Emails have gotten a lot of attention over the past several years and have been credited as being an effective, low cost way of reaching new customers. Unfortunately, the growth of spam emails has effectively crowded out legitimate sales pitches. That is why a mass mailing campaign through the post office is still an effective and fairly inexpensive way to help you generate mortgage leads. Here are a few tips to keep in mind as you put together your direct mail campaign:
1. Mail on a regular schedule
The key to mailing for mortgage leads is consistency - mail on a regular schedule weekly, bi-weekly or monthly. Check with the post office to see how to qualify for bulk mail rates.
2. Keep the letter personal
Personalized letters achieve better results than a standard “form” letter. No, you can’t come up with hundreds of different letters for hundreds of separate clients, but you can write in such a way that leaves out the overt business style while emphasizing a personal touch. Use a trusted mail-merge program to include the person’s name, address and payment examples in the letter.
3. Fewer steps = higher conversion
You can set up an answering service to take the incoming calls and forward them to you via email or fax. But you will get a much higher conversion rate if you can talk to the callers immediately. If you must call them back you’ll lose clients who typically want to talk to a live person right away.
Of course, an important part of any successful mailing campaign is the way you craft your letter. Here are a few things to keep in mind after the salutation:
1. Keep paragraphs brief and to the point. Important points made within specific sentences should receive bold lettering. Use red bold letters for the most important information, particularly if you use paragraph headers.
2. Bullets are a great way to set apart important information.
3. Avoid using caps. Like with emails, it will appear that you are shouting at your prospects.
4. Times New Roman or a similar 10 or 12 point font is the easiest on the eyes. Keep your page’s background clear and uncluttered. A watermark is fine, but any other marks that bleeds through your sales pitch can take away from your message.
Of course, when you sign your letter you must make certain to include your name and title. Contact information should be included within the body of the letter or at the bottom. Leave no chance of someone having difficulty finding out how to respond to your pitch!
In all, a well thought out mailing campaign can achieve great results. Work on your sales pitch and send letters out on a consistent basis. With a well crafted mass mailing plan in place, you can achieve a good response rate and grow your mortgage business.
To download a complementary direct mail advertising letter that has produced more than $2,500,000 in mortgage commissions over the last 12 months visit: http://www.Mortgage-Leads-Generator.com/a/refiletter.htm
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Hartley Pinn has recently created the "Mortgage Leads Generator"
Training Course to teach mortgage loan officers 10 proven strategies
for generating more than 71 mortgage leads per day.
