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How To Win Mortgage Customers With Direct Mail Letters
Trust & Communication
Your direct mail campaign will only work if your prospects understand your letter and trust your company. Your letter must communicate clearly and effectively and build trust with your prospective customers.
The 10 Things Your Letter Must Do To Succeed
- Give Them A Reason Why
- Repetition
- Targeting
- Presentation
- Reader Comprehension
- Variable Data [Mail Merge]
- Trust
- Make An Offer
- Be Local & Easy To Respond To
- Tell Them What To Do
Give your customers a strong reason why you are sending the letter, why they should read it and why they should respond to it now. Example: "Because your credit score has improved you can now save money...."
People trust companies they recognize and know. In direct mail Repetition = Recognition = Trust. You normally want to mail to the same customer several times so that they recognize and trust your company.
You must carefully choose your list, your letter and your strategy to make sure you are sending the right offer to the right customer.
The consumer only has a piece of paper in their hands [your letter]. Why should they do business with you? Why should they trust you? You want a professional, full color presentation to convince the customer that you are a better choice than your competition.
If your customers don't understand your letter they will not respond. We write at an easy reading level and we give easy to understand examples. Reader comprehension is key to your success.
In today's competitive marketplace you must stand out from the crowd. We use customized data in every single letter we send. Example: "Your adjustable rate mortgage with Bank of America in the amount of $372,450 is set to expire. Because interest rates have gone up your payments will increase by an estimated $700 a month." This personalized data grabs attention, gives you real credibility and convinces customers that you are a professional organization that they can trust.
If your customers don't trust you they will never do business with you. You must build trust with your letter. Examples that help build trust: repetition [repeated mailings], Better Business Bureau logo, NMBA logo, testimonials, your photo and signature, accurate financial information, etc.
You must tell them what you can do for them or they will not call. Example: "We will help you to get a safe, low cost, fixed rate loan."
Give a local phone number and address if possible along with a toll free number, web site and other ways for them to contact you. Make sure you let them know it's a free consultation, an easy 10 minute call, etc.
You must direct the reader and give them a call to action. Example: "Lock in today. Call 555-555-5555 now for professional financial help."
All of these things must work together to make your direct mail campaign work.
The Envelope
The job of the envelope is to get the letter opened. There are 3 primary reasons why someone would not open your letter:
1. Their name is spelled wrong.
2. The envelope has a mail permit box for postage. This looks like junk mail to the consumer.
3. There is no return address on the envelope.
The most commonly opened envelopes are window envelopes. Window envelopes are standard in business mail - your bank statement comes in a window envelope. Consumers feel more compelled to open this kind of envelope.
Writing on the outside of the envelope [like "Mortgage overpayment notice"] often will decrease response. This is because the consumer throws away the envelope before opening it and understanding the benefits.
Oversized, fancy envelopes can increase response, but you must carefully test your response and close rate to make sure the extra cost is justified.
With Custom Mortgage Mailers, your letter is 100% customized for your specific strategy, competitive advantages, brand and company. In today's competitive environment you must carefully target your customer.
Call 800-533-3579 now for your FREE Strategy Consultation
with our direct mail mortgage experts