Best Email Practices for Mortgage Loan Officers


Email marketing is one of the oldest means of reaching prospects. Every other new invention seems like toppling it without success. Emails always find a way through. It remains relevant even in the age of phone calls, social media, and other online advertising channels.

The use of email marketing is instead growing as the real estate sector embraces online interactions. Everything from finding clients to contacting and negotiating happens online, and all these things happen through email.

That’s why you need stellar email marketing practices. Using the right mailing tips comes with more success and increased return on investments (ROI).

Here are some of the practices and ideas for successful email marketing for loan officers;

Emails, like any other form of communication, have rules. Missing out on the rules works as noise in communication. You will end up not gaining the necessary action from the receiver. In this case, you won’t sell your property.

The first rule is to use appropriate language. Do not mislead the potential client using slang or other unknown or offensive language. The mail must adhere to business standards and ethics. Avoid promising rates and terms that you don’t qualify for. Neither should you offer terms and rates you cannot deliver.

  • Have a CTA clause

Every direct email you send expects a reaction from the reader. The only way to get the reader to react is to include a call to action (CTA) clause. It directs the reader to what to do next.

If you fail to direct the client, then the mortgage direct mail marketing may not be for you. You should be out there sending comic pieces to cheer up readers. Some of the CTA to use for the emails are clicking on the link to new listings. You can also let them tell you what they are looking for in the market.

You can also refer them back to your mortgage blog or website.

  • Not every email should be about selling.

With the CTA, some traders only believe it is time for sales. That is the quickest way to lose your audience. They will start thinking you only value them for their money.

Vary the content when you plan a direct mail marketing campaign. Other times, send them newsletters. Other times, you can only be given industry updates. Whatever you do, keep informative and regular. They have you in mind and know you value them more.

  • Think outside the usual recipients.

Most real estate agents tend to become comfortable with an assured audience. They know they can rely on former clients, friends, family, or real estate agents. That is how most end up not maximizing the potential earnings.

The best strategy is to consider what other people might need and reach out. Although this has high rejection rates, it has better prospects.

Bottom Line

Email marketing is one of the most successful customer-reach media, which is why it stays relevant even after other inventions shake the market. Use these tips for a successful email marketing strategy as a mortgage loan officer.