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Mortgage Marketing Tips
Stand Out From Your Competition.
 |
In today's market,
consumers
and businesses have many lending services and firms to choose from.
Competition is fierce for a mortgage broker. What are you
to do? The big financial institutions are cutting their prices
and moving in on smaller markets that, in the past, were dominated by
local brokers. You must try to establish a relationship with your prospects. In your direct mail pieces explain you are just a phone call or office visit away. Convey to the prospect when doing business with you, the broker, face to face, you are going to offer the best service, expertise, and lending products. Contrast this face to face relationship with a large national firm that is just selling a product solely on price. |
5 Direct Mail Elements guiding your Campaigns to Success
Mortgage
Marketing Tips:
The List--For direct mail to gain a consumer response, it must be sent to the correct party at the right time in their buying cycle. Choose a list that is updated frequently and selection criteria that narrows in on your target market.
The Offer--It is referred to as the deal. The offer should be clear and include a deal that a prospect can't refuse. Offers are either soft or hard depending on your product or service. A call-to-action or a way to respond, must be included in support of the offer. When constructing the offer you must ask yourself:
How much am I able to spend on a new customer?; How good of a deal am I able to afford?; What is the value of a new long-term customer? Repeating the offer in the mail piece is key in direct marketing.
The Timing--For direct mail to gain better response rates, you should focus on the prospect's buying cycles and habits. Sending a message about refinancing options within a month of initial purchase may not be as profitable as sending the same message 2-3 years later. Consumers and businesses have different buying and contractual cycles that need to be taken into account when marketing your offer.
The Layout-- It is critical to have a layout with specific graphics that compliment the copy of the direct mail piece. Always use people or people using the product/service over product shots alone
The Copy--A good mail piece relates to what the product and service will do for the reader. The writing attitude should be about the benefits the reader will receive by doing business with your company. Be clear and simple, the copy should be written as if it were a conversation with the reader. Short sentences, headlines, sub headlines and repeating the offer are important for readers to understand your message. Most readers scan when they look at direct mail. Make your copy scanable.
The List--For direct mail to gain a consumer response, it must be sent to the correct party at the right time in their buying cycle. Choose a list that is updated frequently and selection criteria that narrows in on your target market.
The Offer--It is referred to as the deal. The offer should be clear and include a deal that a prospect can't refuse. Offers are either soft or hard depending on your product or service. A call-to-action or a way to respond, must be included in support of the offer. When constructing the offer you must ask yourself:
How much am I able to spend on a new customer?; How good of a deal am I able to afford?; What is the value of a new long-term customer? Repeating the offer in the mail piece is key in direct marketing.
The Timing--For direct mail to gain better response rates, you should focus on the prospect's buying cycles and habits. Sending a message about refinancing options within a month of initial purchase may not be as profitable as sending the same message 2-3 years later. Consumers and businesses have different buying and contractual cycles that need to be taken into account when marketing your offer.
The Layout-- It is critical to have a layout with specific graphics that compliment the copy of the direct mail piece. Always use people or people using the product/service over product shots alone
The Copy--A good mail piece relates to what the product and service will do for the reader. The writing attitude should be about the benefits the reader will receive by doing business with your company. Be clear and simple, the copy should be written as if it were a conversation with the reader. Short sentences, headlines, sub headlines and repeating the offer are important for readers to understand your message. Most readers scan when they look at direct mail. Make your copy scanable.
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