Mortgage professionals know that direct mail is one of the best tools for locating leads and closing sales. If you can leverage the power of direct mail by delivering the right message at the right time to the right people, your mortgage business is primed for success. All you have to do is close! If you’re not sure where to start with mortgage direct-mail marketing, what to send or where to send it; you can use this sample four-step mortgage direct-mail schedule as a guideline. It assumes that you already have a great mailing list that targets your niche audience such as first-time home buyers who are currently renting, for example.
Introduce yourself with a sales letter that clearly explains what you do, how your service is different and better from your competitors’, and how you can benefit your audience. Use a friendly, casual tone and include an offer, benefit and call to action. If in doubt, hire a good copywriter.
- Sales letters are more effective when you incorporate a Johnson Box, which is a headline typically positioned at the top of your letter that sums up your message and delivers your offer.
- You can also maximize the influence of your sales letter with a P.S at the end, a device commonly used by professional copywriters because it’s often the first thing people read. Reiterate your benefits, offer and call to action here.
- In your sales package, you should also include a brochure and/or a direct response card. Use your brochure to highlight your services and your direct response card to gather qualified leads. You should also include a business card – or better yet, include three so your prospects can distribute them to friends, family and colleagues.
- Print your sales letter on professional stationary such as 70-pound white wove or 24-pound Synergy bond, and mail it first class in an envelope crafted from the same paper stock for professional appeal that builds trust and lends credibility.
Follow up on your sales letter with a postcard designed to highlight the most important part of your pitch. Your postcard has two goals: direct response and branding/establishing credibility for subsequent mailers.
- Unless you know how to navigate Photoshop and Illustrator, hire a professional graphic designer for your postcard. The look of your postcard says a lot about your company, and largely determines whether it will be read or filed under number 13.
- Have your postcards perforated for a direct response card, coupon or other value-added incentive for response.
- Start your pitch on the back of your postcard. Most postal workers deliver postcards address-side up, so don’t waste this valuable attention-getting real estate.
It’s time to get creative. This week, you’re going to give your leads something valuable they’ll use and appreciate. Both booklets and calendars serve this purpose. You can develop booklets that explain, in detail, the mortgage process and how it relates to your target audience (in our example, this is first-time home buyers).
Consider the questions and problems your audience has and then use your booklet to enlighten. Ask yourself what first-time home buyers need to look for in a home; whether they should get pre-approved for a mortgage or wait until they find a home they like; how to navigate the credit ratings and interest rates; and anything else that your audience might have questions about. If you can answer these questions in a simple, easy-to-follow and knowledgeable format, you’ll build trust and lasting relationships before you even sit down at the bargaining table.
Calendars represent another great option for your third mailer. People love free calendars, and they use them. And for most, house-hunting is an extended process. What better way to put your message in front of your audience each and every day?
- If you send a booklet, keep your tempo upbeat and concise. Don’t bore readers with industry jargon, but clearly define and explain concepts and terminology when needed.
- If you send a calendar, include timely images and date markers for home and lawn maintenance. The idea is that your prospects will envision themselves undertaking these tasks in their own homes and can generate a sense of pride that leads to phone calls.
- Professionally-printed booklets and calendars lend credibility to your message.
Send a follow-up greeting card to see if your prospects have any questions or would like to schedule an appointment to discuss their options. Keep it short and friendly: Your message should express that you care about securing the best mortgage opportunities for your clients. Remind your clients of your offer and include a call to action. You can think of your greeting card as a mini-sales letter with an even more personal touch.
- Have your greeting cards professionally printed on the outside, but handwrite the interior message to help you connect with your prospects. Handwritten greeting cards show that you care.
- Print matching envelopes and handwrite your prospects’ addresses. A hand-addressed envelope will always get opened before a press-printed envelope.
- You don’t have to send greeting cards around holidays. In fact, the off-season greeting card can have more effect than seemingly obligatory mailings.
- Don’t be too “pitchy” in your greeting card. Keep it personal to help your prospects feel comfortable working with you. Remember that houses are the single largest investment most people ever make.
Mortgage direct-mail marketing offers many opportunities to turn leads into sales. Don’t be afraid to be creative; and know that repetition is key to direct-mail success. This four-step mortgage direct-mail schedule is intended as a loose guideline, and the tips and ideas listed here can be universally applied across all of your direct-mail marketing campaigns.