However, with the market saturated with companies sending all sorts of communications every day, email marketing has turned to be an extremely challenging endeavor for experts in any field — among them, loan officers.
Referral sources may be getting over a hundred emails a day.
It wouldn’t be completely off the tracks thinking a big chunk of those emails ends up in the trash folder.
With that said, loan officers can rely upon segmentation, personalization and other sets of marketing strategies to complement emails. This will help them get hold of great opportunities to establish partnerships and grow their business. So, it is paramount to be able to leverage direct mail to build relationships.
Customize the Content to Leverage Direct Mail
Personalization for loan officers is putting the referral source in the center of the conversation by crafting a message mentioning their recent successes, call-to-actions or seasonal content.
In this order of ideas, becoming better acquainted with their struggles and wins is fundamental to structure customized emails.
Now, sending emails one-by-one to hundreds of referral sources is neither practical nor smart. For that matter, segmentation plays an important part in customization.
Classifying referral sources depending on how they landed inside the list on first place, the field they work in or type of customers they get is a good first step to put together a message that will get through.
Complement with other Social Interactions
LinkedIn is a solid source of business validation, as the interactions in it are focused on professional development.
Twitter and Facebook certainly have a different approach and referral sources may not have a stronger presence on these platforms.
Communication doesn’t need to be constant but timely.
For example, if the loan officer recently put a killer newsletter with updates on the financial area it can be promoted through social networks, although the primary way to get it is through email. In that way, they can get leads and engage in other platforms with referral sources.
From birthday cards going through seasonal events to market trends, relevancy furthers relationships. Cold emails offering a set of services only are risky and sometimes seem lazy.
Loan officers could send first a seasonal relevant email where they offer their services but in a more organic way.
For instance, they could tell what last year’s trends for house seekers and how financial advisors can reach them easier. After offering a bit of advice, there could be a button to find out more or contact a professional that is able to help them get more business.
Offer Exclusive Resources to Leverage Direct Mail
Exclusivity is very attractive as it offers two far-reaching benefits for referral sources and loan officers.
On one hand, referral sources who have exclusive knowledge about their fields put themselves on top of the game due to they have a better understanding of their client’s necessities. They can create better solutions and stand out from their competitors.
On the other side, loan officers offering exclusive resources boost their recognition and establish themselves as authorities in the field.
In this manner, more people will be keen to open emails, if the resources are sent through them. Providing with unique and helpful insights increase the click-through rate and improve relationships with referral sources.