Posted By Seamus Barton
3 Direct Mail Marketing Tips For Mortgage Companies
With stiff competition among mortgage companies, it only makes sense that the industry leaders make heavy use of tried and tested advertising channels like direct mail marketing.
Reports indicate that the most successful and cost-effective mail piece is the postcard. Indeed, one of the most important components of an effective direct mailing campaign is professional-looking mail pieces. Sometimes, focusing on the basics can help you gain remarkable results from your marketing efforts.
Here are some useful tips to boost the success of your mortgage direct mail marketing campaign:
Experiment with different mailers
Although postcards are claimed to yield the best results in terms of lead generation and conversions, you should also experiment with other equally successful mailer types, depending on your message. Other options include:
Standard-sized or large brochures – Because of their informative nature, recipients often look through brochures and even act on the call-to-action. You can create a brochure to spotlight your mortgage firm or highlight one component of what you offer
Bold flyers – These can be delivered through the mail as standalone items to make a sudden impact and get your prospects to act immediately. Flyers are great for reminding prospects of mortgage financing opportunities, rate changes, upcoming mortgage events, and other useful items
Postcards allow you to personalize your message to the recipient. For instance, you can use new mover postcards to appeal to the new mover market, or birthday postcards to give your audience the good news about new mortgage initiatives and opportunities they can take advantage of
You can vary the size of these mailers to accommodate more information or images as you see fit.
Know your audience
If you launch a brochure or postcard campaign that blankets all prospective mortgage buyers in a given area, you are likely to get a lower response rate.
People take out mortgage for many different reasons – first-time homebuyers, homeowners looking to upgrade to a second home, or retirees looking for a vacation home. All of these are unique sub-niches in the mortgage industry and should be addressed with consideration of the motivating factors and specific needs of the prospects.
Include a call to action
For any kind of marketing message, you must provide the recipient with clear instructions about what you want them to do after reading your message. For instance, you could direct prospects to a landing page that allows them to sign up for future email communications, helping you to grow your mortgage customer database.
Lastly, use a mortgage-specific mailing house
A mailing house that specializes in the mortgage industry can help you create the right list for your offer and develop an impactful design that factors in the type of borrower you’re looking to attract.
Interested in adding direct mail marketing to your advertising mix? Please call our Toronto mailing house at 1-866-486-0423. Troi spells success, one letter at a time!