The Play

Better target cross-sell to existing customers by monitoring a list of your current mortgage customers to see when they are in-market again, likely considering a new home purchase, and/or shopping for mortgages elsewhere.  Trigger an email campaign to these customers as soon their in-market signal changes from ‘not seen’ to ‘seen’ (‘low’ or ‘high’) in the Mortgage-Purchase Journey.

Approach
  • Initial email should be triggered immediately upon receiving the updated in-market signal; send emails to any of your current mortgage customers seen actively in-market on a Mortgage-Purchase Journey.
  • Continue with a more aggressive email cadence over the next few week and monitor for opens and clicks
  • Establish a time frame to refresh the list with any new in-market customers and move any customers out of the segment when their signal goes to ‘not seen.’
  • Consider following up with a call if in-market activity remains steady and the customer has not made a purchase.
Content Recommendations

These consumers may be buying a new home, but there is no reason for them to work with a new mortgage company. Remind them of this by providing them with extremely competitive mortgage options and benefits for remaining a loyal customer.