Suppose you’ve bought some mortgage leads. You’ve tried calling and emailing them, but you haven’t been able to get in touch. Is it time to throw in the towel? No, it’s merely time to change your strategy. Instead of relying on phone calls, which some prospects find irritating, or emails which can be caught in spam filters or easily deleted, the time has come to use direct mail, which offers several benefits.
Less Junk Mail
Years ago, when the best way to reach prospects was through direct mail, people would complain about their mailboxes being crammed full of advertisements and solicitations. Now, though, times have changed. Most merchants prefer to contact customers and prospects through email.
That means people receive fewer pieces of direct mail, and that they pay more attention to the direct mail they do receive. Oh, they may still toss your brochure or postcard in the trash, but they usually look at it first. Congratulations. You’ve planted the seed.
Direct Mail and Staying Power
On the other hand, the direct mail you send may not end up in the trash. Prospects may save your business card, post card, brochure, or flyer. “I don’t have the time or money to deal with this now,” they may think, “but I’ve got to be sure to remember to call this company later.”
Your company’s information may end up scotch-taped to their computer monitor, in their Rolodex, or held to their refrigerator by a magnet. The more often prospects come across your name as they go about their daily lives, the more likely they are to call you when they are ready to deal with mortgage issues.
Repetition is Key
Some mortgage companies send out direct mailings, don’t hear from the prospects, and never attempt to reach them again. This is a mistake. Instead, send out routine direct mailings to prospects.
You could put together a short newsletter about mortgage issues that you send out quarterly, or you could send out letters explaining why now is the best time to look into getting a mortgage. You could also send out small gifts like sticky pads or magnets.
Again, you’re going for name recognition. You want your prospects to see your name on a regular basis. You want your mortgage company to be the first name that pops into the prospect’s mind when he or she thinks about acquiring or refinancing real estate.
Let the other mortgage companies in the area keep making unreturned phone calls or sending emails that get classified as spam; you know that the best way to attract attention is through a carefully planned, repetitive direct mail campaign.