Did you know that a large portion of your potential business is already in your own database? All you have to do to generate some new business is utilize information you already have. Well, that is the case if you’ve correctly built your database. If so, you will already have access to a large list of email addresses that will help you market to specific target groups of potential customers.
Chances are that you are collecting data from potential home buyers who agreed on lead-capture forms and from online inquiries or even loan applications However, what about all the other professionals that you work with during the loan process? You can add a lot of emails to your database by acquiring the information of other industry professionals, such as escrow officers, realtors, selling homeowners, tax preparers, insurance agents, transaction coordinators, various home inspectors, and the like.
All originating loans contain all of this information, so if you keep good track of your business and organize your records, you’ll always have access to it. Take advantage and connect with these professionals. Introduce yourself during the home-loan process and offer to help in any way you can. This will help you stand out from other loan officers, by showing that you’re proactive, professional, and most of all, helpful. In fact, they might even add you to their database of providers whom they refer to their valued clients.
You should always make it a point to gather as much information from potential referrals and customers as possible. A name, mailing address and email are a good place to start, but . Gather phone numbers, date of birth, and profession as well. For government workers such as teachers, nurses, law enforcement officers, veterans, or any other group of people who have national “appreciation” days, mark down that information as well.
Once you’ve gathered all of this information, it’s up to you to utilize it to your advantage. For example, you can take a note of all government workers and let them know that you are thinking of them on their particular service day. The more information your database contains knows, the more often you can stay in touch and relevant with everyone on the list.
These days, with advancements in technology, you even can set up automated response emails that are regularly sent out to your database. However, you do want to avoid spamming your database with too many emails. Limit yourself to 2 or 3 per lead, per month. Anything more than that likely will be treated as spam by recipients, or their spam filters. Sending too many emails on a monthly basis will increase your “opt-out” rate.
When you are sending emails, make sure you send the right message to the right list. You do not want to send an email to your entire database about current interest rates because the home-inspector group and others may not care, and some may then opt out. Build your lists so you can target different groups with different messages. Following are some suggestions for how to do that.
Industry updates: Send to borrowers, Realtors, and transaction coordinators.
Interest rate updates: Send to buyers, agents and homeowners.
Building-code updates: Send to inspectors.
Home-loan tips: Send to buyers, borrowers, Realtors, transaction coordinators, insurance agents and escrow officers.
Appreciation days: Send to appropriate professions.
Birthday emails: Send to everyone.
You also can send emails on various holidays. Even further, you can stick out from other marketing campaigns by recognizing some lesser known holidays. For instance, who wouldn’t like to be reminded of National Taco Day? On the other hand, emails sent on large holidays can easily be lost in spam folders.
By making sure every email you send out looks professional, you can optimize your attempts to reach out to your database. Offer your contacts some reason to read them. Keep them entertaining and informative so readers always learn something. Provide a compelling story that will make people laugh, smile or cry. Add informative graphics or photos to catch people’s eyes. Strive to set yourself apart from the rest of the emails people receive. You can do this simply by considering what you don’t like about all the spam emails we all receive.
Conversely, it is imperative that your emails aren’t too complex. Many people read emails from their phone. This means that all images and/ or animations you use must be easily loaded. In fact, consider not adding animations to your emails, for the sake of loading speed. Additionally, you should be sure to not make your emails too long. Always keep in mind that you should be short, sweet, and to the point.
To improve the chances that people actually open your emails, use interesting subject lines. For example:
“How to Quickly Improve Your Credit Scores”
“5 Things to Look for When Buying a House”
“Are you Looking to Refinance?”
Keep the subject line related to the email, however. If you trick someone into opening an email, you will have one more person opting out of future emails. You also should stay away from spam-like words and phrases such as “free,” “hurry,” “sign up,” “urgent,” “alert” and “important.” If your emails go to a person’s spam folder, they won’t ever read them.
Include a “call to action” at the end of every email to encourage readers to interact with your message in a meaningful way. This invites the reader to do something next, after reading your email. For instance, you can offer free appointments, leave your phone number, or simply invite email responses. A good Call To Action engages your readers to interact with you further, which cements your relationship with them. Adding your social media links is another good way to engage readers.
Finally, make sure you stay in compliance with email regulations. Include an opt-out or unsubscribe link at the bottom of the e-mail. This also helps ensure you have a solid list of contacts who welcome your emails. In fact, to improve the integrity of your database, ask potential contacts if you can add them to your email list during early conversations, and let them know they can opt out at anytime. This is a far better way to grow your database naturally — and keep it populated with people who will welcome your messages — compared to buying email lists from a data provider, which can be expensive and label you as a spammer.
You also should monitor the effectiveness of subject lines, email messages, Calls To Action, and link clicks to see what drives results for each group. Marketing is all about testing what works and what does not. It takes time, and may require some expert help, but if you follow these steps, you will see better results from your email marketing.
Of course, none of these tips will have any meaning if you don’t measure your results. Track the number of emails sent, opened and clicked through. A good open rate is between 10 and 15 percent. Higher open rates produce more clicks through to you, your website or your inbox, which results in more calls, closed loans and new contacts for you.
At Mortgage Marketing Pros, we are dedicated to helping your business as a loan officer grow and sustain. Visit us at MortgageMarketingPros.com to schedule your free consultation today!
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