Why Emailing Clients Still Works for Mortgage Brokers
How a Simple Email Strategy Helps Mortgage Brokers Turn Past Clients into Repeat Business and Referrals
There’s a lot of noise around marketing these days. Trends change quickly. New platforms and tools pop up constantly. And it’s easy to assume that email has lost its place in the mix.
But the truth is email remains one of the most effective ways for mortgage brokers to grow their business with the clients who already trust them.
When it’s used the right way.
Many brokers stop regularly emailing their clients because:
They assume people don’t read emails anymore
They feel overwhelmed keeping it up while juggling files and family
They’re unsure what to say or it feels too “salesy”
They only think to reach out at renewal or when business slows down
Why Regularly Emailing Clients Still Works for Mortgage Brokers
But here’s what I’ve learned in my mortgage business over the past 16 years: email strengthens relationships. And more often than not, those relationships help your business grow.
Research shows it’s 68% easier to work with an existing client than to go out and find a brand new one.
Which means your database is one of your most valuable assets.
Done well, regularly emailing current clients:
Keeps you top of mind between transactions
Reinforces trust and credibility
Supports repeat business and referrals
If You Think Email Doesn’t Work Anymore… Read This
There’s also a bigger picture here that I think a lot of brokers overlook. Email marketing isn’t going anywhere in fact, it’s growing.
It’s projected to become a $17.9 billion industry by 2027, up from $7.5 billion in 2020 according to Statista. That’s a huge increase. And companies are not investing that kind of money into something that doesn’t work. They’re investing in email because it delivers results.
And for us as mortgage brokers, this is even more powerful, because we’re not starting from scratch we already have relationships. We already have trust. So when you consistently show up in your clients’ inbox, you’re not just “sending emails”… you’re staying relevant in one of the most proven marketing channels there is.
What Your “Database” Actually Means
When we talk about building your email database, we’re not talking about something complicated.
We’re talking about real people.
Past clients
People you’ve talked to about mortgages
Referrals that didn’t move forward yet
Friends, family, connections
(And yes… make sure you have proper CASL consent in place.)
So the real question becomes:
Why are we always trying to find new clients when we already have people?
What This Looks Like for a Mortgage Broker Mom
We don’t have unlimited time.
We’re juggling:
school drop offs
sports schedules
dinner
laundry
running a business in between
So this has to be simple.
Start with this:
Pull a list of the last 4 years of clients and conversations.
Send one email.
That’s it.
A simple re introduction:
“Hey, I’m still here… and here’s how I can help.”
That one email can start conversations you didn’t even know were there.
What To Send (And Why This Works Right Now)
A great place to start right now is a refinance / cash flow email.
Something that actually helps people in today’s environment.
As Dan Bissex from RMG shared recently, cash flow is becoming a growing concern for many Canadian homeowners.
And this is exactly what we’re seeing.
Clients are looking for ways to:
improve monthly cash flow
reduce their payment burden
consolidate high interest debt
And this is where you come in.
Because a lot of clients don’t even realize what’s possible until you show them.
A quick review can make a meaningful difference.
(I’ve linked here the debt analysis calculator I use with my clients so you have something practical to work from.) Please make sure to make a copy when prompted. Please go to file (top left) and down to "make a copy".
What If You Don’t Even Have a CRM Yet? Start Here
You do not need a perfect system to start. Some brokers don’t even have a CRM yet. Don’t let tech hold you back; your next file is already in your database.
Start As Basic As Possible
Download the spreadsheet I created. Click here. And remember, please make a copy. File (top left) scroll down to "make a copy".
Make a copy.
Go back 4 years.
Start with 2022.
Only focus on:
First name
Last name
Email
Ignore everything else. We will fill in those later.
Work One Year at a Time
Start with 2022.
Add your list.
Then email them right away.
Next week:
2023
then 2024
then 2025
No CRM? Here’s Exactly What To Do
Open your email.
Copy one of the emails I’ve linked.
Then:
Copy your subject line
Paste it into about 50 emails
Copy the body
Paste it
Add email addresses
Personalize names
Send
Under an hour. Trust me. This is how I did it back in the day.
Real Life: This Is How I Started
This is exactly how I did it in 2020.
No CRM. No automation. Just sending emails. And it worked.
“I Don’t Want to Bother My Clients…” Let’s Talk About That
This is the number one thing I hear. From one on one clients. From brokers inside the Collective.
“I don’t want to bother my database.” “What if people unsubscribe?”
Let’s flip that.
Unsubscribes Are Not a Bad Thing
If someone unsubscribes…
That is actually good for your email health.
Because it tells your email provider:
The people left on your list actually want to be there
Your emails are being opened by the right audience
Your engagement is stronger
And better engagement = better deliverability.
Which means more of your emails land in inboxes… not spam.
But beyond that…
If someone unsubscribes, they were never going to be your client.
And that’s okay.
You’re Not Bothering People! You’re Helping Them.
We have to stop looking at this as “bothering.”
Especially right now.
There is so much noise out there:
rates, headlines
options
fear
Clients are overwhelmed.
And they are looking for someone they trust to make sense of it.
That’s you.
Your past clients…
Your future clients…
They depend on you to:
simplify things
guide them
help them make decisions
Real Life: What You Don’t See Behind the Scenes
I want to show you something.
This is a message from a real client:
I received an email from a client I helped a few years back. He took the time to tell me how helpful our Email Blasts have been (yes, I’ve been using the same Email Blasts that we provide for subscribers for my mortgage business, too!).
Here’s a snippet of what he said:
“I find the emails from [Kristina Crosbie’s] Office incredibly helpful and informative from a client's perspective. They have been instrumental in guiding my financial decisions, particularly regarding mortgages, during these uncertain times."
Like I said, it had been YEARS since I last helped him with his mortgage, so this just shows you the power of good email marketing.
In honesty, we write the Email Blasts for the sole purpose of providing clients pure value…
…to give people information and guidance that they can use in their own lives as they make financial decisions for themselves and their families.
Someone I emailed consistently.
I had no idea it was helping him this much.
Until one day he emailed me because he was thinking about moving.
And this is the part most brokers miss…
So much is happening behind the scenes that you don’t see.
People are:
reading your emails
learning from you
building trust with you
quietly
Consistency Creates the Ripple Effect
You stay visible…
You stay consistent…
That’s what creates the ripple effect in your business.
That’s what keeps you top of mind.
That’s what turns into:
future files
refinancing
referrals
And it’s not just life changing for your business…
It’s life changing for your clients.
Because you’re helping them make better financial decisions in a time where that matters more than ever.
Now Let’s Take It Further
Most CRMs will show you:
Who is opening your emails
How many times they’re opening them
And this is where things get really interesting.
Someone opens your email:
3 times
4 times
10 times
Sometimes even 50+ times
That’s not random. That’s someone thinking.
That’s someone trying to figure out…
“Does this apply to me?”
And this is the part I don’t want you to miss:
You have to start looking at your email stats the same way you look at your funding ratios or your commission statements (you better be looking at those with a pencil and calculator in hand)!
Your numbers tell a story.
My point being….
Your email stats tell you who is ready to talk.
Most brokers are out there trying to create new conversations…
When they already have people quietly raising their hand in their inbox.
Those opens?
That’s interest. That’s timing. That’s opportunity.
So instead of guessing who to reach out to…
Let your emails tell you.
Because the people opening your emails multiple times?
They’re not cold leads.
They’re warm conversations waiting for you.
Real Life: What Actually Happens Next
I send out a refinance email.
A few days later, I noticed someone had opened it multiple times.
So I followed up with:
“Hey! Just wanted to check in. Did you get the email I sent out earlier in the week? Any questions?”
I find this type of personal follow up gets the conversation started.
She replied right away.
She had been quietly stressing about her payments… trying to make everything work with kids, groceries, and rising costs.
And this part matters…
Clients are struggling more than ever right now.
I’m seeing a lot of A clients moving into the B space.
And that’s not always an easy conversation for them to start.
So that follow up a few days later…
It breaks the ice. It makes it easier for them to respond.
Why This Works So Well for Moms
Clients open the email…
Think “I need to do this”…
And then life happens.
So when you follow up:
“Hey! Just checking in. Can I help with anything?”
And they’ll say:
“Thank you, I needed this reminder.”
The Biggest Email Marketing Mistake Mortgage Brokers Make
Only emailing when you need something.
What works better is consistency.
Because when someone is ready…
They reach out to the one who stayed in touch.
Why Consistency Is So Hard (And What To Do Instead)
Plans change. Life happens.
So instead:
Do the emails
Do the texts
Do the comments
Stay visible in a way that works.
Where Email Fits Into This
Email is your consistency.
Even when everything else gets pushed…
It’s still working.
Start simple:
Last 4 years
One email
Weekly consistency
Ready to Make Email Work for Your Mortgage Business?
Email works when there’s a plan.
And more importantly… when it fits your life.
Inside The Broker Growth Collective, I help mortgage brokers (especially moms) build simple systems that actually work in real life.
If you want:
more consistency
more conversations
less overwhelm
This is exactly what we focus on.
And the best part?
We don’t just give you ideas…
We write your emails for you
We schedule them for you
We even create and schedule your social posts
So you’re not sitting there at night trying to figure out what to say…
It’s already done.
If you want to stay visible, build relationships, and grow your business without adding more to your plate…
You can learn more about the Collective Here
And if you want simple, weekly ideas you can actually use right away…
You can join my email list here.
Your database isn’t just a list.
It’s real people.
And your next file is already in there.
FAQ
Does email marketing still work for mortgage brokers?
Email marketing still works for mortgage brokers who want repeat clients and referrals. Regular emails keep brokers top of mind between transactions and strengthen trust with past clients who already know their work.
Why should mortgage brokers email past clients?
Mortgage brokers should email past clients to maintain relationships and encourage repeat business. Research shows it is about 68% easier to sell to an existing client than to acquire a new one, making a broker’s client database one of their most valuable business assets.
How often should mortgage brokers email their clients?
Mortgage brokers should email clients consistently rather than only at renewal time. Short check-ins, helpful tips, or seasonal reminders help brokers stay familiar and trusted so clients naturally reach out when they need a mortgage or want to refer someone.
Why do many mortgage brokers struggle to stay consistent with email?
Mortgage brokers struggle with email marketing because they lack simple systems and content plans. Busy schedules, family responsibilities, and uncertainty about what to say often cause brokers to delay emails until business slows down.
How can mortgage brokers make email marketing easier?
Mortgage brokers succeed with email marketing when they follow a simple, repeatable system. Clear content ideas, realistic schedules, and accountability help brokers stay consistent without adding more stress to their workday.
How does email marketing help mortgage brokers get more referrals?
Email marketing helps mortgage brokers stay top of mind with past clients. When brokers consistently send helpful emails, clients remember them when friends or family mention buying or refinancing. Regular communication strengthens trust and makes referrals more likely.
