Mortgage Marketing with Direct Mail - Part 1 of 2

by Brandon Cornett

In recent years, an increasing number of mortgage professionals have been incorporating direct mail into their mortgage marketing programs.

So this two-part series will show two ways to enhance a mortgage marketing program with direct mail. We will look at the seminar and the free report.

Technique #1 – The Seminar

Type "home buying seminar" into a major search engine and analyze the results. After a while, you'll notice a trend as far as who is offering the seminars. Many of them will be mortgage companies, or mortgage professionals in concert with real estate agents.

Why So Effective?
The reason why so many mortgage companies (and individuals) put on home buying seminars is simple. Homeowners and home buyers are hungry for information and will seek it from any source made available to them.

So if a free seminar were offered to them, most would jump at the chance. If the presenter does a good job and truly helps the audience, he or she has a good chance of gaining one or more clients.

Direct mail comes into play as a promotional device. With their "at a glance" impact, postcards in particular make excellent seminar announcements.

Best Practices

• Convey the primary benefit of your seminar through a strong headline: "Free Seminar: All Your Mortgage Questions Answered!"


• Point to a website where people can learn more about the seminar (and sign up for it).


• Create a sense of urgency: "Seats are limited, so reserve yours today."


• If possible, include a map showing the location.


• Mention a free "take away," like a printout of the presentation or a special report.

Good luck and good marketing!

-Brandon from PostcardSmart.com

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