Summer is here, and there are particular items to take into consideration when planning your marketing strategy. Spend some time thinking about your prospects and what they might be doing when contacted before sending your marketing materials to them. In the summer months, it’s more important than ever to take your prospect’s lifestyle into consideration before putting together your campaign. Consumers with families are more likely to be on vacation during the summer months, so your marketing efforts can be an intricate part of your growth over these months. Here is a quick look at some effective planning techniques that can produce higher return-on-investment (ROI) throughout the summer season.
To affectively plan your marketing at any time, it’s important to think about your prospects and what they will be doing when they receive your marketing collateral. Whether you market via direct mail, telemarketing or online marketing like SEO, Google AdWords or Internet leads, it’s important to know what the person might be doing when initial contact is made. Are they on vacation, at work or at home? Each of these scenarios will play out differently through the sales process. Thinking through your sales process and having multiple topics geared toward their situation ahead of time will create a more effective campaign time and time again.
The summer has proven to be a lucrative time of year in mortgage industry. Make sure you are spending time thinking through your own demographic research, marketing campaign and sales process. How do they fit together? Can you use a different sales approach to make the conversation easier with a smoother transition to closing?
Most importantly, what’s going to bring you the highest ROI during the summer? People on vacation don’t always leave their homes. For this reason, direct mail marketing is a consistent provider of qualified interested leads all summer long. Response rates have been on the rise all year, and this summer is shaping up to produce higher response rates than the previous three years!
TagQuest Inc. Client Spotlight … Jeff A., Pennsylvania, Mortgage Lender
Each month, we like to speak with our clients and find out how their campaigns are going. Here is what we heard from one of our mortgage professionals, Jeff A. in Pennsylvania.
Direct Mail Campaign Targeting Refinance
►Five thousand pieces sent out each week (20,000 per month)
►Average response rate over the last year: 1.51 percent
Highlights of the campaign that work well for Jeff …
“Inbound calls are how we built our company. Mail is the best way to produce them.”
Highlights that could appeal to other loan officers or offices …
“Works better than live transfers or other leads because we get to pick who’s calling us.”
Medford, Ore.-based TagQuest is a full-service marketing firm created specifically for the ever-changing business world. TagQuest assists companies with their direct marketing, advertising and branding needs, and knows what it takes to generate quality customers and, most importantly, how to retain those customers for years to come. TagQuest brings forth a unique opportunity to utilize our experience and expertise in varying consumer sales and marketing environments. For more information, call (866) 376-5540 or visit Tagquest.com.
