

Above is an example of how embedded videos can quickly provide interesting and useful content to your page. This mortgage lending website has two embedded Vimeo videos to inform customers about the pre-approval process, but you could embed videos about any part of the loan process or even general information about your business.

If you want more information on what can be embedded into your website and how to do it, HubSpot has a great article on how to embed practically anything into your blog or website.

How Mortgage Lenders Can Utilize Embeds from BankingBridge

As potential customers interact with your brand on your blog, website, homebuilder’s or real estate partner’s website, you can use our embeds to brand your loan officers consistently in a meaningful and compliant way.

Let’s say you’re writing a blog post about the benefits of first-time homebuyer loan programs.  As you explain the benefits of these programs, you can embed a set of live rate cards directly into your blog just like the example below.  These rates are pulled directly from your pricing engine and update as the market updates.  No matter when the page is viewed, it will always load the most up-to-date market rates.

Here is an example of a BankingBridge embed:

These live rate cards ensure the utmost transparency and engage the customer in a unique way.  You can tailor the rate cards to a specific blog post or targeted audience and they are just as easy to install as Vimeo or YouTube videos.

More Embeds from BankingBridge

Imagine you’re writing a blog post or creating a landing page for your website that discusses how different down payments will affect monthly mortgage payments and mortgage insurance. Our embedded mortgage calculator gives you an easy, seamless way to show potential customers how the down payment will affect their monthly payment. BankingBridge uses software that is integrated with your pricing engine and mortgage insurance provider to deliver real-time information for relevant blog or website content.

Another example of how our software helps mortgage lenders brand themselves across multiple platforms is our embed for a realtor partner’s website.

Building real, meaningful relationships with your real estate and homebuilder partners is important.  Through BankingBridge, you can offer compliance tools that can be embedded into their website to showcase that relationship.  This provides an easy way for customers to find your business and increase engagement.  The embed below can be found under the “mortgage calculator” tab on the website linked above.

https://www.1858realestate.com/mortgage-calculator

You don’t have to be tech-savvy to update your branding and marketing with embeds. We make adding relevant, seamless embeds to your mortgage lending website or blog simple.

Request a demo at https://bankingbridge.com/products/ and discover how our software created just for mortgage lenders makes it easy to grow your business!