Have you ever asked yourself what makes the difference between a successful mortgage direct mail piece and one that gets poor results?  If so, we’d like to take the mystery out of direct mail.  Essentially, there are 4 critical questions you should ask before sending out your mortgage direct mail piece.  Answer these correctly and your mortgage direct mail is far more likely to be successful.

  1. Do you have a clear and specific goal?  Avoid the tendency to try to be all things to all people.  Instead, you should identify a specific objective—for example, to attract more home equity clients—and gear your entire marketing message around that.  A scattershot approach is far less likely to yield the results you want.
  2. Do you have a headline and a PS?  Research shows that these sections are the most likely to be read in a mortgage direct mail piece.  Take advantage of this by using a captivating headline that will make the recipient want to keep reading and by adding a PS that promotes your Call-to-Action (CTA).    
  3. Is your CTA simple and specific?  Think of your CTA as a directive, instructing the recipient of the action you would like him to take.  It should be specific, clearly delineated in your direct mail piece, and easy to perform.  The best CTAs don’t require a lot of effort on the part of the prospect.
  4. How do you intend to follow up?  Following up with prospects is far more likely to yield you favorable results.  Before creating and mailing your mortgage direct mail piece, think about how you intend to follow up with recipients.  Will you send them an email?  Will you call them?  By planning ahead, you can devise a follow-up strategy that will increase the success of your campaign.