Apr 13, 2023

5 Bank and Credit Union Websites Driving Mortgage Leads (And What You Can Learn From Them)

In 2023, it’s non-negotiable: every business needs a website. And if you offer home loans, your website isn’t just a must-have. It’s a potential resource your team can leverage to get quality mortgage leads that convert. 

It’s not enough to have someone find your website and click to your home page, though. You need to keep them there, engaging their interest and offering them a value-adding experience. How does your website accomplish that? With strong design and resources, that’s how. 

To help you get more bank or credit union mortgage leads through your website, let’s look at a few other sites for inspiration. 

#1: Farmers Bank of Kansas City for today’s rates

When people want to buy a home, they start to crunch numbers. How much they can afford hinges directly on interest rates. As a result, your potential mortgage leads probably want to know your current rates when they visit your website.

It might be tempting to hide this information to encourage them to contact you. But your competitor might already have their rates listed on their site. Plus, even if they haven’t, sites like Bankrate and NerdWallet compile rates from various lending institutions, so it’s not like your potential mortgage leads are flying blind. 

Take a page from Farmers Bank of Kansas City’s book. While they have a general home loan webpage that speaks to their experience and service offering, website visitors don’t have to look far for brass tacks. From the site’s Home Loans drop-down menu, they can choose “Get Rates.” And once they do, they’ll find Farmers Bank of Kansas City’s latest rates for fixed mortgages, using the Mortech integration that provides real-time rate data to their website through BankingBridge. 

With this easy-to-access, clear readout of current rates, there’s no need for users to wonder what this bank can do for them. And that, in turn, can help the bank get 3–4 times more quality mortgage leads that convert. 

#2: PenFed Credit Union for useful tools and resources

As soon as website visitors hover over PedFed’s “Mortgage & Home Equity” option on the main menu, they have choices. And several of them fall under the category of “Tools & Resources.”

This helps PenFed land credit union mortgage leads. Take the free ebooks the credit union offers as an example. 

These guides can offer future homebuyers and those exploring a refinance a useful tool to navigate the process ahead of them. PenFed isn’t offering something in exchange for nothing, though. While these ebooks are free, users have to provide their name and email address to get access to the download. That means PenFed gets quality mortgage leads as people take advantage of this free resource. 

#3: Northern Bank for personalized user journeys

Northern Bank’s mortgage webpage lets users choose their own adventure. Right up top, they can opt to choose “I want to purchase” or “I want to refinance.” Scrolling down a little, they’ll find additional info about HELOCs.

What makes Northern Banks' website stand out as a tool for getting bank mortgage leads isn’t just its ability to offer a clear user journey depending on what the individual is trying to do. It’s also the personalized information the bank provides to that user. 

If, for example, someone chooses, “I want to purchase,” a pop-up appears. From there, they can provide a few key details — like the property type and when they plan to purchase — in order to get a personalized rate quote. With just a few clicks, they get something tailored to them. In return, Northern Bank gets quality mortgage leads. 

#4: Arkansas Federal Credit Union for strong navigation

If you visit Arkansas Federal Credit Union’s homepage, you’ll see information about the variety of different products the credit union offers. But if someone is trying to buy a home, they probably don’t want to have to sift through details on checking account rates or digital banking offerings. 

That’s why Arkansas Federal has a big yellow “Menu” button in the top-right of the page. Once users click it, they can choose “Mortgage.” 

This doesn’t send them straight to a page that they’ll have to navigate, though. Instead, they can choose to learn about mortgages, refinances, the mortgage team, and more. In this way, Arkansas Federal helps website visitors get the info they want quickly. And this, in turn, helps them keep users on their site so they have the chance to get captured as credit union mortgage leads.

#5: Old National Bank for clear information

On Old National’s home loans webpage, users can choose the type of mortgage product they want to explore, from fixed-rate options to jumbo loans and HELOCs. Clicking on any option gives the user more information about that loan product, but it also encourages them to connect with a mortgage expert. Old National accomplishes this through buttons featured throughout the page and a contact form users don’t have to scroll far to find. 

This makes it easy for interested users to reach out for more information, turning them into solid bank mortgage leads that the Old National team can pursue. The main takeaway here? Make sure that if people want more information, they have a way to request it — and your website has a way to capture them as a lead as they do.

You could buy mortgage leads, sure, or you could invest that money into improving your website. When yours is designed for a strong user journey, it can help you get quality mortgage leads that convert on an ongoing basis. 

To learn more about adding tools to strengthen your website — and its functionality as a lead generation and qualification tool — request a demo with our BankingBridge team. 

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