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How to Get Descent Organic Mortgage Leads
We all know how terrible the mortgage lending market is due to overpriced real estate values, historic high mortgage rates, skyrocketing inflation numbers, many homebuyers getting priced out of the housing market and not being able to afford homes, poor economy with many consumers worried about their job security, and regulators tightening up the mortgage loan application process to qualify for a home mortgage loan. How long is this slump in the mortgage market going to last? The mortgage industry has been sluggish since 2021 without a green light at the end of the tunnel. Half of the mortgage loan originators have not renewed their NMLS licenses and quit the mortgage industry; the equal percentage of mortgage brokers and lenders have gone out of business or merged with another mortgage company due to not getting enough mortgage loan applications compared to the capacity of home loans they can handle. Many NMLS mortgage loan originators are living paycheck to paycheck. They are losing sleep at night, worried about when this mortgage and housing crisis will end, and start getting enough mortgage loan applications to make enough commissions to pay their overhead and support their families.
Many mortgage companies (mortgage brokers, correspondent lenders, mortgage bankers) have their company websites and social media platforms. However, with Google coming up with new Google Algorithm updates and changes, most companies have seen their organic traffic and unique visitors plummet. Some mortgage companies with steady organic traffic of 10,000 daily unique visitors have dropped their organic traffic to under 1,000 daily unique visitors. The main URL and sub-URLs ranking on the first page of Google have slid back to pages 5 to 10, and sometimes have been de-indexed from Google altogether. In the meantime, Artificial Intelligence has taken the World by Storm, like a Tsunami with the technology they have developed, created, and launched. AI Technology is moving so fast that it is next to impossible to catch up and get a comprehensive overview of what is out there to see if mortgage loan originators can implement AI technology to salvage their mortgage loan origination business by spreading the word out of the many mortgage options available to first time homebuyers, real estate investors, and home builders. What is the best and most effective way for a mortgage loan originator to stay above water during this horrific mortgage and real estate depression by generating decent mortgage leads? How can we reach folks who we can help who got a divorce and need to take their spouse out of the home’s deed by refinancing? How can we reach out to people who need to buy a home during Chapter 13 Bankruptcy, where we can help? The team at Gustan Cho Associates and its wholly owned subsidiary mortgage companies has a national reputation for being able to do loans that other lenders cannot. 80% of our borrowers could not qualify with other lenders. The team at Gustan Cho Associates has three distinct factors that make us unique and different than the competition.
1. Gustan Cho Associates has the states (Licensed in 48 states, including Washington, DC, Puerto Rico, Guam, and the U.S. Virgin Islands)
2. Gustan Cho Associates offers the products due to its wholesale lending network and partnership with 280 financial institutions and investors who have years of expertise in government and conventional loans, alternative lending, non-QM loans, business, residential, investment, and commercial loans, and hundreds of niche-market mortgage loan options.
3. Number #3 and most important benefit Gustan Cho Associates offers that our competitors do not is that we have the rates. Gustan Cho Associates offers the most competitive mortgage rates, if not the lowest, compared to our competitors. Gustan Cho Associates is a DBA of NEXA Mortgage, LLC, the fastest-growing mortgage company in the nation. Our business model is based on the mortgage brokerage model versus a mortgage banking platform. Mortgage Brokers are capped at a 2.75% yield spread premium by law and must disclose their compensation on the closing disclosure. In contrast, mortgage bankers do not have to disclose their compensation because they are exempt as bankers. Most mortgage bankers will have a compensation yield spread premium of 5% to 11%. The higher the compensation of the mortgage company, the higher the mortgage rate to the consumer. We know Gustan Cho Associates has multiple net tangible benefits for consumers. Many folks needing a mortgage, whether for a purchase or refinance, would love to know that a company like Gustan Cho Associates is within a phone call’s reach. How can we restructure our websites, social media platforms, and marketing strategies to let the consumer know Gustan Cho Associates and its wholly owned subsidiary companies is available seven days a week to help them get the best mortgage option, at the best rate and term, with countless net tangible benefits that will not only save them tens of thousands of dollars over the term of the loan but will act in the best interest of the borrower. Thank you so much for your attention and participation.
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The mortgage sector is experiencing a downturn in 2025 with elevated interest rates, inflation, overvalued real estate, regulatory restrictions, and more, which has caused mass exits in the industry due to volumetric decreases in loan origination and significantly disrupted many companies and mortgage loan originators (MLOs). This analysis considers how long the mortgage market contraction persists and how MLOs can be more active in lead generation.
Furthermore, it describes specific actions that Gustan Cho Associates should take to capitalize on their strengths of having licenses in all 48 states, an extensive portfolio with over 280 financial institution partners, and maintaining market competition through low rates tailored to special interest markets such as divorce refinancings and homebuyers post Chapter 13 bankruptcies. The emphasis is on restructuring social media presence, marketing, and AI technology integration to allow for competition in the market and connect with borrowers who benefit from the services offered by Gustan Cho Associates.
Length of the Mortgage Market Slump
Duration of the Mortgage Market Slump
- The mortgage market slump that started roughly in 2021 is marked by high interest rates (which are projected to be at 4.25%-4.5% post federal rate cuts in December 2024), subdued housing supply, reduced affordability, and curbs on borrowing provisions controlled lending restrictions.
- Given the data and information at hand, this slump’s duration is likely to hinge on a myriad of factors:
Economic Factors
- The MBA sees a slight bump in the mortgage origination volume after reaching its lowest point in 2023, from USD 1.6 trillion to USD 1.79 trillion in 2024, signaling a gradual recovery.
- Due to the high interest rates and cost pressures, robust refinancing volumes are unlikely until 2025.
- Overall economic health seems tepid, with unemployment numbers expected to increase alongside inflation heading towards two percent.
- Thus, no strong recovery is expected in the near term.
Trends in Interest Rates
- The recent rate cuts from the Federal Reserve (50 basis points in September 2024 and 25 basis points in November and December) offer hope that a more accommodative environment may be on the horizon.
- However, they remain in stark contrast to the 2020-2021 low-rate period.
- A drop in rates that high is usually expected to increase refinancing and purchase demand.
- But in this case, it won’t happen until late 2025 or 2026.
- For that to happen, inflation will have to dip, or the state of the economy will have to change significantly.
The Supply and Affordability of Housing:
- Limited availability of homes pushes prices higher, excluding many first-time buyers.
- It’s predicted that wage growth will outpace inflation of home prices in 2025, increasing affordability over time.
- This, however, is expected to be a gradual process.
Consolidation of MLOs:
- The marked change in MLOs outlines a more competitive marketplace due to the exit of almost 50% of licensed MLOs since 2023, alongside the consolidation of mortgage brokers and lenders.
- These trends indicate the adapting business practices of surviving companies and highlight the shift towards increased marketing innovation.
Forecast
- As interest rates, consumer confidence, and housing availability do not change noticeably, expect the current slump to last until 2025.
- Mortgage originators must shift their focus towards underserved areas to garner leads and keep their business afloat.
Marketing Tactics for Mortgage Loan Originators to Capture Borrower Interest.
Here are some strategies MLOs at Gustan Cho Associates can use to weather the storm during this mortgage market slump:
- Artificial intelligence-driven systems, tactical algorithm-based advertising, and targeted audience engagement.
- These strategies solve the problem by reducing unpaid-for visits to the site, shifting Google ranking tools, and reaching out to people in special circumstances, such as divorce, refinancing, or buying a house while in Chapter 13 bankruptcy.
Use AI to Generate Leads and for Personalization
- Implementing AI technologies improves several aspects of the mortgage industry, including workflow automation and customer relationship management.
- Gustan Cho Associates’ adoption of AI can improve organic traffic and leads while optimizing operational efficiency.
- This will help mitigate the effects of competition due to Google algorithm updates.
AI-Powered CRM Systems
- Use industry-tailored AI augmentations to CRMs such as Salesforce and Dynamics 365 to automate prospect engagement and lead nurturing.
- CRM systems can utilize borrower profiles to suggest relevant loan products and personalize and track customer engagement at an advanced level with email and web page interactions.
- For example, AI algorithms can detect clients wanting to refinance their mortgages and serve specialized loan suggestions.
AI Chatbots and Virtual Assistants
- Chatbots can be applied to social media to assist users 24 hours a day, 7 days a week with basic mortgage questions, setting appointments, initial evaluations, and providing FAQs.
- Social media and websites can now deploy chatbots for loans, which leads to higher conversion and lower call rates.
AI-Driven Content Creation
- Target users like divorcees or homebuyers coming out of Chapter 13 bankruptcies with tailored blogs, emails, and social media posts with tools like Jasper or Copy.
- These AI technologies counter the decline in traffic and allow MLOs to forge deeper ties with clients by placing less strain on their schedules.
Predictive Analytics for Lead Scoring
- Engagements with your website, email, or social media can be analyzed by AI to score leads and rank them according to their likelihood of conversion.
- Follow up with high-intent leads to improve efficiency and close more deals.
Fraud Detection and Risk Assessment
- For specialized clients like Chapter 13 bankruptcy borrowers, AI can augment underwriting by evaluating compliance risks (e.g., environmental hazards) and outdated credit assessments and streamline processes to mitigate defaults.
Implementation
- Use AI campaign tools through partners such as AscendixTech or reach out to prospects with ringless voicemails via VoiceDrop.ai.
- Set aside 10–12% of revenue for marketing spend on AI-driven tools, prioritizing affordable options with a greater return on investment.
Adjust Your Online Presence in Response to Google’s Changing Algorithms
- Regaining visibility and attracting high-quality leads necessitates overhauling SEO practices and restructuring the website for Gustan Cho Associates.
- Following Google’s latest updates might be essential as a coping strategy for the decrease in organic traffic.
Locally Targeted Search Engine Marketing
- Because Gustan Cho Associates is licensed in 48 states, it strategically focuses on local SEO in primary target areas.
- Claim and maintain Google My Business accounts for each area and verify consistent name, address, phone number (NAP), and uniform references across all platforms.
- Incorporate geographically centered phrases such as “divorce refinancing mortgage Florida” or “Chapter 13 bankruptcy home loans Texas” to improve your ranking in local search results.
Content Marketing Focusing On Niche Markets
- Develop ‘divorce refinancing’ as a niche market.
- Publish blog and video content detailing the process of spousal removal from the deed through refinancing, touting competitive pricing, and non-QM loans from Gustan Cho Associates.
- Promote branded content that positions the agency as a leader in servicing Chapter 13 bankrupt homebuyers by publishing comprehensive mortgage guides featuring their expertise and network of 280 lenders.
- Engagement and organic traffic can be enhanced using interactive tools like mortgage calculators and affordability estimators.
Technical SEO:
- Tackle website speed, mobile responsiveness issues, and user experience challenges posed by Google’s algorithms—schedule routine maintenance checks for broken meta links, de-boosted content, and optimized tags.
- Monitor keyword positioning using SEMrush and Ahrefs to reclaim stagnated positions.
Landing Pages
- Design niche-specific landing pages, each with unique, clear CTAs like “Get a Free Quote.”
- These could include, but are not limited to, “Divorce Refinancing Solutions” or “Chapter 13 Bankruptcy Home Loans.”
- These testimonials and case studies will showcase successful loans that no other lender could close to bolster trust.
Implementation:
Hire an SEO specialist or agency to manage content and adapt to changing algorithms. Publish 2-3 blog posts weekly, focusing on niche-specific keywords and promoting them on LinkedIn Pulse to enhance visibility.
Focus on Niche Markets to Bolster Social Media Presence
The social media spectrum is vital for the younger demographics, tech-forward borrowers, and niche markets like divorcees and Chapter 13 bankruptcy home buyers. With its established national reputation and competitive rates, Gustan Cho Associates stands ready to differentiate itself.
Tactics for Each Platform:
Instagram and TikTok:
Developing short-form videos, “Buying A Home While Filed Under Chapter 13 Bankruptcy” or “How To Refinance After A Divorce In 3 Steps.” You can easily turn these and other complex mortgage processes into videos. Reach out and partner with mortgage influencers like What’s A Mortgage (WAM) to bolster their influence.
LinkedIn
I’d like you to please publish strategic articles showcasing Gustan Cho Associates’ offerings, including non-QM loans, to capture advisor and realtor referral partners and highlight the industry’s lowest rates.
Facebook
Run targeted niche market ads using location and demographic filters for recently divorced individuals or bankruptcy filers. Carousel ads display your diversity in loan products and licensing in 48 states.
Infographics, video content, and live Q&A sessions can enlighten audiences on specialized loan niches. For instance, could you highlight how Gustan Cho Associates assists Chapter 13 bankruptcy debtors in qualifying before waiting for discharge, a rarity among industry peers? [Think Aidium]
Social Marketing Partnerships:
Engage local real estate agents and influencers to co-create and market mortgage content, expanding your reach and credibility. To spread the word, offer referral discounts/incentives, such as reduced closing costs.
Execution:
Utilizing 10-12% of the marketing budget to create monetarily engaging ads on social media and other high-engagement platforms will capture attention.
With Hootsuite, monitoring metrics while scheduling content is possible, guaranteeing a steady material flow.
Focus on Specific Markets: Refinancing After Divorce and Homebuyers in Chapter 13 Bankruptcy
An option for borrowers not qualifying for loans elsewhere (which covers roughly 80% of the client base) sets Gustan Cho Associates apart from the competition. Marketing for refinance after divorce and targeted advertising toward buyers in Chapter 13 bankruptcy pose opportunities for capturing high-value prospects.
Divorce Refinancing
Marketing Strategy
- Consider running Google Ads and LinkedIn Ads using “divorce refinancing mortgage” or “remove a spouse from the home deed.”
- Create landing pages with “Refinance Your Home Post-Divorce” as the main call to action and include client success stories.
Content Strategy
- In blogs and videos, address topics like asset division and qualifying for a refinance.
- Focus on non-QM loans and competitive rates to appeal to divorcing couples.
Partnerships
- Work with divorce attorneys and mediators for referral partnerships.
- Provide co-branded workshops on financial planning after divorce, focusing on your unique loan-closing capabilities.
Chapter 13 Bankruptcy Homebuyers
Marketing Strategy
- Use Facebook and Zillow to advertise to people undergoing bankruptcy.
- Refine your audience by targeting those with relevant financial behaviors.
- Adjust your landing page to “Home Loan During Chapter 13 Bankruptcy” for better conversion rates.
Content Strategy
Document guides and explainer videos illustrating how borrowers can qualify for a mortgage during Chapter 13 bankruptcy through Gustan Cho Associates’ wholesale lending network. Build trust by sharing borrower success stories.
Community Outreach
- Work with bankruptcy attorneys and financial planners to offer informative sessions about prospective homebuyer options.
- Conduct seminars and webinars so Gustan Cho Associates is seen as the niche lender of choice.
Action Steps:
- To customize advertising strategies for each niche, create customer personas consisting of recently divorced individuals aged 30 to 50 or Chapter 13 filers with a stable income.
- Employ AI tools to scrutinize CRM databases and uncover leads with the highest potential within these segments.
Build Strategic Referral Partnerships
- In this competitive landscape, referral partners are indispensable, especially given that one out of every four borrowers uses a lender recommended by their real estate agent.
- With a national presence and competitive pricing, Gustan Cho Associates can easily bring on board numerous partners.
Real Estate Agents:
- Gain new customers through agent relationships via sponsored co-branded workshops, referral bonus programs, and tracking tools such as down payment assistance program calendars.
- Also, please emphasize your loan closing capabilities for difficult loans (non-QM, bankruptcy, etc.) to stand out from your peers.
Financial Advisors and Attorneys:
- Work with divorce or bankruptcy filers’ clients.
- Send out educational materials and sponsor joint seminars with Gustan Cho Associates positioned as the authoritative figure.
Community Involvement:
Sponsor local events and hold community workshops on financial literacy to build brand awareness and incentivize word-of-mouth advertising.
Action Steps:
- Set up a CRM system to manage partner communications and track automated follow-up processes.
- Provide discounts on closing costs to foster referrals as an incentive system.
Revise Marketing Strategy to Incorporate Competitive Edges
- Gustan Cho Associates should focus on the firm’s highly marketed value propositions.
- Being licensed in 48 states, offering a wide range of products, and offering some of the most competitive rates in the industry.
- Their marketing plan should leverage these benefits to draw more borrowers and stand out.
Redesigning the Website:
Changes in Messaging on the Homepage
- Change the messaging to: “Licensed in 48 States.
- We provide all borrowers with competitive rates and niche loan solutions.”
- Add a prominently positioned CTA, “Get Your Free Quote Today.”
Bespoke Sections:
- Each niche should have pages created for them with a comprehensive explanation of the mortgage.
- For example, “Divorce Refinancing” and “Chapter 13 Bankruptcy Loans.”
- These pages should also include detailed loan option explanations, borrower success stories, and mortgage calculators.
Testimonial and Case Study Sections:
- Build trust and credibility by showcasing borrowers’ stories once denied by other lenders but qualified with Gustan Cho Associates.
- About 80% of borrowers fall under this category.
Social Media Activities:
- “Refinance Post-Divorce with Rates as Low as X%” and “Buy a Home During Chapter 13 Bankruptcy with Our Expert Lenders.”
- Capture buyers with these refinancing niche products and unique competitive rates.
- Video content can simplify complex processes and provide MLOs who appear in the videos with trusted advisor status.
Configuring Drip Email Campaigns
With Mailchimp:
- Automatically nurture leads using drip campaigns with pre-written email series, like explaining refinancing to divorcees or outlining steps for bankrupt filers to buy a house, guiding them step by step.
- Ensure CTAs are present, linking to specially designed pages.
Paid Promotions:
- Target specific audiences with niche keywords through social media and Google Ads.
- Use remarketing to convert retargeted website visitors who do not complete conversion actions.
Implementation:
- Spend the marketing budget on campaigns that will bring the greatest return, such as SEO, social media, and new AI tools.
- Spend money on ads and your messaging on campaigns that perform better, as evaluated by Google Analytics.
Reaching Consumers and Focusing on Net Tangible Benefits
To properly market Gustan Cho Associates’ competitive rates and tailored loans available seven days a week, focus on these marketing points:
Transparency:
- Being a mortgage broker, explain that there is a 2.75% yield spread premium cap versus a mortgage banker’s compensation of five to eleven percent.
- Explain how borrowers save tens of thousands over the life of the mortgage because of lower rates.
Accessibility:
- AI chatbots, phones like 727-372-8059, and email (info@innovativemlo.com) can all be used to promote 24/7 business access.
- Every website and social media page should have the Contact Us button.
Net Tangible Benefits:
- Create competition graphics and videos to show value within competitive rates, flexible loan terms, and niche products.
- For instance, demonstrate how non-QM loans enable a Chapter 13 bankruptcy borrower to save thousands versus competing offers.
Educational Approach:
- Position Gustan Cho Associates as trusted advisors by providing free information like webinars, blogs, and mortgage calculators.
- This also helps develop trust and certainty for borrowers searching to be guided through their unique scenarios.
- The mortgage market slump is expected to last through 2025.
- Still, depending on interest rates and overall economic conditions, it may improve in late 2025 or 2026.
Gustan Cho Associates can use AI to generate leads, optimize the site for SEO, and improve other functions. AI can also be used to stay competitive in other areas, especially in real estate.
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