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What All Mortgage Brokers Ought to Know about Email Marketing (Part 1)

The newsletter sign-up form is one of the most common features on a mortgage broker website. However, from the surveys we’ve done, we’ve found that most mortgage brokers are disappointed in the results they are seeing from their newsletter marketing efforts.

We certainly understand why most feel this way. There are several key factors that contribute to successful email marketing for mortgage brokers and it’s difficult to get it right from the start.

Done correctly, however, it’s a highly effective tool for increasing your leads and referrals. Email marketing is proven to be successful in almost every industry and is still one of the best marketing strategies available today.

In this article, we are going to share with you the 3 key steps to successful email marketing for mortgage brokers. Utilizing these essential steps will transform that lackluster newsletter sign-up form into a lead generating machine.

Step #1 – Incentivizing your Signup Form

The first step to successful newsletter marketing is to provide an incentive for people to sign up to the newsletter.

When we’re reviewing mortgage broker websites, all too often we see newsletter sign up forms that look like this:

Generic Signup Form

Unfortunately, sign up forms like this do not offer a compelling reason for people to give you their contact information. Most will not even notice the form.

What you need to do is offer an irresistible incentive for people to sign up. Here is an example of what an effective newsletter signup form looks like:

Improved Signup Form

The two essential components to an effective sign up form are:

  1. Marketing copy that speak to your customer’s biggest pain points.
  2. A free incentive that helps alleviate those pain points.

If you can get these two things right, you will have much more success with your newsletter form.

How to Create an Irresistible Incentive

The most common type of incentive for signup forms is a downloadable PDF guide or report. Downloadable files make a great incentive because they are immediately useful for your customers and are easy for you to deliver. Guides and reports also offer the added benefit of positioning you as an expert in the mortgage industry.

For example, you could offer a free guide that educates people on how to choose the right mortgage based on their unique situations.

Bonus Tip
You don’t need to create your incentive from scratch. If you work with a brokerage, there is a good chance that it already has existing educational material that you can easily repurpose as an incentive for your newsletter signup form.

Next Steps

Hopefully you’ve enjoyed this article so far. We will be publishing Part 2 of this article next week, which will cover the remaining steps to building a successful email marketing campaign.

If you found this article helpful, please share it with your network. Also, if you have any thoughts, feedback or questions, feel free to leave a comment below.

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