Mortgage Call Capture Saves Advertising Dollars

Mortgage call capture is one of the most-talked about ways for mortgage brokers to

increase sales volumes as well as create relationships with local real estate agents. However, what is often not mentioned is the way in which this same technology can be used to save advertising dollars that would be spent on less-effective forms elsewhere.

In order to make a mortgage call capture system function properly, a broker must actively use it, not only setting up recorded messages for when callers utilize the mortgage call capture number, but also in running reports to find out where the calls are coming from and when. This will allow the broker to best adjust the system to reap the greatest savings.

A standard mortgage call capture system will be a toll free number that can be connected to multiple points, such as a voicemail, e-mail, or mobile phone. In addition, these systems will come with multiple extensions, meaning that in each different location that the toll free number capture number is displayed, a different extension can be used. These mirrored extensions provide the first way for brokers to lower their advertising costs.

A mortgage call capture system will include the ability for a broker to enter the system and determine not only which extensions received the most calls, but when. So long as a broker knows where each extension is displayed, they can tailor their advertising to better take advantage of the current market. If an extension is getting fewer calls than the rest, it can be removed and relocated to a higher call-volume location. This allows the system to become as effective as possible at generating interest, and therefore revenue for the broker. While the basic cost of the mortgage call capture system remains the same, the extra money made with correct ad placement, as well as reducing marketing dollars on ads that don't produce, can offset this cost.

Another way in which a broker can save money with a mortgage call capture system is to partner with a local real estate agent to split the cost. In addition to reducing the cost of the system itself, this can help to generate good relations with local real estate companies, which can be of benefit for client referrals and overall ease of operations.

Often, it is a good idea for the mortgage broker to retain control of the system and pay a larger share of its operating costs. In return, a real estate agent gets the use of the number and extensions, and places the number at any of their properties being sold. The agent gets a reduced-cost marketing line, and the broker retains control of the system, allowing them to look at the advertising data and adjust number placements, if necessary. By partnering with an agent to share a portion of the costs, a mortgage call capture line can be made more efficient and generate new relationships.

Mortgage call capture systems are great at generating new leads and developing mutually beneficial relationships with local real estate agents. However, it is important not to overlook their ability to save brokers money when it comes to their advertising. This can be done both by advertising tracking as well as off-setting the cost of the system itself with the partnerships they are able to form.

by: Brandi Armstrong

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