Email Follow Up
Top of Mind Networks has been in the one-to-one marketing business since 2003 and didn't venture into Email Marketing until 2008. We waited this long because we didn't want to do email until we could do it the right way. The problem with most Email Marketing Solutions out there is that the content is canned and generic and offers no real benefit to the recipient. Eventually, your clients will get sick of getting useless emails and will begin marking you as SPAM.
We have taken a different approach to email. First and foremost all of our emails are sent from your email address and are Customized with your logo and photo. So it looks like you sent a One-To-One, personal email to your borrower. Secondly, we are not sending out news about the new mortgage legislation in the works in congress or grandma's meatloaf recipe or anything else that really does no good for a borrower to read. We have 4 standard email 'campaigns' that come as a part of our Surefire System:
Mortgage Checkup
Home Sales Report
Beyond the Media
Credit Report
Quarterly Mortgage Review
This Mortgage Checkup is also an email that goes to each borrower in your database once a quarter and uses a "stop light" grading system to analyze your borrower's current loan situation and shows them 3 comparable loans with today's rate. Based on current rates if you can save them money off their monthly payment then a green light is awarded. If they are likely in a good program and you may only be able to save them a few bucks then they get a yellow light. And if you cannot save them money then a red light is awarded. Green lights are an obvious call to action for you to make a sale, but red lights are equally as powerful because that says to the borrower that you did your job well and put them in the best loan program for them.
Quarterly Home Sales Report
This email goes to each borrower in your database once a quarter letting them know of the most recent 3 houses in their .5 square-mile radius to sell and how much they sold for. This just gives your client a quick snap-shot of how their market is doing.
Beyond the Media
Especially in today’s market, the Case-Shiller index can be a very one-sided index to illustrate how home values are changing in our country. It only takes into consideration purchase transactions and it is limited to the major metropolitan areas that saw the most growth during the housing boom (so logically they also experience the most bust as well). To help ease your clients’ tensions, we will send a different quarterly analysis to your database using the OFHEO housing index. This index takes into consideration every single mortgage transaction done including transactions outside of those major metro areas and refinance transactions as well. This paints a slightly prettier as well as more accurate picture of today’s housing market and positions you as the source your database turns to for advice and information on the subject rather than relying on the news.
Annual Credit Report Reminder
This email goes out each January and is a simple, friendly reminder for your borrowers to obtain a free copy of their credit report so they can monitor for anything suspicious or erroneous.
Utilize these emails as part of our Surefire System with our "24-Touch Follow-Up Program" to stay in touch with your database with 89 touches over 5 years! Please visit our email correspondence library to view other email campaigns we can send out on your behalf.
|
