DIRECT MARKETING

MAXIMIZING RESPONSE RATES AND ENGAGEMENT

A MORTGAGE BROKER PRIMER

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

It’s widely known that direct marketing remains the most effective method to prospect for new customers within the mortgage and real estate industry. The Question is… THE KEY IS

Closed Loop Marketing

QA

Can we achieve better results?

You Betcha’!

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

TARGET

DESIGN TRACK

SECRET

Automated Closed Loop Marketing

New to Direct Marketing

Processing

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

TARGET

1.  Targetyourlistmethodicallybasedonproper7esorborrowersorcombina7onofboth.SeeBelow:

•  CurrentLTV•  AgeofHome•  Geography•  2ndLoan•  CurrentRates

•  Single/Married•  AgeofBorrower/s•  Geography•  Value(Affluence)•  LengthInHome

PROPERTIESBORROWERS

2.  S7ckwithyourlisttarget,learnandgrowfromthere.3.  Ifyoudon’thavealistornotsa7sfiedyoucanzeroyoursearch.

Contactalistprovider.Note:Manycompaniesprovidewatereddownlists.YouneedaRAWSOURCEprovidersuchasBlackKnightFinancialServices(Seelastslidenotesformoreinfo)

Maximizing response rates demands consistency and frequency. Providing value maximizes conversion and ROI.

Tip:

ESSENTIALS:

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

DESIGN Your advertising is you, so be spectacular. When you want to frame your ad is when you release it to your prospects. Subtle relays confidence.

Tip:

1.  CleanandSimpleisALWAYSbest.Today’sconsumeravoids‘busyandtasteless’.

2.  Don’tburythelead.Youhaveamessage,stateitwithclarity.Wrapitinacalltoac7on.

3.  Challengeyourdesignerorprintertocreateastrikingpiece.

4.  GetinspiredbysearchingtheinternetorlookingatsocialsiteslikePinterestorInstagram.

5.  Don’tbeafraidofemptyspace.‘Subtle’relaysconfidence.Lookitup.

WhendesigningyourDirectMail:ESSENTIALS:

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

DESIGN

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

InthebookCONTAGIOUS,wri]enbyJonahBerger,MITWhartonSchoolofBusiness,ProfessorofMarke7ng.Mr.Bergercontends.Themostpowerfulsocialtriggertogaininganother’sa]en7onistheexistenceofthe‘SECRET’.

Psychology of Secrets:

Con7nued...J

Exercise: GOOGLE “Please Don’t Tell”

Key Takeaway: The best secrets are the ones people have to tell.

Why? One feels an increase in social rank when able to prove to others they are in the know.

Secrets Cont…

SECRET

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

SECRET 1.  Whatdoyouknowthattheydon’t?2.  Whatistheonesecret,thatiftheyfoundout,woulddrive

themtotellingalloftheirfriends.

Yoursecretisyour‘hook’toencourageengagementwithyourprospect.

ESSENTIALS:

Secrets aren’t secrets if they are perceived as gimmicky. Secrets are most effective as a hook when they are based on value or an offer.

Tip:

See Next Slide

The next slide shows a direct mail piece with several triggers all leading to a Doorway where all will be known if the prospect goes to a website to get the answer.

Example:

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

SECRET

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

TRACK Leadgenera7ontodayisallaboutunderstandingtheprospectsbuyingjourney.TheyBuyer’sJourneyisprocessbuyersgothroughwhilemakingadecisiontopurchase.Thestagesareasfollows:•  Awareness•  Considera7on•  Decision.

The Buyer Journey:

With advances in marketing automation its imperative to get your prospects email logged into your COS environment as early as possible. This gives you the ability to nurture them to close.

Tip:

All too often, once a lead hits the sales persons radar they immediately pick up the phone and go for the close. This is a big mistake and will kill your conversion rate. People don’t like to be closed, just like you don’t like to be closed. However…

Danger:

Cont…

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

TRACK Inordertounderstandwhereyourprospectisontheirbuyerjourneyyoumustautomateyourleadcaptureprocess.YoumustallowthemtoenteryourCOSplabormandmeetthemwiththerightcontenttonurturethemalong‘their’journey.

Automate Your Lead Capture:

See Next Slide…

LeadSync AsystemsuchasLeadSyncprovidesforsuchautoma7onforleadcapture.LeadSyncimprintseachrecordinadirectmarke7ngmailinglistwithauniquecodeiden7fier,thatcorrelatestoanemailaddressoncethisemailisenteredintolandingpage.Anexampleofamortgageindustrylandingpageis:

www.myloanop7on.com

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

ATRACT CONVERT CLOSE LET’S PUT

ALL TOGETHER

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

ATRACT CONVERT CLOSE

DIRECT MARKETING T H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T

A M O R T G A G E B R O K E R P R I M E R

WRAP UPWebeganwiththeques7on…

Isitpossibletoimproveresponserates,engagement

andthusROI?Ifwefocusontherightprospects,usegreatdesign,incorporateagreatsocialtriggerof‘intrigue’(whatdoesMaryChenknowthatIdon’tknowandIwonderwhat’sinmypublicpropertyreport?).TrackvisitorsaswellasprospectconversionswithaconciseCallToAc7on.YOU’VEGOTIT!

FREE OFFERReceivetheLeadSync

LeadGenera7onSystemforFREE.

Plus,seeQuickStarterpackageforturn-keyleadgenera7oncontainedinthisdeck.

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