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Writing and Formatting Your Mailer

Justin Restaino
Nov 13, 2015
With so many marketing channels available, it can be difficult to determine the best strategy to reach prospects

With so many marketing channels available, it can be difficult to determine the best strategy to reach prospects. However, we’d argue that direct mail is so impactful that every mortgage lender should consider incorporating it into their marketing efforts.

Direct mail offers you the advantage of personalization that other mediums—like television, radio, flyers and billboards—don’t. Rather than sending out generic, one-size-fits-all pieces, incorporate personalization into your mailing. For example, don’t send your mailer to “Dear Homeowner at 15 Main Street.” Instead, try the more personal, “Dear Amanda.” This month, we’ll share helpful advice to maximize your direct mail piece writing and composition of the piece.

The copy
“What constitutes appealing copy?” you might be wondering. In a nutshell, the copy that is going to be the most successful with your target audience has the following attributes:

►The copy is direct, straightforward and to the point.

It’s written the way people speak, rather than in flowery language.

It avoids lots of industry jargon that might be confusing for recipients.

The copy is benefits-driven, i.e., it speaks to what a loan can do for the prospect (save hundreds of dollars a month, free up more money to travel, go from being a renter to grilling in the backyard of your first home, etc.).

The format
By and large, people tend to skim lengthy pieces. However, don’t let that stop you from getting your point across. Fortunately, formatting can help and to guarantee that people will immediately notice and read the main benefits of your services, we recommend the following:

Avoid using lengthy blocks of text. Instead, keep paragraphs to two to three sentences.

Bold important sentences and use bullet points or subheads if necessary.

Create a headline and a PS. Studies show that these attract lots of attention. Take advantage of that by writing something attention-grabbing in these sections.

The execution
A call-to-action (CTA) is critical in any direct mail piece. Essentially, the CTA is a guide that instructs the recipient to take a specific action after receiving your mailer. Your CTA will also allow you to track the success of your campaign, because you can easily evaluate how many of your direct mail recipients performed your CTA. The best CTAs are time-sensitive (“For a limited time …”) and easy to do.

Some CTAs you might want to consider include: Signing up for your e-mail marketing list, downloading a free e-book, liking your social media page, visiting a landing page that you specifically designed for the mailer, etc.

Direct mail yields excellent results for mortgage lenders for a number of reasons: It’s easy to target to a specific demographic, offers measurable results, conveys legitimacy, enables personalization, and provides many different types of mailers to help marketers differentiate themselves from their competition.

K. Justin Restaino is vice president of Titan List & Mailing Services Inc. For more than 15 years, he has led Titan’s Mortgage Division, helping lenders of all capacities grow their businesses utilizing targeted direct mail. With a specialized focus in refinance and purchase markets, Restaino has the insight for proper data and mail application for success. He may be reached by phone at (800) 544-8060, ext. 204 or e-mail [email protected].

This article originally appeared in the October 2015 print edition of National Mortgage Professional Magazine. 

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