Like any journey, the first step is often the most important. Start your career confidently by establishing a strong foundation of careful training, compliance knowledge and a solid mortgage marketing strategy.
In a world where digital marketing is everywhere, mortgage lenders still need printed mortgage marketing materials in their omnichannel marketing strategy. In fact, the Association of National Advertisers found that direct mail had an 8% higher response rate than email. That’s because we don’t get nearly as much junk in our mailboxes than our inboxes.
Still, that doesn’t mean that you should only stick to direct mail because everyone else is overutilizing email. The best mortgage marketing strategy uses an omnichannel approach, meaning that a automated marketing campaign uses an array of channels to reach borrowers. One study found that marketing strategies that used direct mail with another digital media saw an 118% increase in responses, versus using direct mail by itself. It is best practice to add these components to your mortgage marketing mix:
Keep in mind that direct mail isn’t effective unless it is personalized. People are much more likely to respond to mail that feels like it’s written specifically for them. A recent study found that the combination of a person’s full name, full color, and sophisticated data on the card can increase the response rate by up to 500%.
Homebuyers still want those old-fashioned pieces of paper. They like something tangible to hold, share, and sometimes, even hang on the refrigerator.
Printed marketing materials fall into one of the three primary areas: mortgage marketing direct mail, mortgage flyers, and mortgage closing gifts.
Direct mail materials are still one of the top methods for engaging with your audience. However, the static, non-interactive mortgage marketing flyers and brochures your parents received in the mail are a thing of the past. Innovative mortgage CRM systems like Surefire by Top of Mind take print based marketing to a whole new level within the mortgage industry.
This Article Covers:
- The types of printed collateral used by mortgage professionals
- The advantages of physical and digital flyers
- Creating a direct-mail marketing strategy
- Optimizing your client retention with closing gifts