Like any information that you provide, you have to publicize your efforts for your audience to notice. When you set up your Web-marketing tools, notify everyone in your database with a letter, fax, postcard or preferably, e-mail. Then send a press release to relevant media, including newspapers, radio stations and television stations; they cover anything that provides legitimate information to the public for free.

You also can post a link to your site on online message boards and other places where prospective clients gather. Mortgage companies commonly receive tens of thousands of dollars in free publicity from their public-relations and marketing efforts.

For the best results, pursue several of these Internet tools at the same time. They are, however, not the only solution for your business but just weapons in your arsenal — which also should include direct-mail pieces, e-mails, phone calls and visits.

By using these high-tech tools, you will be able to reach prospective customers faster and more effectively. You also can keep in touch with current and past clients in an easier, more-cost-effective way than before.

Mark Boersma, president of Synergy Solutions Inc., is known nationally for his sales and marketing expertise. Visit Synergy’s Web site at http://www.synergytools.net/minixray/minixray.asp?refCode=KP141 for your free Mini Business X-Ray or Personality Assessment. Call (888) 230-2300 for more information.

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