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Using Email Marketing to Drive in Commercial Mortgage Leads

In order to prosper as a commercial mortgage broker you need to attract as many commercial mortgage leads as possible. We’ve discussed using social media and developing website content to drive in leads, but it’s also important to take a more direct approach to contacting potential borrowers and referral sources. Email marketing is a great way to tell leads about the services you offer, your skills and general information about the commercial mortgage industry. Here’s what you need to know to get started:

  • Establish a schedule

    You’ll want to communicate consistently with potential borrowers and referral sources to keep your company and services fresh in their mind. The key is not to overwhelm these commercial mortgage leads with too many emails. Sending one email a week is a great way to stay in front of your leads without inundating their inboxes.

  • Focus on content

    As with any type of marketing, you should make sure that you’re providing your commercial mortgage leads with informative and interesting content. You can use email marketing to let potential borrowers and referral sources know about recent loans you’ve closed, advertise your commercial loan products and any special promotions or simply provide them with interesting new information about the commercial mortgage industry. Speak with current referral sources and past clients and ask them what kind of content they’d like to see in an email from a commercial mortgage broker to get more ideas.

  • Keep it short and simple

    Unless the recipient knows the sender well, they probably won’t spend much time reading an email. Because of this, it’s important that your most of your emails be fairly short and to the point. Sending a newsletter once a month is a great way to inform commercial mortgage leads about the industry and your business, but if you send only lengthier emails, you’ll have trouble attracting new business.

  • Provide a call to action

    It’s important to include a call to action in each of your emails. It could be a link to your social media accounts or your company’s website, or you could encourage borrowers to call you to discuss their commercial mortgage request. The important thing is that you provide an incentive to continue engaging with you and your business.

Email marketing is a quick, efficient way to connect with potential commercial mortgage borrowers and referral sources. When working on your email campaigns, it’s important to keep all of the above tips in mind to create thoughtful and engaging marketing materials. By following these recommendations, you’ll produce interesting email campaigns that drive in more commercial mortgage leads which produce more closed commercial mortgages.

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