Marketing, CRM & Email Strategy Proposal
TAP Mortgage Solutions already has a number of strong marketing assets in place. The main opportunity is to make these pieces work together more effectively.
Established Google visibility, an existing client database, website traffic, calculators and lead-generation tools, social content, referrals and a new LinkedIn strategy underway.
Based on our discussion, I recommend starting with the immediate LinkedIn opportunity, then building the CRM and email infrastructure around it so new leads and existing client relationships can be managed more strategically over time.
What we identified
There are several areas where the current setup is creating gaps or unnecessary manual work.
- 01 Approximately 2,600 contacts are already in the database, predominantly past clients.
- 02 Website calculator enquiries currently go to Troy rather than automatically entering a CRM and nurture pathway.
- 03 There is currently limited segmentation between different types of leads and clients.
- 04 Existing email communication is largely handled through generic aggregator communications.
- 05 The current CRM sits within another marketing provider's account rather than being independently controlled by TAP.
- 06 LinkedIn activity is commencing, but there isn't yet a dedicated lead-generation and nurture pathway for that audience.
- 07 The existing website is generating search visibility, but its conversion pathways, content and technical setup need further review.
- 08 There are opportunities to automate parts of the client journey, including follow-up, mortgage reviews, referrals and longer-term client communication.
The recommendation is not to replace everything at once.
The first priority is to establish the marketing and CRM foundation, with the LinkedIn lead funnel built first so it can begin working as soon as possible.
Marketing, CRM & Email Foundation
Build the infrastructure for lead capture, nurture and ongoing client communication.
The Foundation will establish the strategy and core system TAP needs to manage new leads and existing client relationships more effectively. Implementation will be completed in stages, beginning with the LinkedIn funnel.
LinkedIn Lead Funnel
With the LinkedIn strategy now underway, the immediate priority is creating a dedicated pathway for the people engaging with that content.
Rather than directing first-home-buyer prospects to the general website and relying on them to be ready to book immediately, we'll create a focused next step.
Strategy & Messaging
- ✓Brand & Growth Strategy
- ✓60-minute strategy session
- ✓Priority audience definition
- ✓Messaging and positioning
- ✓Customer journey mapping
- ✓Lead-generation strategy
- ✓Initial 90-day marketing direction
Lead Funnel
- ✓Lead magnet, quiz or assessment strategy
- ✓Lead-generation asset creation
- ✓Dedicated landing page copywriting
- ✓Landing page design and build
- ✓Lead capture and consent form
- ✓CRM tagging and segmentation
- ✓Lead-source tracking
- ✓Up to 5 professionally written nurture emails
- ✓Email nurture automation
- ✓Calendly booking pathway
- ✓Testing and launch
The LinkedIn funnel can be launched independently of the existing website, allowing the new LinkedIn activity to begin generating and nurturing leads while the broader website project is being assessed.
CRM & Client Lifecycle Setup
Once the immediate lead funnel is established, we'll configure the wider CRM structure around TAP's leads and existing client database.
The aim is to make it easier to identify who someone is, why they're in the database and where they are in their relationship with TAP, so future communication and follow-up can be more relevant.
CRM & Database
- ✓Review of the existing CRM and database
- ✓Review of available contact source and consent information
- ✓Database import of appropriate contacts
- ✓Core database organisation and clean-up
- ✓Custom fields, tags and segmentation
- ✓Audience segmentation
- ✓Client lifecycle setup
- ✓CRM pipeline configuration
- ✓Lead-source mapping and tracking
- ✓Calendly integration
- ✓Website/landing page form integration where applicable
- ✓Basic internal notifications and tasks where required
- ✓Email sending domain configuration
Core Lifecycle Automation
The initial setup will also establish key automated pathways such as:
- →Appointment-booked workflow
- →Long-term lead nurture entry point
- →Post-settlement/client nurture entry
- →Settlement anniversary trigger
- →Mortgage review/refinance reminder
- →3 to 4-year equity/review opportunity
- →Review request
- →Referral prompt
The intention isn't to automate every possible scenario from day one. We'll establish the core pathways that are most useful to TAP first, then expand them where there is a clear reason to do so. Creating these automated nurtures once means we can focus the email blast campaigns on other topics
This scope is based on the information currently available about TAP's database and existing CRM setup.
If the CRM review identifies substantial data clean-up, migration issues, complex existing workflows, third-party integration requirements or other technical work that could not reasonably be identified before access was available, I will discuss this with you before proceeding with that additional work.
Any substantial work outside the agreed scope will be quoted separately.
Ongoing Database & Email Marketing
Stay relevant to leads before they're ready and stay connected with clients after settlement.
Once the foundations are established, the next opportunity is to make better use of the database TAP has already built.
This is not intended to replace useful lender or industry updates simply for the sake of sending more email. The focus will be on planning communication around who needs to hear what and why.
A first-home buyer may need very different information from a previous client considering their next property. Someone who enquired six months ago but wasn't ready may need something different again.
Not every email needs to go to everyone.
The goal is to keep TAP familiar and useful throughout a longer client lifecycle, creating more natural opportunities for conversations, future lending and referrals.
Monthly service includes
- ✓Monthly email marketing planning
- ✓Up to 4 strategic email campaigns per month
- ✓Professional email copywriting
- ✓Audience and segment selection
- ✓Email build and formatting
- ✓Calls to action and links
- ✓Testing and scheduling
- ✓Campaign sending
- ✓Basic performance monitoring
- ✓Ongoing tagging and segmentation refinement
- ✓Minor optimisation of existing email automations
- ✓Quarterly email strategy review
The monthly service covers ongoing email strategy, copywriting, segmentation, implementation and minor optimisation of existing workflows.
New funnels, landing pages, substantial multi-email nurture sequences, major automation builds, CRM redevelopment, paid advertising, social media management, website work and other larger marketing projects are outside the monthly scope and can be quoted separately where required.
CRM & Marketing Platform
TAP will need its own CRM and marketing platform rather than continuing to rely on an account controlled through another marketing provider. There are two options.
For clients with a custom Alvéya website.
Alvéya provides the infrastructure required for the proposed system, including:
- ✓CRM
- ✓Email marketing
- ✓Marketing automation
- ✓Contact segmentation
- ✓Pipelines
- ✓Forms
- ✓Landing pages and funnels
- ✓Website hosting once the new TAP website is built
- ✓Alvéya templates and pre-built infrastructure
- ✓Ongoing Alvéya support
The subscription also includes $10 per month in email sending credit, currently equivalent to approximately 10,000 email sends per month.
For context, TAP's existing database is approximately 2,600 contacts. Four emails sent to the entire database would be approximately 10,400 sends, although in practice some campaigns will be segmented rather than sent to every contact.
Direct GoHighLevel account
~US$99 per monthTAP can alternatively establish its own direct GoHighLevel account. I can implement the proposed CRM, funnel and automation infrastructure within a TAP-owned GoHighLevel account if preferred.
However, a direct account would not include the Alvéya-specific templates, pre-built workflows, support structure or the custom website hosting arrangement.
As the system would need to be configured outside the standard Alvéya environment, additional setup and implementation fees would apply. These can be confirmed if this is the preferred option.
Data privacy
I understand the concern raised around customer data currently being accessible through another provider's agency account.
Data privacy and responsible handling of client information are taken seriously within Alvéya. Alvéya works with businesses including health practitioners, where privacy and responsible data handling are particularly important, and formal privacy and relevant legal policies are maintained and available for review.
My recommendation is that TAP's core CRM and customer database are maintained within a system where the business has appropriate access and control, regardless of which platform option is ultimately selected.
My recommendation
For TAP, I recommend Alvéya.
It provides the functionality required for the proposed marketing system at a lower monthly platform cost, includes email sending credit, and will also replace the current website hosting cost once the new TAP website is built.
It also allows the website, lead funnels, CRM, email marketing and automations to operate within the same connected system. The direct GoHighLevel option remains available if TAP would prefer to maintain its own direct account.
Website Rebuild & SEO
The website rebuild will be quoted separately once the current site's performance has been reviewed.
TAP also currently has useful Google visibility for several relevant local searches, so I don't recommend simply replacing the existing site without first understanding what is contributing to that visibility.
I've requested access to available Google Search Console and Google Analytics data so we can determine:
- ·Which pages are generating organic search traffic
- ·Which search terms are generating visibility and clicks
- ·Which location pages are performing
- ·Which blog content is contributing useful traffic
- ·Which pages should be retained and improved
- ·Which content can potentially be consolidated
- ·Which URLs will require redirects
- ·How existing traffic is currently converting into enquiries
From there, I can recommend the appropriate website scope. The objective will be to improve the copy, positioning, customer journey and conversion pathways while preserving as much valuable existing SEO equity as possible.
Recommended implementation order
Begin with the LinkedIn lead funnel, then complete the wider CRM, database and lifecycle setup.
CRM, email, automation, funnels and associated marketing infrastructure. Website hosting included once the new custom website is launched.
Commence once the initial CRM and email foundations are ready.
Final scope determined following the Search Console and Analytics review.
Ready to proceed?
If you'd like to proceed, we'll begin with the Marketing, CRM & Email Foundation.
The first step will be the Brand & Growth Strategy and LinkedIn funnel, allowing us to get the immediate LinkedIn pathway underway while the broader CRM and website work continues.
Your expertise, finally visible