Email Marketing for Loan Officers – Get More Loans with These Tips

Though it can be a challenge, great email marketing for loan officers is essential to the creation of new loans. Some do it better than others but the reality is that it can be time-consuming, expensive and frustrating when it isn’t effective. What are the keys to making sure your email marketing is doing what you need it to do? By following a few simple guidelines, any loan officer can create a great email marketing campaign that generates repeat, referral, and even new business.

1. Ask Recipients To Confirm Email Addresses

This is a great idea for two reasons. The first is that you don’t want to spam people who have no interest in receiving your emails. By sending emails they don’t want, the risk of alienating your contacts is greater than the potential for them becoming customers. The second reason is that you gain a better understanding of your contacts by knowing who is actually interested in your messaging. That allows you to adjust your messaging, trim your contact list and be specific in the content of your emails.

2. Presentation Is Everything

As always, the appearance of the email is mainly what determines whether its read or immediately trashed. From the subject line, to the quality of the images to the organization and layout of the content, paying close attention to the appearance is critical to keeping your audience attentive. It just takes one bad email to keep someone from opening another one from you.

3. Include Relevant, Timely Information Your Readers Can Use

Your business is concerned with interest rates and getting clients the best possible loans out there. But not everyone is in the market to buy a new home or refinance their car, so why would they want to continually read about new interest rates? Instead, write content that is more industry adjacent. You’re an expert in loans, but your world is spent with real estate agents and auto dealers. That’s the content that you should be writing about. Things that help out your clients in their daily lives. Then, let them come back to you. The key to better email marketing is good content. Here’s a quick getting started guide to creating content for your emails.

4. Email A Diverse Audience

Most loan officers have their usual suspects to market: real estate agents, former clients, purchased email lists, friends and family. Try being more creative with who you are targeting. By including an atypical audience, you can extend your pipeline, grow your network and use your resources more intelligently. Reach out to financial planners, credit counselors, for sale by owners, and apartment complexes to grow your referral sources and make valuable professional connections that pay off down the road.

As a mortgage professional, it is easy to get bogged down in maintaining your marketing strategies without considering which are most effective at actually creating new loans. All of the time and energy spent is wasted when you aren’t seeing results. By following a few simple guidelines, you can provide valuable information, in a professional format, that establishes you as a trusted advisor to a broad range of contacts. And if you still find all of this to seem like more trouble than it’s worth, you can always look to OutboundEngine for professional services. We’ll do all the work for you so you don’t have to do it.