Database Reactivation: Mining Your Own Back Book
ADS Team
Author
August 30, 2026
12 days ago
50
views
In short: The cheapest leads a broker has are the clients they already settled. Those people trust you, their circumstances have changed, and many are sitting on rates well above current pricing - yet most brokers spend on new leads while never systematically contacting their back book.
Key takeaways
- Existing clients convert at multiples of cold lead rates.
- Fixed-rate expiry and rate moves are natural, non-salesy triggers.
- Annual reviews protect trail income as well as generating new business.
- A simple, consistent system beats an occasional campaign.
The reactivation triggers
| Trigger | Timing |
|---|---|
| Fixed rate expiring | 8 weeks before reversion |
| Loan anniversary | Annually |
| Rate move announced | Within days |
| Interest-only reversion | 8 weeks before |
| Estimated equity milestone | When LVR likely under 80% |
| Life events | As you learn of them |
Why it also protects you
Trail income disappears when a client refinances elsewhere. A client whose fixed rate reverts and who hears nothing from you is a client a competitor will contact.
The annual review is simultaneously a retention activity, a compliance-friendly touchpoint and the most reliable source of new applications available.
A system that works
- Diarise every fixed expiry and IO reversion at settlement.
- Set an annual review date for every client.
- On any rate move, contact clients most affected within days.
- Keep a short, useful monthly email that is worth opening.
- Record every conversation so the next one has context.
Frequently asked questions
How often should I contact past clients?
Quarterly light touch, plus event-driven contact at expiries and rate moves. Enough to be present, not so much that you are ignored.
What about privacy and marketing consent?
You need consent for direct marketing, and every message must offer an unsubscribe. Service communications about an existing loan are treated differently from marketing - know which you are sending.
Is repricing worth my time if there is no new loan?
Yes. It retains the client and the trail, and it is the single most valued thing a broker does between transactions.
Related reading
- Real Estate Agent and Accountant Referral Partnerships
- Google Business Profile: The Underrated Local Lead Source
- Fixed Rate Cliff 2.0: Borrowers Rolling Off 2023 Fixed Loans
Sources
- Spam Act and marketing consent — Australian Communications and Media Authority
- Best interests duty, RG 273 — ASIC
Information current as at 2 September 2026.
General advice warning: This article contains general information only. It does not take into account your objectives, financial situation or needs, and it is not personal credit or financial advice. Consider whether it is appropriate for you and seek advice from a licensed credit representative before acting.
Any interest rate shown is an example only and is not an offer of credit. Where a rate is quoted, the applicable comparison rate is available from the relevant lender and should be considered alongside it.
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