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