When a client refinances with another lender, the decision rarely happens in that moment. More often, it’s the result of a long period of silence or missed touchpoints.
With limited hours in the day, even the best-managed databases can quietly fall out of date, creating space for other brokers or lenders to step in.
Your database is full of people who already know and trust you, and many of them will be keen to hear from you again.
That’s why a meaningful part of mortgage broker marketing should focus on maintaining and re-engaging past clients. Settlement doesn’t have to be the end of the relationship. It should be the foundation for an ongoing advisory role that supports clients as their needs change over time.
In this article, we’ll look at practical ways to connect with past clients through specific digital marketing for mortgage brokers, so you’re top of mind well before refinancing decisions are made.
Think About Refinancing Before It Happens
Refinancing intent doesn’t happen overnight. It builds gradually—as interest rates change, when equity grows, or as life circumstances shift.
That’s good news for digital marketing for mortgage brokers, because it creates multiple opportunities to stay visible with helpful, relevant information. When you remain lightly yet consistently present, clients are more likely to recall you as they begin thinking about their next move.
Brokers who maintain regular, low-pressure contact are far more likely to remain the trusted adviser clients return to when refinancing or borrowing again. Re-engagement doesn’t need to feel like a hard sales push. It can take the form of:
- Timely advice that helps clients understand their options
- Reminders of your role and expertise, without a hard call to action
- Guidance offered at moments when clients are already reviewing their finances
For example, a short message explaining how recent rate changes may affect borrowers in their situation, paired with an open invitation to talk if they want a second opinion. There’s no push to refinance, just relevant insight at the right moment.
Handled this way, outreach feels useful rather than intrusive, and reinforces your position as a long-term adviser rather than a one-time transaction partner.
Invest in Automation Support
Manual follow-up is difficult to sustain alongside settlements and client work. Over time, it becomes inconsistent. What matters more than perfect timing is steady, low-effort engagement that doesn’t rely on memory, spreadsheets, or one-off reminders.
With the right automation tools in place, you can keep client relationships warm in the background while staying fully in control of when and how you step in personally.
Examples include:
- Sending periodic market updates or rate commentary automatically, with alerts when a client engages
- Scheduling post-settlement check-ins at key intervals, such as six months or twelve months after settlement
- Setting reminders when fixed-rate periods are approaching expiry, so outreach happens at the right time
- Flagging clients who open emails or click refinance-related content, indicating growing intent
- Maintaining light, ongoing contact through educational content rather than promotional messages
Critically, each of these keeps you visible without requiring daily effort. The system does the monitoring, and you decide when to pick up the phone or reach out personally.
Create a System That Works for You
Once you understand why re-engagement matters and have systems in place to support it, the next step is using them proactively for ongoing client care.
The guiding principle is relevance. Long-term relationships are built through helpful communication delivered over time, not through constant outreach. The right system should make this easy to maintain and give you natural opportunities to step in personally when it makes sense.
One of the most effective ways to do this is by using signals.
Signals and engagement show what a client is interested in at a given moment. You might be sharing regular newsletter content or market updates, but it’s client behavior that reveals intent or indicates that something has shifted, for example:
- Opening an email
- Clicking on refinance-related content
- Engaging with rate commentary
With this insight, you can reach out at the right time and offer support that feels relevant. That might involve a conversation about renegotiating a rate, reviewing options, or simply answering questions before a decision is made elsewhere.
From the client’s perspective, it feels well-timed and personal. Behind the scenes, it’s the result of consistent engagement guided by the right signals. Over time, trust deepens, relationships strengthen, and when refinancing or borrowing becomes relevant, you’re already the broker they think of first.
Staying top of mind before refinancing decisions are made doesn’t require constant contact. See how we can help you reconnect with past clients at the right time with the right tools.
