Mortgage Email Marketing: Quick Ways to Build a High Quality Subscriber List

Mortgage Email Marketing: Quick Ways to Build a High Quality Subscriber List.

by JC Kadii, Mortgage Virtual Assistant

When originators contact me about providing mortgage email marketing services, one of the things I try to determine is how many people they have on their subscriber list.  I have found that many originators are reluctant to share this information because they feel as if their list is not large enough. 

The size of your email subscriber list is not as important as the quality.  I have seen some clients have very successful mortgage email marketing campaigns with lists of less than 100 subscribers.  One of my clients makes a point of staying in her office the day her mortgage email newsletter (ezine) goes out, because she can count on receiving calls.

I cannot stress this enough – you will get a higher return on your investment when you focus your efforts on quality, as opposed to quantity.  A quality list of ezine subscribers (a) are in or close to your target market, (b) know you who are, and (c) have given you permission to send them your mortgage email newsletter.

So how do you build a high quality list of subscribers to your mortgage ezine?  Here are a few suggestions.

Offer a bribe (okay, incentive) for subscribers.  Make sure that whatever incentive you offer is related to real estate financing or home ownership.  Offering iTunes gift cards, for example, may get you a ton of subscribers, but are these subscribers signing up to get your information, or free iTunes?

Create a sales page for your ezine.  The sole purpose of this page is to get people to sign up for your ezine, so make sure that you provide the information they will need to make the decision.  At a minimum explain:  how often you distribute your mortgage email newsletter, what benefits they can expect from receiving it, any flattering feedback you have received from subscribers, and your privacy policy.

Offer incentives to your staff.  If you own or manage an office, consider offering fun incentives to your staff for getting subscribers on the email list.

Add a link to your sig file.  After creating a client’s mortgage email newsletter, I send them a link they can add to their email signature block (or sigfile).  The clients who use the link tell me that it helps them grow their list.

Add a subscriber sign up box to every page of your website.  This is an easy, effortless way to capture web site leads. 

Position your mortgage ezine as a resource.  Offer valuable content in each issue of your mortgage ezine.  Once you have done this, it becomes easy to describe the ezine as a valuable resource.

Ask every lead (where appropriate) to subscribe to your mortgage email newsletter, even if they decide to take their business elsewhere.  There are several reasons for doing this: (1) since most originators are not using email marketing effectively, you will position yourself above the pack, (2) keeping this lead in your marketing funnel increases the chances they will be back, (3) the fact that this borrower went with another originator will not stop them from sharing your ezine with their contacts and referring you business.

Use these tips and strategies to grow your mortgage email marketing list.

By JC Kadii, Mortgage Virtual Assistant.  JC offers turnkey email marketing services to mortgage professionals to help them gather exclusive quality leads.  New email marketing clients receive the audio program “4 Keys to Profitable Mortgage Email Marketing” (a $67 value). For additional information, please visit MortgageEzines.com or call 770.469.7385.