Lead Magnet

• "Guide to First-Time Home Buying": Designed for new mortgage seekers, who need comprehensive guidance.
• "Free Mortgage Calculator Tool": Helps prospects estimate mortgage payments based on different rates.
• "Weekly Mortgage Rate Updates": Subscription-based email providing weekly updates on leading mortgage rates.

Tripwire Offer

• "30-min Mortgage Strategy Session": Low-cost personal session to provide initial guidance tailored to customers' financial situation.
• "Basic Mortgage Insight Report": Affordable report providing a snapshot of current mortgage trends in Canada.

Welcome Sequence

• Step 1: Welcome email with introduction and resources (Link to mortgage calculator tool, Blog posts).
• Step 2: Follow-up email to gauge interest in 30-min Mortgage Strategy Session.
• Step 3: Email offering Basic Mortgage Insight Report based on lead's interest.
• Step 4: Customized email with mortgage recommendations based on lead's preferences.

Segmentation

• Segment leads based on their current mortgage status: New Mortgage Seeker, Looking for Refinancing, Mortgage Interest Seeker.
• Tag leads based on source: Organic Website Lead, Realtor Referred, Social Media Lead.

Chatbot and Automation

• Implement a chatbot on website to capture leads and offer immediate mortgage assistance.
• Enhance CRM automation to schedule follow-up calls based on lead's interest level.
• Integrate email marketing with Salesforce for better audience segmentation and communication.

Marketing CRM

• Current platform: Salesforce
• Automation capabilities: Scheduling follow-up calls, audience segmentation, communication integration
• Recommended improvements: Enhance email marketing integration for better audience segmentation and communication

Sales CRM

• Current platform: Salesforce
• Pipeline tracking or handoff process: Realtor referrals and online lead sourcing
• Recommended upgrades: Implement a CRM automation for scheduling and follow-up calls

Automated Follow-Ups

• Types of automations: Welcome sequence emails, follow-up emails based on interest level
• Frequency or triggers: Immediate initiation upon lead capture, further follow-ups based on lead's response

Newsletter

• Frequency: Monthly
• Topics or content pillars: Mortgage market updates, mortgage advice, successful client stories
• Segmentation: New Mortgage Seeker, Looking for Refinancing, Mortgage Interest Seeker

Retargeting & Ads

• Platforms and goals: Google Ads for search campaigns, LinkedIn Ads for sponsored content targeting professionals, Facebook Ads for retargeting

Social Media and Content

• Posting frequency: Weekly LinkedIn posts, daily Facebook posts
• Content type or campaign focus: Mortgage advice, success stories, audience engagement

Webinars and Events

• Suggested cadence or purpose: Conduct educational webinars on 'Understanding Mortgages' for lead acquisition

Other Nurture Channels

• Chatbot on website for lead capturing and immediate mortgage assistance
• Cold outreach through LinkedIn for professionals likely to be in the market for a mortgage
• Engagement in various online forums and real estate investors' Facebook groups

Sales Process

• First Contact: Respond to realtor referrals or online leads with a personalized email detailing JDMortgage.Team's USP.
• Discovery: Conduct a one-on-one call to deeply understand client's situation and mortgage needs.
• Presentation: Discuss different term and rate options, provide customized advice.
• Application: Send next steps for application, assist client in submission.
• Approval: Ensure client signs back approval and complete file with lender.
• Closure: Monitor rates until closing date, maintain open communication.

Reducing Friction

• Develop CRM automation within Salesforce for faster lead response.
• Prepare a checklist for clients outlining steps for mortgage application.
• Implement follow-up automation for non-responsive leads.
• A detailed FAQ section on the website to answer common queries.

Sales Assets

• Create discovery call and presentation scripts focusing on building trust and understanding.
• Develop a standardized email template for initial contacts with leads.
• Design a succinct digital brochure and proposal highlighting benefits and rates.
• Create SOPs for each sales process step to ensure consistency.

Testimonials and Case Studies

• Aim for collecting testimonials post-closure from every client.
• Showcase these testimonials on the website homepage and proposals.
• Conduct case studies with successful mortgage applications and publish them on the website.

Conversion Rate Insights

• Set up CRM tracking to identify bottlenecks in the sales process for improvement.
• Aim for a conversion rate goal of at least 15% for the first three months.

Urgency and Offers

• Implement a "Limited Time Mortgage Interest Discount" for early birds.
• Communicate this offer through website and initial communications emphasizing its limited availability.
• Develop a "Refer-a-Friend" bonus, incentivizing existing clients to refer new ones.

Guarantees and Risk Reversal

• Highlight "Risk-free Consultation" guarantee to encourage initial contact.
• Emphasize "Rate Drop Guarantee" to address concerns about changing market rates.

Shock and Awe

• Post-closure, send a small congratulatory token (like a customized keychain) to new homeowners.
• Include a handwritten thank-you note for a personal touch.