Email marketing remains one of the most effective ways for mortgage brokers to nurture leads, serve clients, and grow their businesses. With the right email strategy, mortgage brokers can increase loan volume by keeping in touch with past clients and leads while also attracting new ones.
This article provides 13 tips brokers can use to create highly targeted emails that build relationships, encourage referrals, and promote growth. Read on to learn simple yet powerful email best practices focused on the needs of mortgage industry professionals.
Significance of Email Marketing for Mortgage Brokers
Email marketing is vital for mortgage brokers looking to boost conversions and build lasting client relationships. Studies show that email generates up to 42 times the ROI compared to other marketing channels.
Beyond increased sales, effective email campaigns allow brokers to keep clients updated on new products, programs, and rate changes while maintaining a top-of-mind presence between loans.
This level of ongoing communication makes clients more likely to return to the broker directly for their next loan or make referrals to friends and family. Given the huge growth potential at stake, dedicating time to hone email marketing strategies is one of the smartest investments a mortgage broker can make.
It’s also a good idea to consider email marketing platforms as they can increase the effectiveness of your email marketing campaigns.
1. Collect Emails from Website Visitors
One of the easiest ways for mortgage brokers to build their email list is to collect emails directly from their website visitors. Yet many brokers miss out on this simple tactic.
To capture more emails from site traffic, brokers should make their email sign-up forms highly visible throughout their site. The most effective placement is near the top right corner of every page, so visitors see it immediately as they scan the content. Using contrasting colors for the form background makes it stand out more to catch visitors’ attention.
Brokers should also incentivize visitors to sign up by offering a compelling freebie in exchange for their email address. Popular options are free reports, such as the “Top 10 Mortgage Tips Homebuyers Need to Know” or “How to Get Pre-Approved in 5 Easy Steps.”
Setting the giveaway expectation upfront gives visitors more reason to take that first action of handing over their email, accelerating list growth. Then brokers can nurture those new subscribers through helpful email content that naturally leads to loan inquiries.
2. Send a Welcome Email Series to Build Rapport
Making new email subscribers feel valued right away is crucial for building rapport and earning business long-term. Mortgage brokers should welcome all new list members with a special email series that introduces their services in a helpful, non-sales way.
The welcome series might include three emails sent over the new subscriber’s first week. The first email simply says thanks for signing up along with a brief overview of the brokerage and its loan programs.
The second email could outline the step-by-step process of getting pre-approved. The third email might point them to useful mortgage calculators with a reminder that the broker is there to help answer any questions.
This friendly introduction allows brokers a chance to demonstrate their mortgage expertise and familiarize leads with their brand. The lead nurturing continues the relationship-building that makes clients more apt to think of the broker first when ready to explore financing. A structured welcome series takes little effort but pays off exponentially in warmer, high-quality leads.
3. Segment Clients by Loan Type and Stage
Mortgage brokers communicate with clients across the entire loan lifecycle, from pre-approval to refinancing years later. Sending one-size-fits-all emails fails to nurture these diverse relationships properly. Instead, brokers should segment their email lists by loan type, life stage, and timeline stage.
For example, first-time homebuyers have different questions and motivations than those seeking investment property loans or refinancing for better rates. Divide these groups into separate lists to customize email content accordingly. Recent pre-approved leads deserve targeted mortgage tips while existing long-term clients prefer market change updates.
Proper list segmentation allows brokers to cater their message and tone precisely to where recipients are in their buyer journey. This level of personalization boosts open and click-through rates dramatically compared to generic email blasts. The higher engagement leads subscribers closer to conversion.
Setting up targeted segments just once saves hassle by enabling automatic sends tailored for each group moving forward. The time invested pays off exponentially in more relevant subscriber conversations.
4. Send Market Update Emails with Interest Rate Alerts
With interest rates constantly fluctuating, mortgage brokers who keep clients updated on market changes provide value that builds loyalty and repeat business. Dedicate a regular email series solely to delivering the latest rate information and trends.
For example, send a monthly market update email with any rate changes, projections, and explanations behind the shifts. Include forward-looking insights that position the broker as an industry expert, not just a salesperson. Give clear calls to action for readers to schedule a consultation to explore options if rates dip lower.
In addition to the monthly updates, create an ongoing “rate alert” email that goes out whenever there is a notable shift up or down. These timely alerts allow brokers to be the first to inform clients of dips they may want to capitalize on before rates rise again. The value-driven outreach keeps the broker top of mind while also delivering news clients truly care about.
Combining regularly scheduled overviews with ad hoc alerts gives clients a reason to keep opening mortgage-themed emails as a trusted news source. The habit-forming interaction moves the subscriber relationship forward.
5. Share Home Buying and Selling Tip Emails
While interest rates and loan programs understandably dominate most mortgage email content, brokers should mix up their messaging by sharing seasonal home buying and selling tips as well. This valued advice cements the broker’s position as a knowledgeable real estate resource beyond financing.
For example, in the spring market rush, send email tips for preparing homes to show well, pricing for maximum appeal in the current market, and negotiating offers. Tailor summer emails around smart staging on a budget, while autumn emails review preparing a home for winter showings. Holiday tips could include gifting a home inspection to homebuyers as closing gifts.
Weaving in relevant home ownership and investment property advice alongside financing insights covers clients’ complete real estate journey. This big-picture support builds a trusted advisor relationship that keeps clients coming back year after year as needs evolve. The helpful information also naturally gives readers further incentive to share broker emails with family and friends active in the housing market.
Expanding email content beyond rates and loans alone differentiates mortgage brokers as broadly knowledgeable guides versus strictly sales-focused lenders.
6. Promote Mortgage Calculators and Resources
Email is the ideal medium for directing clients to helpful mortgage calculators and educational resources on a broker’s website. Promoting these self-service tools not only positions the broker as an authority but also nurtures new and existing lead relationships aligned to conversion timelines.
For example, recent website signups should receive emails pointing them to pre-approval calculators that allow playing with home price and down payment to estimate loan qualification. Similarly, calculators that compare 15 to 30-year mortgages demonstrate expertise around pivotal buyer decisions.
Deeper into the nurturing track when borrowers near final loan application, an email touting closing cost calculators ensures the broker provides actionable intelligence across the entire buyer journey.
Beyond calculators, promoting available eBooks, video explainers, blogs, and other educational mortgage content keeps website traffic flowing. This expands brand visibility while establishing brokers as an ongoing resource versus transaction-focused lenders. Driving self-service engagement leaves prospects warmer once they do opt to reach out directly to start their loan.
The small effort of featuring helpful tools in emails pays exponential dividends in superior client relationships and retention over time. Prospective borrowers think of solutions first when needs arise.
7. Utilize Drip Campaigns for Ongoing Value
The most effective mortgage email marketing extends beyond one-off blasts and isolated touches when rate changes allow. To provide ongoing value that nurtures relationships, brokers should invest in setting up automated drip campaign funnels based on topics and loan timelines.
For example, recent website visitors who signed up could receive a predefined series of 2-3 emails on getting pre-approved. This cadence warms them up with helpful guidance first before ever needing to discuss specific mortgage products.
For borrowers, further along, a refinancing-themed 4-5 email series covers everything from assessing break-even points to documenting income and assets needed to qualify.
Well-crafted drip campaigns guide subscribers through education to interest in action. They ultimately convert cold visitors into qualified, loyal clients through consistent value.
The hands-off functionality also multiplies brokers’ reach exponentially while freeing up time to serve warmer inbound inquiries one-on-one. Investing a few hours upfront in constructing an automated series delivers manifold dividends over months and years ahead.
8. Send Cart Abandonment Emails When Applications Stall
Even motivated borrowers sometimes lose momentum and neglect finishing loan applications with brokers. To rescue these stalled opportunities, leading mortgage marketers deploy cart abandonment email tactics similar to e-commerce sites.
The concept involves tagging partial applications to trigger automated email check-ins when borrowers disengage without formally withdrawing. Email copy gently nudges them to complete forms, upload documents, or schedule consultations. Each message includes quick click-through links to pick up where they left off effortlessly.
As with e-commerce, borrowers often just needed a friendly nudge to address lingering questions versus rejecting the broker outright. Proactively guiding them back on track toward conversion changes more dropped applications into funded loans.
Given the weeks or months spent nurturing prospects beforehand, losing near-complete applications represents wasted marketing investment without proper follow-up.
Automating cart abandonment catch-up emails at staggered intervals helps mortgage brokers recapture leads, drive faster closes, and improve ROI. The volume generated by hands-off sequencing quickly outweighs any added time constructing the flows upfront.
9. Offer Exclusive Rates and Perks for Loyalty Members
Savvy mortgage brokers build loyalty programs around providing exclusive perks and preferred rates to highly engaged email subscribers. This VIP access makes top clients feel valued for their repeat business while incentivizing subscriber retention.
Special gold and platinum tiers recognize long-tenured clients who have completed multiple loan types with the broker over the years. Benefits may include first access to early closing cost estimates on new construction, priority access to lock-in rates ahead of general email list members, or dedicated concierge service.
The tiered program fuels referral business as top clients share their VIP treatment with friends needing mortgages. The special rates and perks motivate existing loyalty members to return versus marketplace shopping for each new need.
The tiered approach still nurtures newer subscribers through helpful education while reserving extra TLC for proven brand devotees. This lifecycle viewpoint strengthens relationships across loan phases, not just during transactions. Avoiding subscriber churn saves tremendous repeat marketing costs in the long run.
10. Send Appreciation and Check-In Emails to Past Clients
Closing a loan marks the beginning rather than the end of broker-client relationships. To spur repeat sales and referrals, mortgage professionals should nurture past customers through ongoing value beyond transactions.
For example, closed loan check-in emails on the 1, 3, and 6-month anniversaries ask how they’re settling into their new home while offering any assistance. On the 1st anniversary, an appreciation email thanks clients for their business with a recommendation to evaluate rate change savings if they haven’t already.
Life stage emails also nurture long-dormant clients whose needs evolve, like recent college grads now seeking first-time homebuyer guidance. This proactive, helpful content keeps the broker top-of-mind when financial needs change.
The cost of acquiring new mortgage customers makes retaining and maximizing the lifetime value of closed accounts imperative for growth.
Small gestures like progress check-ins and appreciated emails take little effort but foster the familiarity and trust that earns repeat interactions. Consistent nurturing demonstrates the broker’s commitment as a partner beyond transactions.
11. Spotlight Mortgage Relief Programs in Community Emails
Email subscriptions and communities shouldn’t focus exclusively on driving sales. Savvy mortgage brokers also utilize email to demonstrate corporate social responsibility and community giving back.
For example, spotlights on assistance programs for teachers and first responders strengthen brand affinity with niche buyer groups. Partnerships with disability housing nonprofits similarly support underserved groups while showcasing the broker’s compassionate work beyond profit.
Promoting relief opportunities also builds goodwill, like during COVID deferrals or natural disasters suspending payments for those affected. These emails communicate the broker’s involvement supporting subscribers when needed most.
While promotional content connects with recipients transactionally, outreach highlighting humanitarian initiatives drives more emotional relationships. Subscribers gain an appreciation for brokers as active corporate citizens working for the social good, not just another financial vendor.
This moral branding ultimately earns loyalty that pays sales dividends for years due to superior community sentiment.
12. Provide Email Subscription Options for Customized Content
Not all mortgage email subscribers desire the same content at the same cadence. The most effective brokers accommodate preferences through customizable subscriptions during sign-up and within ongoing preference centers.
For example, site visitors can select their role (homebuyer, refinancer, real estate investor, etc), location, and topics like rate alerts or home prep tips to dictate applicable emails. Existing subscribers access preference centers to add or remove categories based on evolving needs over time.
Segmenting out generalized finance content allows brokers to deliver more tailored messaging to borrowers versus investors or real estate agents. Local market trends resonate more meaningfully with readers in that area as well. And allowing readers to dictate frequency prevents message fatigue.
While generalized email saves administrative hassle upfront, customized subscriptions keep open and engagement rates higher over time. Readers tune out generic “batch and blast” notes not match their precise interests. The extra subscriber control pays dividends in more qualified leads seeking the broker’s specialized expertise best aligned to current objectives.
13. Continually Measure Email Metrics and Optimization Opportunities
The most successful mortgage email marketers continually track campaign performance and listener engagement to identify ongoing optimization opportunities. Key metrics to monitor weekly include open rates, clickthrough rates, copy performance, and unsubscribe volume.
For example, low open rates may indicate subject line improvement needs or list re-engagement efforts. Declining clickthrough rates suggest copy-tightening or stronger call-to-action language. Reviewing email client and device data shows where mobile responsiveness could be boosting engagement.
Beyond core metrics, savvy brokers connect email analytics to CRM records showing online to offline conversion rates. For example, tracking site traffic influenced by recent drip campaigns helps properly attribute what email content is ultimately driving funded loans. This complete intelligence oversees email’s true ROI.
Ongoing optimization is crucial even for established programs. List fatigue builds over time across all industries. Introducing fresh segments and new lead magnets counters subscriber drop-off. Continual testing also uncovers surprising opportunities, like viral quizzes and calculator content not previously considered.
Email marketing remains a high-yielding essential strategy for mortgage brokers to nurture prospects, serve existing clients, and continually grow their business.
Following the tips above allows brokers large and small to maximize results by sending effective and compliant emails aligned to building client relationships across the entire borrower journey. With so much repeat and referral revenue at stake, dedicating time to refine email marketing techniques generates unmatched ROI for any brokerage.