I have been shopping for end tables. I went (and dragged my husband) to at least a dozen furniture stores. I even put deposits down at several of the stores, so they could order the tables they featured online, but did not have on the floor.

Here's the other thing. At least six of the salespeople had my contact information, including my email address. And you guessed it: I got an email follow-up from only one of them — but I was really impressed with the marketing strategy she conveyed. 

Here's the basic outline of that email, for you to use as a follow-up technique in your mortgage business.

  • State when you last talked to or met with your prospects
    • She reminded me of the date we visited the store.
  • Go into detail about what you talked about
    • She described the types of end tables, the size and the wood finish
  • Review the numbers — price range, down payment and closing costs.
    • She again gave me a breakdown of the price, including taxes and the delivery charge
  • Recall something from your conversation.
    • We showed her a picture of the sofa and chairs and she mentioned how she thought the end tables would be a perfect match.
  • Ask when your prospects plan to make a decision and how long it would take to process the loan
    • She asked me when I expected to order — and reiterated that it would take eight weeks to get the furniture.
  • Provide the hours you are available
    • She provided the hours that she worked, including a side note that she would be on vacation but named another person who would be available to help me.
  • Sign off with a personal note about yourself
    • She wrote that she couldn't wait until spring arrives to start planting vegetables in her garden.

Seven steps. She took good notes, and followed up right away. I believe that incorporating this one technique into your client follow-up process will result in more business.
And yes, I ended up ordering the tables from her!

Karen Deis owns