Email Copy
Movement Mortgage Cash-Out Refi Email Journey
This copy was for an 8-email series for Movement Mortgage encouraging homeowners to tap into the equity built up in their home with a cash-out refinance.
Here’s the brief I got:
This campaign will utilize 8 emails to inform customers in our servicing book that they can tap into their home’s equity to make home improvements or pay off debt at a low-interest rate.
Audience & Key Insights
We are targeting customers who have at least 25% equity in their homes in our servicing book.
Key Messages
Your home value has risen recently, Movement can help you make your home equity work for you to accomplish your goals.
Supporting Messages
- I can add enjoyment and value to my home by renovating with a cash-out refi from Movement
- I can pay down higher-interest debt with a cash-out refi from Movement
- I can make much-needed repairs to my home with a cash-out refi from Movement
Here's what I wrote:
EMAIL 1
Subject line: Get the money you need with a cash-out refi
Preview text: Home values are up, and so is your potential
Unlock your home’s value:
Get cash-in-pocket with a cash-out refi*
Juggling school loans or credit card debt? Putting off home improvement projects? Planning for a big expense like college tuition or a vacation?
A cash-out refinance could put the money you need in your hands right now.
Home values have steadily risen for the past few years, so it’s likely your home is worth more now than it was when you purchased it or last refinanced it. That means you may have increased equity, and you can use part of that equity to your advantage with a cash-out refinance.
Here’s how a cash-out refi would work:
- We’d determine your equity by taking the current market value of your home and subtracting the amount you still owe on your mortgage
- If you choose to unlock the power of that equity with a cash-out refi, we’d replace your existing mortgage with a new loan based on your home’s current value
- Then, you’d get the extra money you borrow beyond what you owed on the old mortgage in cash
While interest rates have gone up, cash-out refis typically have lower rates than home improvement loans, credit cards, personal lines of credit and other types of consumer debt.
What possibilities could having extra cash open for you? If you want to see how much equity you have and learn more about turning that equity into cash, feel free to reply to this email or give me a call today!
*By refinancing your existing loan, your total finance charges may be higher over the life of the loan.
EMAIL 2
Subject line: Tackle high-interest debt once and for all
Preview text: Can your home pay off your credit card?
FINALLY get ahead of high-interest debt with a cash-out refi*
Let’s talk about high-interest debt.
Did your stomach just drop a little? Listen — I get it.
When you’re carrying around credit card debt, a personal loan and/or an auto loan, it can feel like you’re trying so hard to get ahead but somehow…you’re just running in place. That’s because the higher your interest rate, the less your monthly payments go toward the amount you actually owe.
It can feel almost impossible at times to get a handle on high-interest debt. And when you look at the numbers, you can see why. As of August 2023…
- The average credit card interest rate is 23.99%*
- The average personal loan interest rate is 20.34%**
- At the high end of the average ranges for auto loans across all credit profiles is over 14% for new cars and over 21% for used vehicles***
These rates can be up to double and triple the current interest rates of a 30-year mortgage****.
One way you can tackle high-interest debt is through debt consolidation with a cash-out refinance. With a cash-out refinance, you’d tap into your home’s equity by refinancing and cashing in on the increased value of your home (which could be a lot higher than you think).
You could then use that cash to pay off credit cards, a personal loan and/or an auto loan at a lower interest rate. Even though mortgage rates are higher than they’ve been in the past, depending on how much debt you have, a cash-out refi could lower your total payments.
Ready to finally take control of high-interest debt? Reply to this email or give me a call, and let’s chat about turning your home’s equity into cash!
*By refinancing your existing loan, your total finance charges may be higher over the life of the loan.
*Source: Investopedia
**Source: Insider
***Source: MarketWatch
****Source: NerdWallet
EMAIL 3
Subject line: How much money can you expect with a cash-out refinance?
Preview text: It might be more than you think
How much money could you tap into with a cash-out refi*?
Tapping into home equity is great if you’re facing expensive home upgrades or repairs or are looking to pay off some debt.
But you might be wondering… “How much money are we talking about? Is it actually worth it?”
Here’s an example of just how powerful tapping into home equity can be:
- Let’s imagine a home is appraised at $250K. Most banks will only let you borrow 80% of your home’s value. $250K x 80% = $200K
- Now let’s imagine this homeowner still owes $150K on your mortgage. They’d subtract what they owe from the total they could borrow. $200K — $150K = $50K
- In this scenario, the homeowner might be able to get up to $50K cash-in-pocket with a cash-out refi. $50,000 cash
With home values increasing, the amount available through a cash-out refinance may be more than you think!
Let’s see how much money is available to you and go over what your home equity can do for you. Reach out today!
*By refinancing your existing loan, your total finance charges may be higher over the life of the loan.
EMAIL 4
Subject line: Weigh the difference: Personal loan vs. cash-out refi
Preview text: Which one is the right option for you?
Which makes more sense:
A personal loan or a cash-out refi?
If you’re a homeowner looking to fund large projects or consolidate debt, here are a couple of options that might be available to you:
- Personal loan: Take out a personal loan that requires monthly payments, but does not use your property as collateral, resulting in higher interest rates.
- Cash-out refi: Use your home equity as collateral to get access to cash. This option replaces your current mortgage with a new one*.
The big difference between the two options is the interest rate. Personal loans are unsecured, so expect to pay more over the life of the loan.
Whatever your financial goals, I’m always available to go over your options!
*By refinancing your existing loan, your total finance charges may be higher over the life of the loan.
EMAIL 5
Subject line: Do you want a higher resale value on your home?
Preview text: Making home upgrades now = Higher resale value later
Using your home equity to make upgrades =
Additional resale value + more ways to enjoy your space
Now might be the right time to tap into the home equity you’ve built up to add a guest bedroom, go for a better garage, score a sunroom or craft a new kitchen — the possibilities are endless with a cash-out refinance from Movement.
Not only will you feel the benefits of enjoying your new space — you’ll also add value to your home. Projects that add extra square footage and modernize existing rooms can help you sell your home for more if you decide to move in the future.
Let’s find out what your home equity can do for you!
*By refinancing your existing loan, your total finance charges may be higher over the life of the loan.
EMAIL 6
Subject line: Are you in love with your kitchen? Or…is it complicated?
Preview text: Use home equity to make your kitchen a culinary masterpiece
Home equity is the secret ingredient in this recipe
Kitchens are the heart of a home, so let’s make sure yours is getting all the love it deserves.
If you want to fall back in love with your kitchen by getting rid of the outdated cabinets, chipped countertops and rusty old appliances, a cash-out refinance from Movement might be the ingredient you’ve been missing to make those kitchen upgrades finally happen.
Let’s discuss how you can build something great with your home equity!
*By refinancing your existing loan, your total finance charges may be higher over the life of the loan.
EMAIL 7
Subject line: Imagine an oasis right outside your door
Preview text: Use your home equity to create a brag-worthy backyard
Use the equity in your home to create a paradise around it
You can’t put a price on a great outdoor space. Wait, actually, you can. An outdoor oasis with space to entertain is on the top of many buyers’ wish lists, and can increase the value of your home. Not to mention all of the use (and fun memories) you’ll get out of it, too!
With all of the equity you’ve built in your home, you could:
- Entertain on a new deck or patio
- Keep your garden green with a new irrigation system
- Boost your curb appeal with a landscape makeover
- Make a big splash with a custom pool
Let’s talk about what your home equity can do for you!
*By refinancing your existing loan, your total finance charges may be higher over the life of the loan.
EMAIL 8
Subject line: Are you putting off home improvements?
Preview text: Get your home to pay for its own improvements
Your honey-do list comes at a cost
Do you put off home improvement projects because it’s hard to find the time — and the cash? A cash-out refinance from Movement could save the day.
It allows you to tap into the equity you’ve already built up in your home to tackle some (or all) of the projects on your to-do list, like:
- Replace an HVAC system
- Install or repair a fence
- Improve home security
- Replace a roof
- Build a deck
- Upgrade old windows
Some projects may even be tax-deductible!
You don’t have to put important home maintenance projects off any longer. Let’s talk to discuss your options.
Let’s talk about what your home equity can do for you!
*By refinancing your existing loan, your total finance charges may be higher over the life of the loan.
EMAIL 9
Subject line: You might be closer to achieving your goals than you think
Preview text: Use your home to accomplish your goals!
Use your home to accomplish your goals
Finding a great relationship. Building a great career. Buying a great home.
We all have life goals.
And if you’ve already got the home thing covered, you might have enough equity to fund some of your other goals, like:
- Home improvements
- Home maintenance
- Debt consolidation
- And tuition, a wedding, vacations and more
Whatever your goals are, you may be able to finance them with a cash-out refi — especially if your home has increased in value since you bought it!
*By refinancing your existing loan, your total finance charges may be higher over the life of the loan.
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