31 Mar 2017

There’s something about spring that makes everyone want to throw open their windows and get everything in order. Since the mortgage industry is starting to gear up for the prime selling season, it’s the perfect time to do a little spring cleaning on your lead generation messages. Here are some top tips from the SoftVu spring cleaning handbook!

In housecleaning, experts recommend starting from the ceiling and then working your way down to the floor. The same strategy applies to cleaning up your marketing messages. Before you start scouring every single email, take a look at your communication strategy. Are all your touchpoints still applicable? Need more, fewer or different messages to stay relevant—or do you need a brand-new communication stream? Once your strategy’s looking squeaky clean, you’re ready to start deep cleaning.

Grab your fine-toothed comb and attack your contact list. Do you have complete information for everyone, or are you missing things like titles, first names or others? Are there duplicate entries? Are there a lot of invalid email addresses, or is your bounce rate pretty low? Much like scrubbing your baseboards with a toothbrush, this step requires a lot of elbow grease, but you’ll really see an improvement once it’s done.

Take a close look at the messages you’ve been sending your leads. If you’ve been using the same messages for several years, they may no longer be relevant. Whip out the red pen and edit those messages to make them vibrant, fresh and engaging.

Anything that sounds overly trendy, weird or outdated needs to go into the “trash” pile. (For example, you certainly don’t want to be sending interest rate updates that say something like “rates have hit historic lows!”) If your company has a new tagline or logo, now’s a great time to add that to your messages.

The average person spends only 11 seconds on an email, tops. You want to make each one of those seconds count. Is the copy too long? Does it take several sentences to get to the point? You want your messages to be bite-sized and engaging, not a chore to read.

You’re almost done! Time to put the finishing touch on your cleaning spree. Your email subject lines are the first things your leads see. Are they engaging enough that your leads will want to click on them? Polish them up until they sparkle and shine.

Keeping lead generation campaign and messages springtime fresh helps you get the right message to the right people at the right time. It’s also something we do at SoftVu every day. We’ve got the tools to scrub your lists, tweak your messaging in real-time—even rejigger your communication strategy to make sure your messages are looking their best.