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8 Secrets We Can Learn From Zillow About Lead Generation

Who doesn’t need mortgage leads?

Of course, you and your team could use more!

Mortgage leads are what drive almost every business. And today I have something that will make you generate mortgage leads day & night. 10 of Zillow’s top secrets to mortgage lead generation they don’t want you to know!

So here are 10 ways we can learn from Zillow on how generate leads!

1) Use Community Pages To Get 2-3X More Traffic From Mortgage Buyer Leads

Mortgage SEO is not dead!

Let me repeat that: Having Your Website Be On Page 1 Of Google Isn’t Impossible In Real Estate.

The key with showing up and generating mortgage buyer leads for free is through community pages.

Let’s look at Zillow:

Sure, they show up for San Diego Homes For Sale.

But they also target small searches like: “hillcrest homes for sale san diego”

Zillow knows that the money in mortgage is in local content!

Here’s how you can capitalize on this:

1) Create local pages for neighborhoods and school districts.

2) Create local content like Video Tours, Neighborhood Blog Posts, And More!

It’s all about getting LOCAL!

2) Add “Design Content” To Slash Tire Kickers And Find True Mortgage Buyer Leads

Close your eyes for a second…and ask yourself:

What type of leads do you really want?

They are probably affluent, serious buyers, and not particularly motivated by blog content about how to save on your next mortgage. Right?

Some of the best mortgage blog ideas are those related to interior design. And Zillow knows this!

Just look at their website!

Zillow lists the home design tab on their menu!

That’s how much they stress interior design related content.

I can’t recommend enough the power of curating useful design information about your local community. LoanSites posts a new blog on your website every week for you with design elements!

4) Make It Easy With Mortgage Content Written For You

Zillow loves to blog because it generates them website traffic.

So you need to blog! But the great thing about blogging… You don’t even have to write the information about mortgages yourself!

You can either sign up for LoanSites and we post a new blog on your website every week for you, or you can pay writers $12.50 to write blog posts for you!

You can easily double the content on your mortgage blog by having real estate vendors and agents write content for you also!

5) Give To Get: Great Mortgage Buyer Leads Need Content That Helps Them

You need to establish your credibility through written blog content.

Writing helpful articles helps establish you as an authority figure.

But it also helps quality buyers find you.

Look at Zillow’s content:

They literally have forums that answer every type of question.

Here’s how you compete with Zillow: 

You can create local content that helps buyers decide where to live!

Create guides that talk about the neighborhood conditions, trends, school ratings, etc.  You can be invaluable to buyers in a way that Zillow simply can’t!

Zillow can’t create personalized content for every neighborhood!

You can create personalized content for every neighborhood you want to farm for mortgage.

6) Stalk Zillow’s Mortgage Ads On Facebook

Think about it:

Facebook ads can target the EXACT demographics that you want, and your ads will only be shown to the exact people that you specify Facebook to target.

It’s really incredible to see exactly how much information Facebook has on us! But USE that information to generate your leads!

7) Here’s How To Make Social Media Profitable

Zillow can teach you a lot about mortgage social media.

Take one look at their Facebook, Twitter, or LinkedIn profile and you’ll notice one thing:

Zillow uses social media to drive traffic back to their website.


That’s it. That is all they are using social media to do.

They always include a link back to their content.


Because their website is where the lead generation happens!

Social media is where you drive traffic from.

Here’s the deal:

If you want to get more buyer leads, create useful content.

And then share it on social with a link back to your website.

8) Here’s How Zillow Gets Information on Buyers

Here’s the kicker:

You can get all the traffic in the world. But it won’t make you money unless you convert it.

Zillow does this in a lot of ways. But they always incorporate a Call To Action to generate information!

9) Hyper Local Pages Help SEO And Conversions

People want to do business with the expert in the area.

If you can be seen as the hyper-local expert, people will seek you out for transactions because you are the specialist for their specific situation.

Zillow knows this. That’s why the spend so much time cultivating pages around very specific neighborhoods.

You can beat them at this game! You can take videos and write blogs about local restaurants, attractions, and more. Zillow can’t compete with you on a local level like this. Put this information on a Neighborhood Page and the traffic will come!