Mortgage marketing newsletters are commonly used by loan officers to stay in touch with their prospects, clients and referral partners. Commercially available mortgage newsletter or lead generation services publish versions that range from no more serious than the latest meatloaf recipe to jargon-packed analyses of the mortgage-backed securities market.
Many will argue the benefits of using one email mortgage marketing approach over the other — and to each their own. However, the trick is striking the right balance if you want your mortgage newsletters to be read, and more importantly, to convert readers to applicants or business partners.
How to know what mortgage marketing newsletters to send?
The best way to determine what style, substance and medium you want to use is to think long and hard about who you are marketing to and for what reason. This may sound obvious as of course you want to email mortgage newsletters to prospects and referral partners so they will do business with you.
The hurdle to overcome, however, is that while people will fall into categories, they’re still all different.
These differences may be in their interests, their position relative to you, their seriousness, their tastes, or their preference to learn or be entertained.
Determining what messages to send or post to social media for such a potentially diverse group is more about segmentation and targeting than it is about picking a generic, middle-of-the-road approach.
But how do I send out mortgage marketing newsletters?
The tasks of segmenting and targeting your messages may be easier than you think. For starters, separate your contacts into email lists by audience. For instance, referral partners are usually industry professionals, and the content that will appeal to them is generally going to be industry-specific and helpful. You can help make their job easier by educating them on topics you, as a mortgage lender, know a lot about.
Consumers, on the other hand, may not care about mortgage industry news. They’re more likely to pay attention to articles about mortgages and the home buying process if they’re prospects or the value of their current property and how to get equity out of their home if they’re existing customers.
Even within these groups, there are more lead generation categories. Is your prospect list made up of past clients AND unknowns that you have adopted as a lead? Ideally, you’d want to “speak” to them differently. One has shown trust and, hopefully, you earned that. The other may not be there yet, so you still must prove yourself to them.
Does the answer to all this segmentation mean multiple email mortgage newsletters?
Ideally, yes., the more you target the who and provide them with what they need, the more you’ll get what YOU want in return. For example:
- Give real estate agents timely information they aren’t getting elsewhere and do it in a fashion that is easy and quick to digest. Topics they may appreciate include new or special loan pricing promotions, down payment assistance programs for local buyers, or homebuyer events or workshops coming up in the community.
- Give past clients information about their loan and their home that’s relative to them and the current market conditions. They may be open to learning about Home Equity Lines of Credit or second mortgages to take advantage of the equity they’ve built over the years.
- Give prospects the information they need to secure the best possible deal on their home and loan. Destroy the myths they probably came across surfing old info on the web. Give them straight facts vs. hyperbole. Teach them something they didn’t know that’s to their benefit vs. your own. As in the end, that’ll likely be to your benefit after all.
How to manage a diverse set of email mortgage messaging and recipients.
Let’s face it. You’re busy, or you need to be. And you don’t need to be busy producing mortgage newsletters every week and month. What you need is to be taking apps and closing loans. You need to let someone else whose mission is to produce great content for you to do their thing.
You also need an up-to-date system to manage all your contacts into proper distribution groups so you can share content that’ll be helpful to them, exactly when they need it.
A CRM system purpose-built for the mortgage industry already loaded with daily, weekly and any-time-you-need-it shareable content is just what’s needed. The good news is that it’s available from Surefire℠ CRM and Mortgage Marketing Engine right now.
After all, have you ever been referred to assist in the largest financial obligation of someone’s life because you shared a new meatloaf recipe?
Why not schedule a demo to see the Surefire system in action today?