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   ARTICLE   |   From Scotsman Guide Residential Edition   |   February 2012

Send the Right Message

Present your value and expertise through direct marketing

Economic conditions are not going to change overnight, but how mortgage brokers reach out to their clients in this economy can turnaround the business within a short span of time. To improve your results, you must evoke a real sense of value in the consumer’s mind. Direct marketing is one way that can help you present your business and make potential customers think of you as a reliable resource when they decide to buy.

Communicating with clients via direct marketing is based on delivering good messages that allow individuals to converse and engage with your product. Yes, it’s true that people cannot converse with a message, but they can actively listen. A message crafted to speak directly to an individual can be highly effective.

Direct marketing is an evolving industry. Sales driven by direct marketing were forecast to increase by 7.1 percent in 2011 and by 4.7 percent this year, according to the Direct Marketing Association’s report, The Power of Direct Marketing 2011-12.

Here are three advantages to direct marketing:

  1. Customization: Direct-mail pieces not only can be personalized with a person’s name on a letter, but via digital technology, pictures can be personalized and designs alternated based on the demographic data of recipients. Digital technology also provides quick response (QR) codes that direct consumers to website-landing pages designed to match consumer-lifestyle preferences. These codes also can integrate offline- and online-marketing channels to provide better end-user experience.
  2. Comparison: Customers want to compare and know that they have found the best deal possible. There are companies that capitalize on this concept and use it to their advantage. Knowing your competition and how you measure up will make you a leader in the minds of consumers. Load your messages with information and education that help consumers make informed decisions.
  3. Loyal following: Direct marketing cultivates a loyal base of followers. Find, teach and train your potential clients. Even if they are not currently in the market for a mortgage loan, make sure they will come to you when they are ready. Provide information they need and you’ll become their guide. When rates drop, consumer confidence goes up, which in turn equals a possible benefit of refinance. People will go to the broker whom they trust as an industry expert.

To position yourself on the right track for direct marketing and get your message across effectively, remember the following steps:

  • Align yourself with a direct-marketing expert. You know your business better than anyone, and marketing companies know how to reach customers. Different media — seminars, radio, television, direct mail — work for some mortgage brokers, but not for all. Start with the end in mind and seek out professional assistance to navigate the in-between.
  • Target your audience with consistent direct marketing. A steady flow of direct-mail marketing is necessary to stay on top of their minds when the opportunity to buy becomes possible. Don’t fall into the trap of marketing only when the lead flow slows down. Consistent direct marketing is necessary to maintain healthy lead generation.

• • •

When you drive value into the minds of potential consumers through quality direct marketing, people will see real value in the loan and service you provide. Then it will no longer be a matter of the customer wanting a loan; they will simply want to work with you.


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