Download Here
Here is the link to download our Mortgage Origination – Marketing Planner for 2021.
If you are currently setting your marketing budget and plans for 2021 (or starting it), feel free to use this set of worksheets.
There’s no cost; no email signup! It is a tool that we are providing to you to help you get more leads and close more sales for your office.
Note:
The Mortgage Origination – Marketing Planner worksheet is created in Google Sheets. It is saved in View Only mode accessible by the link.
To create your own copy of the worksheet, click File | Make A Copy (to create an editable version within Google Sheets) or click File | Download (to save an editable version in your preferred format [Microsoft Excel, etc]).
While there is no obligation, cost, or email required, we would love to connect and keep in touch with you. At the bottom of this post, there is a widget allowing you to subscribe to our newsletter (Archive here). We send our a weekly email with thoughts and links to relevant topics of interest to Loan Officers and Mortgage Brokers like you.
You will also hear about new tools like this one or other content we publish first!
Also, if you find that you need help planning your 2021 marketing strategy and budget, feel free to use our Contact Us page to let us know where we can assist.
Here's What Is Included
Lead Generation Planner
The Lead Generation Planner Worksheet accepts an Annual Revenue Goal and breaks it down on a monthly basis setting goals for the number of leads that will be required to achieve your goal. By setting and measuring your progress toward the monthly milestones, you can work to meet your 2021 goals.
Marketing Budget Planner
Once you have determined your goals and milestones for lead generation, the Marketing Budget Planner helps set budget breakdowns for different types of spend (Online, Offline, and Brand / Existing Customers).
As part of the Online breakdown, the worksheet differentiates spend in areas like SEO / Content, PPC . LSA, and Retargeting / Display Advertising.
Lead Cost Averaging
It is a fiscal reality that lead sources have varied costs and can achieve very different results. Cost and effectiveness depends upon the medium and motivation of the specific audience. The Lead Cost Averaging worksheet breaks down costs of different lead sources (including both Online as well as other non-Online sources like Purchased Leads). By evaluating costs and outcomes, we can better estimate average lead costs to improve the effectiveness of the other worksheets.
Note: It is a reality especially in the Online marketing space that our marketing plans require a multi-channel strategy including search, social, intent, and interrupt-based techniques.
Lead Generation Planner
The Lead Generation Planner is a starting point for your Yearly goal-setting. It accepts an Annual Revenue Goal that is used to estimate a Monthly Revenue Target.
Note: The figures on these worksheets are intended to represent Gross Revenue numbers. Currently, they do not support calculations or estimations of Profit.
The second section expects a value for Average Mortgage Closed as well as Mortgage Fee. These two values are used to estimate an average gross revenue value per mortgage that you close.
With those values, the worksheet provides an estimate for the Number of Mortgages that you need to close per month to achieve your Annual Revenue Goal.
The bottom section accepts your average conversion rate for leads as well as an average cost per lead to estimate the number of leads and budget required to hit your targets.
Note: If you have historic Lead Cost information, you can use the Lead Cost Averaging worksheet to calculate an Average Cost.
Marketing Budget Planner
The Marketing Budget Planner worksheet has two main sections (Green and Red) broken into quadrants (Left and Right).
Overall Allocation Breakdown (Green)
This section (left-top quadrant) accepts your Annual Revenue Goal as well as your estimates for a Marketing Budget percentage and percentage allocation breakdown between Online, Offline, and Brand / Existing categories.
The right-top quadrant breaks down the budget and allocations on a month-by-month basis.
Note:
Monthly breakdowns on this sheet are simple 1/12th calculations. If you wish to budget higher investments in certain months or quarters based upon your individual strategy or situation, you can manipulate those values in columns (K, M, & O).
Edits in columns (K, M, & O) made in the top-right quadrant automatically update the values in the associated cells in the bottom-right quadrant.
Online Allocation Breakdown (Red)
This section allows you to further isolate budget allocations for your Online marketing expenditures. By default, Online expenditures are broken down into three areas (SEO / Content, PPC / LSA, and Retargeting / Display). You can manipulate the percentage breakdown of each in the left-bottom quadrant and those values influence the monthly breakdown in the right-bottom quadrant.
Lead Cost Averaging
The Lead Cost Averaging worksheet can be used for estimating (or calculating) average lead costs. They provide a more granular breakdown for lead sources as well as not differentiating between Online, Offline, or Brand / Existing categories.
By inputting the Number of Leads and Amount Spent (per type), you can get a more specific view of average costs by type enabling you to decide which Lead Sources offer greater returns.
Note:
As stated before, we recommend our partners and clients institute a multi-channel strategy for Lead Generation.
- The effectiveness and costs for different sources vary and change over time.
- With the growth of automation and saturation of messaging, it now requires more “touches” from different mediums to convert Leads into Customers.
To add a new Lead Generation type, right-click and Insert a new row above the one containing (new). This will ensure that your new row includes the calculations in the cells (as well as gets added to the summations in the Total line).
What Would You Like To See?
If there are other worksheets that would add value to this tool, be sure to add a comment below or let us know via our Contact Us page.
Likewise, if there are other tools that would help you get more leads and convert more clients, let us know that as well!
Finally, if you need some help with your marketing strategy and budget, we are here for you! We look forward to connecting and helping you grow your business!
