DIRECT MARKETING
MAXIMIZING RESPONSE RATES AND ENGAGEMENT
A MORTGAGE BROKER PRIMER
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
It’s widely known that direct marketing remains the most effective method to prospect for new customers within the mortgage and real estate industry. The Question is… THE KEY IS
Closed Loop Marketing
QA
Can we achieve better results?
You Betcha’!
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
TARGET
DESIGN TRACK
SECRET
Automated Closed Loop Marketing
New to Direct Marketing
Processing
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
TARGET
1. Targetyourlistmethodicallybasedonproper7esorborrowersorcombina7onofboth.SeeBelow:
• CurrentLTV• AgeofHome• Geography• 2ndLoan• CurrentRates
• Single/Married• AgeofBorrower/s• Geography• Value(Affluence)• LengthInHome
PROPERTIESBORROWERS
2. S7ckwithyourlisttarget,learnandgrowfromthere.3. Ifyoudon’thavealistornotsa7sfiedyoucanzeroyoursearch.
Contactalistprovider.Note:Manycompaniesprovidewatereddownlists.YouneedaRAWSOURCEprovidersuchasBlackKnightFinancialServices(Seelastslidenotesformoreinfo)
Maximizing response rates demands consistency and frequency. Providing value maximizes conversion and ROI.
Tip:
ESSENTIALS:
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
DESIGN Your advertising is you, so be spectacular. When you want to frame your ad is when you release it to your prospects. Subtle relays confidence.
Tip:
1. CleanandSimpleisALWAYSbest.Today’sconsumeravoids‘busyandtasteless’.
2. Don’tburythelead.Youhaveamessage,stateitwithclarity.Wrapitinacalltoac7on.
3. Challengeyourdesignerorprintertocreateastrikingpiece.
4. GetinspiredbysearchingtheinternetorlookingatsocialsiteslikePinterestorInstagram.
5. Don’tbeafraidofemptyspace.‘Subtle’relaysconfidence.Lookitup.
WhendesigningyourDirectMail:ESSENTIALS:
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
DESIGN
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
InthebookCONTAGIOUS,wri]enbyJonahBerger,MITWhartonSchoolofBusiness,ProfessorofMarke7ng.Mr.Bergercontends.Themostpowerfulsocialtriggertogaininganother’sa]en7onistheexistenceofthe‘SECRET’.
Psychology of Secrets:
Con7nued...J
Exercise: GOOGLE “Please Don’t Tell”
Key Takeaway: The best secrets are the ones people have to tell.
Why? One feels an increase in social rank when able to prove to others they are in the know.
Secrets Cont…
SECRET
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
SECRET 1. Whatdoyouknowthattheydon’t?2. Whatistheonesecret,thatiftheyfoundout,woulddrive
themtotellingalloftheirfriends.
Yoursecretisyour‘hook’toencourageengagementwithyourprospect.
ESSENTIALS:
Secrets aren’t secrets if they are perceived as gimmicky. Secrets are most effective as a hook when they are based on value or an offer.
Tip:
See Next Slide
The next slide shows a direct mail piece with several triggers all leading to a Doorway where all will be known if the prospect goes to a website to get the answer.
Example:
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
SECRET
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
TRACK Leadgenera7ontodayisallaboutunderstandingtheprospectsbuyingjourney.TheyBuyer’sJourneyisprocessbuyersgothroughwhilemakingadecisiontopurchase.Thestagesareasfollows:• Awareness• Considera7on• Decision.
The Buyer Journey:
With advances in marketing automation its imperative to get your prospects email logged into your COS environment as early as possible. This gives you the ability to nurture them to close.
Tip:
All too often, once a lead hits the sales persons radar they immediately pick up the phone and go for the close. This is a big mistake and will kill your conversion rate. People don’t like to be closed, just like you don’t like to be closed. However…
Danger:
Cont…
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
TRACK Inordertounderstandwhereyourprospectisontheirbuyerjourneyyoumustautomateyourleadcaptureprocess.YoumustallowthemtoenteryourCOSplabormandmeetthemwiththerightcontenttonurturethemalong‘their’journey.
Automate Your Lead Capture:
See Next Slide…
LeadSync AsystemsuchasLeadSyncprovidesforsuchautoma7onforleadcapture.LeadSyncimprintseachrecordinadirectmarke7ngmailinglistwithauniquecodeiden7fier,thatcorrelatestoanemailaddressoncethisemailisenteredintolandingpage.Anexampleofamortgageindustrylandingpageis:
www.myloanop7on.com
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
ATRACT CONVERT CLOSE LET’S PUT
ALL TOGETHER
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
ATRACT CONVERT CLOSE
DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
WRAP UPWebeganwiththeques7on…
Isitpossibletoimproveresponserates,engagement
andthusROI?Ifwefocusontherightprospects,usegreatdesign,incorporateagreatsocialtriggerof‘intrigue’(whatdoesMaryChenknowthatIdon’tknowandIwonderwhat’sinmypublicpropertyreport?).TrackvisitorsaswellasprospectconversionswithaconciseCallToAc7on.YOU’VEGOTIT!
FREE OFFERReceivetheLeadSync
LeadGenera7onSystemforFREE.
Plus,seeQuickStarterpackageforturn-keyleadgenera7oncontainedinthisdeck.
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