First, I would suggest that your client should focus on improving their digital marketing efforts. They can start by creating targeted ads to reach potential customers who are actively searching for mortgages online. Facebook and Google Ads are great platforms to start, as they allow you to hone in on specific demographics or user characteristics such as age or location. Your client can also look into ways to optimize their website for search engines through SEO techniques.

Second, I recommend that they consider partnering with local real estate agents to find potential clients. Real estate agents are constantly in contact with buyers and sellers in the market, and they can refer potential clients to your client’s mortgage business. Your client can incentivize agents with a referral fee or other benefits to motivate them to promote your client’s services.

Third, they should focus on building and nurturing relationships with existing customers. A mortgage is a long-term commitment, and satisfied customers can be a tremendous source of referrals. Your client can request referrals from current clients and create a loyalty program to reward customers who bring in new business.

Finally, introduce the framework of customer relationship management (CRM) if your client isn’t already using it. CRM systems such as Salesforce, Zoho, or Pipedrive can help your client manage their interactions with potential and existing customers, track sales, and analyze data to gain insights into what works and what doesn’t.

Overall, focusing on targeted digital marketing, building relationships with real estate agents and existing customers, and implementing a CRM system can help your client turn the tide and start building their business with a more proactive approach.