| In recent years, an increasing number of mortgage | | | | marketing efforts through the use of free reports. In |
| professionals have been incorporating direct mail into | | | | recent years, the free report -- a.k.a. the "white |
| their mortgage marketing programs.While referrals | | | | paper" -- has become an increasingly popular |
| and networking still account for a large portion of | | | | marketing strategy. Today, many companies use |
| mortgage leads, savvy marketers have begun to | | | | reports and white papers to educate prospects |
| realize the need for diversification. Direct mail is one | | | | about their products and services (or about topics |
| of the tools they've turned to.This article will focus | | | | related to those products or services).Make Your |
| on two highly effective ways you can use direct mail | | | | Report a Standout |
| to support your mortgage marketing program -- the | | | | For this to work, you have to create a "must read" |
| seminar and the free report.Technique #1 - The | | | | that your average prospect would really want to get |
| Seminar | | | | their hands on. Maybe it's information about a new |
| Type "home buying seminar" into a major search | | | | and popular type of loan. Maybe it's "insider" |
| engine and analyze the results. After a while, you'll | | | | mortgage information they can't get from anywhere |
| notice a trend as far as who is offering the seminars. | | | | else.Whatever approach you take, just make sure |
| Many of them will be mortgage companies, or | | | | the report is strong enough to stand on its own. |
| mortgage professionals in concert with real estate | | | | Here's a technique to help with this: Imagine that the |
| agents.Why So Effective? | | | | only way you can market the report is by showing |
| The reason why so many mortgage companies (and | | | | the cover (with title) and a two-sentence summary |
| individuals) put on home buying seminars is simple. | | | | of the content. Based on that glimpse, does your |
| Homeowners and home buyers are hungry for | | | | report stand strong? Or will it rely to heavily on your |
| information and will seek it from any source made | | | | direct mail piece for support?In other words, start |
| available to them. They will read magazines, visit | | | | with a great product before you even think of |
| websites, and ask friends and family for advice.So if | | | | promoting it. This will directly influence your direct mail |
| a free seminar were offered to them, most would | | | | response rates. Then all you have to do is feature |
| jump at the chance. If the presenter does a good | | | | the report in your direct mail letter or postcard.Best |
| job and truly helps the audience, he or she has a | | | | Practices |
| good chance of gaining one or more clients.Direct mail | | | | |
| comes into play as a promotional device. With their | | | | Convey the primary benefit of your report through |
| "at a glance" impact, postcards in particular make | | | | a strong headline: "Free Report Shows How to |
| excellent seminar announcements.Most direct mail | | | | Review Your Credit for Costly Errors." |
| companies today offer some from of geographic | | | | Point to a website where people can learn more |
| mailing feature. In other words, they make it possible | | | | about the report and obtain it. |
| to send your direct mail postcards exactly where you | | | | Have a lead-capturing system in place. One easy |
| want. This is perfect for promoting seminars, | | | | way to do this is to use a newsletter sign-up box on |
| because you can send postcards to people who live | | | | the web page, and then send a link to the document |
| a convenient distance from your seminar location. | | | | via auto-responder confirmation message. The |
| This narrows your mailing list to those people who | | | | postcard points to the web page, the web page |
| are most likely to respond (from a geographical | | | | captures the lead, and the auto-responder delivers |
| standpoint).Best Practices | | | | the goods! |
| | | | Conclusion |
| Convey the primary benefit of your seminar through | | | | Direct mail is like any other form of marketing in that |
| a strong headline: "Free Seminar: All Your Mortgage | | | | you get out of it what you put in. So for the best |
| Questions Answered!" | | | | possible return on your investment, have a clearly |
| Point to a website where people can learn more | | | | defined goal and strategy. The strategies listed |
| about the seminar (and sign up for it). | | | | above will get you off to a great start, but don't |
| Create a sense of urgency: "Seats are limited, so | | | | stop there. Try and improve on these strategies. |
| reserve yours today." | | | | Modify them to suit your needs. And of course, be |
| If possible, include a map showing the location. | | | | sure to track everything so you can see what works |
| Mention a free "take away," like a printout of the | | | | the best.* You may republish this article in its entirety |
| presentation or a special report. | | | | as long as you include the byline and author's note. If |
| Technique #2 - The Free Report | | | | publishing online, please leave the hyperlinks active. |
| Direct mail can also support your mortgage | | | | |