How Do I Maximize My Returns On Mortgage Postcards
To many mortgage professionals, the decision to start a direct mail marketing campaign is often a difficult one. The primary reason for this difficulty being the cost of mailing and maintaining such a campaign. Direct mail is in itself a broad term can be further drilled down to sub categories.
I would like to talk about one of them today, namely; mortgage postcard. I would list down a few points you need to consider in order to hit a winning postcard marketing campaign which gets your phone ringing off the hook.
The List
This is perhaps the most important piece of the whole puzzle while you are trying to discover that winning combination. Everything boils down to a list. While choosing a list for your post card campaign, it is very important that is the most updated. Using a six month old list is not a good idea when you are sending out an ARM message. Your postcard will not get any attention from some one who has already taken action on their situation and this will kill your campaign performance.
An important point to note; whlle staying within your budget, you should try to acquire a list that gets as specific as possible with demographics. One thing you should keep in mind is that while sending out postcards, the list is not where you should be turning corners to cut costs as it might mean greater losses for you when your campaign does not perform in the way you would like it to.
Define your USP
Quite a number of mortgage brokers as well as bankers tend to ignore this aspect of their business. they want to be everything to everyone. This only dilutes your marketing message with a ton of competitors. To the consumer, you are no different than the one you are competing against.
Sending out mortgage postcard is not different. Your postcards should have a well defined unique selling proposition which is designed to appeal to the senses of only one (1) segment; your target market. This is where the list ties in with your unique selling proposition. For example, if your niche is first time home buyers, then your list should only have affluent renters who are ready and able to buy and your USP should clearly address their desires to own their dream home.
Test, test and test some more…
If you want your mortgage broker postcards campaign to meet with any success at all, this is a process that you will have to go through. While designing your mortgage postcards, you should ensure that your headline speaks of only one (1) message and not more. In addition to being should be short, simple and easy to understand, it should also address the situation your prospect is in. It should be accompanied with an image that is relevant to the headline. The rest of your USP goes to the back. Even if you think of the best headline, image, layout, colors and USP, it will still need tweaking and testing. Test and tweak untill you get the maximum results out of you postcards.
Taking care of the above points while preparing your mortgage marketing postcards campaign will ensure your success with your marketing campaign. Use them in your mortgage postcard marketing mix and watch your ROI explode.
