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   ARTICLE   |   From Scotsman Guide Residential Edition   |   August 2008

3 Ways to Use Pamphlets Effectively

Giving your clients and prospects informational pamphlets can increase your profits

Done properly, giving pamphlets to your mortgage prospects is an inexpensive way to deepen relationships with them and earn their business. It can lead to significant loan-origination opportunities you might otherwise miss.

There are three key levels to using pamphlets effectively: 1. topic relevance; 2. recipient permission; and 3. personalized delivery.

When you understand what makes pamphlets effective and proceed to incorporate these three points, you will make an impression on your prospects that builds lasting trust and that separates you from your competition.

The pamphlet advantage

Using pamphlets to share information is an inexpensive way to position yourself as a mortgage expert.

Unlike typical marketing brochures that are printed on thick, glossy paper, pamphlets usually are printed on a large single sheet of nonglossy paper and folded into a number of pages. This makes them less expensive to reproduce.

Also, they typically fit in a business envelope, which you can mail with a single stamp.

You may think pointing prospects to a Web site for information would be more effective, but the fact that the pamphlet is a hard copy makes it more meaningful. Although production costs would certainly be lower with a Web site, you would miss the opportunity to give your prospects something of value.

Plus, giving them something that cost you money is an important dynamic in building relationships with prospects. If it didn’t cost you to buy it and send it, it won’t mean as much to the prospect. That’s also why you give the pamphlets as gifts.

Another advantage of using printed pamphlets over a Web version is that your clients can keep them for future reference, reread them anywhere and take notes on them.

You can even write, design and reproduce your pamphlets in-house if you or someone on staff is a good writer. If not, though, you can locate existing pamphlets and purchase them in bulk.

Topic relevance

To get started, select topics relevant to your prospective clients. These days, many people are vague about the details of their financial situation, unsure about their financial future and unsure how to make things better. Also, many people cannot qualify for a loan today because their credit scores are too low, their past 12 months’ mortgage history is not clean or their ratios don’t fit underwriting guidelines.

Though you may think otherwise, you can help these people. Giving them information about their current situation and how they can improve it can deepen your relationship with them. Pamphlets are useful in these cases.

Unlike company- or product-oriented marketing brochures or fliers, pamphlets offer information that is specific in nature and focused on the solution to the client’s particular needs.

For instance, if clients are having trouble budgeting, you can find or develop a pamphlet that offers them tips on creating a budget.

Having information in pamphlet form indicates that you know what’s going on in the marketplace today, that you’ve analyzed the situation and can recommend a particular solution, and that you care about your prospects as people, not just about funding their next loan.

Recipient permission

Once you’ve found pamphlets on appropriate topics, the next step is to find recipients and gain their permission.

The people with whom you work initially by phone are the ideal recipients for your pamphlets. Early in your dealings with them, you will identify something that they don’t know or with which they need some help. For example, they might need an overview of the mortgage process or tips for dealing with creditors. You may have pamphlets on these topics.

Also, you will find people who can benefit from your pamphlets virtually anywhere you go. When you touch on mortgages in a conversation, but it’s not a good time to go into greater detail, sending a pamphlet shows that you consider the topic important and demonstrates your willingness to be of service.

Permission-based marketing is essential here. This is because people are more open to reading and acting on an idea if you ask for their permission before giving the information to them.

In the case of sending a pamphlet, simply say, “I have a pamphlet that many people have found helpful. Would you like one?”

When the pamphlet arrives, the recipients will then treat it as an invited guest rather than an unannounced visitor.

Personalized delivery

The final key to using pamphlets effectively is personalized delivery. If the recipient is someone you see regularly, then hand-delivering is best. But you don’t have to hand-deliver them every time.

If you are mailing a pamphlet, be sure to write something personal on it before sending it. Always include the recipient’s name, your name and your phone number. That way, you can be sure recipients will remember that you sent it to them, that they asked for it and that they have a way to contact you.

This greatly improves the odds that they will read it, keep it, act on it and think favorably of you.

If you’re still not sure whether pamphlets will work for you, consider testing the idea on a small scale. Send pamphlets to your referral partners and ask for their feedback.

By adding pamphlets to your existing marketing efforts, you can position yourself as an expert with your prospective clients, provide value to them that will deepen your relationships and greatly improve your chances of winning their business for years to come.


 


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