How Mortgage Brokers Can Use Newsletters To Generate Repeat Business In 2025
As a mortgage broker, your relationship with your client doesn’t end once settlement occurs. Maintaining a strong relationship after the deal is done encourages your clients to call you for help with their future financial needs. Email marketing is a fantastic way to nurture your relationships and generate repeat business. Here’s how to make email marketing work for you in 2025.Why Email Marketing Still Matters
Email marketing is a powerful and effective communication tool for mortgage brokers. Email marketing enables you to engage directly with clients and strengthen your relationship. Compared to other marketing channels, email yields a higher return on investment, making it a cost-effective choice for mortgage brokers. You can track data and measure results, enabling you to improve your marketing efforts continuously. Most importantly, email marketing delivers personalised, interesting content directly to your clients’ inboxes. Email marketing positions you as a trusted authority figure and ensures you’re the first mortgage broker they think of when they need assistance.How to Create a Successful Email Strategy
Set Clear Objectives
Before launching your email campaigns, it’s important to define your goals. Do you want to increase refinancing applications from existing clients, boost referrals from satisfied customers, or promote new mortgage products or services? When you set clear objectives, you can tailor your email content strategy and calls to action to drive specific outcomes, making your marketing efforts more focused and effective.Segment Your Audience
Not all clients are the same and your email strategy should reflect that. Segmenting your email list enables you to create more targeted and relevant content. Categorise your clients based on loan type, like first home buyers, investors or refinancers. Other useful segmentation criteria include the time since the last interaction, property value, location and income level. When you tailor your messages to these specific groups, you can provide information and offers that resonate with each segment, increasing engagement and the likelihood of repeat business.Types of Emails That Drive Repeat Business
The key to generating repeat business is staying relevant and valuable to your clients over time. Here are some examples of engaging email content you can use:Annual Mortgage Reviews
Proactively offer annual mortgage reviews through personalised emails. This shows people you’re invested in helping them improve their financial situation.
Example subject line: “John, let’s make sure your mortgage is still the right fit”.
Refinancing Opportunities
Send timely reminders when interest rates change or when clients approach the end of their fixed-rate periods. Highlight potential savings they could achieve by refinancing.
Example subject line: “Rates have dropped: You could save $500/month on your mortgage”.
Property Investment Opportunities
For clients interested in growing their property portfolios, share insights about new investment loan products or market opportunities tailored to their goals.
Example subject line: “Ready to grow your property portfolio? Here’s how we can help”.
Milestone Check-ins
Celebrate client milestones like anniversaries of their mortgage approval or loan repayment achievements. Use these touchpoints to offer a free mortgage health check or discuss new financial goals.
Example subject line: “Congratulations on 5 years in your dream home!”
Market Updates
Keep clients informed about property market trends, interest rate changes and new lending policies. Informative email campaigns position you as an expert who provides ongoing value beyond the initial transaction.
Example subject line: “Interest rate alert: What this means for your mortgage”.
Life Event Triggers
Life changes often lead to new mortgage needs. Create campaigns targeting growing families (upsizing), empty nesters (downsizing) or career advancements (luxury home upgrades).
Example subject line: “Is it time for a bigger home? Let’s explore your options”.
Best Practices for Effective Emails
- Keep it concise: Respect your clients’ time. Keep your emails short, focused and to the point.
- Personalise your content: Use your CRM data to tailor content to each client’s specific situation. This could include their current interest rate, loan term or property value.
- Optimise for mobile: Ensure your emails are easily readable on smartphones and tablets, where most people check their emails.
- Maintain consistent branding: Use a consistent look and feel across all your emails to reinforce your professional image.
Maximising Automation Potential
Automation is important as it will enable you to scale email campaigns while maintaining a personal touch:
- Drip campaigns: Set up automated sequences tailored to your different client segments.
- Event triggers: Automatically send emails based on specific events like fixed-rate expiry dates or important life milestones.
- Scheduled newsletters: Plan regular updates so you’re engaging with your clients consistently.
Measuring Success
Track key metrics to evaluate your email marketing campaign performance and refine your strategy:- Open rates: Gauge how many recipients are engaging with your subject lines.
- Click-through rates: Measure interest in the content within your emails.
- Conversion rates: Assess how many readers take desired actions like booking consultations.
- Unsubscribe rates: Monitor this metric closely, as high unsubscribe rates may indicate irrelevant content or overly frequent emails.
