As a lender, visualize a mortgage market where you can spend less time launching marketing campaigns and more time actually engaged with your prospective borrower. Through their interactions with your website, email campaigns and mailings, potential borrowers are telling you what they are looking for and when they need it, but are you paying attention?
With so much talk about the digital mortgage experience, borrowers’ expectations regarding personalization and the type of brand experience that you are delivering have significantly changed. This is where personalization through data analytics and advanced marketing automation come into play.
So let’s discuss how personalization helps you stand out in a highly competitive mortgage market and deliver on the type of brand experience borrowers are looking for. In a competitive mortgage market borrowers are getting bombarded with messages and offers.
Personalization is about delivering relevant and timely content to the potential borrower at the exact stage of the buying journey that they are currently in. Lenders that can deliver personalized emails increase both transaction and revenue rates by more than 5X. They also experience higher open rates and click-through rates.
That’s where advanced mortgage specific marketing automation comes into play. Mortgage specific marketing automation helps manage the potential borrower data and the specific interaction that they have had to trigger relevant marketing content on their buying journey.
The right mortgage specific marketing automation combines print and digital marketing automation that allows lenders to progressively reach potential borrowers with personalized messages and effectively drive new business and retain current borrowers. This automation also offers on-demand marketing with thousands of individual multi-media pieces to choose from.
So what are some of the ways that you can personalize your email and print marketing pieces for the greatest ROI? Here are 20 ways from Amy Saunders, who is a content creator at Infusionsoft:
“20 Ways to Personalize Automated Emails
An automated email can be sent to hundreds or thousands of contacts, but it doesn’t have to feel that way. Use these tips for sending automated emails that read like personal correspondence between you and your customer.
Add a personal touch
>> Send occasional non-branded, plain-text emails from you, not the company
>> Write as if you’re talking to a single customer
>> Use a subject line you’d send to a friend
>> Include a headshot in your signature
>> Change “click unsubscribe” to “let me know if you don’t want to hear from me anymore”
>> Mix up marketing messages with funny videos, personal photos, and holiday greetings
Make magic with merge fields
>> Call contacts by name, i.e. “Hi, [First Name]!”
>> Name-drop other contacts, like the customer’s spouse or child
>> Show you know who’s who, i.e. “Knowing you’re the [Job Title], I thought you might be the best
>> Person to talk to at [Company Name]”
>> Reference the current day, i.e. “Have a great [Day of the Week]!”
>> Make old content new, i.e. “The [Month] [Year] Newsletter”
>> Talk up a contact’s town, i.e. “How’s the weather in [City] today?”
>> Reminisce about the first time you met by referencing an event or meeting place
Write at the right time
>> Respond quickly—but not too quickly—by putting an automatic reply on a delay timer
>> Win at phone tag by using an automated email to follow up on a missed call
>> Check in on a downloaded resource with a personal message
>> Wish every customer a happy birthday (or anniversary or holiday)
Send them what they want
>> Use segmentation for personalization by tagging customers based on their interests and behavior
>> Personalize the next offer with automation
>> Ask what they want through a web form”
If you want to gain the attention of today’s borrower, you must be able to deliver personalized, relevant and timely content to the potential borrower at each stage of the buying journey through mortgage specific marketing automation.
About The Author
Brandon Perry is President at The Turning Point. Brandon oversees all operational and administrative activities of TTP. Brandon brings over 16 years of experience in various financial services industries to TTP which enhances the Company’s ability to maintain it’s position as industry leader in providing customers with an advanced marketing solution.