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First home buyers have proven their preference for tech-driven marketing, after being found to be the most highly engaged clients of Loan Market’s lead generation tool.
Loan Market has revealed that first home buyers are the most highly engaged with its latest networking tools, highlighting their preference for technology-based marketing.
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The major brokerage’s online lead generator tool, My Lead Generator, enables Loan Market brokers to create personalised URLs to embed in their digital marketing, including email signatures and social media campaigns.
The tool also automatically creates “detailed customer profiles” based on information provided by the customer and stored in Loan Market’s CRM.
According to the collected data from these leads, 50 per cent of all leads generated through the online technology tool were from first home buyers, with a further 20 per cent driven by next-home buyers.
According to Loan Market, these figures suggest that the “next generation” of mortgage-holders are “extremely responsive” to tech-driven marketing and sales tools.
Of all leads driven from the tool, a vast majority (59.4 per cent) were achieved via the brokers’ own websites, while 16.7 per cent came from referral partners, 8 per cent from Facebook and 4 per cent from email correspondence.
Currently, over 80 per cent of the brokerage’s network are utilising the lead generation tool, with this figure reportedly seeing a recent uptick, as a result of social distancing measures put in place during the COVID-19 pandemic.
Loan Market’s chief marketing officer, Lisa Phillips, noted that social distancing has meant that brokers and customers have had to “find new ways to connect”, and that the tool aims to bring brokers “one step closer” to becoming 100 per cent digital.
“When consumers engage with the brokers’ marketing, they drop into a highly engaging lead funnel, which allows them to provide relevant information about themselves and helps the broker have a more meaningful conversation when they contact the new client,” she said.
“When customers have gone through the two-step process, there’s a greater chance they’ll convert,” Ms Phillips added.
“Productivity is critical for the industry right now, which is why brokers are making it a standard inclusion within their digital marketing strategies.”
Ms Phillips concluded: “For many brokers, lead generation is a highly time-confusing experience, with many unable to track which lead source is the most effective. MLG allows brokers to simply demystify their strongest lead sources so they can do more of what works and ditch the rest.”
