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 marketing postcard. I have listed and explained some factors that you need to look at to make sure you get a devent ROI on your postcard campaign.
The List
This is perhaps the most important piece of the whole puzzle while you are trying to discover that winning combination. Getting the right list will greatly impact your success or failure. While choosing a list for your post card campaign, it is very important that is the most updated. You do not want to hit a 6 month old list with a postcard that encourages the prospect to get out of an ARM. Many of them would have already refinanced and will only think of you as someone who does not know what they are talking about.
Another factor to consider with the list is that you should try to drill down with the demographics and try to be as specific about your target audience as possible within your budget. 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. You should not be everything to everyone. This does not differentiate you from your competitors and makes you the Average Joe broker. To the consumer, you are no different than the one you are competing against.
Sending out mortgage postcards is not different. You should clearly define your USP on your postcard in a way that it only appeals to a single segment. This is where the list ties in with your unique selling proposition. If for instance your niche is first time home buyers, then you should acquire an updated list of rentors who are qualified for your products while your USP should cater to their desire to own a 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 postcard, you should take care that your headline articulates only one message and not more. 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. 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. You should keep on testing till the time you reach the optimum response rate from your postcard campaign.
Taking care of the above points while preparing your mortgage marketing postcards campaign will ensure your success with your marketing campaign. Implement them into marketing mix and watch your ROI soar.
