How to Generate Leads Using an Email Drip Campaign - Kaleidico (2023)

What is this article about?

Why Email Mortgage Marketing Is Important

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What is an Email Drip Campaign?

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What is the difference between growing and drip irrigation?

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How to generate leads with an email campaign

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Define your campaign goals

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Use drip campaigns to nurture existing contacts and encourage them to take action

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How many emails should I include in my mortgage marketing campaign?

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How your Drip campaign should look like

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(Video) Lead Generation with Drip Email Campaigns

Measuring the results of drip irrigation campaigns

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The best sites to create an email campaign for mortgage loans

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Lead generation in partnership with Kaleidico

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If you're like most loan counselors, you're always looking for new and effective ways to generate leads.

E-mail Drip campaigns are an effective mortgagemarketing strategyBy connecting with potential real estate buyers, you can generate more traffic and close more mortgages without the hassle.

Successful mortgage email campaigns are highly effective,89 %Professional marketers use email to generate leads.

Lenders who use drip marketing campaigns to stay in touch with potential home buyers can increase the chances of buyers contacting them when they need a home loan, rather than contacting unknown lenders.

Tell us about your email marketing needs.

Why Email Mortgage Marketing Is Important

In today's competitive real estate market, you can't just rely on referrals from real estate agents because they will dry up over time.

More and more mortgage professionals are using email to engage potential real estate buyers and drive them to a new call to action (CTA).

For most people, the strongest leads are the ones that come to you, not the ones you reach out to. But how do you get someone you don't know to come to you?

According to experts,e-mail marketingStill one of the most effective marketing tools for attracting new mortgage leads.

In fact, recent research has shown that email is over40 timesMore effective than Twitter and Facebook combined.

With so many requests already consuming your time, the thought of sending countless emails seems impossible. This is where automation can help.

Automation streamlines your email campaign by letting you compose your email, create the campaign once, and let the program do the rest. This actually frees you from time-consuming tasks and frees up your calendar. Then you can focus on tasks that will yield better results from your current efforts.

So instead of spending your valuable time looking for potential leads, you can work on pending loans and increase your sales while your email marketing campaign runs smoothly in the background.

Drip emails are a great way for mortgage lenders to nurture prospects, introduce products, attract new customers and engage existing customers.

Remember that most people are not ready to apply for a mortgage when you first contact them. You need to engage them in the ongoing conversation.

Take visitors from awareness to conversion with drip emails

Drip emails are great for introducing new customers to your credit products or informing existing owners about new offers.

They're also great educational tools that capture your audience's attention while encouraging them to explore your business more deeply.

Email marketing offers a practical and effective way to keep the attention of previous customers on your brand. Provide a steady stream of friendly, engaging emails with useful information, updates or professional advice, making it easy for users to get back in touch with you or refer you to others.

What is an Email Drip Campaign?

Drip email can be a great tool for keeping in touch with past customers and attracting new prospects.

Definition of drip irrigation activity

A drip campaign is simply a set of scheduled automated emails, usually triggered by a specific user action. Email Drip allows you to engage your customers in a compelling way.

How to Generate Leads Using an Email Drip Campaign - Kaleidico (1)

email drip has oneClick through rate 119%compared to usual activities.

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"Bit for drop" means delivering the right information bit by bit at the right time, in other words nothing more and nothing less than what is needed at that moment.

Email drip campaigns allow you to provide relevant and actionable information to potential clients when they need it, without "spam". This builds trust.

Let's look at the scenario:

Visitors to your website sign up to get an estimate of how much they might be able to borrow. With the marketing drop, they can receive a welcome email within minutes of signing up, detailing the different types of loans you offer, day or night.

Looking back at our image, this introductory email is called a "white paper" where you introduce yourself, your company, and the problems your service can solve for your audience.

With a drip campaign, you write emails in advance, use an automated system to personalize them with their name, and send them automatically.

What is the difference between growing and drip irrigation?

Although email nurturing campaigns are similar to drip email campaigns, they serve very different purposes.

Waterdrop email marketing campaign

Drip emails guide visitors through their sales funnel and towards the ultimate conversion goal. Messages in drip marketing campaigns are more often sent via email, but text messages and social media messages can also be effective options. They are sent at predetermined intervals of your choice. And (unless they opt out) recipients receive the full set of scheduled messages.

How to Generate Leads Using an Email Drip Campaign - Kaleidico (2)

Care activities

Nurturing campaigns are usually more personalized and target specific user behavior. Nurture campaigns rely on analytics and insight into subscriber activity, such as which loans they view, pages they visit or (if any) email links they click. Simply put, through a nurturing campaign, specific subscriber behavior triggers appropriate email sequences.

How to generate leads with an email campaign

Email drip marketing campaigns allow you to connect with potential customers and demonstrate the value of your credit products and services until they are ready to become customers, creating lasting relationships with them.

Email marketing is effective in generating leads throughout the mortgage borrower lifecycle, from awareness to customer.

With a strong email marketing campaign, you can raise awareness of loan products and educate prospects while building trust and ultimately encouraging them to become customers.

What are traces?

Anyone who is interested in your business and what you offer is a potential customer.

Generating leads isCollect contact information for potential leads, such as name, phone number or email address.

This is not the case with lead generationSell ​​to potential customers. Instead, it's about encouraging them to keep interacting with you.

If your goal is to grow your business, generating leads must be a priority. Drip email marketing campaigns can help you generate new mortgage leads and optimize yourswider marketing campaign, and squeezes all possible leads out of the mortgage sales funnel.

Define your campaign goals

When defining campaign goals, it's important to keep in mind that they should be realistic and show what you can actually achieve – and that includes setting realistic benchmarks.

The goal of adding 100 new visitors per day for a week is an unrealistic benchmark. And by the end of the year, it is possible to add 100 new visitors per day.

The benchmarks we use when running drip email campaigns on Kaleidic are a 40% open rate, a 10% click-through rate, and a 1-5% lead conversion rate. The important thing to remember about benchmarks is that they are reasonable goals you should aim to achieve in optimizing your results, not necessarily where you should start.

We've all experienced "scope creep," usually when trying to keep up with expanded expectations in a given situation. This can happen if you are not careful.

targeted crawling

Goal creep (sometimes called scope creep) describes the continuous expansion of a project beyond its original goal. This may not be conducive to actually getting the results you want.

To prevent targeted crawling from affecting your program, align your email campaign goals with your broader marketing goals.

If your goal is to close more loans, it will help you define the goal of your email campaign to increase the number of monthly mortgage loan customers.

You can define your goal like this: I want to take advantage of new subscribers and convert 5% into new mortgage applications in the next three months.

The goal of converting new visitors to applications is an example of a goal that aligns with your broader marketing goal of closing more loans. The three-month deadline gives you a realistic time frame to achieve this.

Drip email campaigns are not just a marketing tool for new subscribers or potential contacts. They can be an effective way of nurturing existing contacts and motivating them to act.

Your first email in this campaign will introduce subscribers to your new loan product and promote the initial mortgage discount or other benefits you're offering.

Follow-up emails from your drip marketing campaign will:

  1. Build the existing perception of your brand with existing customers and guide them through the customer journey
  2. Encourage them to take advantage of current offers and refinance their mortgage or apply for a new mortgage

How many emails should I include in my mortgage marketing campaign?

There is no one-size-fits-all rule for how many emails you should have in a drip campaign. Different goals may require different lengths of activity.

The number of emails you need will also depend heavily on who your subscribers are and where they are in their journey.

Goldilocks was right: Not too hot, not too cold - just right.

For email marketing to be successful, it always pays to keep the Goldilocks Principle in mind. Sending too many emails can drive potential customers away from your service (too hot). But if there is not enough signal, I can turn around and walk away (too cold).

After more than two decades in mortgage marketing, we've learned that "just right" often means:

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  1. 2-3 emails in the first few weeks
  2. Then cut back to one email every ten days for the next two to three months
  3. Finally, go to email every two weeks

Tell us your mortgage goals by email.

Tips for writing an email

before we know howwrite good e-mails, to see who can read them.

Millennials make up about 92 million Americans, surpassing the Baby Boomers as the largest generation in American history, and have enteredprime year for buying apartments.

due to overrun70% of millennialsYou prefer email communication over other communication methods, so getting your email recognized is key to attracting new leads.

Start with a good headline

Your subject line is your most valuable email asset.69 %the recipient of the email decides to read or delete the email based solely on the subject line.

A strong subject line will encourage your subscribers to open your email. A bad or weak subject line can prompt them to delete your email before they even open it. Find ways to pique your readers' curiosity or add a sense of urgency with your email subject line.


Everyone is busy. You will benefit from creating short emails that your subscribers can read right away. Keep the message clear and save the fluff for your peanut butter sandwich. If you have a long idea to share, you can split it into multiple emails.

stick to one topic

If you want to talk about refinancing, talk about refinancing -- that's all. Don't clutter the conversation by discussing irrelevant topics, such as down payment assistance programs for first home buyers.

Always proofread your emails

constantly. prove. Read. your. e-mail.

Check your email for errors with a free spelling and grammar checker like Grammarly. You want readers to focus on your message, not misspelled words. A typo can cause subscribers to doubt your ability to help them with more complex issues, such as mortgage approval.

End with a clickable call to action (CTA)

You have a great subject line and an informative email, but if you forget to include a clickable call to action (CTA), as the old saying goes, you're "wasting money." "

Ending your email with a compelling CTA is key for them and hard to ignore, but easy to execute.

The best calls to action are short and sweet, between three and five words.

use action words: "Get Starting Mortgage Rates," "Start Your Application," "Refinance Now," and more.

FOMO (fear of missing out): Scarcity is knowing that something has a limited supply or shelf life, and worrying about missing out on something that's scarce can help you cope with email. Creating a sense of scarcity can encourage subscribers to "act now" and "sign up now" before the offer expires and they miss out.

How your Drip campaign should look like

Standing out from the competition is not a good thing. This is crucial to the success of the mortgage institution. This means using a variety of marketing strategies, including automated email marketing.

These campaigns take a customer-centric approach, while using technology to attract more potential customers and convert them into mortgage customers.

Let's take a look at some drip marketing campaigns and mortgage email templates to get you started.

welcome email

A welcome email is often your first interaction or point of contact with a new client. Therefore, a welcome email should be friendly and welcoming, while providing a clear and concise message.

Welcome emails have a very high open rate -80 %— Four times more opens and ten times more clicks than other emails.

A common welcome email format is an onboarding email that introduces how you do what you do and how they can get the most out of your services.

GoBank does a great job of welcoming new subscribers while showing them how to set up direct deposit. Check out their awesome CTA button. (Did you notice that all three of their CTAs use action words and are all between 2-3 words!).

How to Generate Leads Using an Email Drip Campaign - Kaleidico (3)

Lead generation emails

Did you know that email marketing outperforms other marketing channels on average?122 %Initial ROI? or how50 %recipient buys a marketing email at least once a month?

Lead generation emails are designed to continue the conversation you started with your welcome email.

#1 Lead Generation Email - Home Buying Guide

Subject Line: The Ultimate Home Buying Guide for First Time Home Buyers

Just wanted to share our new oneThe Ultimate Home Buying Guide for First Time Home Buyers. This comprehensive guide can help you navigate the path to home ownership with ease. It covers everything from mortgage pre-approval (and why you need it) to closing on your new home, including

  1. organize your finances
  2. What documents are needed for those who take out a loan for the first time?
  3. How can I get pre-approved for a mortgage?

[Download Now]


Lead Email #2 - Loan Officer Introduktionsbrev

Topic: Let's buy a house together

Hello [name],

Welcome to {{realkreditlåneselskab}}. As a loan counselor with over 20 years of experience in the mortgage industry, I am confident that I can assist you with your home buying needs.

When is the best time to call you?

Or reply to this email to start a conversation.

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Lead Generation Email #3 - Congratulations on closing

Subject line: Congratulations, [name],

Thank you for letting me be a part of your home buying journey. It was a pleasure working with you. Customers like you don't come along every day. I'm so glad we met. If you need anything else, you know where to find me.

Congratulations on your new home.


P.S. If your family, friends or colleagues are thinking about buying or refinancing, please pass my message on.

Heartwarming Important Email Messages - Marking a Special Occasion

Birthdays, opening anniversaries and other special events provide opportunities to follow up and reach out to current or former customers. They also create a connection between your name/brand and a positive experience.

A simple birthday wish and a link to the mortgage company's website will do.

How to Generate Leads Using an Email Drip Campaign - Kaleidico (4)

Measuring the results of drip irrigation campaigns

When executed correctly, drops build trust between you and the prospect while laying the groundwork for converting the prospect into an actual customer.

Didi offers a number of measurable marketing methods. You can track everything you think is relevant, from who opened your email to the link they clicked and everything in between.

What's the best way to tell if your email campaign is successful?

Yes, you can analyze key performance indicators (KPIs) such as

  • open course
  • link click rate
  • Response Rate – How many people responded to your email
  • Bounce rate - undelivered and "bounced" emails
  • unsubscribe rate

With so many data points and analysis options available, it can seem overwhelming to get the precise information needed to determine the success of a marketing campaign. but that is not true.

While all of the above areas (and more) are useful for evaluating the effectiveness of your marketing campaigns, there is an easier way to find out if your email campaigns are successful.

Ask yourself this question:

Did I achieve my goal?

Review your original goal, have you achieved it?

Initially, our goal was to attract new subscribers and convert 5% into new mortgage applications over the next three months.

Answer the question "Am I reaching my goal?" Compare the number of new subscribers to the number of new mortgage applications.

If you collect 20 mortgage clients and no one completes the mortgage application, the campaign has missed the mark.

On the other hand, if you collect 20 leads and get two new mortgage applications, you will convert 10% of new subscribers (double your original goal) and the drip campaign is successful.

The best sites to create an email campaign for mortgage loans

When it comes to email marketing campaigns, automation is key. Drip email campaigns (also known as automated email campaigns) not only help build customer relationships, but also save you time.

Drip email allows you to set it up and then forget about it. Once you've established a workflow, the system you choose will send emails in the exact order and rhythm you specified.

Mortgage lenders can use multiple websites to create email drip campaigns. Let's look at some popular options.

post chimpanzee

Mailchimp is an automated, comprehensive online tool that allows you to manage your mailing lists, create email templates, and run an entire email marketing campaign.

When it comes to the best email service for creating email messages, Mailchimp is often the first name that comes to mind. And for a reason.

The power of email marketing is easy to use and offers a range of features to meet almost any business need. By constantly developing, improving and innovating the entire e-mail marketing universe, Mailchimp has become the standard tool for dynamic e-mail marketing campaigns.

New Mailchimp features include subscriber behavior targeting and landing pages. The best news is that Mailchimp is free for users with up to 2,000 contacts. Paid plans start at $10 per 500 contacts to over 2,000 contacts.

Why Kaleidico uses Mailchimp

In Kaleidica, we combine twenty years of experienceExperience in mortgage loan marketingAnd Mailchimp's expertise in customizable features, in-depth reporting and analytics to run effective email campaigns that generate mortgage leads.

constant contact

Constant Contact is a marketing automation program that allows users to build a web presence with email marketing.

The great thing about their website builder is that it has built-in marketing tools, making it very easy to use. Although they offer great marketing tools, their biggest drawback is that they don't have a free plan. Constant Contact fees start at $9.99 per month.

sales force

Salesforce is a popular cloud-based CRM platform designed to support sales and marketing teams in companies of any size. Salesforce helps businesses better connect with new customers and manage existing customer relationships.

Salesforce offers automated email marketing, SMS marketing, direct messaging and many other marketing tools. Like Constant Contact, they don't offer a free membership, but there is a 30-day free trial.

Lead generation in partnership with Kaleidico

When you partner with Kaleidica, we use everything we've learned and mastered over the past two decades to help you generate more leads.

But don't take our word for it.

(Video) Lead Generation Week: No More Aged Leads: Nurturing Your Leads Forever

See for yourself how we can help you achieve your mortgage marketing goals.

Introductory meeting with Kaleidica.

PhotographyAndrija Piacquadio


1. Lead Buyer Marketing - Stop the Churn, Stop Chasing Lead Buyers
2. Email Marketing Strategy - A-to-Z Training Session
(Bill Rice)
3. 90 Day Mortgage Marketing Plan for Mortgage Lead Generation
(Bill Rice)
4. Mortgage Co-Marketing & Seller Lead Follow Up Strategies w/ Shane Carroll
(Inside Real Estate)
5. How to Use Aged Mortgage Leads to Grow Your Pipeline
(Bill Rice)
6. How to Write Emails that Convert
(Bill Rice)


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