Science-Based-Direct-Mail

A mortgage direct mail piece can be an incredibly successful way of reaching leads.  In fact, research shows that direct mail outperforms email significantly.  There are many reasons for this but chief among them are that direct mail offers the following benefits:  its physical nature conveys credibility; it tends to linger for a long time in people’s homes making it more likely to have an impact; and it allows for customization and personalization.  

However, to take advantage of the benefits of a mortgage direct mail piece, you’ll want to pay close attention to 3 of its most important elements:  the headline, the PS, and the Call-To-Action (CTA).  Below we offer some guidelines to follow when creating these all-important sections of your next mortgage direct mail piece.

The Headline – The headline is one of the first things that recipients are going to notice in your sales letter.  As such, you’ll want to create one that is intriguing and compelling enough that people will want to read further.  The best headlines are straightforward, use strong language (rather than coming across as being wishy-washy), and are benefits-driven.

The Call-To-Action (CTA) – Your CTA is basically an instructive advising the recipient of the action that you would like him to take.  To create an effective CTA, you’ll want to keep it simple rather than asking the lead to perform an activity that is going to take a lot of time and effort.  Furthermore, you’ll want to clearly identify your CTA in your letter (don’t hide it!) and make it time-sensitive.

The PS –  Did you know that research shows that the PS is one of the most important sections of a sales letter?  Many mortgage lenders find this surprising but oftentimes, this is one of the first things that people will read in your letter.  That said, you’ll want to make sure that your next direct mail piece includes a PS, and that it reiterates the most compelling parts of your sales message.