Mass Email Marketing for Mortgage Business

The key to being a successful loan officer is communication. This includes everything from engagement with potential prospects, regularly connecting and educating borrowers throughout the loan process, and staying connected with previous clients to earn repeat business and potential referrals. As a busy loan officer, you don’t have the time to spend every day writing personalized emails to every contact, so how do you maintain that personal connection regularly? Mass email marketing that you can automate is the solution. With mass email marketing tools, you can create personalized emails for every occasion that can be sent automatically, leaving you time to focus on other aspects of your business.

What is mass email marketing?

Sending out personalized emails to contacts takes time and is often the same message you want to send to multiple ones. This is where mass email marketing can allow you to offer a personalized email to multiple clients at once. With mass email marketing, you can create a single email for a specific action or topic and send it out to a group of contacts at the touch of a button. However, when your contact receives this email, it will appear as if it was personalized and sent only to them.

What types of mass email marketing can you send?

Think about what type of emails you send on a regular basis. If these emails are going out to multiple contacts, then they may be a good candidate for mass email marketing. In fact, just about any email can be sent to your database through mass email marketing. Here are a few of the common email options used regularly with mass email marketing.

Industry news

Any time there is major news in the mortgage industry, such as changes to mortgage rates, your leads and borrowers will want to know what this means for them. Creating an industry news mass email will inform and educate your contacts and give them a way to contact you if they have any questions. Be sure to explain this industry news in terminology that the average reader (non-mortgage professional) can understand. Sending this type of email out to your contacts helps to educate them on the mortgage industry and show that you are thinking of them and their lending journey.

Marketing campaign emails

When you create a unique marketing campaign email, mass email marketing allows you to quickly send that email out to targeted areas of your contact database. For example, if you create a campaign focusing on mortgage refinance, you can automatically have it sent out to all your previous mortgage clients. In contrast, a campaign that covers credit repair and the journey to homeownership can be sent out to all the leads in your database.

Event invitations

Events are a great way to connect with customers and leads and help you nurture existing relationships. If you are planning a community event, such as a seminar on mortgage refinancing or credit repair, creating a mass email allows you to invite those contacts in your database that fit each category with one simple email. Don’t forget to include a way for them to RSVP and you are good to go.

Holiday emails

The holidays are a great time to acknowledge and thank your contacts for their business throughout the year and to wish them and their families well. Creating a short and sweet holiday message will deliver a personal touch and help nurture your relationship. Just remember, this is a holiday greeting and not a marketing campaign. This is not the time or the email to include a sales pitch, but that doesn’t mean you shouldn’t include your contact information.

Community news emails

Most loan officers work within a single community or neighboring communities. Creating community newsletter emails is a great way to inform your contacts about upcoming community events and community news. In addition, you can consider including community business profiles where you can showcase business partners, such as real estate agents.

Tips for effective mass email marketing

When it comes to mass email marketing, there are a few things that you need to consider when creating an effective email. The following points are a great place to start.

Keep it short

When you send a mass email out to your database, you want to do everything you can to capture your reader’s attention as quickly and to the point as possible. When creating your email, you want to keep the word “short” in mind. While this does refer to the length of your email, it also encompasses other areas.

First, think about your words. There is no reason to use industry vocabulary, as it may be confusing to your reader. You want to use the simplest forms of words possible. It is recommended that you write emails at the reading level of a 3rd grader. In addition, keep your paragraphs short. Break up your ideas into smaller chunks and make it easier for the reader to focus on the writing and the ideas you are conveying.

Make it personal

When creating your emails, you must remember that these are designed to be personal conversations with your contacts. You want the email to sound as though you are speaking directly with your contact and not creating some formal correspondence. For many, it is difficult to write in the same manner they speak, and creating emails with a personal aspect can be difficult. To be successful at this, you must forget everything you learned in school about writing and simply create an email as if you were talking to the person.

If you struggle with writing but have no problem connecting with your clients in person, consider trying this. Pick an industry topic and write an email explaining the topic to a potential client. Now, record yourself explaining that same information to a colleague and see how different the two come across. You want your emails to come across as personal, so you want your writing to match your speech.

Include your branding

An email is the digital version of a letter, and you wouldn’t send a letter on a black piece of paper, would you? Chances are you would use your business letterhead. Emails are no different. You want to make sure that every email campaign you create includes your company information and branding.

Target the appropriate audience

Just because they are called mass emails, you don’t necessarily want to send every email out to everyone in your database. As we mentioned above, if you are focusing on mortgage refinance, it wouldn’t make a lot of sense to send the email out to those working on building their credit to buy their first home. Before you send out any emails, it is a good idea to segment your database based on specific categories, such as leads, previous clients, current clients, etc.

Always include a CTA

Once you have captured the readers’ attention with your content, you should finish every email with a call to action (CTA). This can be anything from asking them to call with any questions to asking them to send referrals. Your CTA should match or complement the content within your email.

Effective mass email marketing can really boost your business

The goal of mass email marketing is to engage your leads and clients regularly to help nurture relationships, which can in turn help generate referrals, increase customer loyalty, and boost revenue. If your business is looking to generate leads and increase your mass email database, the Good Vibe Squad offers a great way to attract and amplify your lead generation and boost business. Check out our Unfair Advantage System program today to learn more.

Mass Email Marketing for Mortgage Business was originally published to: Good Vibe Squad

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How Mortgage Automation Can Improve Loan Processes

In our highly digital world, customers for every industry expect information at their fingertips, and the mortgage industry is no different. For this reason, it is essential for mortgage lenders to cater to these tech-savvy clients, and mortgage automation software is the answer. Mortgage automation uses automation software to automate many different mortgage marketing processes and procedures, allowing mortgage agents to focus on direct customer service, analytics, and closing deals. But what is marketing automation and how can it help your business grow and succeed?

What is marketing automation?

Marketing automation is the process of using technology to automate many different areas of the mortgage marketing process. This can include communications between your business and prospective customers as well as with current and past customers. By connecting with customer information within your customer relationship management (CRM) platform, these communications can include personalization and be triggered by specific events throughout the marketing process. These communications can include emails, phone calls, text messages, and social media posts and interactions.

How does marketing automation work?

In order for marketing automation to work, you must have a good understanding of the messages you want to send to your prospects or clients for each step of the marketing process. Once you understand this and create your unique messages, automation can begin. When a client reaches a specific step, it triggers an action. This can be an email marketing campaign, a trigger to a loan agent to place a follow-up call, or some other action you set within the automation.

10 benefits of mortgage automation

Leveraging mortgage automation tools allow mortgage lenders to expedite many steps within the lending process without sacrificing quality service. In fact, taking advantage of automation allows you to focus more directly on your customer service and your customers. Here are some of the many benefits mortgage automation offers.

Enhanced productivity

Let’s be honest. There are not enough hours in the day for more mortgage lenders to accomplish everything they need to by hand and still have time to focus directly on their clients. Automating certain areas of the mortgage loan process can help lenders recover some time lost during the day to manual work and give them the extra hours they need to be successful.

Improved accuracy

Human error happens and it is not uncommon for errors to happen during the loan process. Automated processes, on the other hand, help to eliminate these human errors or oversights when they are programmed with the established rules and parameters in mind.

Comprehensive view

With a simple click of a button, you can prepare a comprehensive view of all the documents that have been received, verified, or potentially flagged for a necessary follow-up without having to track down missing documents. Everything stays in a central location helping to streamline the entire process.

Improved customer experience

Processing documents during the loan origination process and closing can take weeks to months for loan agents to process. Mortgage automation can speed up this process, allowing documents to be processed 24/7 without the need for direct processing by the lender. This helps to eliminate human error and make closing much easier and more streamlined for your customers.

Streamline your day-to-day workflow

Without automation, the daily workflow of a mortgage loan agent is not clearly defined or established and can become a whirlwind of data entry, documentation collection, email notifications, email creation, and tasking assignments. BY adding automation to the majority, if not all, of these processes, you create a smoother daily workflow that is more efficient for all loan agents and employees within your organization.

Make audits easier

When you automate your documentation and loan processes, you and your employees can easily and quickly respond to potential risks, easily mitigate them, and implement necessary changes that stay within compliance guidelines.

Enhanced scalability

As demand increases, training new staff to understand data analysis, document stacking, data extraction, and more takes an incredible amount of training and time that your business may not have. Automation reduces these training demands, as well as the risk for potential human errors and mistakes that can impact your business’s success. This automation also reduces the overhead costs associated with this necessary training.

Predictable revenue

With a mortgage automation system in control, a lender can easily predict their revenue streams. The automation system can help determine the likelihood of a lead closing and allow the lender to estimate when the process will mature and predict future loan income.

Improved regulatory compliance

All mortgage lenders must comply with state and federal regulations in all aspects of the lending process. Within an automated process, loan applications and documents can automatically be assessed for compliance, helping to reduce the risk of human error and improve borrower communication and transparency.

Improved fraud detection

Mortgage fraud is a steadily rising problem that mortgage lenders face. With the help of mortgage automation, lenders can leverage Loss Origination Systems (LOS) and the predictive analytics it offers to help determine risks associated with specific loans and buyers.

Best practices for mortgage automation

When you decide to add mortgage automation to your business, there are a few things to keep in mind in order for the process to be successful.

Know your audience

First and foremost, you must understand your audience and use your automation to meet their needs in their current situation. As you consider the different steps, think about what your specific audience would do at each step and cater your automation response to those likely scenarios.

Test and update

No mortgage automation program works perfectly at first. The best way to ensure you are developing a successful automation strategy is to test your results and make changes as needed. For example, if you are finding a specific email message that is not receiving the outcomes you expected, consider changing that component and see how your results change.

Let mortgage automation boost your business

Adding mortgage automation can take your business to the next level, all while giving you the opportunity to focus on more direct contact with your clients. Here at the Good Vibe Squad, we understand your desire to grow your business with automation and we are here to help. To learn more about the programs we offer, check out our Unfair Advantage program today and let us help you boost your business.

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Loan & Mortgage Flyers: Why Printed Materials Are Still Effective

When you think of mortgage marketing materials and your marketing campaign, chances are your focus turns to digital marketing solutions, such as social media and email marketing campaigns. However, focusing solely on a digital platform may leave you missing out on the great potential that loan officer flyers and mortgage direct mailers can offer your business. By creating unique and memorable flyers, you can make your company stand out and ultimately increase your business revenue.

Printed mortgage marketing materials

With everyone on their phones or computers, you may think that digital marketing, including social media and email campaigns, are where your focus should be. While these marketing efforts are effective, don’t dismiss the old school flyers and direct mailers. The truth is, they can often be more effective. In fact, the Association of National Advertisers reports that direct mail has an 8% higher response rate than email marketing campaigns do. And when combined with a digital marketing campaign, businesses see an increase in response by over 118% when compared with direct mail marketing only.

Mortgage flyers

Marketing mortgage services and products can often be a challenge. When creating mortgage flyers, you want to educate potential clients and not bore them or come across as pushy.

With mortgage flyers, there are two main types: open house flyers and educational flyers. Here we take a closer look at each type of flyer and how they can help generate business.

Open house flyers

Open house flyers are not only a great way to market your services to clients but also an effective way to strengthen relationships with real estate referral partners. Effective open house flyers include all the information for the home listing (photos and description), your contact information, the realtor’s contact information, and a loan program comparison or rate sheet.

Educational flyers

When creating educational flyers, you want to create a flyer that potential clients will find useful when it comes to purchasing a home. Consider including information that helps people understand how mortgage lending and rates work, offer examples of mortgage loan scenarios, and explain some of the most common terms used in the mortgage industry.

Tips for effective mortgage marketing flyers

Once you decide to include mortgage marketing flyers, how do you create a successful and effective flyer that will catch the attention of potential clients? Here are some keep points to consider.

Keep it simple

While current graphic design capabilities offer a world of design opportunities, the fact is, simple is better. Too much information or images can cause the flyer to become cluttered and confusing. Include the necessary information needed in your flyer and, if they need more information, be sure to include a call to action that tells them to contact you for more information.

Create strong headlines

When creating your flyer, you must include a strong headline that piques the interest of your recipient. This also includes an equally strong sub-headline. For example, when creating an open house flyer, something like “Unique Home Just Hitting the Market. Features a large backyard perfect for entertaining.”

Include quality photos

A picture is worth a thousand words and when it comes to mortgage marketing and open house flyers, quality photos are essential. If photography is not your thing, consider hiring a photographer that can offer high-quality, professional photos that will really stand out and draw the attention of your recipients.

Don’t forget your contact information

Always, always, always. Be sure to include your contact information. You would be surprised at how many businesses create amazing marketing flyers only to realize they have left no way for people to contact their business. Include your company name and contact information (phone, address, website, and social media) on every piece of marketing you create.

Include a Call to Action

While including your contact information is essential, you should also provide a reason for them to use that contact information. This can be something as simple as “Call today to schedule a free mortgage evaluation.” In addition, adding a call to action that connects your digital marketing can increase your response rate. For example, ask them to visit your website for more information or to sign up for a free seminar or newsletter.

Best marketing practices

Once you create your marketing flyers, how do you use them to your advantage? How do you know that your marketing campaign is working and worth the investment?

Segment your audience

Before you distribute any marketing flyers, you want to segment your audience, so you know that you are targeting the right audience with each piece of marketing material. For example, divide your database by categories such as prospects, previous clients, and referral partners. This way you can create and send marketing flyers that are directed to the needs of these specific groups.

Track your campaign

As with any marketing campaign, you want the ability to track and see what is working and what isn’t.

Mortgage marketing flyers are no different. When creating your marketing flyers, consider adding one of these trackable methods:

• Trackable phone number: Consider adding a business phone number that is specifically reserved for your mortgage marketing flyers. This allows you to see how many calls are coming in from this marketing option.
• Trackable URL:  Within your website, you can create a referral URL that directs the recipient to your webpage but allows for simple tracking and allows you to see just how effective your marketing flyers are at directing traffic to your site.
• QR codes: Given many of your recipients have smartphones, adding one to your marketing flyers is a great way to connect this marketing method with your online marketing campaigns. Make sure you create a trackable code that redirects the recipients to a lead-converting landing page.

Printed marketing materials can help boost your mortgage business

While digital marketing may be at the forefront, printed marketing material can still be a great addition to your lead generation program and help to boost your business. If you are looking for additional lead generation ideas, contact Good Vibe Squad and we got you covered. Check out our Unfair Advantage and Fastrack systems to see how they can help you achieve your lead generation goals.

Loan & Mortgage Flyers: Why Printed Materials Are Still Effective is available on: goodvibesquad.com

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