Founded in 2007, Axia Home Loans provides sustainable homeownership through responsible and ethical lending. Patrick Lewis is a sales manager and mortage planning specialist with the loan originator and provides homeowners and homebuyers with mortgage refinancing and lending options. Like many loan officers, referrals are Patrick’s primary lead source, making cultivating and maintaining relationships with industry partners essential to his success.
The Challenge: Email Engagement Declines
For many years, Patrick used email to stay top of mind with his referral network, which includes real estate agents, financial advisors, home builders, and previous clients. In order to provide each group with relevant information, he created segmented email lists. This allowed him to tailor the content he shared — for example, providing real estate agents interesting industry news and first-time homebuyers tips on navigating homeownership.
To measure his performance, Patrick monitored email open rates. Over time he saw them decline significantly across all referral sources. Digging deeper, Patrick discovered that the issue wasn’t his content but, instead, the medium. People had stopped reading email and sharing content this way, so it was no longer a useful tool for strengthening connections.
The SMS Notification Solution for This Sales Manager
Given the popularity of text messaging, Patrick felt he could gain considerably more visibility by sharing content via text. However, he still wanted to stay true to his original goal of providing relevant information in an easily consumable format, which meant he needed to group his contacts based on interest and track engagement levels.
“Using EZ Texting lets me connect with the right person at the right time. The tracking tool is awesome, making it clear that people review texts way faster than email!”
—Patrick Lewis, Sales, Axia Home Loans
To achieve this, Patrick looked for a business texting solution, ultimately discovering EZ Texting, a lightweight solution with powerful reporting and segmentation capabilities.
How an Axia Mortgage Planner Closes More New Business With Text Marketing
By switching from email to text communications, Patrick has been able to build deeper connections within his existing network. The content he shares is viewed more frequently, and his messages are perceived as more personalized than ever before. For the first time, he is able to initiate conversations and regularly receive responses to the content he shares.
Today it is easier for Patrick to ask for referrals, and his network is more likely to think of him when they have a new lead, helping him to gain more leads and close more new business.
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