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By Joy gendusa
Founder and CEO
4 Steps to Writing More Mortgages
use targeted marketing to increase your reach and your business
Oftentimes, business owners have misconceptions about what marketing is. They see it
as some kind of lead-generating slot
machine: Sometimes it works, other
times it’s just a waste of money. But you
can use marketing systematically to
grow your mortgage business — and it
doesn’t have to be a gamble.
When deployed properly, the right
marketing will increase your business.
Here are four steps to writing more
Once you have some success with
your first targeted market, your income
will be higher and you can begin to
set aside more money for marketing.
With that extra budget, you can target
some of the other groups that you
know have brought you business in
the past, and so on. This creates a
profit cycle that can continue until
you’ve maximized your company’s
to follow up is with e-mail marketing.
E-mail marketing companies offer a system known as e-mail autoresponders.
These are a preset number of automatic
e-mails that get sent to your prospects
once they are entered into the data-base. This helps keep your company in
front of prospects and warm them up to
1. Identify your market
The first step is to isolate your target
market. This step often is the reason
that some people think marketing is
like playing the slots. If you skip this
step, your marketing will be hit or miss.
But, if you are diligent about this step,
your marketing will be a consistent
source of new leads.
2. Select profitable products
Next, identify the products that create
the most income for you. It may be
that the products you sell for the
highest commissions also are the
hardest to sell. If that’s the case, focus
your marketing on the easiest-to-sell
product with the broadest market base.
Then, when you have steady income
coming in from that product, move on
to more lucrative products.
3. promote to your market
When it comes to targeted marketing —
especially for the mortgage industry —
postcard marketing is the way to go.
The key to a successful postcard marketing campaign is a highly specialized
mailing list. you already know exactly
who to target (thanks to step one), and
now all you have to do is get a mailing
list of those types of people. The right
direct-mail postcard company can help
you with this.
Once you have the list, you must mail
to it — consistently. Without consistent
mailings, you may not see results. With
consistent mailings, you are sure to
see results. If you have the right list of
prospects, the more you mail to them,
the more likely they are to respond.
This is especially true of the mortgage
industry, where the product isn’t
necessarily needed all the time.
“Identify the products that create the most
income for you. It may be that the products you sell
for the highest commissions also are the hardest to sell.
If that is the case, focus your marketing on the easiest-
to-sell product with the broadest market base.”
To identify your target market, go
back through your client list. What
types of people have gotten mortgages
through you? are they older people?
High-income wage earners? Low-income families? Businesses? More
than likely, there are multiple markets
that you have serviced in the past.
Make sure you go through your client
records carefully to figure out which
group generated the most income for
you, and target that group first.
Or it may be that you have a product
for which it is particularly hard to
qualify. In this case, you can get a list of
the prospects in your area who qualify
for that product and promote the fact
that they qualify.
Either way, the key is to get the ball
rolling with the low-hanging fruit of
your business. These are the customers
who will be the easiest to get and the
quickest to close. Then you can move
on to more profitable markets.
4. Follow up
When your mailings go out, you will
receive calls from interested prospects.
at this point, the postcards have done
their job. They aren’t going to close
anybody — that’s your job. So you must
have an efficient way to gather the
contact information of your new leads
and follow up with them.
To make sure you get all the information you need, create a new caller
sheet. This can be just a sheet of paper that contains the questions that
you need prospects to answer, such
as name, phone number, e-mail address and how they heard about you
(so you can track your marketing efforts). Have a stack of these sheets
by the phone so that whoever answers
knows exactly what information to get
from a prospect upfront.
after you have a prospect’s information, the easiest and cheapest way
• • •
The process is pretty simple: Go through
your records to define exactly who your
ideal prospects will be. Then, develop
a direct-mail postcard campaign (with
a specialized mailing list) to promote
to that target market. Finally, once you
have some steady leads coming in,
make sure to follow up with those leads.
The odds are, if you have enough
new leads coming in, some of them are
bound to close. all you have to do is
stick to the plan, and you will increase
your revenue and income. It may sound
simple, but not enough business
owners are willing to take the initial risk
of paying for marketing. If you do — and
if you are consistent about it — you will
see positive results. •
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.
Visit postcardmania.com. Reach Gendusa
at Joy.Gendusa@postcardmania.com or
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