Discover how rising originations, tech innovations, and shifting real estate practices are reshaping the mortgage industry in 2025. Learn strategies from experts on how to adapt, grow, and thrive in the market.
As you know, mortgage lenders are busy people, and the workload gets more intense with dozens of small tasks to be accomplished each day. In fact, lenders, brokers, and agents regularly end up feeling overwhelmed by the constant tasks and wish something would make their jobs easier.
Maybe you’ve felt this way. Maybe you’ve wondered if this is really the best use of your time. Should you be constantly following up with people, sending out emails, and making calls when there are big picture ideas you could be working on and developing?
This is why mortgage companies need an effective marketing system for their businesses.
Marketing ideas are a dime a dozen, but good loan officer marketing ideas are less common, and they will make a big difference to the number of marketing loans you quote and close. The future is in digital marketing, and your marketing plan should include capturing email addresses from interesting prospects (this includes real estate agents!) and tapping into the best apps to find and nurture leads.
Simplified marketing for bigger profits
CRM software that delivers the right blend of lead generation and customer engagement is the golden ticket to fix this situation. Marketing automation saves time, generates successful marketing campaigns on your behalf, and provides you with an efficient, revenue-building pipeline.
If you find that your mortgage business is struggling to keep the sales pipeline full, there are simple marketing strategies that generate mortgage customers easily and efficiently.
What should you look for in a marketing mortgage system?
There are several things that loan originators should consider when picking a CRM to turn their pipeline into a systematic program for transitioning leads to closed deals.
Don’t just generate leads. Nurture them.
Lead generation is an important part of the sales pipeline for any company. Mortgage companies can generate leads through all kinds of methods, including:
- Content marketing
- Landing pages for internet searches
- Social media marketing
- SEO (search engine optimization)
- Word of mouth and offline marketing
- Real estate agents
- Referral partner programs
But what good are those leads if you don’t effectively follow-up? Especially if someone else is chasing those leads while you’re trying to get to the next lead on your list?
Lead nurturing should be immediate. A good CRM will automatically send out an email and/or SMS text message to your leads as they come in. It introduces you, the mortgage officer, to potential customers in a professional and personal way, and it sets the stage to move the mortgage customer forward in the loan process.
Digital marketing 101: Call Your Prospects to Action
Knowing what call-to-action (CTA) you should make can be a challenge. Should you nudge the person to complete their mortgage application? Do you need to ask them to give you a call or set up an appointment? Is the person an established customer who you want to prompt to leave a great review on Google or an industry review site?
Look for a CRM that provides great CTAs. Whether the next step is to contact you, fill out a 1003 form, or schedule an appointment, your CRM software system should intelligently identify which step is next for the specific customer you are contacting... and prompt them to take it.
A good mortgage marketing system involves high-quality call scripts.
If you have been in the mortgage industry for any length of time, you might have a low opinion of call scripts. They sound cookie-cutter, impersonal, and are just, well, too “scripted.” This is the description of a bad call script.
However, a good call script sounds natural, professional, and comfortable. It’s also flexible enough to adapt to the customer’s situation.
Good call scripts take into consideration:
- The target audience
- The lead’s personal information
- The appropriate CTA for that individual
- Voicemail verbiage
- Instruction for “what comes next”
- Flexibility to respond to multiple situations
One of the benefits of having good, proven call scripts is that you can teach them to other team members. Training goes so much faster when you have a good script to offer to your loan officers.
Your marketing system is all about pipeline management.
Do you want to fully utilize your pipeline, or do you want to feel like you’re always falling behind? If that terrible feeling of being overworked has been a part of your work life, It’s time for you to let the marketing tools make your life easier and your profits higher.
The system you choose has the opportunity to change your day-to-day functions and improve your operations from top to bottom of your company. In fewer than 12 months, you could start seeing improvements month-over-month because you have systemized your marketing, rather than trying to do it all yourself.
There seem to be three main options:
- Operate without a CRM system and deal with the workload that comes from managing everything yourself.
- Operate with a subpar CRM system that doesn’t have the kinds of features you really need.
- Operate with a great CRM system that provides you with the kind of service you are looking for--the kind that will really improve your daily experience as a mortgage lender.
When you are ready to find the best-automated mortgage CRM software, we walk you through the features and prices of our favorite companies to help you determine the solution that is right for you.
