Personalized mortgage marketing is when mortgage companies deliver individualized content to recipients through data collection, analysis, and the use of automation technology. Personalization often means thinking of your product as secondary — and looking for the personal connection first.
Why is it important to mortgage marketing?
As personalized mortgage marketing addresses the needs of each individual customer, you are able to boost the odds of engagement and reap a host of benefits. Here are some benefits to targeting your audience:
- Improves customer experience.
- Increases brand loyalty.
- Creates consistent messaging across all platforms.
- Allows customer to see a reflection of themselves.
What is empathetic marketing?
Empathetic marketing is understanding your customer’s situation and experience and how you can better help them achieve their goals. Indeed, empathetic mortgage marketing is important for a number of reasons:
- Making personal connections.
- Showing customers that you understand them.
- Customers are more likely to do business with someone who they feel understands their needs.
In fact, first impressions are a big driver of sales, as 73% of leads are won by the first point of contact – so make sure that first point of contact is personal.
Market to your database correctly
Marketing to your database requires segmenting your audiences appropriately and creating individual messaging plans for each segment. Mortgage marketing strategies often try to cast too wide of a net. As a result, the message doesn’t resonate with the target recipient because you cannot speak to a past customer, potential customer and referral partner the same way.
To avoid that, know your audience and segment them to create individualized emails or texting marketing personalized to people and their homebuying situation. This tactic will help you show that you are listening to and engaging the contact. In addition, using database intelligence provides insights about your customer, such as credit scores, home equity, home listings.
Know your borrower’s preferred channel of communication
Most mortgage professionals already work across many communication platforms (phone, email, text, social media, app, video). Thus, communicating across a customer’s preferred channels makes the loan process easier and can boost repeat business and future referrals.
Let tech help!
Messages should be personalized with the contact’s name, their goals and your combined strategy. The messages should also be automated so you can close loans instead of having to worry about follow-up.