Likes, motivations, and preferences are the keys to unlocking relationships with customers. Personalized mortgage marketing opens the door to conversation, which results in customers feeling you care about their problems. When customers feel understood, a foundation is laid on which great relationships are built. There are a number of ways to add a more personal touch to your mortgage marketing campaigns.
The Personal Touch
The first step in building customer relationships that bring long-term benefits is making each individual customer think, “Wow, my lender really gets me.” One-size-fits-all mortgage marketing won’t work – you need to get the right message to the right people at the right time. How do you communicate with different audiences across multiple channels? Here are a few suggestions:
- Segment your email list. Email marketing is a highly effective channel for communicating with customers. Instead of sending the same broad message to your entire database, segment your audience by predefined criteria and create campaigns that target their specific interests or behaviors.
- Mail it in. Online and email marketing play important roles, but direct mail is still extremely effective. Postcards and letters, as well as thank you cards are just some of the options lenders can use. Just remember that all great direct mail campaigns follow the AIDA formula: attention, interest, desire, and action.
- Face to face. Social media, email, and snail mail are great for getting the conversation rolling. Occasionally it also pays to have a face-to-face interaction with your customers. One of the easiest ways to do this is by holding an event. A holiday open house, a hosted charity event, or a sponsorship are just a few ways you can meet your customers on a truly personal level.
Put Your Business Front and Center
Technology has made it easier than ever to analyze online activity, identify browsing habits, and track customer interest. Using a personal touch to deliver customized content to your customers is the perfect strategy for winning their continued loyalty.