What is back-book marketing for mortgage brokers?
Back-book marketing is the planned communication a mortgage or finance broker sends to existing and previously settled clients to encourage useful reviews, referrals and future lending conversations. It can include newsletters, annual review invitations, refinance or equity campaigns and client reactivation.
Why does back-book marketing matter?
A broker’s database represents relationships already earned through advice, service and settlement. When communication stops after the loan settles, those relationships can weaken. Clients may forget who arranged their finance, move to another broker or miss a useful opportunity to review their circumstances.
Back-book marketing does not mean repeatedly pushing refinance messages. The strongest programs provide useful information, recognise relevant lending moments and make it easy for a client to ask for help when their needs change.
Which campaigns should brokers use?
| Campaign | Purpose | Typical timing |
|---|---|---|
| Post-settlement follow-up | Confirm the ongoing relationship and explain what happens next. | After settlement |
| Client newsletter | Maintain recognition with useful lending and property information. | Monthly |
| Loan review invitation | Ask whether the current structure still suits the client’s circumstances. | At an agreed review interval |
| Equity or investor education | Explain questions clients may consider before seeking advice. | Relevant segments only |
| Referral campaign | Make introductions natural by reminding clients who the brokerage can help. | After positive service moments |
| Reactivation campaign | Reconnect with clients who have received little recent communication. | After database review |
How should a broker segment the database?
Segmentation improves relevance. Start with reliable information already held in the approved CRM rather than attempting an overly complex model. Useful segments may include settlement date, owner-occupier or investor, broad product type, upcoming fixed-rate expiry, previous enquiry status and whether the client has received a recent review invitation.
Only use data for an appropriate purpose and only contact people where the brokerage has a lawful basis and the required consent. The brokerage should maintain suppression and unsubscribe records in the sending platform.
What does a simple workflow look like?
- Audit: assess data quality, consent, contact history and obvious gaps.
- Prioritise: choose one commercially useful and client-relevant segment.
- Prepare: write the campaign, landing destination and internal response process.
- Approve: confirm recipients, claims, disclosures and final content.
- Send: distribute through the brokerage’s approved platform.
- Follow up: respond promptly to replies and measure outcomes.
What should brokers measure?
Opens can be directional but are not a reliable business outcome on their own. Focus on delivered messages, clicks, replies, review appointments, qualified opportunities, settlements and opt-outs. Track results by campaign and segment so the next communication can improve.
Who is responsible for compliance?
The brokerage remains responsible for recipient consent, privacy, unsubscribe handling and final approval against its ACL, credit representative, aggregator, licensee and internal requirements. Marketing content should not imply that refinancing or another product is suitable for every recipient.
Where should a brokerage start?
Begin with one defined audience and one clear reason to contact them. For many brokerages, that means auditing clients who have not received a structured review invitation or useful communication during the previous year. A small, well-approved campaign creates a better foundation than sending a generic message to the whole database.