金橋貸款
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One of the most powerful ways to reach your customer and prospect base is through direct mail. When most people hear the words "direct mail," they think "junk mail." This is the mail that goes into the trash and never gets read. This is true in some cases because: 1) the receivers already know what it contains, and 2) they already know they are not interested. How do they determine this? From the outside envelope! If you use attractive postcards, or an envelope that does not give away the message you are trying to convey, your direct mail will get read!
Let's take a quick look at direct mail facts and myths:
Myth: It's junk mail, and people don't read it!
Truth: People do read their mail if they are given a reason to open it!
Myth: People don't respond to direct mail!
Truth: People respond if the mailing piece is properly constructed!
Myth: Direct mail is expensive!
Truth: All advertising can be expensive, but if done properly, direct mail can be the least expensive!
What are the advantages of direct mail?
1. You can interact with only the targets you choose. Direct mail is just that, directed!
2. You can experiment with a new group of prospects or a new concept for very little cost.
3. You can explain in detail. With other forms of advertising, you have limited space or limited time.
4. It can act as a support mechanism for other forms of advertising and marketing.
5. It has the ability to mobilize people to action through unique offers.
6. You can expose your ideas without directly displaying them to the competition.
7. You can make multiple impacts by repeated follow-ups.
What are the key ingredients of direct mail?
1. A personal letter: Direct mail that works is conversational, showing prospects that you truly care and want to interact with them on their level.
2. Standard information about your business: You want them to know who you are and that you are not trying to hide anything.
3. Customer testimonials: One of the most powerful things you can do is let the prospect know that others have been successful using you or your service.
4. Upcoming promotions or specials: People like "events." Let them know about special happenings such as a buyers' night or homeowners' seminar.
5. Recycling card: This is a card that is easy to fill out that lets the prospects respond to your offer. It can be a coupon, reply card, a contest, a winning number, etc.
What are the keys to getting a response?
1. Who is sending this? Be clear about who you are or they will be suspicious.
2. What do I get from this? Make sure there is a clear benefit to the prospects.
3. What is it going to cost me? Make sure you show some kind of savings or special services.
4. What do I do next? Make sure your instructions for responding or taking advantage of your offer are clear and easy to follow.
Direct mail is powerful, if done properly. For the mortgage professional, it can be another tool in the toolbox! Be sure to comply with all RESPA guidelines.
