Mortgage brokers have one of the best databases for reactivation, and most don't realise it. Here's why:
High deal values. The average commission on a completed mortgage in Ireland is roughly €2,500-€3,500. That means you only need a handful of reactivated leads converting to generate serious revenue.
Natural life triggers. People's mortgage needs change constantly. Fixed rates expire. Second children arrive. People want to renovate and need to remortgage. These are all reasons someone who enquired a year ago might be ready now.
Large databases. Most established mortgage advisories have 5,000-15,000+ contacts built up over years of advertising. That's a deep pool to work from.
Every reactivation campaign needs a hook - a reason to reach out that feels natural. For mortgage brokers, there are several strong ones:
The simplest and most effective. Reference their original enquiry and ask if they ever actioned it. "Hi Sarah, it's Lisa from [Your Company]. I just wanted to check in - did you ever get that mortgage review sorted or is it still something you're thinking about?"
If you know when a client's fixed rate is due to expire (or can estimate it), this is a powerful hook. "Hi David, I noticed your fixed rate is likely coming up for renewal. Would it help if one of our advisors ran the numbers on what's available now?"
When the ECB adjusts rates or new products come to market, it's a legitimate reason to reach out. "Hi James, with the recent rate changes, a few of our clients have been able to reduce their monthly payments. Worth a quick review?"
For contacts where you know something about their situation (first-time buyer who never completed, someone who was looking to upsize), reference it directly. "Hi Mark, last time we spoke you were looking at upsizing. Just checking in - is that still on the cards?"
Don't send the same message to everyone. Segment your contacts into at least these groups:
Near-converts - People who got far in the process but dropped off. These are your hottest prospects. They already did the hard work of engaging.
Enquiry-only - People who made initial contact but never progressed. Still valuable, but need a softer approach.
Past clients - People who completed a mortgage with you before. They already trust you. A review or remortgage offer is an easy conversation.
Time-based segments - Group by how long ago they enquired. 3-6 months, 6-12 months, 12-18 months. Start with the most recent and work backwards.
Based on campaigns we've run with Irish mortgage brokers, here's a realistic expectation for a batch of 2,000 contacts:
Don't lead with a pitch. The opening message should be a check-in, not an offer. People respond to human conversation, not marketing copy.
Don't blast your entire database at once. Send in batches of 200-300 per day. This keeps reply volumes manageable for your team and avoids carrier filtering.
Don't forget the follow-up. Not everyone replies to the first message. A gentle follow-up 3-4 days later picks up another 8-12% of responses.
Don't ignore the "not right now" replies. Someone who says "not yet but maybe in a few months" is a future appointment. Tag them and circle back later.
We'll run a free audit and show you how many appointments are likely sitting in your CRM.
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