It used to be that our postal mailboxes were stuffed with all kinds of marketing materials. It still happens today of course, but mostly in our online mailboxes instead. But one thing has stayed the same: marketing still needs a special spark to stand out in a crowd, and that’s why utilizing a far less crowded medium might now be the “old-is-new-again” way to reach your prospects.
Digital marketing, if it even reaches your prospect’s inbox instead of their spam folder, is ever so easily deleted – and often before it’s even read.
MAKE A PERSONAL CONNECTION WITH YOUR BORROWERS
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A piece of postal mail, be it a postcard or in an envelope, is physical – it’s going to be seen, touched, and yes, perhaps even thrown away, but not before an impression has been made.
If you’re a mortgage banker, mortgage broker or real estate agent engaged in marketing to past and potential prospects, making impressions, especially good and genuine ones, is a critical leap in the right direction.
Past mortgage and real estate clients are prime for relationship building, and printed holiday greetings are a great way to keep your name top of mind. Referrals are more easily made when your name is always remembered.
Print marketing is not just for holidays
Typical marketing materials revolve around the standard holiday calendar. And that’s where mortgage bankers and real estate agents have a leg up: non-typical holidays to use for marketing. Home purchase or loan closing anniversaries are unique to your profession, and your greeting card will stand out in the mailbox when that date arrives.
Closing anniversaries are a great time to suggest annual reviews and to check in on how well the buyer’s home is serving their needs. There could be job changes, new school needs, a growing or maturing family – these are all among the common reasons for homeowners to consider making a change. Print marketing can help you land in a mailbox, on a desk or even on the kitchen counter at just the right time for a conversation to begin.
Targeting the new generation of homebuyers
The millennial generation has entered the homebuying market in earnest, and polls show that, as a group, they’ve responded positively to postal mail marketing. Having come of age in the digital revolution, they’re more likely to see physical mail as a novelty and one that makes a more personal impact than just another email or social post.
Despite its benefits, print is not the end-all be-all.
Effective marketing should be truly multimedia. Never just print, never just digital, never just social. That’s why the industry is trending toward omni-channel marketing, which uses consistency of branding, style and accessibility across all these media and communication channels.
Today, effective marketing can be achieved in omni-channel fashion by utilizing a purpose-built CRM like Surefire from Black Knight. Print, online, flyers, landing pages, single property sites, SMS – it’s all in one system. Automated mortgage and real estate agent marketing can be achieved out of the box with pre-built yet customizable campaigns. “Client for life” options that include several media types to help assure your messaging arrives in the most effective ways and, as the name implies, help assure that your clients remain yours.
See how easy it can be to start. Click here for a Surefire demo today.
Brian Larrabee
Content Director
Brian’s entire professional career has centered in real estate. He’s designed, built and brokered homes. He’s provided over half a billion dollars in mortgage loan financing to everyone from first time-buyers to the CEOs of Fortune 500 companies He’s a published author with articles in periodicals,
hedge fund websites and trade publications. Brian has traveled the country and been on broadcast radio to speak in front of hundreds of his industry contemporaries. He’s also created and developed hundreds of educational products from print to digital used throughout the U.S. and beyond, which make the process of buying and financing a home easier for all. Brian is a father, real estate investor, outdoorsman, pilot, skier, golfer and plays ice hockey in several men’s leagues every week of the year.