While using mortgage postcards for direct mail marketing, your headline message is arguably the most important element on your postcard. Getting this one sentence right can mean a good number of potential clients gained or lost.
Identify your market
While sending out mortgage postcards, too many mortgage brokers try to be every thing to everybody thinking that they will reach out to a larger audience and thus will get a better response. Unfortunately, that is not true. When you try to get everyone’s business, you end up getting none. Your message becomes diluted and no one feels its relevant to their situation.
First and foremost, you need to determine a niche – a target market for your mortgage postcard marketing and then create your message around that one particular kind of people so that it speaks to them directly.
Be the recipient
Try to assume the view point of the person who is on the receiving end of your postcards. In your head, try to be that person. Put yourself in their shoes. Taking a few examples, if you are reaching out to a list of renters you need to speak to their desires to own a home. Try to understand what they think and what their hopes and aspirations are, and then create a message that communicates to their aspirations. When you do this, you will sound very real to them. They will be able to relate to their message, they will be able to see that you understand what is going through their minds and that this understanding will convert into something tangible for them i.e. e the home that they desire. Taking another example, if you are reaching out to divorce clients, make your message relevant to their situation. It should speak in a way that it reflects your understanding of what they are going through and how it is that you can help them out to get a new mortgage. Also, you message should speak to each recipient. This mean you should make your messages in singular, not plural. The recipient should not feel that he is just one of the many that you are contacting though this mortgage postcard.
Using questions in your mortgage postcards
Asking questions in your message can be very powerful. A question continues communication. By asking a question, you initiate a conversation and the recipient is going to be compelled to answer that question. Even if from the time they look at your postcard, they are walking over to the trash with the postcard in their hand, they are going to answer your question in their head. That’s when they will begin to think and ponder over it. For example, Christmas might be coming up and you ask them “Are you giving your kids the Christmas they want?” or “How would you like a debt free Christmas?” Questions put in this way are very powerful and hook people in so make sure you include a few very specific and impactful questions in your copy.
You can also find about 18 free ready made postcards on this website.
I hope this helps you understand how you should create your messages for your mortgage postcards campaign. I would love any comments or feedback on whether you found this information useful or not.
