Marketing dos and don'ts

There are a number of things you should keep in mind in your ARM-refi marketing plan:

• Have a clear message that communicates directly to the person with an ARM. Include a graphic that supports the message. People are visual. Pictures that go with words get greater impact and results.
• Don't clutter your message with any other type of loan. The people you want to reach will not need another type of service. People tend to get confused with too many messages and may end up not acting at all.
• Include an offer on the back of a postcard. It can be a percentage or dollar-amount off of closing costs. Or it can be a specific program for people with certain credit.
• Always have a call to action. Tell them to "call now," or include some other action that you want homeowners to take. Be aggressive. Namby-pamby marketing gets you wasted results. Be clear and forthright about what you want the recipient to do.
• Mail to prospects every month until it is no longer viable.
• Track your direct-mail-marketing campaign's results by the amount of income you bring in, not by the number of responses you get. Consider your average commission rate. If you get three responses that close at that rate, your marketing return on investment will make your campaign viable.

There is a ton of ARM refinance business out there, but it won't just fall at your feet like the traditional refis did a few years ago. You have to find it, and you have to reach out to it. Get your message out there in a smart way, and you may get a bigger piece of the action.

Joe Niewierski is vice president of marketing at PostcardMania, a full-service, postcard-direct-mail marketing company that includes graphic design, printing, mailing-list acquisition and mailing services with free marketing advice. Started in 1998, the company has grown to more than $12 million in sales and was recognized by Inc. magazine as the one of the 500 fastest-growing companies in 2005. PostcardMania helps businesses nationwide expand through direct-mail-marketing techniques. Visit www.postcardmania.com/mortgagepostcards. Reach Niewierski at (800) 628-1804 or joe@postcardmania.com.

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