Leads created on the Internet don’t need to stay on the Internet. In fact, you may find out that conversion increases when you use a multi-channel marketing approach. Direct mail may seem old fashion, but lots of mortgage brokers and debt businesses are finding it very productive.
Buy aged leads – The advantage of using aged leads for direct mail is that they are already self-targeted. They have told you that they are in the market for a particular product or service.
Offer them outcomes, not products – This is so important. Most of the direct mail pieces I get are full of guarantees of lowest rates or payment. This always triggers my B.S. meter, which results in a quick trip to the trash. Make sure your direct mail copy is talking about outcomes (e.g., eliminating collection calls, reducing bill paying stress, avoiding loan payments after job loss).
Try to get them to opt-in – Permission and email marketing is still one of the most efficient and economical ways to market to prospects. Getting your aged leads to opt-in to your permission-marketing program immediately increases their value. It makes a purchased list your list.
Follow-up – Nothing builds trust and loyalty more than consistent follow-up. One good mail drop is more powerful than none, but if you really want to maximize the ROI on your aged leads purchase you will design a campaign that follows up. Look for multiple touch-point opportunities (i.e., holidays, birthdays, market news, changes in laws and legislation).
Simply the change of channel can be effective in activating the most stubborn of aged leads. Consumers are looking for interest and creativity. They are looking for mortgage and debt businesses that are willing to go above and beyond for their business.
What is your out of the box idea for today?
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