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Eight easy steps to increase traffic to your Web site and generate more leads

National Mortgage Professional
Nov 27, 2008

The fastest and cheapest way to promote yourself in a cluttered marketMortgagePress.comdirect-mail postcards, generate leads, create sales, solicit referrals Barraged with thousands of marketing messages a day, your mortgage marketing targets are tuning you out. Fortunately, in a fast-paced, high-tech marketing environment, there is a powerful, yet inexpensive way to cut through the market clutter to hit your target: Go low-tech with direct-mail postcards. No, the postcard may not seem exciting, but when you can almost guarantee that your target will see your marketing message for fewer than 0.50 cents (including postage) per piece, there are not many marketing tools that can match the simple postcard in effectiveness and affordability. In addition, the postcard provides the flexibility to allow you to generate leads, create sales and solicit referrals every 30 days for less than $3 dollars a year for each prospect or customer. "In short," says Joy Gendusa CEO of PostcardMainia, "postcards work!" In a recent conversation, Joy shared the know-how she has learned during nine years of developing and implementing successful direct marketing postcard campaigns for mortgage companies. What is the biggest secret of marketing with postcards? Regular, repeated mailings are the way to create big, predictable results. When you mail every 30 days for a year, you will cause a dramatic growth in your business. People respond to repetition. If you are a parent, you know how hard it is to refuse repeated requests for a cookie or a desperately wanted toy. If you are not a parent, I'm sure you remember asking, even begging for a toy, treat or permission to stay up past your bedtime until your parents finally gave in. Your customers and prospective customers are similar. They need to be asked repeatedly, too. How do postcards help mortgage marketing professionals overcome resistance to their messages? There are really only four reasons people don't buy your products and services. Look at your own buying behavior and see for yourself if you believe me when I tell you these four apply to you too: 1. No need When people don't buy from you, it's because they don't want what you are offering. They may need what you are offering and not know or acknowledge that need, but the bottom line is they don't want it. Save lots of time, effort and money by targeting your postcard mailings to groups of people who have demonstrated they want your product or service, or ones similar to yours, and then mail to them. Follow at least this one piece of advice and become more profitable immediately. Target your marketing. Promote your business exclusively to people likely to have a strong desire for the benefits provided by your product or service. Examples of those who have demonstrated they want your products and services are: •Your own customers; •Your competitors customers; and •People who have bought products and services which your products and services supplement or complement. 2. No money Businesses and consumers don't usually avoid purchases because they don't have or can't get the money necessary to purchase. They usually don't buy because they decide buying something else is more important to them (like food). You can get them to buy from you by making it clear to them that buying your product or service will get rid of something they don't want or will get them something they do want, [or] will get them more of something they already have that they like having. It is your job to get your people and businesses to see that your products and services give or get them what they really want. Consumers and businesses rarely avoid buying something because they don't have (or can't get) the money needed to make the purchase. They avoid buying what you offer because they place a higher priority on spending money for something else. 3. No hurry People tend to drag their feet after they decide to buy something. The longer they wait to purchase, the more likely they are to forget why your product or service is valuable or even absolutely necessary to them. Keep your message in front of them with repetitive mailings. If you don't, you'll lose the business. The reason repetitive mailings are so effective is that they remind your customers and prospects of what they are missing by not having your product or service working for them in their life. You can avoid losing sales because of "no hurry" by rewarding customers for taking immediate action and penalizing those who don't. For example, offer a special discount price or a special bonus for ordering before a deadline. If you do repetitive mailings to targeted customers and prospects, then you will make more sales. 4. No trust Most people's fear of losing something is a bigger concern than getting something that they want. This fear causes them to frequently avoid buying something they truly want. They don't want to buy and then find out that your product or service won't solve their problem. They don't want to be ripped off, feel cheated or even feel at a loss for not getting a solution to their problem. You must take away their risk in doing business with you. You must provide a way that they can "trust" you. If you don't, they won't buy and you will lose business. How can postcards help people overcome their fear to apply for a mortgage from a particular mortgage marketing professional? Most people fear losing something they have more than they desire gaining something they want. This fear causes many people to avoid buying something they really want. They're reluctant to buy because they might not get what they expect from your product or service and they'll lose their money. You have to remove this perceived risk to avoid losing business because of "no trust." Here are three ways I've found to be effective for any business: •Eliminate the risk with an unconditional money back guarantee. •Give them testimonials from satisfied customers and/or provide references that prove the quality and reliability of your product or service. •Make it easy for your prospects and customers to communicate with you and get their questions and concerns answered. Let them see you and your business are real, and that you value getting and keeping their trust, as well as present and future business. Why is it important that mortgage marketing professionals understand these four reasons why people won't buy from them? Mortgage professionals can increase their sales and profits by knowing the resistance points people have to working with them, and doing everything they can to have regular contact that builds trust. Postcards provide an inexpensive way to condition prospects and customers to trust you, to recognize the benefits of your service and to get them to see the urgency of calling you when they need your service. What is the key benefit of implementing a regular direct mail postcard program? When you send out regular postcard mailings, people will buy from you like crazy because they know who you are, what you can do for them and why they should trust you. Postcards are a perfect, low cost medium to overcome the four reasons people don't buy from you. In short, postcards work; using postcards in repetitive mailings will make your business soar. Joy Gendusa is founder and CEO of PostcardMania. She may be reached at (800) 628-1804 or e-mail [email protected]
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