Client Retention Framework
Your past clients are your best source of future business. This framework ensures they come back to you for every loan, not your competitors.
What's Included
Most mortgage brokers focus heavily on acquisition, specifically finding new clients, while neglecting the clients they've already won. Yet retained clients cost nothing to acquire, are easier to convert, and provide valuable referrals.
This framework covers:
- The 90-day post-settlement nurture sequence
- Annual review call scripts and templates
- Rate monitoring and proactive outreach triggers
- Fixed rate expiry tracking and communication
- Life event triggers (new baby, job change, etc.)
- Referral request timing and scripts
- Client segmentation for personalised outreach
- Automation templates for CRM integration
Why retention is your growth lever
1. Trail income is lifetime value
Every refinance to a competitor is lost trail income, often for years. The average home loan is held for four or five years, meaning proactive retention can protect significant ongoing revenue per client.
2. Acquisition costs keep rising
Digital marketing costs, lead aggregator fees, and competition for attention are all increasing. Retained clients cost nothing to re-engage. Focus here first before spending more on acquisition.
3. Referrals come from relationship depth
Clients who feel valued and remembered refer more. A systematic retention program keeps you top-of-mind when friends and family ask, "Do you know a good broker?"
Critical retention moments
Post-settlement (Days 1-90)
The first 90 days after settlement set the tone for the relationship. Check in to ensure everything went smoothly, introduce yourself as their ongoing resource, and establish the expectation of regular contact.
Annual reviews
Every year, reach out to review their loan. Are they still on the best rate? Has their situation changed? Could they benefit from a refinance or top-up? This prevents competitors from swooping in.
Fixed rate expiry
Fixed rate expiry is a critical moment, as clients are actively thinking about their loan. Contact them three to six months before expiry to discuss options before they start shopping around.
Life events
New baby? Investment property? Kids leaving home? Divorce? Life events trigger financial decisions. Stay connected enough to be the first call when circumstances change.
Who this framework is for
This framework is for established mortgage brokers with an existing client book who want to maximise lifetime value. If you've been in the industry for 2+ years and have settled loans, this framework will help you retain and grow that base.
It's also valuable for broker groups wanting to implement consistent retention practices across multiple brokers, ensuring clients have a consistent experience regardless of who originally wrote their loan.
Download your copy and start protecting your client book.
Client Retention Framework
Introduction
Your dormant database represents untapped revenue potential. This guide provides proven strategies to re-engage past leads and convert them into booked appointments.
1. Database Segmentation
Start by categorizing your contacts into three tiers based on engagement history and potential value. Focus your initial efforts on...
2. Reactivation Scripts
The key to successful reactivation is leading with value. Here are three proven scripts that have generated...
3. Timing Strategy
Research shows optimal contact times vary by segment. For homeowners...