"Yet, in an era defined by an attention economy, the industry has spent a decade devaluing that asset through a practice that has become as predictable as it is ineffective: the mass-market email newsletter blast. For years, the industry standard for personalization has relied on a thin veneer of data. Typically, this involves a Dear [First Name] merge field followed by three paragraphs of generic market commentary that reads the same in Manhattan as it does in Memphis."
"In a high-stakes market driven by retention, noise is rarely just ignored. Instead, it acts as a reputation killer that leads straight to the unsubscribe button and effectively surrenders that client's future lifetime value to the nearest competitor. Today, CANDID, the mortgage industry's leading marketing and sales ecosystem powering next-generation organizations, is announcing a solution to this decades-old friction point with the launch of the industry's first 1:1 AI-Powered Newsletter, a groundbreaking new feature of CANDID's powerful Content Cloud."
Borrower attention is the most expensive asset on mortgage balance sheets and has been devalued by mass-market email newsletter blasts. Generic personalization using merge fields produces broadly identical content that reads the same across diverse local markets, creating digital noise for borrowers. That noise damages reputation, drives unsubscribes, and surrenders future lifetime value to competitors. Marketing teams cannot manually produce thoughtful, localized newsletters at scale for 100,000+ clients, so quality is sacrificed for reach. CANDID launches a 1:1 AI-Powered Newsletter within its Content Cloud, shifting from blasts to narratives and demonstrating substantial engagement gains.
Read at www.housingwire.com
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