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Loan officers ask this constantly: how often should I email past clients without annoying them?
The useful answer is not as often as possible. It is a cadence that matches how mortgages actually work. People do not buy houses every month. They do forget who closed their last loan.
A cadence that matches the file
Think in two chapters.
The first 90 days after closing. This is still a service relationship. Thank-you, first payment reminder, a check-in around day 30 and day 60, then a handoff into a lighter rhythm. These touches should feel like you are finishing the job, not starting a campaign.
After 90 days. Monthly is the default for past clients. That is often enough to stay top of mind and rare enough that you are not competing with their bank, their realtor, and every lender who bought their name.
What monthly should look like
One useful email. Rate and market context, or a home anniversary or equity check-in when it is actually their anniversary. Not a weekly blast of listings they did not ask for.
Layer a few triggered notes on top of that monthly baseline:
- Home anniversary
- A real rate move that could change their payment or refinance math
- Birthday if you can do it personally
Triggered emails work because they have a reason. The monthly email works because it is consistent when nothing happened.
What is too much
- Weekly newsletters to closed clients
- Three CTAs in one email
- Going silent for eight months, then sending a refinance pitch
If you have been quiet, do not restart with a sale. Restart with a short been-a-while note about what rates are doing, then get back on the monthly calendar.
Make the schedule survive a busy month
The right cadence is the one you can keep when you are in lock-and-close chaos. If the plan depends on you writing from scratch, you will skip February and July.
Template it. Automate the rate numbers. Keep your branding and contact card so it still looks like you. Then protect the send date like a lock desk deadline.
If you want the monthly piece handled for you, RateUpdate sends branded rate updates on that cadence so the rest of your follow-up can stay human. See pricing.