Mortgage Professionals – Mortgage Brokers
Local Search Engine Optimization
Some industries are mature, filled with strong industry players that have been around for many years. So it goes for the financial industry. In particular, mortgage brokers must walk a razor thin line as they simultaneously compete with the chartered banks, the very institutions they refer their clients to.
The Mortgage Professionals (http://www.mortgageprokingston.com) are nationally award-winning as Mortgage Brokerage of the Year, with many individual award-winning agents and brokers.
Kingston and area’s largest, with 40 staff across 6 offices from Kingston to Gananoque, and most renowned mortgage brokerage from their 20+ years in the industry.
When it comes to finding their clients, mortgage broker Al Paterson, partner of the Mortgage Professionals, recognized that the industry was changing. The older demographic was married to their financial institution, but the same wasn’t so for new home owners, especially those in younger generations. These demographics were internet savvy and educated themselves before choosing.
According to CBC news, Canadians between 25 and 34 spend 110 hours a month* on the internet with more than half spent on mobile. Furthermore, CIRA, the Canadian Internet Registration Authority, indicates that:
• 47% of buyers often or always look online, but go to the store to buy something in person
• 63% say a website makes a business more credible
• 76% compare prices online before making a purchase
The Mortgage Professionals had one specific goal, to rank better on search engines, Google in particular. An SEO strategy was enlisted as well as a classic Call-To-Action item for their first-time homebuyers guide.
This prospect of educating the home buyers, especially first-time buyers presented an opportunity that Al couldn’t let go. “There were clients available. We just had to get them in the door,” says Paterson. He recognized that not only were they competing with the big banks, but with other mortgage brokers across Eastern Ontario.
Call to Action Success
In the span of two years, the Mortgage Professionals campaign generated results of:
• 822% growth in website impressions
• Between 2 and 3 new home buyer guide conversions per week
“This is great. We now have a solid track record to base our future marketing strategy on.”