How to get customers to ask for a loan meeting themselves? This automation does 80% of the work for you
A mortgage customer is not a customer buying socks online. They need support for months, sometimes years, before deciding to use your services. Automating this process can make or break your entire campaign.
Why the traditional approach no longer works
The customer journey in the financial industry is a maze where every step requires carefully planned communication. The customer first gathers information, compares offers, checks their creditworthiness, and then… often disappears for months. Some people come back when their life situation changes. Another group needs a gentle reminder of their previous interest. Without automation, these valuable leads are lost.
Before you launch automation, you need to understand the stages a customers goes through:
- They search for information about loans, read articles, and check calculators. Here, they need education, not sales.
- They compare offers from different banks, analyze terms and conditions, and check reviews. Materials and case studies are key.
- They have specific questions about procedures, documents, and deadlines. They need quick answers and a personalized approach. They are becoming more and more convinced about taking out a loan.
- They have contacted you and taken out a loan, now they need information about the status, next steps, and additional services.
Each of these phases requires a different type of communication and different automation tools.
Without segmentation, you won’t get anywhere!
Not every mortgage customer is the same. First-time homebuyers have different needs than investors looking for another property. Segment by loan value: a customer looking for a $200,000 loan is a completely different conversation than someone planning a million-dollar investment. Monitor engagement levels. Who opens emails, clicks on links, downloads materials? These are the hottest leads that need priority treatment.
The iPresso platform allows you to create segments in real time based on user behavior. Instead of manually selecting who to send a message to, you can prepare a scenario that will automatically send emails to a given segment.
Don’t sell – help
A customer has just left their contact details after downloading an e-book about mortgages. The first email should not contain an offer, but valuable information. Immediately send a thank-you message and a link to additional materials.
Is the recipient showing further interest? A creditworthiness calculator with personalized analysis will help them make a decision.
After the initial sequence, the customer moves on to long-term nurturing. Here, it is crucial to maintain interest without being pushy. You can offer weekly newsletters with current rates, regulatory changes, and advice for borrowers. Provide content that will position your brand as an expert.
Personalized product recommendations
Every click, email open, or even a second spent on the website is information about the customer’s intentions. Automation allows you to respond to these signals almost immediately. Scoring assigns points for various activities. A lead with a high score automatically enters a more intensive communication sequence.
A few words about integration
Integration with CRM and banking systems allows you to update customer profiles with communication history, provide information on the progress of application processing, and automatically notify customers of updates. Synchronization ensures that all systems have up-to-date data. Thanks to integration, you know what actions the customer has taken. Did someone visit the website and browse information about mortgages and download additional materials? Automatically send them a proposal to schedule an appointment with an advisor.
Context is more important than you think!
In iPresso, the content of messages changes depending on the customer segment. A lead browsing materials about their first mortgage will receive different emails than someone who has already taken out such a loan. People from Warsaw will not see an advertisement for a bank in Krakow. Scenarios respond to specific actions. Did the customer check the calculator for a $5 million loan? They automatically receive information about the premium offer.
Measuring effectiveness and optimization
Automation without analytics is a shot in the dark. Key metrics for the mortgage industry are email open rates, click-through rates, and the number of completed mortgage applications. Also, track the customer lifecycle and test different versions of emails to systematically improve results.
Check the individual stages of the sales funnel and analyze the results. In iPresso, you will find a clear dashboard with campaign reports and the most important data. Are you interested in measuring results? Click here to read more about it.
Practical implementation tips
Start with one sequence and test its effectiveness before developing a full automation system. Use simple language instead of stiff banking jargon. A mortgage is often the biggest financial decision in a person’s life – communication should take this into account. Test different days and times for sending emails. Instead of sending multiple messages at once, it is better to use scenarios so that the recipient receives the next message after a few days.
Of course, it is clear that the most important thing is to choose a platform that will allow you to easily introduce leads to the world of mortgages. Check out the benefits of choosing iPresso for the financial industry.
Summary
Long sales cycles, complex products, and demanding customers are just some of the challenges facing the financial industry. Fortunately, there is Marketing Automation! The key elements of effective automation are accurate segmentation, personalized communication, integration with banking systems, and continuous optimization based on data.
iPresso offers a flexible platform that adapts to the specifics of the financial industry while ensuring the highest security standards. Fill out the brief and increase conversion in your organization by intelligently automating customer onboarding and nurturing.
