Aged leads are a cheap way to add a few easy refinance deals to your pipeline this month. Here is a really quick 4 step email marketing strategy that will help activate those old leads and turn them into fresh refinance mortgage leads.
1. Segment, if you can. When you first get your batch of aged refinance leads take a close look at them and see if there are any obvious segments–region, loan amount, interest rates. Then break apart those categories and craft an email campaign to directly appeal to their most probable interest or concern. For example, if you have a high mortgage rate segment–hit the historically low mortgage rates theme; if you have a jumbo mortgage segment–play up special jumbo mortgage programs you may offer or even ARM programs that might lower the payment long enough to sell.
2. Build anticipation. Don’t just send one email. Build a campaign that creates value and anticipation for what you can offer them. Tell them you will keep them tuned into a very volatile market, you will alert them to any mortgage rate changes, and you will get them the inside track on any new government incentives or special mortgage programs.
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3. Deliver on expectations. If you tell them you are going to do something (like deliver regular updates) make sure you show up. An email marketing campaign only works if you are consistent, valuable, and ongoing. Set expectations for what value you are going to offer them and then make sure you show up in their email on message and on time.
4. Make a phone call. Picking up the telephone and making a direct connection is powerful! Having seen you in the inbox and seeing a bit of the value you can provide–a personal phone call from you can push the deal over the edge. It gives them the real feeling that you care.
Do you need some aged refinance leads to try this strategy on? Or maybe you just want to talk through some other marketing campaign you have in mind using aged leads? Contact Next Wave Marketing Strategy and let’s chat about your mortgage leads.