If 2020 taught us anything, it’s that quick pivots during uncertain times must also be sustainable. And as we navigate the new normal in socially-distanced interactions, we’re experiencing a boom in trending technology in the mortgage and housing industries.
2021 tech trends in mortgage lending and real estate
Voice Searches Surge – Local SEO Indispensable
Consumers have grown increasingly comfortable with voice assistance from devices such as Amazon’s “Alexa” and Apple’s “Siri.” It was predicted that nearly half of all searches would be conducted by voice in 2020. As it turned out, MORE than half of all queries were voiced in 2020,, and the rate is only increasing.
Mortgage pros should pay very close attention to this trend as voice searches are tied to geolocation, making it vital to hyperfocus on local SEO. It’s also worth noting that consumers tend to speak complete thoughts with voice searches, whereas typed searches are typically short phrases.
These nuances can mean the difference between your business being listed on page one or page eight on Google search results.
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Mortgage Automation + Omnichannel Drives Competitiveness
Omnichannel in lending places the prospective borrower at the center to deliver a unified mortgage experience and differs from the archaic multichannel perspective. It seamlessly integrates the mortgage process for both the borrower and the originator, providing a humanized and personalized experience in the most efficient, data-driven manner.
Digital Personalization is a Key Differentiating Factor
With so many options and marketing messages, it’s increasingly important for originators to stand out.
Not by being the loudest, but by being the one who understands the borrower.
Personalized and enjoyable online experiences are the most influential factors that grab and keep potential borrowers’ attention. Brokerages need to go beyond superficial demographics and comprehend the borrower’s pain points, habits, motivators, and how they prefer to engage with your brand.
In finance, we see digital personalization with bank apps that give customers insight into their spending habits. Mortgage calculators with in-app instant messaging or application milestone trackers are other examples of digital personalization.
Predictive analytics, such as those available through top mortgage CRMs, is yet another example.
The Internet of Things + Real Estate
The Internet of Things (IoT) refers to the network of computing devices that can receive and exchange data without human interference. In layman’s terms, we call these devices “smart.” While not entirely new, advancements drive the cost down, further fueling consumer demand for smart home control.
This includes commercial real estate as well! IoT devices promote higher-quality property management through better control of networks such as the HVAC, fire, and security systems.
Borrowers Search for Mortgage Solutions Over Brands
While mortgage branding has its place in building trust and loyalty, consumer queries are driven by searching for solutions. Marketers often quip that “consumers can find anything on the digital marketplace –except your brand.”
Thus, dominance in mortgage lead generation has less to do with brand recognition and more to do with queries that give answers, show consumer reviews, geographic location, or give personalized mortgage advice.
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Higher purpose issues such as social causes and values that align with the consumer belief’s also rank high in decision-making.
Higher-Level Engagement With Augmented Reality (AR) & Virtual Reality (VR)
Both prospective homebuyers and current homeowners are using VR technology at an increased rate. Virtual home viewings became necessary with the pandemic. However, recent advancements in spatial visualization enhanced the VR experience and may permanently displace the majority of physical property viewings.
Accessibility via mobile applications and web apps also progressed, rooting VR’s importance in every step of the buying process, including sales and remodeling.
Current homeowners are also utilizing AR applications to visualize home renovation projects –using technology typically reserved for professional designers.
While financing and buying property will always require the human element, it’s a fact that the present and future of these transactions are digital. Have you adapted?