Just imagine. You’re a borrower, and you’re busy (as usual) and your loan officer reaches out to you with a quick update. Would you rather take several minutes for a full phone conversation, one minute to listen to a voicemail, or a few seconds to read a text?
For many borrowers, especially those in younger generations, a quick text is by far the preferred method of communication.
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Text message marketing, or SMS marketing, is a vital part of communication for today’s mortgage brokers and loan officers. SMS and text message marketing can either augment or replace ever-popular email marketing campaigns.
A solid mortgage tech stack will enable loan officers to automate text message marketing. But it’s important that automated messages follow a few ground rules:
- Even automated messages should sound personal
- Messages should identify the sender, provide licensing information and offer opt-out language at regular intervals if not within each individual message (as required by compliance)
- Messages should be delivered within acceptable timeframes and follow guidelines outlined in the Telephone Consumer Protection Act (TCPA)
The information provided herein is for general informational purposes only, and does not, nor is it intended to, constitute legal advice.
Here are seven mortgage loan officer text templates to incorporate into your mortgage marketing today:
If you’re establishing a new relationship, it’s important to introduce yourself. The same is true if you’re introducing a different number you use for texting, as may be required for SMS messages sent through a mortgage CRM system.
Here’s a mortgage loan officer text template that can be sent early in the relationship with a prospective borrower:
Hi [Prospect Name]! This is [Your Name] with [Your Company Name]. Please do me a favor and save this number in your phone. I’ve set it up especially for business texts so I don’t miss any. Thanks, and I’m looking forward to working with you!
Fast responders can be more likely to win deals. Using your mortgage CRM to set up automated SMS responses when you get a lead can be a great way to outsmart your competition. Set up relevant, conversational responses for each mortgage marketing campaign so your recipients feel like they’re talking to you and not a robot. Buy yourself and your team a little time to place a call or take the next step.
Hi [Prospect Name]! This is [Your Name] with [Company Name]. I just saw you’re interested in a purchase loan. I can’t chat right now, but I’ll follow up soon. Here’s a link to an online application if you want to get started now. Text me back if you have questions, and I’ll reply as soon as I can. Let’s do this!
Check-In During Longer Campaign
SMS messages can be a great way to make sure your prospects are on track when they’re receiving a series of automated emails as part of a longer workflow. About half-way through any workflow is a good time to check in, or more frequently for longer campaigns. For example, for a year-long credit builder workflow, you can automate a conversational text every three months or so.
Hi [Prospect Name]. I hope you are doing well. Is there anything I can do to help you today? [Your Name], [Company Name]
Loan Application Nudge
With the right mortgage technology stack, you can monitor progress on your prospects’ loan applications and automate SMS messages to keep them on track or offer to help if they’re stuck. You don’t want to sound like you’re standing over their shoulder watching everything they do though, so keep it somewhat vague and conversational.
Hi [Prospect Name]! I received notice that you’ve started a loan application. Congratulations! Please let me know if I can assist along the way. [Your Name], [Company Name]
Mortgage brokers often send email updates to borrowers as their applications progress through the review and approval process. When they use a mortgage tech stack that integrates a CRM system with their LOS, the entire process can be automated.
Automated mortgage SMS marketing, instead of email marketing, can make the updates more convenient for borrowers – and more likely to be seen quickly. Offering details of next steps in a video keeps the text messages brief but still informative.
Great news, [Borrower Name]! Your loan application is now in the underwriting stage. Check the video to see what that means and what you can expect next. (video link)
Post-Close Follow Up
There’s nothing more natural than a quick “congratulations” and “thank you” text message sent just after a closing. Follow up a few days later with a customer survey. Use your mortgage tech stack to make the interface both intuitive for the borrower and informative for you.
Hi again, [Borrower Name]. Now that we’re a few days past closing, would you do me a favor and complete a four-question survey at this link? Thanks for allowing me to help with your home loan. I’m ready to help with any future needs, too.
It’s surprising how far a birthday text will go. For this one, which may come when you haven’t been in regular conversation about a deal, it’s important to identify yourself. Keep it simple and natural. Even if it’s automated through your mortgage CRM, you still want the person to think you sent it at that moment.
Hi [Recipient Name]. This is [Your Name] from [Your Company]. Just wanted to reach out and say happy birthday! Hope you enjoy your day.
Are you ready to see how text messaging can transform your mortgage marketing? Schedule a Surefire CRM demo today!
As content manager at Top of Mind Networks, Renita develops award-winning marketing materials and strategies for mortgage companies. Throughout her career, Renita has managed public relations and produced both printed and online content for clients in the home building, affordable housing, real estate, mortgage lending, financial planning, and environmental industries. As a ghostwriter, she has contributed to two books on social media marketing. Her work has also been published in numerous print and online trade publications for industries she supports.
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