What's in this article?
Stage three of the homebuyer’s journey is the decision stage—the moment when they are ready to choose a mortgage broker or lender.
In the decision stage, potential homebuyers:
- Need specific details about mortgage terms, interest rates, fees, and any unique features
- Look for testimonials, case studies, and reviews to confirm they are making the right choice
- Have gathered and compared information and can move ahead with confidence
At this pivotal stage, the buyer shifts from consideration to action, leveraging all of the research they have done up until this point.
But if your prospects are ready to make a decision, what is left for your mortgage marketing to do?
Your job in the consumer decision journey is to provide the necessary support and assurance to help them confidently make their choice. In this article, we’ll explore exactly how to do that.
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Which questions define the consumer decision journey?
In the decision stage of the homebuyer journey, aim to address the following needs and priorities of your potential clients:
- Which lender offers the best terms and rates for my situation?
- What documentation do I need to complete my application?
- Are there any hidden fees or charges I should be aware of?
- How long will the approval process take?
- Can I trust this lender based on their past client experiences?
While the consideration stage is more about comparing and evaluating, the decision stage is about finalizing and committing.
Rather than looking for content with comprehensive comparisons and detailed explanations, buyers want concise information about the steps involved in the mortgage process and validation through past client experiences.
What is your role in the decision stage?
In the decision stage, you offer reassurance and support as you work to convert potential homebuyers into committed clients.
Let’s break down this role in greater detail.
Provide reassurance
Put your experience and credentials on full display. Your content at this stage is meant to confirm to buyers that they are making the right choice.
Use testimonials, case studies, and reviews to provide social proof. Showcasing the positive experiences of past clients can assure potential buyers that they are in good hands.
Offer personalized advice
Each homebuyer’s situation is unique. Consider offering personalized consultations or one-on-one guidance to address specific needs and concerns.
Maintain multiple channels of communication, such as phone, email, or chat, to make yourself readily available to potential clients.
Demystify the application process
One of the quickest ways to lose a potential client is not to provide enough information about the application process.
Don’t let this crucial step be a mystery—a well-informed client will feel prepared and empowered to reach out.
Break down the process in your content, and make these resources visible and easily accessible on your website and other channels.
What should decision-stage ads do?
Your decision-stage ads should be designed to address the specific needs and concerns of buyers ready to make a final decision.
Decision-stage mortgage ads accomplish the following:
- Highlight the key selling points of your mortgage products, including competitive rates and terms, product variety, or the simplicity of your process
- Share testimonials and success stories that highlight specific benefits of your services, and incorporate both written and video testimonials to cater to different preferences
- Include clear, compelling, prominently placed calls-to-action (CTAs) that guide potential clients towards the next step, such as “Apply Now” or “Get Pre-Approved Today”
If you provide one-on-one support or live chat options, be sure to highlight these features as well.
Mortgage marketing ideas for the decision stage
If your role in the decision stage is to support potential clients and position yourself as a trusted advisor, how does this translate to your mortgage marketing campaigns and content?
Effective mortgage marketing ideas to implement during the decision stage
- Client testimonials and video success stories
- Personalized email campaigns with detailed product information, application tips, and exclusive offers
- Live webinars or Q&As that focus on common decision-stage topics, such as understanding the application process, comparing mortgage options, and preparing documentation
- Step-by-step application guides
- Checklists and templates
- Infographics that outline key steps of the mortgage process
- Dedicated landing pages on your website that outline the fees, terms, and conditions associated with your mortgage products
- Behind-the-scenes content introducing your team and explaining your processes
- Live chat and instant messaging options on your website
- Follow-up content for potential clients who have shown interest but have not yet applied
- FAQs and glossaries that address common questions and explain industry jargon
Your content should continue to demystify the mortgage process so buyers will feel confident in reaching out to work with you.
Share content on your website and the social media platforms your target audience prefers, such as Facebook, YouTube, LinkedIn, or Instagram.
Frequently asked questions about the mortgage consumer decision phase
The consumer decision journey is the process buyers go through, from initial awareness of a need or problem to the final purchase decision.
It includes stages such as awareness, consideration, decision, and post-purchase, with each stage involving different levels of information gathering and decision-making.
To map a customer journey, identify all touchpoints where customers interact with your brand.
Create a visual representation outlining each stage of the journey, from awareness to post-purchase. Include customer actions, motivations, and potential pain points to help customers better understand and optimize their experience.
Track the consumer journey using analytics tools that monitor customer interactions across various channels.
Collect data from website visits, social media engagement, email marketing, and other touchpoints.
Analyze this data to understand behavior patterns, preferences, and the effectiveness of different marketing strategies.
Kaleidico: Your trusted marketing partner
At Kaleidico, we understand that digital marketing and lead generation strategies must evolve with your business.
We’ll be your partner in strategizing where your marketing efforts will get you the best results.