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For consumers, the world has never been so full of distractions. The Internet has made it possible for consumers to always been gaining new information and seeking out new entertainment. As a leader in the mortgage industry, what this means is that it has never been easier for people to completely forget about you.
Precisely because your customers are flooded with all sorts of messaging on a daily and perhaps even hourly basis, it has never been more important for you to be more deliberate about staying in touch with them. Of course, it's always nice to send something out in the mail from time to time or to make a phone call to customers you've done business with in the past or are still hoping to do business with in the future. But, the most effective means of communication for today's consumer is email. Do you have a strong e-mail marketing platform?
I would recommend reaching out to the customers and prospects in your database at least once per week. You may feel like you're overwhelming your customers—that you might start to annoy them. And, I agree, you're walking a fine line between not pushing out enough messaging and pushing out too much messaging. But the simple truth as that you've got to stay on your customers' radar, because everyone else is fighting for their attention as well.
Here's a simple idea that may help. Each week, ask yourself honestly, "what is new in my business that my customers should know about?" Put that into an email and send it to your database each week. Don't just make it a sales message—make it informative. Tell your people the things they really need to know. And not only will you be staying at the forefront of their minds, you also might just get a response.
David Lykken, a 43-year veteran of the mortgage industry, is president of Transformational Mortgage Solutions (TMS), a management consulting firm that provides transformative business strategies to owners and “C-Level” executives via consulting, executive coaching and various communications strategies. He is a frequent guest on FOX Business News and hosts his own weekly podcast called “Lykken On Lending” heard Monday’s at 1:00 p.m. ET at LykkenOnLending.com. David’s phone number is (512) 759-0999 and his e-mail is [email protected].