Mortgage Business Tools

If you have been doing some reading on how to improve your response rate on your mortgage postcards, you would know that it is very important to tweak different components of your postcards. Through this process of testing and tweaking, you would be able to arrive on a “winning” combination that gives you optimum response. One question that always follows this advice is “what do I tweak in my postcards and how do I tweak”. Therefore, I have explained four major components that you need to tweak in your postcard campaign.

Headline

You want to have a very simple headline that addresses a problem somebody is trying to solve. Nobody wants to see a headline ‘I’m the best mortgage broker in town!’ They’re not really interested in you, they are interested in what you can do for them. So you want to have a very direct and simple, not a lot of words, headline.

Image

You want to have a graphic image that supports that headline. This has proved to be very powerful. Having a relevant image with your headline helps the prospect to better understand your message and relate to the situation they are in. It does not necessarily has to be a very high quality image, relevancy is of higher priority here.

Offer on the Back

If you get the first two right, then you will have captured your prospects attention and they will then turn over the postcard to see what you say in the back. The back of the card should continue your communication where your headline left off. The transition should be swift and seem less. On the back of the card you want to list features and benefits of working with you, or the rate of the mortgage, whether you are going to save them from their adjustable rate mortgage, whether your going to get them to stop seeding a fat landlord. Whoever your market is, you are going to push the buttons just a little bit further, bullet pointed. A paragraph with a lot of type on the back of a postcard is not going to get read. People are too bombarded with promotional messages they need snippets, you know they need bullet pointed items.

Continue the communication

You should have some kind of an offer on the postcard. And I am going to tell you something now that not a lot of mortgage professional are doing. The ones who are doing it are reaping the benefits. You need to continue the communication with the postcard; you are initially starting a communication with a postcard. You then need to get the recipient to continue that communication by sending these prospects to specially designed landing pages where you give out free reports and guides in exchange for their information. Once you have their info, you now have a lead and you can follow up with them through phone, email or further pieces of direct mail.

Tweaking these four components in combination until you have an optimum response rate. You will know you have an optimum response rate when further improvements and tweaks stop having a positive impact on your campaign. Once you have the winning campaign, continue to send out the same message to the same prospects again and again and you will see results week after week.

For those of you wondering whether sending the same old message will work; YES it will work. It has been tested and proven… even if you continue to send it over and over again to the same list. After a certain point in time though, your response will begin to diminish. You should still keep on sending the postcards until it goes down to a point where you start getting negative returns. However, as you hit the point of diminishing returns, you should simultaneously start a new post card campaign. This will enable you to tweak your new campaign before you stop getting any returns from your previous one.

I would love to hear your comments or feedbacks. If there is anything you do not understand, just post a question and I will explain further.

This entry was posted on Saturday, May 22nd, 2010 at 1:17 am and is filed under Post Card Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.