(written by guest author Kruiz Cathersides)
It has never been harder to have an impact as a lender on potential customers. People are being bombarded with Facebook advertisements, emails, calls, and mailers. It’s relentless and continues to get worse every day.
So how do you stand out to potential prospects and generate new business?
You need to remarket to your current network.
Your current network or database is a list of prospects who already know, trust and like you. This means that you have a better chance of standing out amongst the thousands of sales pitches they receive every day. If you craft an interesting enough offer, you can hook them and generate more business without spending hours (or thousands of dollars) advertising to a cold audience.
To get started, you will need a CRM, a business goal, and the commitment to stay consistent over the next few months.
What is a CRM?
A CRM (customer relationship management) system is essentially the home of your database, marketing collateral, and prospecting activities. Most lenders pay for a CRM for their loan officers, and they all generally do the same thing. The best part of a CRM is that it uses data to segment your audience so that you can dial in your marketing efforts instead of using blanket marketing.
Planning your Remarketing Campaign
Before you get started, it is critical to plan your remarketing campaign. You are starting this remarketing campaign to reconnect and rebuild trust with your network. Taking the time to plan this campaign will increase the quality of leads and ensure that you meet your goals.
Firstly you need to define the purpose of your remarketing campaign. You will want to be as specific as possible. This will increase the overall effectiveness of the campaign and generate as much business as possible. Your goal could be one of the following:
- Generate more FHA leads that qualify without using down payment assistance
- Develop more refinance business from past clients with a specific interest rate
- Deepen your relationships with past referral partners
- Increase attendance at monthly real estate agent events
Length and Frequency of Campaign
Next, you need to determine the length and frequency of your remarketing campaign. This could change due to market conditions or the type of metric you need to hit. You can determine the length and frequency of the campaign by analyzing the following:
- If it depends on the inventory in the market
- If it is seasonal
- If you prefer lead volume to lead quality
- If you have a team to follow up on leads immediately
- If the loans require more work (challenged credit/low down payment)
Subsequently, you will have to decide how the leads will flow into your sales process. This is critical to ensuring that your leads turn into applications. This is a major bottleneck for most loan officers and can strip your campaign of any return on investment.
You will need to notate the following:
- Who will make the calls
- What is an acceptable turn time for lead follow up
- What is the sales script for these leads
- What possible objections can be handled immediately
Lastly, you will need to determine what metrics will gauge the success of the campaign. Having a concrete idea of what concludes the campaign as successful will be critical. This will determine whether you want to scale this campaign with more time and money. Metrics that you could follow include:
- Email open rate
- Phone calls made
- Applications started
- Event sign-ups
- Referrals made
How To Execute The Campaign
Your campaign should include a variety of marketing collateral and automated prospecting. Once you have outlined your remarketing campaign, it is time to build it in your CRM. The example we will be using is for a loan officer who wants to generate refinance leads.
First, you will want to segment your audience to match the goal you set. For our example, we will search your database for all loans that have closed before the last 6 months and have interest rates lower than the current market rates.
Secondly, you will build email campaigns that tell a story of a current client that just utilized a refinance to save themselves hundreds of dollars every month. You will include a call to action that is easy for them to take.
Lastly, you will set a follow-up phone call schedule. Order the list by level of interest but make sure you call every person on the list. This could generate more conversations than you may be able to handle. Make sure that you have a plan in place for when this is the case.
About the Author
Kruiz Cathersides is the owner of Cathersides Social, a digital marketing agency that focuses on mortgage lenders. Their services include social media management, Facebook lead generation, and event marketing. For more information on how they can grow your business, visit www.cathersidessocial.com.