While direct mail may feel passé, studies show it’s still an effective and cost-efficient method of mortgage marketing and mortgage lead generation.
Recipients of direct mail open about 90% of the pieces they receive, versus only 20-30% of emails received. They remember direct mail too. Only 44% of recipients remember the company that sent a digital ad, while 75% recall the brand that visited their mailbox.
And perhaps the most important statistic – direct mail garners a 5-9% response rate, while emails get only a 1% response rate.
Numerous options exist for generating mortgage leads through print marketing. With the help of a mortgage CRM, you can segment your database to send targeted messages. For example, past clients will appreciate receiving information on refinance or HELOC opportunities from a trusted advisor, while prospective buyers might like a quick reminder of low downpayment options.
You might also segment your database into groups based on age. For example, clients 62 and older might appreciate information on reverse mortgages, as might clients in the “sandwich generation,” who may be looking after their parents’ affairs.
If you collect career information, you might send first responders, medical professionals or teachers information on special offers for their professions.
Referral partners might also be willing to share address lists for sending targeted information, such as recent sales, open houses, or special educational sessions.
Direct mail can be especially useful for mortgage lead generation when you take a multichannel marketing approach. Consider including a QR code link and/or the address of a unique landing page to provide more information and collect the recipient’s contact information.