How to build a 'Rate Watch' Landing Page that Converts with CRM-U

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Here are the learning points from the video:

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General Philosophy and Strategy

• Simplicity in landing page design is usually the winner.
• Copy over design always wins; people do not care about colors and pictures as much as they care about a clear call to action.
• A clear call to action and a clear driver for what a user is signing up for are essential for a landing page.
• You will get more people to take action if you call out the opposite of what they want to happen (e.g., "Don't miss the best time to lock your loan" instead of "Want the best rate").
• Building a good landing page is not something that can be done in a few minutes, but custom pages are often unnecessary as templates are often pre-loaded.
• The goal is to simplify your tech stack, not complicate it, which is why a direct connection to CRMU was built.
• People do not think about mortgage rates unless they are about to buy or refinance.
• Most loan officers are not patient enough to let the long sales cycle (which can involve a client opening 27 emails 84 times before transacting) play out.
• Loan officers need to do a better job of staying top of mind with clients because clients often forget who their previous loan officer was when entering a new buying cycle.
• Building a list of engaged people leads to better use of your tools.
• Not everything is meant to be closed immediately; it is important to educate and drip on people to keep yourself reachable and attainable.
• You build trust by giving information and content away for free, which is key for transactions involving hundreds of thousands of dollars.
• Do not be a builder; build your system one time and focus on distribution of your knowledge and information.

Landing Pages and CRMU

• A landing page is a mini website.
• The CRMU landing page builder is very powerful and is comparable to software like ClickFunnels.
• Users who are already using CRMU can easily use it to build converting landing pages that can also show rates using Rate Update.
• If you don't save your edits when making a landing page, you will lose your progress.
• Landing pages are structured with steps, where each step is essentially a different page.
• To build a landing page, you must start with a section, then add a row within that section, and then add elements to the row.
• CRMU accounts come with pre-loaded landing pages for in-person events, webinars, and a mortgage website.
• The goal is to build a Rate Watch landing page where a user opts in, is sent to CRMU, goes through a specific follow-up campaign, and then is connected to Rate Update to receive weekly updates.
• When a user opts in on a landing page, the information flows into the CRM, allowing for a series of messages to be sent as a follow-up campaign.
• The recommended form collects first name, last name, email, and phone number.
• Legally, you need two opt-out checkboxes on your sign-up form, though they may not be a requirement when building the form.
• By creating a form and an automation loop, the lead goes into CRMU first, allowing for specific campaigns and tagging, before being pushed to Rate Update, instead of just going straight into Rate Update.
• A workflow automation is created with a trigger (form submitted) and actions (like assigning a user, adding a tag, and sending an SMS).
• Custom values from the LO info page (filled out on the front end of CRMU) can instantly input information like name and company into an outgoing text message.
• If you are on CRMU, you must fill out your custom values page, or none of the automation features (like sending a text message with your company name) will work.

Rate Update Integration

• The rates from Rate Update can be embedded directly onto a landing page.
• To embed the rates, you must use the "code" element in the CRMU landing page builder, which allows you to integrate custom code.
• The code for the Rate Metrics is copied from the Rate Update platform and pasted into the code editor on the landing page.
• The full-page option in Rate Update has an opt-in form built out, but it dumps leads straight into Rate Update, bypassing your CRM.
• You can customize the graph lines and colors for branding consistency within the Rate Update settings.
• In Rate Update, segments are lists or audiences (e.g., real estate agents, borrowers/leads) that determine who receives the emails.
• In Rate Update, a new segment (e.g., "Ratewatch") is created, and the corresponding tag from CRMU is selected, so the system knows where to put the contact when the tag is applied in CRMU.
• The connection between CRMU and Rate Update needs to be set up only once.

Distribution Methods

• Landing pages can be installed on your website.
• You can drive traffic to a landing page by hosting an event (e.g., a Taco Tuesday) and marketing the landing page after booking the venue.
• Share the landing page link with referral partners.
• Put the link in your email footer with a call to action like, "Want to sign up for my Ratewatch so you never miss the right time to lock? Sign up here.".
• Post the landing page on Instagram and Facebook stories.
• Run ads to the landing page.
• Share the page in local community Facebook groups by offering a free piece of content first.
• The "Apply Now" link in social media bios is a "complete waste of real estate space".
• The link in your social media bio should be the rate update landing page, asking for minimal information like first name and email, because it is a low barrier to entry.
• Sharing your rate update link with real estate agents can help them build trust with you.

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