Dave: First of all, it is always a good idea to market to your previous customers, assuming you are sending valuable information that is interesting to them. Therefore, vet the material carefully. I personally am not big on recipes and handy-homeowner hints. Let me add a few important points.

First, your job is not just to keep up with your previous customers--that is only a percentage of your sphere. Your marketing efforts should be much broader than that. Unfortunately, 98% of "marketing companies" define someone's sphere as previous customers and realtors. Secondly, sending postcards and/or emails to your previous customers is not enough. You need to call them. What do you say and how often should you call?

You don't pick up the phone and say "do you have anyone to refer to me?" Call and get caught up with their life. How do they like their neighborhood? Start a real conversation. If they are interested in purchasing or refinancing, they will bring it up. When they ask you how the market is doing, let them know. Look for openings or opportunities.

For example, say you are thankful for the referrals you receive from those you have served. And, understand that it is not just referrals you are looking for--perhaps they can introduce you to their financial planner. Or, you can find out if they need one with questions such as "are you integrating your home into your overall financial plan?" Key questions beget opportunities.

How often should you call? I would touch base with your previous customers at least one time per year. It should be more often if there is worthy news, such as a drop in rates which would open the door to refinances. If you called four previous customers per day, that would be 500 during the year. I guarantee that would lead to more business!

Dave Hershman is Senior VP of Sales of Weichert Financial and the top author in the mortgage industry. Dave has published seven books, as well as hundreds of articles and is the founder of the OriginationPro Marketing System and Mortgage School – the online choice for expert mortgage learning and marketing content. His site is www.OriginationPro.com and he can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..