A Direct Mail Guide for Mortgage Lenders

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1 Writing Tips that Work: A Direct Mail Guide for Mortgage Lenders FROM TITANLISTS.COM 1 of 7

2 Writing Tips that Work: A Direct Mail Guide for Mortgage Lenders - The Benefits of Direct Mail - Writing Tips - Tone - Appeal - Headline - Call-To-Action - Postscript - Conclusion of 7

3 THE BENEFITS OF DIRECT MAIL For any mortgage lender, the name of the game is lead generation, and one great way to accomplish that is with direct mail. While direct mail may seem outdated in the digital era, that really isn t the case; it can be an extremely successful way of attracting new clientele. If you re on the fence about direct mail, consider the statistics. According to Direct Mail News, direct mail has a substantially higher response rate (4.4%) than (.12%). It also yields a high return and businesses, on average, experience a 13-to-1 return on investment ratio. 4.4% 44% Of Consumers Visit Website from Direct Mail Direct Mail Response Rate 0.12% Response Rate 13-to-1 Return on Investment Additionally, most consumers say that they prefer paper-based media to online media, and the vast majority of people read or skim the direct mail they receive. Many go further with 44% of consumers visiting a website as a result of receiving direct mail. Even better, almost half of all direct mail recipients hang on to direct mail for future reference. Lastly and most importantly for mortgage lenders direct mail is cited as the most trustworthy marketing medium by consumers. With trust being a critical factor in lender selection, direct mail can give you an edge over your competitors. 3 of 7

4 WRITING TIPS TONE To do direct mail well, you need to write effective copy that is going to be appealing to your mail recipients. In this paper, we will propose exactly how you can do that by highlighting these critical factors: The writing tone in a direct mail piece is very important. It should be personable, relatable, and very similar to how you would communicate in person. Rather than reaching for the dictionary, use language that is less formal in nature Tone Appeal Headline Call-To-Action Copy should be concise and actionoriented. For example, you ll want to choose action-packed verbs much like you would with a resume-- rather than more passive language. Along those same lines, your paragraphs should be brief and punchy write 2 or 3 sentences max per paragraph. People tend to skim long blocks of text. 5 Postscript 4 of 7

5 APPEAL CREATE YOUR BUDGET HEADLINE Rather than writing copy that focuses on you as a mortgage broker, you ll want to write copy that addresses your recipients needs. Before getting started, think about what type of appeal would be most persuasive with potential clients. For instance, you would probably want to address how much money they could save by refinancing and what they could spend that money on if you were trying to promote those types of loans. In the case of reaching potential first-time homebuyers, you might mention how much money they could save over the life of a mortgage loan as compared to the costs of renting. The important thing to remember is that the mail recipient will want to know, What s in it for me? You ll want to write copy that answers that all-important question. 70% Say Mail is More Personal 73% Prefer Direct Mail Over Other Advertisements The most effective direct mail pieces use attention-grabbing headlines. This is a way of attracting your recipients interest so take some time on this step. Great headlines typically use one of the following tactics: Enthusiastic Testimonials By refinancing, I was able to save hundreds of dollars a month. With the money I ve saved, I m planning a trip to Italy! Announcement of Exciting News Act now to take advantage of the lowest rates we ve had in the last 10 years! Posing a Provocative Question Want to know how you can have more money left over at the end of the month? How-To How you can own your first home with no money down! As you can see, these headlines grab the interest of the reader and pull them in so they want to learn more. We recommend that you write dozens of different headlines until you settle on the best one. This is going to be one of the most important parts of your direct mail piece. 5 of 7

6 CALL-TO-ACTION POSTSCRIPT Every direct mail piece you send out should have a call-to-action. A callto-action is simply a directive advising the consumer to take a specific step. Your call-to-action might be to ask the recipient to pick up the phone and schedule a free consultation with you. It could be to return a postage-paid mailer requesting more information. Or maybe your call-to-action is an invitation to attend a free first-time homebuyer seminar that you re offering. Whichever call-to-action you use, make sure that it clearly stands out from the rest of your letter and that it conveys a sense of urgency. For example, you might want to suggest that if the recipient acts within the next 10 days, they ll get their credit score at no cost, and have the opportunity to download a free white paper, or receive a coupon book. By making your mailer timesensitive, you re more likely to inspire your potential clients to act. Did you know that the postscript is one of the most critical components of a direct mail piece? In fact, direct mail copywriter Ray Jutkins states that 79% of people read the postscript first. This makes it almost as important as your headline. To write a successful postscript, remember that this isn t the place to mention a new offer or a new sales benefit. Instead, you ll want to reiterate something that you ve already addressed in your letter. You might use the postscript as an opportunity to: remind recipients about a free gift they ll receive if they respond in 10 days, include a URL to a landing page, or offer a testimonial from a satisfied client about your services. 56% Of Consumers Find Print More Trustworthy 79% Of Consumers Read Postscript First 6 of 7

7 If you re a mortgage lender looking to attract new clientele, direct mail can be an excellent strategy. In fact, if it s done well, it can yield you significantly more leads than marketing. To experience success with your direct mail campaign, pay careful attention to your copywriting by: creating a catchy headline, using action-packed copy, including a postscript, appealing to your recipients desires, and having a clearly delineated call-to-action. This will ultimately generate more interest among your direct mail recipients, attract new leads, and grow your business. Writing Tips that Work: A Direct Mail Guide for Mortgage Lenders PUBLISHED BY TITAN LIST of 7