“66% of those surveyed said they had made a purchase because of a marketing message received through email.”
– ExactTarget, “2008 Channel Preference Survey”
Every page on your mortgage website marketing should have an opt-in form where people can sign up to receive your emails. While text messages, Facebook and various other methods of contacting customers are important, email is still one of the most widely used technologies on the internet.
You can send various things via email:
• Upcoming promotions
• How-to information
• Anything else that would be relevant to your customers
You can send an email as often as you like, and you can do it on short notice. So if you have a special event coming up or some other special promotion that you want to remind your customers about, it’s just a matter of writing a quick email and sending it out to them a couple of days ahead of the event which you can use these
as a mortgage marketing tool to educate your customers about the products or services you offer, educate them about how to use those same products or services, or even just send monthly reminders that you are there to help if they need it or use it to send reminders of appointments or other due dates.
And perhaps best of all, email is a two-way communication tool so you can even use it to ask your customers for feedback. There are various ways to take advantage of this:
• Ask them what their biggest questions are about the products you sell, so you can tailor your advertising and other promotions to answer those questions.
• Ask them what products or services they want or need that you don’t currently offer.
• Get feedback and testimonials from them that you can use in future promotions
When you do this, you’re not going to get responses from every customer who receives your email but the responses you do get could help you make a lot more profit simply by providing the products or services that your customers are actually looking for. This is considerably more effective than the low-tech method still used by a lot of businesses – a notebook and pen because they can go directly into your email service’s database so you don’t have to manually enter that information yourself.
Another effective way to get people to sign up to receive your emails is on your mortgage broker website itself. Add a lead capture form (known as an “optin box”) to every page on your website so people can enter their name and email address no matter what page they might be looking at.
To increase the number of people who sign up to receive your emails, you can offer them some sort of incentive for doing so. This could be something like a free report or white paper that will help educate them about the products or services you offer, or it could be some sort of special offer or coupon that gets sent to them automatically after they sign up to receive your emails or you could do both to improve your conversions even further to promote all the reasons why a potential customer would want to deal with your business.
Explain why your company is their best choice, and what unique benefits you can offer. If you provide them with a report that helps them learn more about what you have to offer them, and then include a bit of a sales pitch at the end, it can generate a lot of new customers for your company.
You can also use what is known as an “exit popup” on your website in marketing your mortgage business that can make essentially the same offer as the optin forms on every other page of your website, but it has been proven that these popup windows are more effective at convincing visitors to sign up for your email list.
You can also use other advertising media to help promote it. If you send out flyers, include a brief call to action on each one letting people know they can sign up to receive special offers and other information by email by visiting your website.
Treat this email list as a valuable part of your business – because it is – and promote it anywhere and everywhere you can.