The average homeowner refinances or moves every 5 to 7 years. Past clients who financed with you are your best source of future transactions. Most MLOs lose this business because they stop communicating after the closing gift. A structured email program keeps you in front of past clients without requiring manual outreach on every contact.
The Foundation: Segmenting Your Database
- ✦Segment by loan type: agency purchase buyers, cash-out refi clients, investment property clients, and first-time buyers all have different follow-up triggers
- ✦Segment by rate: clients with rates above current market are the refi trigger list. This segment gets activated when rates move down.
- ✦Segment by anniversary: closing date triggers a check-in email at 12, 36, and 60 months
- ✦Segment by referral activity: past clients who have already sent referrals get a different nurture track than those who have not
Content That Past Clients Actually Open
- ✦Equity update: annual email showing the client their estimated current equity position based on their loan balance and local appreciation estimates
- ✦Rate alert: when rates drop 75 or more basis points below their note rate, a specific email with a rough refi analysis for their loan profile
- ✦Market update: quarterly email with local purchase and price data relevant to their neighborhood
- ✦Anniversary check-in: brief personal note on their closing anniversary with a request for referrals framed naturally
Compliance and List Hygiene
- ✦CAN-SPAM compliance requires a physical address, opt-out mechanism, and no deceptive subject lines in every email
- ✦Remove unsubscribed contacts immediately and honor opt-out requests within 10 business days
- ✦List hygiene: remove hard bounces monthly and re-permission contacts who have not opened in 12 or more months
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Aria can draft email content for past client communications including equity updates and rate alert messages. Ask at vicariointel.com.
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