🔁 The ROI of Returning Customers

Strategies to Win, Retain & Re-Engage Borrowers at Scale

Moderated by: Michael Morales (LendSuite Software)
Panelists: Eric Wex (EPCVIP), John O'Shea (Viking Payments), Seth Manely (IM Group Marketing)
Presented at the LendSuite Conference – Great Room Wednesday March 12, 2025

TL;DR: Your best customers are the ones you already have. This panel delivered powerful takeaways on personalization, data use, direct mail, and real-time funding—all focused on one goal: increasing repeat business.

🧠 Why Returning Customers Matter More Than Ever

• They cost less to acquire

• They convert faster

• They represent the highest ROI

And yet… most lenders still treat remarketing like an afterthought.

This session aimed to change that.

👤 The Customer Has Changed—Has Your Strategy?

John kicked things off by stating the obvious: the modern borrower is used to Netflix-style convenience.

• 7 billion same-day or next-day Amazon deliveries in 2023

• 22% of younger borrowers abandon loan apps because the process is too complex

• 20% leave due to clunky document uploads

“That’s 42% of consumers who came in… and walked away. Your funnel is leaking.”

⚡ Frictionless = Fast + Intuitive + Transparent

• Think iPhone simple: no user manual required

• Borrowers expect clear steps, fast results, and real-time funding

• Tools like FedNow + RTP deliver funds in under 8 seconds

“The longest we've seen from click-to-cash is 27 seconds.”

📨 Personalization: Cut Through the Noise

Eric emphasized the saturation in consumer inboxes:

• Most borrowers are getting hundreds of emails

• Generic subject lines don’t get clicks

• Borrowers notice details about their city, bank, or past behavior

📍 Example: “Need Cash in Calabasas?” > “Get a Loan Today”

“Use your application data to speak directly to them. That’s how you win attention.”

📊 How to Use Data Intelligently

Eric shared a two-part strategy:

1. Deliverability First

• If your emails land in spam, nothing else matters

• Monitor inbox placement, bounces, and engagement

2. Segment by Behavior

• Stop messaging unengaged users

• Double down on those who click or reply

• Message based on time-of-day behavior (5 a.m. vs. 10 p.m.)

🕓 “Engagement has a rhythm—find yours.”

💌 Direct Mail Isn’t Dead—It’s Just Underutilized

Seth from IM Group Marketing made the case for direct mail:

• Financial services has long relied on mail

• Mail builds trust and brand recall—especially for high-cost loans

• With QR codes, pre-filled URLs, and VIP offers, mail can plant the seed for future need

“When the emergency hits, they won’t dig through their inbox. They’ll grab your postcard.”

📉 Mistakes Lenders Make in Remarketing

John listed the top mistakes he sees:

❌ Not offering 24/7 self-serve online funding
❌ Not using tools to check bank balances before attempting ACH
❌ Not differentiating your returning customer experience
❌ Not offering better terms on a borrower’s second loan

“Treat returning borrowers like VIPs. Because they are.”

🧰 Tools That Help Retain More Customers

• Real-Time Payments (FedNow) for instant funding

• Open Banking integrations to avoid NSF fees

• Pre-qual links, personalized landing pages, VIP offers

• SMS with instant app links and short verification

“If it takes more than a few clicks or a password reset… they’re gone.”

🗣 Final Takeaways from the Panel

🔹 Eric:

“Focus on those who engage. Deliver at the right time. Personalize every message. And trim the junk.”

🔹 Seth:

“Direct mail builds trust. Use data to time it right. Don’t let your competition own the mailbox.”

🔹 John:

“You can’t have returning customers if you don’t serve them right the first time. Think speed, flexibility, and empathy.”

🚀 Bottom Line: Return = Retention = Revenue

🔁 Returning customers are your most profitable growth channel.
📈 Invest in remarketing tools, message timing, personalization, and real-time delivery.

“Don’t just hope they come back. Give them every reason to.”

💡 Ready to Turn Insights Into ROI?

Discover how LendSuite Software—and our powerful network of integrated partners—can help you streamline operations, reduce friction, and retain more borrowers.

🚀 Whether it's real-time payments, personalized marketing, or advanced data tools, we'll show you how it all connects.

👉 Schedule a Simple Discovery Call Today
And see how smarter tools drive stronger returns.