The following keyword phrases indicate personal situations banks might frown upon when it comes to mortgage applications:

Mississauga condo financing student
Mississauga condo financing disability leave
Mississauga condo financing maternity leave
Mississauga condo financing sick leave
Mississauga condo financing stress leave
Mississauga condo financing union strike
Mississauga condo financing sabbatical

So with these keywords you’re going to get two types of people seeking mortgages seeing your ads: those who readily qualify for a mortgage and those who don’t.  For those who think they readily qualify you should have an Adwords ad with a headline like “How Much Mortgage Can I Afford?”.  For the landing page have a mortgage calculator that allows them to plug in any variables they want (down payment amount, interest rate, rate type (fixed or variable), interest term, payment frequency, and amortization period) so they can work out what they can and can’t afford.

For people with employment issues who won’t readily qualify for bank mortgages you want to have a different Adwords ad that speaks directly to this problem.  For instance, your ad headline might be “Employment Issues? You Can Still Get A Mortgage” or “Mortgage Application Rejected? Learn About Lease-To-Own”.  The landing page for this ad should state what the major banks in your area are looking for when reviewing mortgage applications.  Advise them that if they still can’t get approved for bank financing then they can contact you about how to get financing from private lenders, some of whom offer Lease Option (IE Lease To Own) arrangements.

When these prospects contact you it’ll give you an opportunity to find out their housing wants and needs and build the relationship.  Be sure to have a trustworthy, highly knowledgeable mortgage broker with access to private lenders you can refer them to for expert advice on the matter.  If the broker can get them financing then you can bet you’ll have a very grateful buyer who will very much want to work with you and will be very likely to sign your Buyer Representation agreement right away.

Remember that the best way of getting referrals is by first giving them to trusted partners.  Most will reciprocate and send referrals your way in future whenever the opportunity arises.  If they continually receive referrals from you and seldom or never give back then they’re probably not the best at their profession and you should seek out someone else to send your referrals to.  The most successful people understand the importance of giving back to people who give to them. They don’t do it out of any sense of obligation or guilt but for the good in itself it can do for another person.