Maintaining client relationships after closing is challenging due to the infrequency of mortgage transactions. Historically, providing clients with relevant, consistent content has been difficult, leaving many mortgage professionals relying on birthday emails, newsletters, or giveaways to stay in touch. While these methods help, they often fall short in building lasting trust and loyalty.
Why Clients Forget You
Irrelevant Content: Generic marketing content like birthday emails or newsletters often doesn’t address the specific needs of homeowners. Your clients chose you for your objective advice and guidance. To maintain their trust, you need personalized, relevant content that reinforces your value - content that answers, "How does this benefit me?"
Poor Frequency: Life changes - like having a baby, changing jobs, or a divorce -don’t wait for your annual mortgage review. To stay top of mind, you need to connect consistently, ensuring you’re their first call when homeownership needs arise.
How Ownwell Solves These Problems
Relevant Content: The personalized homeownership digest provides actionable insights tailored to each client.
Consistent Frequency: Automated monthly emails keep you top of mind, aligning with the cadence of other critical financial updates like bank statements.
How It Works
Adding Client Data: Client data can be added to Ownwell via:
A sync with your submission platform
A CSV import
Manual entry
Once a client is added or imported, they automatically enter Pending status.
Their first homeownership report (the “Welcome” email) is automatically generated and sent 7 days after import.
This brief Pending period allows you to review their data before the first report is sent.Email Schedule
Clients automatically receive their first homeownership report 7 days after import.
This first email — the Welcome Report — introduces Ownwell and highlights key insights. You can see what it looks like here.Subsequent reports are sent automatically each month, typically during the second week of the month. We call this email the "Monthly" email (see what it looks like here). You can see when next month's reports will be sent out in the Dashboard.
Email Details
Sender Name: Your name appears as the sender.
From Address:
[email protected]Reply-To Address: Your email address ensures client replies reach you.
Personalization: The email includes your profile photo and contact details.
Previewing Emails
Test emails can be sent to yourself from the client profile.
The first email includes background information on Ownwell. Subsequent emails are shorter, featuring unique report content based on updated data.
Why Monthly Frequency Matters
Ownwell's monthly email cadence is intentional. Our research indicates that this cadence effectively keeps clients engaged without overwhelming them. Homeowners expect monthly updates for essential financial information, and Ownwell aligns with this behaviour, making your reports both predictable and eagerly anticipated.
Measuring Results
Ownwell tracks:
Open Rate: Percentage of emails opened.
Click Rate: Percentage of clients who click links in the email (a stronger measure of engagement).
November Results
Open Rate: 62%
Click Rate: 47%
These metrics are on par with industry leaders like Homebot. While open rates can be influenced by automated email scanning, Ownwell uses advanced methods to strip bot traffic from its measurements.
You can monitor email performance through:
Digest Stats Card: See aggregate stats for the month in question.
Digest Preview Tab: View recent email history per client.
Export Button: Generate a CSV of clients, their email status (e.g., delivered, opened), and their engagement metrics. You can find this button in the Digest Stats card of the dashboard.
Best Practices for Maximizing Engagement
Announce Ownwell: Send an email to your clients explaining the new monthly digest. If you haven’t done this yet, don't worry about it! Move on to tip #2 below.
Follow Up Regularly: Each month, follow up with clients who have not opened the email yet to ensure they’ve seen the digest and understand its insights. This is particularly helpful if the email was caught in spam or promotions folders. You can use the "Export" button in the "Digests" card in the dashboard to export a list of all enrolled clients along with their email address and the status of the email (i.e. received, failed, read or clicked). We've created an email template that you can use specifically for this purpose. Check it out here.
Final Thoughts
The Ownwell monthly digest is designed to create lasting client relationships by delivering relevant, timely insights in a consistent, professional format. It positions you as a trusted advisor, ensuring your clients think of you first when they’re ready for their next homeownership decision.