Are we segmenting our portfolio based on borrower behavior?

• Are we identifying high-risk borrowers likely to refinance elsewhere?
• Are we segmenting based on payment behavior, loan age, and rate sensitivity?
• Are we prioritizing segments where we can offer a clear financial advantage?

Are we tracking response fatigue?

• Are we measuring engagement trends over time (declining open rates, higher opt-outs)?
• Are we adjusting frequency based on borrower response history?
• Are we suppressing borrowers who haven’t engaged after multiple outreach attempts?

Is our retention messaging dynamic and borrower-specific?

• Are we still relying on generic “It’s time to refinance” messages?
• Are we leveraging borrower data (loan terms, rate history, credit changes) to customize offers?
• Are we adjusting messaging based on past interaction levels?

Are we proactively identifying and addressing borrower needs?

• Are we offering rate modifications for at-risk borrowers before they shop elsewhere?
• Are we monitoring home equity growth to present timely cash-out refinance offers?
• Are we using servicing touchpoints (payment history, customer service calls) to predict churn?

Are we measuring the real impact of our retention campaigns?

• Are we tracking retention conversion rates, not just email open rates?
• Are we calculating cost per retained loan (CPRL) and comparing it to new acquisitions?
• Are we monitoring how long retained borrowers stay after engaging with an offer?

Are we diversifying our retention channels?

• Are we only relying on email, or do we incorporate direct mail, outbound calls, and SMS?
• Are we testing social and display retargeting for borrowers showing rate-shopping behavior?
• Are we adjusting messaging and cadence across different channels for higher response?

Are we avoiding “one-size-fits-all” retention offers?

• Are we segmenting offers based on borrower rate vs. market rate sensitivity?
• Are we tailoring offers based on loan balance, LTV, and property type?
• Are we running A/B tests on different incentive structures (rate discounts vs. closing cost reductions)?

Are we leveraging automation without making our campaigns impersonal?

• Are we using automated triggers for retention outreach (e.g., when a borrower’s rate is above-market)?
• Are we balancing automation with real-time borrower insights and personalized engagement?
• Are we ensuring our CRM workflows reflect borrower actions and engagement levels?

Are we tracking lead leakage within our retention funnel?

• Are we measuring how many engaged borrowers never proceed to application?
• Are we analyzing drop-off points within our sales follow-up process?
• Are we reviewing why some retained borrowers still refinance elsewhere?

Are we aligning retention goals with broader business objectives?

• Are we prioritizing retention for loan types that maximize margin?
• Are we aligning sales incentives with retention success (not just acquisition)?
• Are we continuously refining our approach based on campaign learnings?