Text Message Marketing Strategies For Mortgage Brokers & LO’s

by Aidan Paringer

In today’s TLDR (Too long didn’t read) society, text message (or SMS) marketing campaigns are a fantastic way for mortgage brokers to connect seamlessly with new leads, nurture qualified prospects and even stay in touch with past clients. But what types of campaigns can you deploy? How do you deploy these campaigns without irritating your prospects and clients? What technology platforms do you use to make these campaigns easy to manage? Today we take a look at all these things.

You can also check out our full piece on phone call & text message marketing and automation for loan officers and mortgage brokers here.

Text Message Campaign Types

Once you get the hang of setting up and deploying text campaigns for your mortgage business, you will undoubtedly come up with a number of creative ways to use this marketing vehicle for your leads and past clients. While you are getting started though, here are some specific campaigns you should consider implementing:

1. Follow-Up Campaigns

A text message makes it easy for you to do this, virtually any time of day or night. Take for instance when somebody fills out a form on your brokerage website to get preapproved for a home loan, a past client refers you to a friend or a Realtor® refers you to one of their clients. Text (SMS) follow-up works beautifully to instantly give your lead the feeling that you are on top of their needs. For instance, you could send them something like:

For Web Leads:

Hello [First Name]! This is the [Your Name] at [Your Mortgage Company]. Thanks for requesting a pre-approval consultation for your upcoming home purchase. You can start your application here [your digital 1003 link] or we’ll give you a call soon to get started. Thank you!

Past Client Referrals:

Hi [First Name], [Name of past client] gave me your information and mentioned you are interested in [purchasing or refinancing merge field based on CRM data]. I would love to chat with you and ask you a few questions so I can prepare some info for you. When is a good time to talk?

Real Estate Agent Referrals:

Hi [First Name], [Real Estate Agent Name] from [Brokerage Name] asked us to help you get pre-approved to buy a home. There are a few questions I need to ask you. When is a good time to talk?

2. Borrower Status Updates

Another  great way to leverage text messages in your client communication strategies is to use it to update them as their loan progresses through each stage. For instance you can have a text send when a prospective borrower’s application is approved or after they’re loan has begun processing. This will keep them up to date, comfortable and confident that you are closely monitoring their needs, every step of the way. 

Using mail merge features in your SMS platform you can put together personalized messages that can be sent out in an easy, automated fashion. For instance, something like this:

Hi [First Name]. It’s [Your Name] from [Your Brokerage]. Wanted to let you know that your loan has been sent to underwriting. I should have another update for you in 24-48 hours.

3. Post-Transaction Campaigns

As we’ve discussed in previous articles, online reviews are critical to your local SEO rankings and overall visibility in your marketplace. An SMS campaign is a great way to encourage your clients to give you referrals.

Converting past clients into brand advocates by encouraging them to give you reviews through a text message is actually quite easy. You’d be amazed at the number of people that are willing to do so from receiving a text message from you, versus an email.

The message itself can be very simple and straightforward. Something like this:

Hi [First name]. It’s [Your first name] It was such a pleasure working with you and your family to get you into the new home! If you have a few minutes in your day, please follow this link to write a quick review for us: [link to review site]

Text Campaign Do’s And Don’ts

So far this sounds pretty easy, right? Before we jump into platforms you can use to make this process even easier, let’s quickly review some do’s and don’ts that you want to be aware of to ensure that you are gaining rapport and not breaking it down with your text message campaigns.

Do’s

  1. Keep Your Messages Open Ended

The goal of all your campaigns is to promote conversation. For that reason, whenever possible, try to include an open-ended question in the message that will get the lead or client to respond. The more they respond, the more likely they are to keep responding.

  1. Be Brief

SMS is a short form of communication. You must be focused and skillful to write short, yet effective SMS messages to grab your leads and past clients’ attention. The best way to do this is by applying the KISS principle: Keep it Short and Simple.

  1. Make People Feel Like VIPs

Everybody wants to feel special. If your text campaign involves multiple messages, remember that they can’t all be about business all the time. Offer them links to content that they will find valuable and make them feel like you know their exact needs and are a great resource for their entire home buying process.

Don’ts

  1. Don’t Bombard Your Leads Or Past Clients 

While timing (e.g. don’t send text messages out at 2AM) is important, the frequency with which you contact them is equally important. Never ever send a text message solely for the sake of staying “top of mind” with anyone. Your text marketing messages must always deliver value and real-time benefits. Text messages are much harder to ignore so it is much easier to become annoying.

  1. Avoid Industry Jargon

Nothing turns people off more than getting a message with a bunch of words they don’t understand. Remember, you are sending these messages to build rapport with them. You need to speak to them in common, everyday words that will make them comfortable communicating with you.

  1. Don’t forget to identify yourself

This should go without saying, but make sure your SMS recipients know who is texting them because this is of key importance for your brand recognition. Once you clearly identify yourself to your audience, your messages immediately become relevant and engaging. Otherwise, if you text anonymously, your messages might be considered SPAM.

Top Text Platforms For Mortgage

Of course, anything you are going to do with your mortgage marketing needs to be scalable. Text message marketing is no different. Here are a few of our favorite SMS platforms you can utilize to help you run at scale.

Texting Base

TextingBase Mortgage Text Message Marketing
The texting base platform is focused on personalized messaging. Texting Base empowers you to build an unlimited database and reach every contact with highly personalized text messages that leverage the data you have in the database (e.g.
merge fields). These personalization tools allow you to cultivate your database faster and turn more leads into clients.

This platform is best for your campaign if you want to:

  • Automate past client interactions like home anniversaries, birthdays and holidays
  • Pre-Schedule campaigns to maximize your productivity
  • Utilize mass-texting capabilities to easily send updates to your database

Textedly

Textedly Mortgage Text Message Marketing
Textedly is a powerful, yet affordable
SMS tool that makes communicating with your contacts easy and efficient. Their message building platform makes it easy to create personalized, or mass SMS message campaigns quickly, allowing your brokerage to maximize its marketing output.

This platform is best for your campaign if you want to:

  • Pre-schedule automated campaigns for online leads
  • Schedule a series of update texts for clients that updates them with their  loan’s progress
  • Create a post-transaction campaign that automatically deploys after a loan funds

BNTouch Mortgage CRM

BNTouch Mortgage Text Message Marketing
If you are looking to use text messaging to amplify your marketing results, BNTouch’s CRM platform has just what you need to grow your mortgage business from one single platform.

This platform is best for your campaign if you want to:

  • Reach clients with automated loan update information that is most important to them
  • Use automated SMS campaigns to follow up with online leads in a timely manner
  • Connect with a CRM platform to perform complex post-transaction automated follow up campaigns

SMS Helps You Close More Business

While there is no one size fits all, there are things in life that can definitely make things run more smoothly. SMS campaigns are the perfect combination of messaging you can bank on people reading and engaging with and a communication platform that is easy enough to deploy that you can have it up and running and returning results faster than you imagined possible. Incorporate text marketing into your brokerage’s campaigns and you will see results.

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