Who remembers the sound of dial up internet?

I remember every night having to wait until 8pm until my Mum had finished on the phone to use the internet. 💻

I’d then be allowed to chat with friends on MSN Messenger & check what emails I had got!

The nostalgia of dial up internet may be far in the past, but the little dopamine hit you get when you see an email land in your inbox (as long as it’s good news of course) is still there. 🤩

That’s why I believe every mortgage adviser should be keeping in touch with their clients via email marketing.

Because, deep down we still like to receive emails and your clients are no different.

So today I’m going to show you what tools, strategies and content you can use to keep in touch with your clients.

By being a constant in their inbox you’ll:

1. 🧠 Stay Front-of-Mind: Regular updates keep you at the forefront of your clients’ minds, so when they think mortgage, they think YOU.

2. 📚 Educate & Inform: Share your knowledge and updates, making your clients mortgage gurus by association. Knowledge is power, right?

3. 🤝 Build Trust: Consistent, helpful communication builds a bridge of trust, and guess what? Clients cross that bridge when they’re ready to take the leap on their mortgage needs.

4. 💷 Sell More: You can create new opportunities for cross selling by introducing products they may have missed last time around.

Most people fail because they don’t know where to start when it comes to email marketing, or what they should even talk about! 🤷🏻

But don’t worry we’ve got you covered!

Don’t even think about using Outlook or Gmail! 

The first thing to remember with email marketing is you need to stay clear of using mainstream emailing software like your Microsoft Office or Gmail account, you need to be using certain software.

To send out your value packed emails, you’ll need the right software. 

Here are my two favourites that are ideal to get started with:

• Mailchimp: Great for beginners and pros alike, offering customizable templates, automation, and detailed analytics.

• ActiveCampaign: Perfect if you want to add a bit of CRM magic into the mix, with advanced automation, which is ideal for creating sales funnels and segmentation capabilities.

As always there are free or paid versions of these services, which can be very inexpensive to be honest.

Once you’ve chosen your delivery service, you need to decide what you’re going to put in your email.

Here are a few ideas that I know work for lots of successful mortgage advisers up and down the UK:

• 🚨 Market Updates: Be the bearer of good news (or any news)! Changes in mortgage rates, lending criteria or even the launch of a crazy deal like the Accord £5000 deposit deal! Share it!

• 🤔 How-To Guides: Help them understand the nitty-gritty of getting a mortgage, improving credit scores, or the benefits of remortgaging. These are great to talk about protection products, which could create an upsell opportunity.

• 🤩 Client Stories: Nothing beats a good success story. These work the best in emails to position yourself as a mortgage expert. If you can get photos of happy clients as well, you’re onto a winner!

• 😍 Personal Insights: Let your personality shine! Share your thoughts on the industry, personal anecdotes, or tips on getting your first mortgage.

• 📲 Calls-to-Action: Always include a friendly nudge. Position your call to action buttons throughout your email to entice them to book an appointment.

Remember, the key is to keep it light, fun, and packed with value. 

Your emails should feel like they’re coming from a knowledgeable mortgage mate who’s got their back. Throw in an emoji here and there (👍) to keep the voice friendly and approachable.

Dive in and give it a go. Keeping in touch with clients can only help your business.