The Play

Monitor a list of current customers and when you see them in-market for the product(s) they have with you, you can identify them as potential churn-risk.  Send a direct mail piece to consumers ‘seen’ (‘low’ or ‘high’) in market for for Mortgage-General, Mortgage-Purchase or Mortgage-Refinance.

Approach

Send initial direct mail piece when you first get the alert that the customer is in-market.  Coordinate weekly or monthly direct mail drops for any consumers that continue to be seen with ‘low’ or ‘high’ in-market activity.

Content Recommendations

The content should be personalized and focused on the product most related to the customer’s in-market signal. You could include specific offers combined with unique benefits/value propositions to encourage the customer to focus their shopping with you and remaining a loyal customer.