A commercial mortgage leads channel that you’re in control of
You’ll be aware of the number of established, reputable, and highly-thought-of companies selling commercial mortgage leads to UK lenders and brokers – companies like Trufe, Commercial Finance Leads, and Advisor Leads.
We would never discourage you or any other lender or broker from using these firms.
They all deliver very high-quality leads to their clients but they’re expensive.
You also stop getting leads from them the minute you stop paying for their services.
Using these firms is a short-term answer to a longer-term challenge your company and all other lenders and brokers face.
That challenge is being able:
- to successfully compete online for the attention of prospective borrowers at all points of their buying journeys and
- to create a marketing channel your company owns which delivers you the high-quality leads you want.
To do that, you need to do what the commercial mortgage lead generation companies do themselves – invest in content marketing.
Content marketing for commercial mortgage lenders and brokers
We create the highest-quality, SEO-optimised content possible for our commercial mortgage lender and broker clients.
By uploading an extensive library of content on commercial mortgages to your website, the volume of traffic to your website will increase significantly.
Your website will answer fully, in detail, and in plain English every single question commercial mortgage borrowers have.
Each item of content prospective borrowers read on your website will increase your company’s levels of authority and credibility in their minds.
And, with every item of content your potential borrowers are exposed to, we’ll motivate them to make contact with you.
If they have an immediate need, we’ll ask them to send their contact details over to you straight away for your sales team to follow up.
If they’re not ready to make a decision yet, we’ll ask them to:
- leave us their email address so you can send a regular email newsletter to them and
- follow your company on social media.
If they do one of the above or both, your company will be a constant to them right up until the point they’re ready to get in touch with you.
We’ll create content for your website based upon the keywords and questions potential borrowers actually use when they’re:
- seeking information on the products you want to sell and
- shortlisting which lenders and brokers to contact when they’re ready to proceed.
The effect of content marketing on your website is cumulative and long-lasting.
Each new item of content we add to your library increases the authority, credibility, and relevance Google assigns to your website.
And each incremental increase in Google’s assessment of your website’s authority, credibility, and relevance means that your site and every page on it benefits from higher positioning on Google’s search engine results pages.
And, unlike with pay per click advertising or using a lead generation company where the enquiries and leads you receive stop as soon as you stop spending, the benefits of content marketing last for months or years after your investment in it.
Our commercial mortgage lead content marketing service
We’ll present you with a content plan showing you which articles we want to create for your website and why.
On your plan you’ll see an indication of how much extra traffic we believe this will bring you over the course of a month.
We genuinely appreciate your feedback and input and we’ll keep working on the content plan until you’re happy with.
Find out more
Please get in touch with one of our account managers to let us know the commercial mortgage and secured financial products you want to sell the most and who your target audiences are.
To get in touch with us, please call 0330 010 3495 or click here to email us.
Your website and every page on it will be listed much higher on Google
Commercial mortgage lenders and brokers need to finish on the first page of Google’s search results pages to stand any chance of benefiting from a significant increase in quality leads without resorting to pay-per-click marketing
Be the first broker contacted when the decision to proceed is near
50% of search queries are 4 words are longer. People ask questions on search engines so create a library of online answers for borrowers to find and benefit from more chances to capture borrowers’ contact details for follow up.
- 93% of transactions start with a search engine
- Articles focused on providing quality information
- Take readers from start to finish in logical order
- Strong call to action to encourage contact
Develop a professional, friendly, borrower-focused brand personality online through your articles
Capture and keep the attention of directors, developers, and landlords with a positive, inclusive, and can-do attitude conveyed through your content
- Be the person who makes problems disappear
- Show how you’ve overcome client issues before
- Demonstrate you understand clients’ motivations
- Address pain points head on with a solution
We'll show you how to re-use your articles for an even greater return on your investment
The articles and content we produce for you can be re-used and re-purposed multiple times and in multiple ways to appeal to your different audiences
- Re-use on LinkedIn – best platform for sharing
- Group related content to produce a guide
- PowerPoint presentation when in front of client
- Re-purpose on Quora – important for SEO
Commercial mortgage lead costs – what does Google currently charge for clickthroughs?
There are 8,100 searches made for the term “commercial mortgage” in the UK every month on Google.
And, if you were using Google Ads campaigns to finish in top spot when someone searched for “commercial mortgages”, each clickthrough to your website would cost you around £7.00.
“Bridging loan” is searched for nearly 50,000 times with a cost per click of over £10.
“Development finance broker” is about the same.
With Google Ads campaigns, clickthroughs to your website stop when you stop spending.
Pay per click advertising delivers no long-term benefits to a company other than the lifetime value of any clients you find via it.
With PPC advertising costs rising as well, those extra costs will increasingly eat into your own profit margins as time goes on for each new client you find.
How the most successful lenders and brokers are generating commercial mortgage leads now and in the future
There is another way – investing in high-quality content for your website and for distribution around the internet.
The results aren’t as immediate as PPC advertising.
However, unlike PPC advertising, high-quality content continues to generate leads for months and years after you stop investing in it.
There are six commercial mortgages and lenders currently using content marketing very effectively:
Each of these companies has created and uploaded, over time, hundreds and thousands of different articles specifically written and structured to capture Google’s attention and to generate leads.
The more high-quality, SEO-friendly content you upload to your website, the higher the cumulative value of this content and, by association, the rest of your website.
You will likely find that the value of each item on content in terms of traffic and lead generation actually increases over time,
In other words, you receive an almost immediate benefit from a piece of content but, in six months’ time, the benefit you receive from it will likely be even greater.
How to get commercial mortgage leads with content marketing
What those six companies whose blogs we’ve linked to have understood is that people look for answers before they look for someone to help them.
People want to feel informed.
People want to feel as if, before they contact an expert, they have a degree of understanding.
They believe that this extra understanding will protect them from being confused by what an expert might say to them.
This need for knowledge has changed the way that people use search engines.
While prospective borrowers still do search for “commercial mortgage” or “commercial mortgage broker”, you’ll miss out on a lot of traffic and enquiries from the directors at the late stage of the decision-making cycle by concentrating your online marketing efforts solely on those terms.
For example, the questions directors, developers, and landlords ask most on Google about commercial mortgages are:
- “where to get a commercial mortgage”
- “what are current commercial mortgage rates”
- “what deposit for commercial mortgage”
- “can I get a commercial mortgage on a residential property”
- “can you get 100% commercial mortgage”
- “commercial mortgage for bed and breakfast”
- “commercial mortgage broker calculator”
- “commercial mortgage comparison”
What are they asking about mezzanine finance?
- “what is mezzanine finance explain with example”
- “mezzanine finance for residential development”
- “mezzanine finance vs private equity”
- “mezzanine loan vs. preferred equity”
- “mezzanine loan vs second mortgage”
And for bridging finance?
- “can you get 100% bridging finance”
- “what does bridging finance mean”
- “what does bridging finance cost”
- “what can bridging finance be used for”
- “bridging finance on pension payout”
The long-term value of answering borrowers’ questions in depth on your website
When posting content designed to directly answer searchers’ questions, what you post should be in plain English, relatable, professional and friendly.
You should explain everything from start to finish in a logical order so that you take the reader of a journey of effortless discovery.
You will expose yourself and your business to (tens of) thousands of additional marketing and selling opportunities every year by creating a library of articles which answer the questions your readers want on the products you want to promote the most.
And, best of all, once your library of content starts to build up, you’re far more likely over time to finish on page 1 with generic search terms like “commercial mortgage” or “commercial mortgage broker”.
A rising tide lifts all boats.
Don’t buy leads online – generate them yourselves
You could buy commercial mortgage leads from one of a number of reputable and proven suppliers in what is quite a mature online market now.
And, if this is a strategy which has been successful for you, we would not recommend that you stop.
A good lead from anywhere is a good lead.
However, the very best commercial mortgage leads (including commercial mortgage broker leads) come from those clients who found you without an online intermediary.
You have these clients all to yourself and you won’t necessarily be competing against other lenders and brokers.
Commercial mortgage leads in the UK – how to find them yourself
We’re open during office hours between Monday and Friday.
Please call us, email us, or fill out the contact form and let us know what you want to achieve over the next 12 months for your business.
We’re available on 0330 010 3495 or you can email our commercial financial marketing team by clicking here.
We’re based in North Shields town centre if you want to come and visit us. There’s lots of free parking outside and we’re only three minutes’ walk away from North Shields Metro station.