Mortgage Newsletters – How to Stay Connected to Your Clients and Generate More Referrals

Whether you call them, Mortgage Newsletters, Mortgage Flyers, Mortgage Marketing Newsletters, Mortgage Marketing Materials, Mortgage Marketing Tools, there are so many different names for them that they start to sound a little different and you’ll have to approach each item differently. Remember, there’s one thing that’s in common with all of these different names, but is oddly uncommon in most mortgage marketing approaches. Consider the following scenario…

Husband: “What was the name of the guy who we did our mortgage with?”
Wife: “I don’t remember. That was what…5 years ago. Just get out the phone book or search google and find someone.”

Scary, huh? This is what you DON’T ever want to happen. You don’t want your past clients to forget you, EVER! I’ve talked to many LOs and REAs who have lost clients for this reason.

Q: But how do you keep this from happening?

A: It’s simple. You put a small amount of effort into maintaining the relationship you developed during the process. Show a little love to your sphere of influence in the most convenient, least expensive, non-invasive, high-impact way that you possibly can.

In other words, you Share Yourself – Share Your Knowledge – Become Family with a high-quality, professional, personalized 4-page newsletter. You have the unique opportunity to communicate with your client base in a way that isn’t available with any other mortgage newsletter or mortgage marketing program anywhere. Your newsletter is mailed to your client base every single month.

Why mortgage newsletters are the best option for mortgage marketing

Why mortgage newsletters? When it comes to loan officer marketing, postcard campaigns have a low perceived value because of the limited space available to deliver anything of real value. Email marketing campaigns are notoriously viewed as containing even lower perceived value and, like postcards, will often be trashed or deleted immediately. (Fact: The vast majority of people in the country sort their mail while standing over the trashcan.) 

Mortgage newsletters, on the other hand, have a higher perceived value because they contain in-depth, specialized information and, more importantly, the relationship that you developed with your client during the loan process is expanded upon in the personalized areas of the newsletter. Not only will the reader benefit from the articles, but more importantly, you’ll be reaching out to a client who feels like you want to share yourself with them as opposed to just “getting another loan” under their belt. 

Articles with titles like, “How to Boost Your Credit Score,” “How to Sell Your Home Fast in Today’s Challenging Market,” and “Why You Should Refinance Now” are all designed to inform your readers. What really matters is you’ll Share Yourself – Share Your Knowledge – Become Family by use of personalization. The true act of maintaining the relationship that developed during the home sale/finance process.

Those who receive your monthly mortgage newsletter don’t forget you and it is their relationship with you that has them recommend you to family, friends, and their neighbors over the backyard fence. Why? Because they know you; the monthly mortgage newsletter reminds them of who you are to them.  This is why personalizing your newsletter is so important.

The newsletter is a platform to share yourself, share your knowledge, and become family. It was you, after all, who helped them secure their most prized possession – you helped them to make the biggest purchase of their lives; you helped them to achieve the American Dream of owning a home and the time you spent with them started a trusted relationship that can’t be bought, only earned, and, more importantly, experienced. You are their go-to finance connection! You never want to squander that or take it for granted.

While you search for new business, your newsletters keep you connected to your past business – your most valuable clients. And when those past clients are ready to refinance or purchase again, YOU will be the one they call.

Ultimately, your past clients become ambassadors for you and your business and they remain a referral source that lasts a lifetime. This is how you stay connected and generate more referrals.