Email marketing for mortgage brokers is similar to standard drip and education campaigns used in typical digital marketing campaigns. Automation is absolutely key with workflows creating efficiencies that enable the loan officer to have more time to work the high volume of work related to in-process loans and therefore close a higher loan volume.
A prospective mortgage lead or current mortgage customer needs to be nurtured and educated to convince them that the loan officer or mortgage broker is the best choice for them. Email marketing offers mortgage loan originators an easy, automated channel, to educate and build trust.
To make this possible, mortgage CRM systems like Surefire from Top of Mind Networks provide mortgage email marketing templates and preconfigured automated workflows that draw on extensive mortgage email marketing experience. These marketing templates let the loan officer engage with their borrowers without the need for reinventing key messages or experimenting to find what works best.
A marketing workflow is a series of operations or steps set during the development of a marketing campaign or project.
The rules and requirements established in this workflow dictate the potential emails a lead will receive based on their information or actions.
Best practices for mortgage email marketing go well beyond the emails themselves, with modern mortgage CRM systems providing multimedia and multi-channel engagement. For example, instead of delivering flat mortgage newsletters for marketing, the best mortgage CRM systems offer the loan officer choices, such as video-based or animated market and local reviews for periodic content delivery.
Holistic marketing considers a business and all of the departments that make up that business to be part of one single entity. To grow that business, holistic marketing seeks to focus each department of the company towards one objective.
An email marketing mortgage campaign may actually just be a small part of the total outreach for a loan officer. Delivering outreach with an expert blend of email, phone, SMS, print, and social content is actually the best and most effective way to engage the widest range of prospects and clients. This can be very time consuming and complex without the right mortgage CRM solution.
Surefire CRM removes the marketing automation paralysis loan officers often feel by delivering done for you marketing workflows. Award-winning creative content is constantly refreshed and automatically made available for originators. Key communication tools like an automated phone dialing system and automated and instantaneous text message response through workflows are offered to all Surefire CRM users.
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