It’s been said that if you get four leads (phone calls, pre-apps), three of those leads will take anywhere to three to six months to buy a home (or refinance). Out of those three leads, 90% of them won't end of doing business with you!
Why? Because you have to build trust. You have to be memorable. You need to keep in touch until they’re ready!
If you haven’t made a conscious effort to grow your e-mail list every day, here are some strategies you can use to build your database into an asset that will handsomely provide for you and your family for years to come.
1. Ask everyone you talk to, over the phone, face-to-face meetings, for their e-mail address and their permission to add you to your e-mail list. (Hint: sticky note a reminder posted by your phone: “ASK FOR E-MAIL ADDRESS,”)
2. Ask your processors and receptionist to request e-mail addresses. (Hint: Give them a script and what to say.)
3. When you go to networking events, when you are given a business card, ask if you can add them to your e-mail list. Make a note on the back of the card for those who said "yes." (Hint: Give them your business card and ask to be added to their email list.)
4. Include this sentence in your e-mail signature: “Join Our E-mail List to get_____________." (Hint: give them a compelling reason to join.)
5. Have an opt-in option on every page of your website. (Hint: Keep it simple: first and last name and the e-mail address. There is no need for complicated forms.)
6. Send out post cards to past clients asking them for their e-mail address. (Direct them to your website and give them a compelling reason in the context of the post card to opt-in)
7. Add a pop-up/pop-over box to your website. (Hint: You may hate them yourself, but even if you capture 20% of visitors, it's better than zero)
8. Print the following on the back of your business card: “Please visit my website and opt-in to received periodic e-mails about what’s happening in our local real estate market." (Hint: Print your business cards on both sides)
9. If you belong to a club, an association, a church, a book club or the like, ask to add your fellow members’ e-mail address.
10. Run a contest. (Hint: everyone who enters his or her e-mail address is eligible to win. Make the prize worthwhile, like $100 gift certificate to a great local restaurant or shopping mall.)
11. Post a short video on your website with a tip and add, "If you would like more tips like this, please complete the short opt-in form."
12. Comment on blogs and invite people to opt-in for more detailed info.
13. Add a “Q & A” section to your website, where people can opt-in and ask you mortgage, real estate or qualifying questions.
One more thing: Periodically, personalize your email by letting them know about you—your vacation; your child’s ball game; your favorite hobby. It’s critical in building that virtual relationship.
Karen Deis is president of LoanOfficerTraining.com. To get more information, or to contact her, visit
