Joe Pekula is marketing manager at WebMax. He has
worked in graphic design, advertising and marketing for
over 10 years in various industries. At WebMax, he brings the
company’s vision to life through content, design and all of
the brand’s initiatives. Reach Pekula at (856) 702-6400 or
Unleash the Potential of the Inbox
Here’s why you should be paying attention to Google’s new AMP tool
By Joe Pekula
It’s 2018 and cold calling is dead. Potential clients won’t answer a phone for their mother, much less for a mortgage originator who wants to discuss refinancing options.
So, why are we wasting our time and resources on
outdated marketing methods when the digital age of
technology is upon us?
Just about half of the world’s population has access
to the internet nowadays. There are billions of people
with access to e-mail accounts. Smart phones are in
everybody’s pocket, making access to the internet and
their e-mail seamless.
It’s time for you as a mortgage originator to hang
up the phone and embrace the technological overhaul
that is surrounding us. There’s a better way for originators to get in touch with potential homebuyers.
For years now, e-mail marketing has remained the
tried-and-true method for reaching and engaging
prospects. According to Adobe’s Consumer Email Survey Report for 2017, 63 percent of customers polled
said they preferred to be contacted by brands via
e-mail over any other method. According to that same
study, only 5 percent of customers said they preferred
being called on the phone. Those numbers alone
should be sealing cold calling’s fate.
Furthermore, Adobe, one of the major industry
leaders in digital technology, gave marketers even
more eye-opening statistics on e-mail’s dominance.
They reveal that smart phones have given everyone
the opportunity to always be one thumb-tap away
from their inbox. On average, e-mails are checked a
total of 5. 4 hours during the work week. That’s over
13 percent of a 9-5ers time in the office.
E-mail was once a resource that was primarily available while at your desk, but it has grown beyond
those bounds. Millennials and baby boomers alike are
reporting that they’ll check their e-mail while watching TV, lying in bed, while on vacation, in the bathroom and even when driving. With such an allegiance
to their inbox, there is nothing keeping your mortgage
company’s message from reaching its target.
Google, arguably the biggest innovator in the
digital space, has initiated e-mail marketing’s next
major shift while studying these trends. With just
about 1 billion active users on their Gmail platform,
the technology giant knows that e-mail marketing is
thriving and wants to continue this steady growth.
After all, the longer they can keep eyes peering at
e-mail campaigns, the longer eyes are glued to their
Gmail platform. With this initiative to keep users in
their inboxes longer, the company announced AMP,
or Accelerated Mobile Pages.
Aptly named, AMP is an open-source technology
that provides everyday users the most optimized web
performance on digital devices. Google describes their
new technology as follows: “An open-source initiative
aiming to make the web better for all. The project
enables the creation of websites and ads that are con-
sistently fast, beautiful and high-performing across
devices and distribution platforms.”
AMP was initially developed by Google to enhance
mobile-device interactivity. A major benefit of the
technology, however, is how your marketing efforts
can be leveraged beyond traditional e-mail campaigns
that the industry has become accustomed to over the
Imagine a world where your mortgage company
sends a customized e-mail campaign to a potential
homebuyer. The e-mail advertises your best rates in
today’s market. The homebuyer’s interest is peaked as
Moving forward, they click a button that says, “How
much can I afford?” The user is then taken to a fully
interactive mortgage calculator where they input
some of their financial and personal information in
highly functional form fields. Next, the user learns
what kind of home they can afford. The prospect is
happy because they were able to learn what they could
afford quickly. You’re happy because you just got a
new lead for your mortgage company.
Take a step back and look again. All of this interaction
with the prospect has happened within their inbox in
the same e-mail you sent them. The lead-generation
experience was all crafted with the power of AMP
technology to keep the homebuyer engaged. They
never had to go outside of their e-mail window to any
outer pages. The lead was generated, and they moved
right on to their next e-mail afterward. No chance for
distractions. No opportunity for abandonment.
The possibilities are virtually endless when AMP is
fully integrated into inboxes. This new technology can
make lead generation just about effortless for your
mortgage company moving forward.
Mortgage companies teaming up with real estate
agents to host an open house, for example, can now
send out RSVP invitations with forms integrated in the
same e-mail. A prospect simply sees the invitation in
their inbox, likes what they see, then they fill out the
RSVP form with their personal information, letting both
parties know what time they can expect to see them.
The user never has to leave the e-mail you sent, and
you receive their information quickly and efficiently.
The power of AMP technology brings your team
customized, bite-size user experiences in an inbox.
This happens in a single e-mail campaign your mortgage company delivers. Simply put, your e-mail marketing will be revolutionized.
Initially, the shift to this new e-mail marketing
technique will be grasped by those who can get
their hands on it. AMP probably won’t be the perfect
experience for everyone at first, however. As with all
new technology, there will be some short-term draw-
backs. Crafting new products to be great for everyday
users will take time.
AMP technology will initially only work in Gmail
users’ inboxes. This is likely because it’s Google’s own
in-house product. They’ll probably use AMP to attract
even more users to their e-mail platform before optimizing it for use in other services. With Gmail’s 1 billion
active users, however, there doesn’t seem to be a rush
to get it ready for the likes of Apple’s Mail or Outlook,
Yahoo and Hotmail, but their time will come.
Another short-term drawback is that Google will
only be rolling out an initial “preview” version for certain developers. This probably means that only the
best developers will have AMP available when full
support comes later this year in Gmail.
The technology will likely be adopted earliest for
booking flights and travel, online reviews and by
e-commerce retailers. Entire transactions will take
place within bodies of e-mails. Who knows, maybe
someday borrowers will fill out a full Residential Loan
1003 application in the comfort of their inbox. Once
developers perfect AMP, expect Google to make
this technology easier to use for everyone, making
your marketing efforts more efficient than they’ve
n n n
As with any new technology, there will be trial by
fire for the early adopters. After tweaking it to get it
right, enough data and information will be ready for
independent developers to study on their own. Once
those early adopters and independent developers get
it right, your mortgage company’s marketing team will
be chomping at the bit to use AMP.
The major benefit will be driving your lead generation further than it’s ever been. Google’s new
technology is primed to be one of the biggest innovations in recent history for e-mail marketing in all
industries. Of course, with the mortgage industry’s
leap into digital technology throughout the last
decade, it’s important that mortgage originators
embrace achievements like AMP and implement it
within their team’s marketing efforts. n