Most loan officers send dozens of emails each day. Whether it’s reaching out to (or following-up with) a prospect, updating a client, or coordinating with a referral partner, email remains the most frequently used communication tool for LOs. And why not? It’s fast, and easy enough that we don’t necessarily have to give it much thought. But if we want to make sure that our email messages are heard clearly, in the way we intended, and get the desired responses, it’s worth finding out if we can be using it more effectively. Here are some strategies that loan officers can utilize to improve the efficacy of their emails:
Know Your Goal
This is an easy one, but it’s still worth covering. Take a moment before composing your email to get clear on the goal of your outreach. When you define the goal of your message you can then ensure that what you’re sending aligns with that goal. Ask yourself a few questions: Why am I emailing? What’s my goal? What do I hope to achieve with my message? When you know the answers to those questions, you’ll have an easier time composing the email and hitting all the salient points.
Make Your Subject Line Strong
I see this get glossed over in a lot of the emails I receive. The importance of a strong subject line can’t be overstated. It only takes a few additional seconds of your time to come up with something better than “Just Following Up” or “Checking In”, or any of the other hackneyed, overused subjects that immediately make me lose interest in whatever is in the message. A strong subject line communicates the intention of the message and the level of urgency. You don’t need to spend 5 minutes crafting the perfect line, just take a moment to be sure that you’re doing all you can with the subject before moving on to the body of the email.
Trim the Fat
If you’re busy, your email inbox likely fills up very quickly. And the same holds true for whoever you’re emailing. We need to be respectful of our recipients’ time and be as efficient as possible with our messages. You’re going for a succinct message that covers what it needs to and nothing more. When you’ve written your message, read it through again and get rid of any unnecessary information. It’s going to be a little different for each email, as some are going to be more casual and conversational in tone, and some will be formal. Long-winded emails often get saved for a later, more opportune time. A succinct message is much more likely to be read the first time it’s seen. Make your emails concise and you’ll have a much better probability that your recipient both reads and understands your message.
Be Direct and Precise
Being direct and precise about what you want in your message also makes it easier for your recipient to comply. If you want a client to visit your website, leave you a review (more on the importance of getting client reviews, here), or refer you to family or friends, you’ll want to make it as simple as possible. Include direct links where appropriate and step-by-step instructions if there’s any possibility for confusion. If you’re trying to schedule an in-person meeting, including some dates and times as well as suggesting a location can help get something on the calendar faster.
We’ve all been emailing for a long time now, and we’re all pretty good at it. But it’s a smart idea to check-in from time to time to see if any improvements can be made.
If you’re considering a move, we have some terrific opportunities for loan officers, sales managers, and branch managers that I’d love to discuss with you.
VP – Retail Market Leader