Newspaper readership and advertising revenues have been falling for a number of years as consumers increasingly rely on online sources to get the latest information. This is especially true of younger Americans in their prime first home buying years as well as middle aged homeowners looking to refinance their existing mortgages.

Newspaper advertising revenues in the US declined 16.4% in 2008 to $37.9 billion. By 2012, spending will slide to $28.4 billion.

Make Sure You Measure Up Online to find Mortgage Customers.
Be sure your presence online measures up to the expectations of consumers in your area. Do an online audit to be sure you are ahead of your competition when in the race to connect with consumers online. More and more that is where they are looking for help and information regarding their mortgage financing decisions.

Take a quick audit of your online presence and tools.

1. Are you online?
   If you are not online how do people find you and how do they validate your credentials. More and more consumers will validate providers before contacting them. Make sure you have a website up for your business and included in all your marketing materials.
    
2. How do you look?
   Are you presenting an image people will gravitate towards when looking for advice and help. Do you look professional, substantial, approachable, responsive, friendly, knowledgeable.
    
3. Can you be found easily with normal search phrases consumers use every day.
   Search Engine Optimization (SEO) makes a difference. When consumers are looking for help in your area be sure you show up on their first page of results to maximize your lead generation.
    
4. Does your website encourage consumers to contact you?
   Your website should have a number of ways to engage consumers and capture leads for you. Don’t neglect the obvious - your name, logo and phone on every page.
    
5. Once you have a lead - no matter where it came from - are you managing it proactively?
   Make sure you have tools and processes in place to actively manage leads. Websites that have integrated lead management and email marketing tools make this process easy and ensure you look like a true professional.

Make your website the centerpiece of your total marketing effort.
There are many options to help you create a lead generating machine online for your mortgage business. At companies like It’s My Web, you will find mortgage website solutions, integrated lead management tools, and e-communication tools to really make your business shine online. Take the audit above and see if you have the right online presence to ensure your business success. Your customers are looking for you online - make sure you are there with them.

Chris Karls
Founder - Creative Director
Its My Web, LLC