7 email strategies to win clients for life

Director of Hunter Galloway, Nathan Vecchio, started broking in 2015 and using the techniques from Jayden's Top Broker Handbook, is writing big numbers, leading to Vow Financial naming him Broker Partner of the Year Rising Star in 2016.

Okay, I’ll admit it. There are times I fire off emails as fast as I send text messages. While at least 20% of my day is spent sending and responding to emails, it’s an important part of how my business runs.

It’s easy to get lazy with emails though, leaving room for miscommunication and inconsistencies. Aside from the basics of spellchecking your emails (you’d be surprised at how many people don’t do this), there are a few tips I can give you to help exceed your client's expectations and give them the best experience possible. Because every time you send an email, you could be losing the chance to set up a meaningful business opportunity.

Be responsive
Being a slave to your email isn’t what I’m saying here, but make sure that if a customer contacts you, you get back to them within a reasonable time frame. The longer you take, the more your professionalism as a broker decreases.

Top Broker Tip: I aim to reply to my customers by close of business at the latest (sun down rule), and if I’m away the first thing I do is set up an out-of-office reminder so that they know the reason for my delayed response. Show your customers respect for their time and they’ll show you it back.

Understand your clients desired communication method
We are all individuals! Which means that not everyone likes the old email in the inbox method of communication. When you send an email, always give your client the option to speak further over the phone or otherwise meet in person. This gives your services a sense of flexibility and understanding, putting their needs first.

Keep it short
Our inboxes are getting spammier and spammier so try and keep it brief – kind of like a text message with a bit more detail. Shorter emails are more likely to be understood and followed through. Before you hit send, define your goal – what is your purpose for sending this email? Then aim to sum it up in less than five sentences.

Be friendly and personable
No one wants to hear your life story, but do keep a friendly and welcoming tone to your email communication. Sometimes when we’re emailing on the go, it can be easy to be a little too direct and come across as blunt. Making personal references can really reinforce a relationship and sense of care between you too, like “Hope you enjoyed your daughter's Christmas concert!” where relevant.

Keep your email content organised
Going back to the influx of emails 24/7, keep your emails organised so that they’re not irrelevant to your receiver.

A couple of points to follow:

  • A clear subject – spell it out!
  • Who the email is for – don’t send blanked CC or BCC emails, everyone knows what you’re doing!
  • Use the inverted triangle rule – most important information at the top/beginning, least at the end/bottom of email.
  • Highlight the action required to be taken – for example: I am able to give you a call at 2:30pm this afternoon, otherwise please send me two times that would suit you better?” This helps remove any doubt.

Top Broker in action: Look at the difference between these two emails:

Example 1: Tom has sent you an email with questions about refinancing. An ineffective email is:
Hi Tom,

Thanks for your email. That is fine we can start your refinance, I will need a couple of documents and they will need to be signed by a JP but I can explain this with you over the phone.

It would be easier if I give you a call and go through the details with you today, so let me know a good time. It’s also important to know that the process takes about three days and due to the weekend it will be further drawn out.


Top Broker Review: 2/5

  • This email is wishy-washy and has no clear call to action.
  • Too wordy
  • Unnecessary add in about the weekend
Example 2: Same enquiry, an effective email is:
Hi Tom,

Thanks for your email. That's great, we can start your refinance immediately. To kick things off, let's start with a quick phone call to go over documents and information required.

Would 1pm or 3pm today suit you for a chat?

Otherwise please give me two other times that work well for you today?


Top Broker Review: 5/5

  • This email is polite and to the point
  • Gives a clear time slot to speak, and also options.
  • Call to action is clear

Proofread it (one more time) before you send it!
Check you spelt your client’s name correctly, that you included the attachment and make sure that autocorrect hasn’t thrown in any mistakes. If you’re really worried, you can always send yourself the email first to read it with new eyes, then copy and paste it into a new email again.

Top Broker Tip: One of my main tools I use for spelling and grammar is Grammarly, a free tool, which integrates into your email and online content.

These strategies could be the decider between yourself and another mortgage broker, so don’t make silly email mistakes and let them get in the way of all your hard work.

PS: I’m going to be taking over here at Top Broker for a little bit while Jayden focuses on a few big and exciting projects we are looking forward to bring you in the next few weeks. A quick background, I started broking in 2015 and using the techniques Jayden has given in the Top Broker Handbook I have grown my business in a very short time to writing some big numbers, and was fortunate enough to be awarded Broker Partner of the Year Rising Star in 2016. 

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