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By Joy gendusa
Founder and CEO
Tried and True
regular mailings can increase returns — if directed at the right customers
Even in an age largely defined by digital communication and technology, onetraditionalmar-keting technique still can reap benefits
for mortgage brokers and originators:
regular, repeated mailings. Directly and
persistently asking your prospects for
their business can create significant —
and predictable — marketing results.
To a large extent, the reason for this
effect simply is that people respond
to repetition. persistent mailings can
make you seem more tenacious and
driven than other brokers. In addition,
repeated mailings frequently will cause
prospects to find you more credible,
considering the fact that you were resourceful enough to mail them printed
materials time and time again.
With all of that said, however, marketing by mail requires diligence and care.
In regards to the mortgage industry, it’s
also necessary to thoroughly consider
your mailings’ recipients. Broadly, there
are several key groups that brokers and
originators should contact via mail.
1. refinance prospects
If you already have a substantial base
of current clients, there’s a good chance
that some of them could benefit from
refinancing. peruse your database and
compile a list of potentially interested
customers — a list that may be substantial, given today’s low interest rates.
Following that, develop a piece of
mailing that specifically targets the
people on that list. Be sure that your
advertisement clearly explains how refinancing can help your clients in their
current situation. Even more, make sure
that you’re consistent about mailing
these clients frequently — as often as
Don’t forget to promote referrals for
yourself, as well. Even if your current clients aren’t interested in your services,
a physical piece of mail is easy to pass
on to an interested friend.
through your marketing efforts.
remember, even the briefest inquiry
eventually can produce a quality lead.
When creating a piece of mail for
these prospects, develop a special offer to entice their business. There may
be many different offers that your company can generate that won’t be expensive yet still may be viewed as valuable
by the prospect.
For instance, if you’re a broker who
can close a high percentage of transactions during face-to-face meetings, you
may consider offering some kind of a
gift card in exchange for half an hour of
a customer’s time.
best customers. From there, find out
what they have in common — whether
that commonality is income level, geographical location or loan type.
Most likely, these individuals haven’t
reached out to you because they simply don’t know you. Therefore, you may
want to contact these prospects with
a series of mailings that offer free information about how they can benefit
from your products and services.
• • •
However you approach your marketing
via mail, never underestimate the im-
portance of consistency. Being persis-
tent and direct can help your company
generate more revenue, business and
2. general prospects
This list should consist of prospects
who have inquired about your services
3. raw prospects
raw prospects are people who can be
expected to have an interest in your
products or services yet have never actually purchased anything from you and
have never inquired about your products.
In order to build a profile of the raw
prospects that you should target, review your database and identify your
Joy gendusa is the founder and CEO of
direct-mail marketing firm postcardMania.
The company, started in 1998, offers full-service postcard marketing, website design
and development, e-mail marketing, and
results evaluations. In 2010, postcardMania
reached more than $19 million in annual
revenue. The company now employs more
than 190 people and has more than 45,000
customers in more than 350 industries.
reach Gendusa at Joy.Gendusa@postcard
mania.com or (800) 628-1804.