subject: Geting Maximum Response on Mortgage Marketing Postcards [print this page] Geting Maximum Response on Mortgage Marketing 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. The term Direct Mail is itself a broad categorie and further sub categories branch out of this trunk.
I would like to talk about one of them today, namely; mortgage marketing postcards. In order for your postcard campaigns to get a decent ROI, you will need to consider the following factors while setting..
The List
This is perhaps the most important piece of the whole puzzle while you are trying to discover that winning combination. Using a low quality list will kill your campaign before you even begin. While choosing a list for your post card campaign, it is very important that is the most updated. It does not make sense to hit a 6 month old list with a postcard that talks about getting out of an ARM. 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.
One very important point to consider; you should try to get as specific with demographics as possible about your target audience. 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. Being everything to everyone does not work. This dilutes their efforts and marketing message among tens of other 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. Taking the examples of first time home buyers, your list should be targeted towards affluent renters who are willing and able to buy while your USP should clearly speak to their desires to own their dream home.
Test, test and test some more
If you want your mortgage broker postcard campaign to meet with any success at all, this is a process that you will have to go through. You should ensure while designing your postcard that your headline does not articulate more than a single message. It should be simple, short and easy to understand and should solve a problem for your prospect. It should be accompanied with an image that is relevant to the headline. You should then give details of your USP at the back of the card. Even if you think of the best headline, image, layout, colors and USP, it will still need tweaking and testing. Untill you reach the optimum level for your postcard campaign, you should keep on testing and tweaking..
Taking care of the above points while preparing your mortgage marketing postcards campaign will ensure your success with your marketing campaign. Implement these simple tips into your postcard campaign and track the increase in your ROI.
