Increase Your Online Leads by Leveraging Mortgage Broker Email Lists
Every day, people are bombarded with messages from a variety of online sources. How do you stand out from the crowd? Use the contact information you have in your email lists to target specific audiences online. Get your message in front of the people who need it most.
Use direct email marketing
Email marketing is not dead; it is still very effective if used responsibly. There are several email marketing services that allow you to upload your contact lists, send out emails and review the stats on actions such as open rates and forwards. These services help you manage your contact lists and allow others to subscribe to your email list.
There are dozens of free services out there to help you manage your email campaigns. Find one that works for you by searching online for email marketing solutions.
Make every email count by sending it to the clients who can take advantage of the information or offer you are sharing. Avoid automatically sending your new promotion to every contact on your list. Do this too many times and it’s a sure-fire way to get people to ignore your emails, or worse, unsubscribe.
Your direct marketing email must also comply with Canada’s Anti-Spam Legislation, discussed below.
Segment your clients
As a mortgage broker, you deal with a wide variety of clients, each with different mortgage needs. You have families, single people, businesses, and rental property owners, to name a few. Some people are looking to expand, and others will be looking to downsize. If you know your client base well, you can assign attributes to each client.
For example, the type of income could be an attribute–self-employed, small business owner, or rental property owner. You would target each of these groups with a different type of mortgage solution. Segmenting will help you decide which messages you should target to which people.
Review your lists regularly and update them each time you interact with a client. Is a young family expecting another child? Is one of your long-standing clients getting ready to retire? Has someone’s contact information changed? The effort you put in here will make your clients feel your care about their interests and encourage them to use your services again or refer friends and family.
Use social media to your advantage
Social media is where it’s at when it comes to interacting online. Everyone can access it, whether they sit at their desk with a computer, browse on their tablet, or pass the time looking at their phone.
Social media platforms now have capabilities to target very specific segments of the population in addition to reaching people on your contact lists. For example, LinkedIn, Facebook, Pinterest, and Twitter all allow you to send information to your target audience. There is generally no cost to upload your contact lists; however, there may be a small cost if you use ads to reach your target audience.
- LinkedIn allows you to decide what attributes you want to target to create the ideal persona to receive your message. For example, you may want to market your services to real estate professionals in your area.
- Facebook ads let you upload your client email and phone numbers so that your ads are targeted directly to the people interested in your services. Design your ads in a way that encourages people to interact with or share them, so you get more exposure. For example, using real photos that your clients are able to relate to with a clear call to action on what you want them to take action on.
- Pinterest also lets you upload your client contact information to target your ads. In addition, you can target based on interests or specific keywords. Make your information engaging so that it gets pinned and shared. For example, creating an ad that highlights home renovations to help your clients think about calling you for refinancing to do home renovations.
- Twitter allows you to reach people if they have engaged with your content or website. You also have the option of uploading your client contact information to reach your audience. Again, engaging content will help spread the word about your business and get you followed on this platform. For example, make sure your client sees your message aside from the email they recieve by also using Twitter to engage with them.
You can take advantage of these platforms with a relatively low cost if you are willing to put in the time to manage them.
Canada’s Anti-Spam Legislation (CASL)
Mortgage brokers, as businesses, must comply with CASL, which requires businesses and organizations to get a person’s consent before sending them commercial electronic messages. It’s your responsibility to ensure you understand all your responsibilities under this legislation, but here are some highlights:
- You can send unsolicited emails to people if you have express or implied consent to do so. Generally, this means they have opted in to receive communication from you or you have an existing business relationship with them. Ensure you have the consent documented in some way.
- Any electronic messages must contain your complete contact information, including name; address; and phone number, email or website address.
- You must include a way for people to unsubscribe from your list or stop receiving your communications.
Once you have successfully used your email list to increase your online leads, come to Bridgewater Bank for your alternative lending needs. Our expert BDMs and award winning underwriters have solutions for your client, give us a call! .