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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.
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.
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?
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.
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.