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Top tips for converting mortgage leads

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Top tips for converting mortgage leads

the right leads

Dial with a smile, convert more

We all know that responding to a customer’s request for advice should be dealt with promptly and professionally. What else can we do as salespeople to ensure that we convert our leads? We all need customers who come back to us time and time again for advice?

We spoke to our top performing advisers and found out their top tips for converting leads, that can be easily implemented by you and your sales team.

1) Prompt contact

Contact the customer within 3-4 minutes of receiving the enquiry. All leads you receive are sent in real-time, so getting the customer on the phone quickly is key. Within this time they are possibly still online researching mortgage rates and seeking advice is vital.

Get hold of them whilst they are in the mindset of reviewing their mortgage and have their undivided attention! In our own contact centre, we see an uplift of up to 20% when calling the customer within this time.

2) Keep dialling!

Not everyone will answer on the first or second call attempt. We recommend trying customers 3 times a day, along with text (SMS) and emails over 4 days (note not marketing SMS’s or emails).

People can be busy but the persistent effort can really boost your contact rates. Keep trying for at least 4 days with up to 3 calls, and try to change the time of day you call them.

3) Call backs

Leave a message and call back at a given time. If you can’t get hold of the customer on your first attempt, leave a message letting them know when you will call back, ie ‘I’ll try and reach you again at half 10″. That way, when the customer’s phone rings again they will know it’s you calling, regarding mortgages.

4) Build rapport

Be professional and polite at all times but it’s also important to build a relationship with your customers. If they are using a very relaxed and friendly tone with you, then go with it too. Similarly, if a customer wants to keep things formal then match this.

Listen, learn and respond.

5) Don’t rush

Check the customer has the 10 minutes or so, required for the initial fact find. A distracted customer will not be taking in the information they need to or buying into your advice.

Arrange a call back if needed but ensure you’ve built the rapport so they’ll speak when you next call. Provide your number and repeat the company name again.

6) Signpost

When setting up follow up calls or communications, set time limits and expectations. That way the customer will know what to expect from you and when. Let them know what they need to do to keep the enquiry moving forward at the required pace.

7) Clear contact details

Make sure your contact details clearly shown on all communications. Review your email footer, business cards and letter head. Keep all the details up to date for you or your office. If they are incorrect, get this changed ASAP – there’s nothing more annoying as a customer then having to search an email thread or for that one piece of paper where your mobile number was printed.

8) Personalisation

Personalise all communications – it’s not great for a customer to see really generic emails or letters, so always personalise as many of your communications as possible. Doing this gives the customers the feel that you are committed to them individually and more likely to convert into business.

9) Check their understanding

Follow up your communications and ask the customer three important questions

“have you had time to review the options”

“did everything make sense to you”

“Do you have any questions about it”

Allowing the customer the opportunity to ask simple questions as they may feel embarrassed to otherwise. The mortgage market can be a minefield for those who don’t eat, sleep and breathe it every day!

10) FAQs

Build a Frequently Asked Questions (FAQs) section on your website. A FAQs page can be referred to for general enquiries, cutting down the number of customer enquiries. Which is great for freeing up your time instead of answering everyday questions.

11) Ask for the sale!

It’s the oldest sales technique in the book, yet many of us still don’t use it. Once the customer has and understands all the options available to them, ask them to move ahead with their preferred option – you’ll find customers don’t mind being asked this question and many will be happy to say “yes I’m happy to proceed today with the 2 years fixed option” for example.

12) Don’t forget your Ps and Qs!

Don’t forget to say thank you. Once you have your completion from the lender and your customer is (hopefully) very happy with their new deal and your service, follow up within a week to ask if they have any other questions and thank them for the business – yesterday’s customer will be tomorrow’s so keep this in mind once the sale is complete!


We hope you found the above tips useful, probably many you’re already familiar with but at SO Leads we always find a reminder now and then is a great way of keeping both great customer service and sales at the forefront of our agent’s minds.

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