The real estate and mortgage industry is one of the most competitive markets, and the home sales and financing industries have been especially hard-hit by the recent economic downturn. Finding reliable leads for both real estate agents and mortgage brokers is paramount for ensuring success. One system for lead generation which has been in use by real estate agents for years is that of call capture. Now, the mortgage call capture industry has begun to gain ground as the benefits of the system become clearer to brokers.
A basic mortgage call capture system works by providing toll free number that operates 24 hours a day, 7 days a week. A broker then places the capture number on all signs and other promotional materials, and prospective clients can call in to receive information. A mortgage call capture number will often come with multiple (typically unlimited) extensions, so that brokers can determine which ad is receiving the most calls. As well, these numbers allow brokers to include pre-recorded greetings and information options, so that a client who calls in after normal business hours is still able to leave a message or get basic loan information.
Common wisdom in the industry has held that these types of numbers are more beneficial to real estate agents than mortgage brokers, due to the nature of the product being sold. It is almost inevitable, however, that those who purchase homes will require a mortgage; and the number of providers now available in the market means that customers will be looking for information on which company can provide the best deal for them. It is here that brokers, and mortgage call capture numbers, can prove their worth.
In order to make the most of a mortgage call capture system, and get their number displayed on or near as many properties as possible, many brokers have found it beneficial to partner with local real estate agents on one call capture line. Ideally, each person in this relationship brings something valuable to the partnership. The real estate agent brings a list of properties where the mortgage call capture number can be displayed, and the broker, in turn, provides valuable information about funding to callers, a way to generate leads for both the real estate agent and the broker with the toll free number capture system, and will many times even pre-qualify all the leads for the agent. By partnering with multiple real estate agents, a broker can receive numerous benefits.
First, their mortgage call capture number will be displayed at every property that the real estate agent is trying to sell. When clients call the number, they can either find out about the property itself or the financing options available, and leave a message for either an agent or the broker. Second, this allows a broker to form relationships with real estate agents in the area. In turn, the broker is able to not only create and maintain a good reputation in the real estate community, but reap the benefits of exposure.
In addition to partnering with agents, a mortgage call capture system allows brokers to forge relationships with clients. If a broker is diligent about updating the capture system with the latest financing information and is quick in returning phone calls, then they can become a trusted source of financial advice for consumers looking to purchase a home. The process of obtaining a mortgage can be complicated, even with the abundance of user-friendly Internet mortgage tools now available to consumers. If a broker correctly manages the mortgage call capture system, then they can become a reliable source of unbiased and straightforward advice, which can generate further mortgage leads in the community.
In an agent/broker partnership in which the broker owns the mortgage call capture line, the broker receives several benefits by retaining control of the line. First, the broker has access to all of the statistics that the system generates – most importantly which extensions are being called and how often. As well, this allows a broker to determine which ads are generating the most calls; and if there are multiple agents using the same system, which of those agents is generating the most business. This allows the system to be refined for maximum profitability.