#1 Start with your past clients, they are loyal to you if you have been keeping in touch. They want to help you just as you would help them. Do they need to refinance, upgrade to a larger home or right size in retirement with a Reverse Mortgage. Target the ones you feel will have the most benefit today as rates go down. #2 Have a robust list of local referral partners in the Financial industries of CFP's , attorneys, estate planners and insurance. Build it slowly within a 5 mile radius with face-to-face meetings then build out farther and farther. #3 Keep your CRM (or get one if you don't have it) and build it with identifiable titles and fill it with your past customers, referral partners and others important to you! Good Luck!

Before diving in, it's essential to define what success looks like for you. Are you aiming to increase the number of high-value loans, or is your focus on nurturing long-term customer relationships that promise sustained profitability? These goals are your guiding stars, leading every decision you make. To track your progress, you need the right metrics. Think of these as your performance indicators. Consider metrics like the average loan amount, customer acquisition cost, or the rate of repeat business. These numbers will not only tell you where you stand but also help in fine-tuning your strategy.

Prior to thinking about your personal goals and metrics, it's incredibly important to ensure that you're creating a client-centric environment to drive excellent client experiences. By putting your clients at the fore-front, you're more likely to receive referrals and repeat clients! By focusing on building your client relationships as your first point, this will allow you to drive metrics and market your incredible client satisfaction.

In my opinion, understanding your goals and metrics is essential before segmenting your market. You need to clearly define your objectives, whether it's increasing market share, generating leads, improving customer satisfaction, or reducing churn, and establish how you will measure success. Key performance indicators (KPIs) such as loan volume, revenue, cost per lead, conversion rate, customer lifetime value, and net promoter score are crucial for tracking progress and evaluating the effectiveness of your strategies. Setting clear goals and regularly monitoring these KPIs allows for continuous optimization and ensures your marketing efforts are aligned with business targets.

You can use different methods and tools to profile and target your segments, such as personas, value propositions, customer journeys, and marketing mix. You should create detailed profiles of your segments, describing their characteristics, needs, pain points, goals, and expectations.

AI is already helping here and will be moving at hyper speed to identify patterns, trends and insights. In an environment with many folks waiting for lower / stable rates be sure to message as soon as rates hit targets . There is a lag effect with clients understanding that rates improved . Be first to tell them

Always segment and prioritize your database with easy-to-access smart lists and groups. Keeping your data clean and segmented will allow you to easily pivot with any change in the marketing and immediately get to work with a targeted message. Highly recommend breaking your database down into a few groups or categories based on closing dates, loan amounts, rates and programs. This way should a change occur, you already have your audiences defined and it eliminates the panic feeling of having to get your messages out first.

I think this is a very important step in identifying and targeting the most profitable and loyal mortgage segments. Here's why: - Rich customer data provides a strong foundation - Data-driven segmentation leads to better targeting - Unlocks valuable customer insights Overall, leveraging existing customer data is a powerful tool for segmenting your mortgage market. It allows for a data-driven approach that can significantly improve your targeting and marketing efforts.

Your current customer data is a treasure trove of insights. By analyzing this data, you can uncover patterns and trends that are essential for understanding your market. Imagine discovering that a significant portion of your clients are first-time homebuyers in their mid-30s. This revelation can dramatically shape your marketing efforts, allowing you to tailor your services to meet their specific needs.

Tracking your client data gives you an incredible wealth of information which will help you focus your marketing more specifically based on demographics. Additionally, using a CRM database to track not only high level client information, but also things like hobbies, birthdays, life goals, etc. This creates a more personal feel, to send out birthday/anniversary wishes, congratulations, and even client feedback surveys to ensure you're evolving with your client base.

Identifying and targeting the most profitable and loyal mortgage segments requires a strategic approach combining data analysis and market understanding. 🔹1️⃣ Analyze customer data: Review your existing customer base to identify trends and characteristics of your most profitable and loyal segments. 🔹2️⃣ Conduct market research: Understand the broader market dynamics, preferences, and needs to identify potential segments that align with your offerings. 🔹3️⃣ Tailor your marketing: Develop targeted marketing strategies and personalized messaging that resonate with these identified segments, focusing on their specific needs and preferences.

Creating buyer personas is like sketching out the characters of a novel. Each persona represents a segment of your target market. For instance, "First-time Homebuyer Toronto" might be a young professional looking for a starter home, while "Investor Adam" could be a seasoned investor seeking lucrative property deals. These personas help you to empathize with and understand your clients' unique journeys. They guide you in crafting messages that resonate deeply, ensuring your marketing efforts hit the mark every time.

To further enhance the identification and targeting of profitable and loyal mortgage segments, consider these additional strategies: 🔹4️⃣ Leverage predictive analytics: Utilize advanced analytics tools to predict which customer segments are most likely to be profitable and loyal based on historical data and trends. 🔹5️⃣ Monitor competitor strategies: Observe how competitors are targeting and serving different segments to identify gaps or opportunities in the market. 🔹6️⃣ Engage in continuous feedback: Regularly collect and analyze feedback from your clients to understand their evolving needs and preferences, allowing you to adjust your targeting strategies accordingly

create buyer personas. Create comprehensive profiles of your ideal clients. Provide personal information (age, income, and employment) and behavioural and financial habits (credit scores, payback history, loan preferences, and buying reasons). This will enable you to understand better the factors that motivate your most devoted and successful customer segments and adjust your marketing to suit their requirements.

Creating buyer personas is a critical step in mortgage marketing, as it allows you to tailor your messaging and offerings to meet the specific needs of your target audience. By understanding the motivations and challenges of your ideal customers, you can develop more effective marketing strategies that resonate with them. Remember, the goal is to not just reach your audience, but to connect with them on a personal level, making your services more attractive and relevant to their unique situation.

Your value proposition is your unique promise to your customers. It's what sets you apart in a crowded marketplace. A compelling value proposition directly addresses the needs and desires of your buyer personas. For example, if your data shows a high number of young families looking for homes, your value proposition could focus on providing hassle-free, family-friendly mortgage solutions. This approach not only attracts the right customers but also builds a lasting relationship with them.

Your value proposition should directly address your buyer personas, introducing yourself and what you bring to the table that sets you apart! What are you going to do for these clients that no one else can do? What do you do better? It would be amazing to include former client feedback in your value proposition.

The demands and preferences of various segments vary. Create value propositions that speak to the needs of each market group. First-time homeowners, for instance, would place more emphasis on educational materials and smaller down payments, whereas investors might be more drawn to favorable lending rates and speedy approvals. Make sure the messaging you use reflects the things that each segment values most.

In the mortgage industry, a well-crafted value proposition is crucial for standing out in a competitive market. It's not just about offering lower rates; it's about understanding the unique challenges and needs of your target segments and presenting tailored solutions that resonate with them. As a mortgage marketing expert, I emphasize the importance of backing up your value proposition with concrete evidence, such as customer testimonials or data showcasing your success rates. This builds credibility and trust with potential clients, making them more likely to choose your services.

Craft a value proposition that addresses these factors by highlighting unique benefits such as competitive rates, personalized service, or flexible terms. Tailor your messaging and offers to resonate with these segments, ensuring your proposition effectively differentiates your services from competitors and aligns with the values and expectations of your target audience.

With your goals set, data analyzed, personas created, and value proposition defined, it's time to bring your segmentation strategy to life. This step is where you apply all your insights and strategies to segment the market effectively. Segmentation can be based on various factors like geographical location, age, income, or even lifestyle choices. For instance, you might find a niche in serving high-income professionals looking for luxury properties. Tailor your marketing efforts to speak directly to their desires and concerns, such as emphasizing security, exclusivity, and investment value.

To implement my segmentation strategy, I focused on LinkedIn to connect with Account Executives, building a targeted network and sharing content tailored to their interests. I created videos, articles, and posts covering topics relevant to their challenges, such as navigating variable income and tax benefits in real estate. This content not only provided value but positioned me as a trusted resource. Once they connected, my approach shifted to building genuine relationships—responding promptly and making myself available. I found that, for this persona, moving the conversation to text worked well, allowing for a more personal, real-time connection that strengthened trust.

When creating targeted marketing campaigns, it's essential to leverage your value propositions and buyer profiles to tailor your communications effectively. Utilize digital technologies such as marketing automation and CRM systems to personalize your approach for each group. Whether it's through social media, email outreach, or direct communication, it's crucial to concentrate your efforts on the platforms where your target segments are most actively engaged to maximize the impact of your campaigns.

In the mortgage industry, implementing a segmentation strategy is crucial for effective marketing. By tailoring your messages and offers to specific buyer personas, you can significantly increase the relevance and impact of your campaigns. Utilizing tools like email marketing software and landing page builders not only streamlines the process but also allows for more precise targeting and personalization, leading to higher conversion rates and a better return on investment.

Based on my experience in Melbourne often our existing clients are our best segment as they usually provide us with 70% of new business. It is so important that we then review our existing base and maintain an ongoing relationship with our clients.

The mortgage market is ever-changing, influenced by economic trends, regulatory changes, and shifting consumer behaviors. Staying agile and informed is crucial. Regularly review and adjust your strategy to align with new developments. Also, don't forget the power of feedback. Engage with your customers, solicit their opinions, and learn from their experiences. This feedback is invaluable in refining your approach and ensuring that your services continue to meet the evolving needs of your market.

In targeting the most profitable and loyal mortgage segments, it's crucial to recognize the power of personalized marketing. Leveraging data analytics to understand customer behavior and preferences can lead to highly targeted campaigns. For instance, by analyzing past loan performance, you can identify patterns and characteristics of your most valuable clients. This insight allows you to tailor your messaging and offers to resonate with similar prospects, increasing the likelihood of conversion and long-term loyalty. Remember, in mortgage marketing, a one-size-fits-all approach rarely succeeds.

The notion there are pre-existent segments within the American homebuying populace that are more or less loyal I think is a false premise. Borrowers are loyal to experience, which means it's on lenders to cultivate borrower loyalty. IMO a Boomer is just as likely as a Millennial to change lenders every transaction. Why? Because lenders simply do not do a good enough job maintaining relationship between transactions and nurturing their database of past customers through meaningful engagements. What do most lenders send their database, if anything at all? Home value updates, maybe some homeownership tips, and refi/equity offers. That doesn't curry favor—it just fills inboxes. Worry less about demographics and more about long-term engagement.