Summary
This article provides useful hacks for optimizing marketing automation in the mortgage industry. Learn how to use tools like email drip campaigns, lead scoring, and automated follow-ups to increase lead engagement and conversion rates. By the end, you’ll know how to refine your marketing automation process to achieve maximum results.
Marketing Automation is a vital part of every company that offers services to consumers or businesses and mortgage industry is no exception. Leads and clients constantly have to be nurtured and any delay in communication can lead to failed expectations and client loss to the competition. The goal here is to send the right message at the right time.
Here are the 5 hacks that you must use when building your automated marketing system:
1. Immediate Lead Response
If you don’t act quickly – somebody else will. Setting up lead response campaigns that instantly send “initial contact” emails is essential. You should stop reading this article and update your marketing campaigns right away if your campaigns are not setup this way.
To help you achieve this goal BNTouch CRM offers an effective and flexible campaign manager. It provides you with powerful tools to set up instant response campaigns.
2. Message Tailored to a Lead Source
Tailoring initial response and follow up messages to a Lead Source is a great way to stand out of the crowd. When you get a lead from your website, Zillow or any other lead source, you want to send source-specific message, showing potential borrowers your personal approach and differentiating them from others.
Many mortgage professionals are not paying enough attention to this detail and sending canned “thank you for contacting us” emails. Why not take advantage of the technology and pass up on the opportunity for a personal approach? This is a critical mistake that can cost you deals each month.
3. Constant Communication and Status Updates
Consistency is a key to success in transactional and marketing communication. Make sure to always keep your borrowers informed about every major (and minor) event before, during and after their transaction. Informed client is a happy client!
There are two distinctive approaches in creating your marketing campaigns: a) Notification campaigns that send an immediate response once certain milestone is reached. b) Drip-campaigns that continuously stay in touch with potential borrowers until they are ready to proceed with their transaction. The right combination of those two is what makes a successful automated marketing system!
4. Internal Communication is Better with Tasks
Communication goes both ways. While your marketing system communicates with your borrowers, it should also communicate with you and tell you when to act. A good system should be able to send you notifications and create tasks for you.
In BNTouch CRM you can create a task for yourself or your team member as a part of any marketing campaign. The task will automatically be created on your calendar and since BNTouch is integrated with virtually any online calendar out there, you will never forget about any event or a call you need to make.
5. Don’t Forget About Partners!
All said above about borrower communication is true for your partners. You should always keep them up-to-date and include them into your marketing communication. It is a great way to build a long lasting relationship with Realtors, Builders and other transaction participants.
With BNTouch CRM you can extend the value of our automated marketing system to your referral partners and industry peers with tools such as Partner Portals and co-branded marketing.
Please don’t hesitate to contact us should you have any questions or suggestions.
Reach us via phone 888-971-1117 or via email info@bntouchmortgage.com
Key Takeaways
- Automate repetitive tasks to save time
Implementing marketing automation tools helps mortgage professionals automate tasks like email campaigns, follow-ups, and social media posting, freeing up time for other essential activities.
- Segment your audience for targeted messaging
Using marketing automation to segment clients based on their behavior and preferences allows mortgage businesses to send more personalized, relevant messages.
- Measure campaign performance and adjust accordingly
Marketing automation tools provide detailed analytics, allowing mortgage professionals to track the success of their campaigns and adjust strategies for optimal results.
Commonly Asked Questions
- What is marketing automation in the mortgage industry?
Marketing automation in the mortgage industry involves using tools to automate tasks like email campaigns, follow-ups, and lead nurturing, saving time and improving efficiency.
- How can mortgage businesses leverage marketing automation?
Mortgage businesses can automate communications, schedule follow-ups, and segment leads to deliver personalized messages, increasing engagement and conversion rates.
- What are some key benefits of marketing automation?
Marketing automation improves lead management, reduces human error, and ensures timely communication with clients, leading to higher productivity and better results.
- What are some marketing automation best practices?
Best practices include segmenting your audience, personalizing messages, testing campaigns regularly, and monitoring performance to optimize automation workflows.
