In the mortgage industry, I think that one of our greatest weaknesses is following up with potential leads. And I don't think it's for lack of desire or initiative on the part of loan originators. I think it's primarily a technology issue – most organizations simply don't have an email marketing platform that makes follow-up easy to do.
When you have the right email marketing system, you can automate certain messaging that you would normally forget about, you can set up reminders for yourself to reach out after so much time has passed, and you can have a database of past communication to better understand the prospect.
The technology exists and has existed for years. There are companies out there that specialize in email marketing specifically for the mortgage industry. We just need to do our research, make the investment, and learn how to use the technology. If you don't have an email marketing platform, I would definitely look into it as soon as possible. You're missing out on some great opportunities if you don't.
It has been decades since people first started using email as a means of communication, and we've seen technologies such as social media and texting follow it in the last few years. But despite the ever-changing ebb and flow of the Internet, most people still check their email every day. If there is a message you want someone to see, the surest way to get them to at least glance at it is to send it to them in an email.