Post-Close Marketing Begins When the Closing Ends
Post-close marketing is one of the best investments a lending professional can make. A recent study showed that 70% of borrowers give nothing but positive feedback to their lenders. However, only 18% of borrowers return to their original lender.
It’s an epidemic, but it doesn’t mean that excellent customer service is pointless. Instead, it means that the communication between the borrower and the loan officer doesn’t end when the loan closes, and we have the numbers to prove it.
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Did you know that gaining new customers can cost up to 5x more than earning repeat business? As simple as it is, investing in a strong post-close marketing strategy can pay dividends down the line.
The rule of any business is that you have to spend money to make money, with the goal being to get the best return on investment possible. To see this return, loan officers and mortgage brokers must invest in themselves and their personal brand. Understanding how to allocate profits back into their business/brand to increase sales and retain customers is the mark of a great mortgage marketing professional.
According to the U.S. Small Business Administration, “As a general rule, small businesses with revenues less than $5 million should allocate 7-8 percent of their revenues to marketing.” Not only do independent LO’s need to invest in themselves, but they also need to control expenses, keep up with training, strategize and plan for how they want their business to look like in 5, 10, 20 years, increase revenue, etc. These are all crucial areas for sustained success for individuals in the mortgage industry.
Successful Loan Officers Send Direct Mail
According to Marketing Profs, 75% of people who receive direct mail can recall the brand, versus a 44% recall after seeing a digital ad. To become a successful loan officer, you must invest in high-quality postcards that deliver a personalized message while putting your face and branding front and center. It’s the difference between a generic postcard that’ll get thrown away and a meaningful postcard that hangs on the fridge for several weeks, thus earning you better chances of repeat and referral business.
Some best practices successful loan officers always live by when sending direct mail are:
- Birthday cards
- Loan anniversary cards
- Thank you cards
- Annual review notifications
- Refi opportunities
- Add a QR code to a branded landing page with a lead generation form
- Add your branding
- Company logo
- Company colors
- Contact information
- Customer testimonials
Please don’t make it too flashy, and don’t add too many words to the postcard. Use light colors, compelling imagery, and don’t make any typos. Most importantly, successful loan officers stay compliant in all communications.
Invest in the Perfect Closing Gift
Closing gifts are so commonplace that borrowers expect their loan officer to send them a tasteful present with a thank you note. It is also how successful loan officers remain competitive. When you invest in a closing gift program that sends the most impactful gifts at record speeds, future employees will have difficulty passing up a job offer.
Successful loan officers invest in mortgage-centered companies to deliver timely and effective closing gifts. Recently, we added the Surefire Retention Center, which allows loan officers to curate a custom gift-giving experience using birthday cards, ink stampers, cutting boards, and more for clients online. We’ve made it easy for loan officers to build rules-based, automated campaigns using your existing database of contacts. There is no vendor more trustworthy than one that knows the ins and outs of the mortgage industry and produces all gifts and cards in-house. Plus, you can choose between subscription or a la carte options.
Sure, there are plenty of third-party gift programs available, but all require time and effort to identify target gift recipients. With your audience already in Surefire, you can send the right gift to the right customer at the right time. Just set it once, and you’ll be nurturing post-close relationships in your sleep, just as all successful loan officers are doing these days.
The best part about the Surefire Retention Center? You will receive hands-on assistance from our designated concierges because we want you to spend more time closing loans and less time worrying about workflows and campaigns.
A recent Kent State University graduate, Dane double majored in finance and economics. Dane works with Surefire customers to find the best client retention strategy for every individual. He brings a consultative approach to maximize customer ROI and build clients for life. Dane enjoys spending time with his friends and family, fishing, athletics, and traveling.
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