Mastering the Follow-Up: Proven Strategies to Keep Clients Engaged

If you’ve been in the mortgage game for any amount of time, you know one thing for sure—the fortune is in the follow-up. It’s not enough to just have a great first conversation with a client; you need to keep the momentum going. So, let’s talk about how you can master the follow-up and keep your clients engaged, moving forward, and more likely to close.

1. Set Expectations Early

The follow-up process doesn’t start after your first meeting—it starts before you even get the chance to connect. Setting clear expectations with clients from the beginning helps keep everything on track and gives them confidence that you’re on top of things.

Action Tip: At the start of your conversation, let clients know when and how you’ll follow up. For example, say, “I’ll send you an email with all the information we discussed today, and I’ll check in with you next week to answer any questions you have.” This makes it clear that you’re committed to staying in touch.

2. Use Multiple Channels

Clients don’t always respond to emails. And let’s be honest, no one loves picking up the phone these days. So, use a mix of communication channels to reach them—whether it’s email, phone calls, text messages, or even social media. The goal is to meet them where they are.

Action Tip: Create a follow-up plan that incorporates at least two or three communication methods. For example, after your initial call, send a follow-up email, then follow up with a text message to keep the conversation alive.

3. Be Timely, But Don’t Overwhelm

The sweet spot for follow-ups is quick and consistent but not too frequent. You want to stay top of mind without being too pushy. The key is to balance urgency with professionalism.

Action Tip: Follow up within 24-48 hours after your first meeting or call. Then, space out follow-ups every few days or a week, depending on the client’s timeline. If you’re following up too frequently, you risk coming across as needy or annoying.

4. Add Value to Every Interaction

The best follow-ups don’t just remind your clients that you’re here—they provide something of value. Whether it’s a piece of information they didn’t have, a resource that could help them, or an update on their application status, they always aim to provide value at every touchpoint.

Action Tip: When following up, include something useful. This could be an article, a link to an important resource, or even just an update on market conditions. Show your clients that you’re not just checking in—you’re helping them move closer to their goals.

5. Personalize Your Follow-Ups

If you treat every client the same way, they’ll notice. Clients want to feel like they matter to you—not like they’re just another lead in the system. Personalizing your follow-up messages based on the conversation you’ve had will show them that you’re truly paying attention to their needs.

Action Tip: Refer back to something specific you discussed in your last conversation. “Hey [Client], I remember you mentioned your interest in a 15-year fixed mortgage. I found a few options that might be a good fit. Let me know if you’d like to chat about them!” Personal touches make all the difference.

6. Track Everything

You can’t follow up effectively if you don’t know where each client is in the process. Keeping track of who you’ve contacted, what the next steps are, and when to follow up is key to staying organized and ensuring you never let a lead slip through the cracks.

Action Tip: Use a CRM or tracking tool to monitor each client’s progress and the follow-up schedule. If you’re using a system to keep track, it’ll be easier to stay consistent and not miss any important follow-up opportunities.

7. Stay Patient, But Don’t Let Them Forget You

Sometimes, clients won’t respond to your follow-ups right away, and that’s okay. But don’t be discouraged! They might just need more time or be busy with other priorities. Keep showing up, and when the time is right, they’ll reach out to you.

Action Tip: If you’ve sent a few follow-ups without a response, don’t give up completely. Send a “just checking in” message every couple of weeks, even if it’s just a short note. Sometimes, all it takes is a little reminder to reignite their interest.

Final Thoughts

Mastering the follow-up is about more than just checking boxes—it’s about building relationships that last. When you stay consistent, add value, and personalize your communication, your clients will feel taken care of, and, most importantly, they’ll trust you with their mortgage needs.

Remember, the follow-up is where you really earn your reputation. So, don’t just let leads slip away—stay connected and keep the momentum going.