Mortgage Marketing Postcards That Get Results!

A search for mortgage marketing postcards on Google turned up some very interesting results. It also revealed some startling facts.

The first mortgage postcard samples that I found where created by the top postcard marketing companies online and offline. They did not have testimonials or facts on response rates. Some have a few testimonials from different industries, but none of the companies have both testimonials and response rate facts.

In addition, my search turned up mortgage marketing postcards that are average at best. They look like the same thing that everyone else is sending out. They are not terrible, but they could be much better. And what I meant by 'better' is that you can make some changes and boost response. And a small boost from your mortgage marketing postcards can result in one or two new loans that you wouldn't have otherwise gotten.

The good news is that your competition is probably using similar mortgage marketing postcards in their marketing.

Let me describe a typical mortgage postcard. Imagine a picture of an open window with money flying out and the headlines:

Not terrible. At least they have a decent headline. And the image definitely fits their selling proposition.

These headlines are doing a lot of telling and yelling. They are relying on curiosity with the image and their big headlines to get the prospect to take action, because the only other copy is a, 'Call 1-800-555-5555 for more information'. A very weak call to action.

But like I said above, these are very typical mortgage postcard marketing pieces and marketing messages that most mortgage brokers are sending out.

In order to get a decent response rate from your mortgage marketing postcards, and more importantly a good return on your investment, you have to be more original, and you have to convey a specific and meaningful message that fits your market.

Sounds easy. But it requires a little bit of testing.

Side Bar: Test one half of your mailing with one headline, and test the other with another headline and see which one gets a better response rate. This is called an A/B spit test.

So instead of the headlines above, something like these mortgage marketing postcard headlines might be better:

I think you'll agree that this headline and subheadline does a much better job of selling than the first example. They need a little work, but I think you get the idea.

You can make any mortgage postcard do a better job of pre-selling. It takes a little time and effort to write a few headlines and body copy, but your time spent will pay you back in more clients.

Why am I focused on the headline? Because the headline is proven to be up to 80% of the effectiveness of your marketing piece. In other words, most people read the headline first, and either throw it away or keep reading. Focus a proportionate amount of energy on your headlines and you'll see better results than you can imagine.

By the way, this does not just apply to mortgage marketing postcards. It applies to mortgage sales letters, display ads, coupons, the Yellow Pages, mortgage lead generation websites, and anything else that you use to advertise your services.