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Three Parts of Every Successful Loan Officer Marketing Letter

As more and more technology becomes available, it seems that many loan officers have forgotten how to write an effective marketing letter.  And if you haven’t written one in the past six months, you are leaving money on the table.  A well-written loan officer marketing letter sent to your database of past customers can produce almost immediately results.

If you include the following three parts in ever loan officer marketing letter that you write from now on, you will gets leads.  And that’s what you are ultimately after: leads becoming loans, loans becoming larger commission checks.

1.  A Powerful Headline.  Yes, you will put a headline in your letter.  Why?  Because headlines have been proven to work in a letter.  And don’t just plop down any old boring headline like, “Hello From Your Friendly Mortgage Professional!”  Your letter won’t get read.

The headline needs to have a hook.  It needs to give the reader a very good reason to finish reading the letter.  A great headline would be, “I Just Saved Jack $586 A Month On His Mortgage Payment – Let Me Tell You How!”  You would then explain how you helped Jack by refinancing his existing mortgage.  This takes us to the second important part of every loan officer marketing letter…

2.  Tell A Story.  Do not hit your customers and prospects over the head with a sales pitch. Their guard will go up and your letter will quickly find its way to the trash.  You need a more subtle approach.  You do this by tailoring a story to what you are marketing for.

You have already seen the refinance example above.  Are you looking for first time homeowners?  Tell a story about a young couple who came into your officer looking to buy a home and how you helped them.  Real estate investors?  Tell a story about a misguided but ambitious customer of yours who came in after listening to a few Carleton Sheets CDs and how you educated him on the realities of real estate investing.  You get the picture.  And finally, the third important part of every loan officer marketing letter…

3.  A Powerful Post Script.  Besides the headline, your postscript or P.S. will get the most eyeballs.  Many people actually read the headline and the post script first before deciding on whether or not to read the entire letter.  Don’t make it a weak P.S.  Restate the purpose of your marketing letter and tell them what you want them to do next.

Using the refinance example above, a strong postscript would be, “Helping Jack has shown me that I may have other customers who could save money on their mortgage payments as well.  Please call me at 555-555-5555 so that we can re-evaluate your financing situation and see if you can save money too!”

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Writing an effective loan officer marketing letter is not a difficult task if you remember to include a powerful headline and postscript, and tell a story that  is related to what action you are looking for.  You don’t have to be Shakespeare to write a marketing letter, but you do have to write.  So I suggest using these guidelines to come up with several different marketing letters and see the results for yourself.

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Three Keys to a Successful Loan Officer Marketing Campaign

I’ve seen way too many marketing dollars being thrown away by ineffective marketing campaigns.  The ultimate goal of a marketing campaign is to generate immediate sales and/or potential leads.  If you marketing campaign is not generating leads and sales, you need to reevaluate if you should even be doing it.

The sad thing is that running a successful marketing campaign is a rather simple process if you know the three most important elements of every effective campaign.

Key #1: Must Be Specific.  A good campaign is targeted to a very specific potential customer.  Your marketing efforts should not be directed to a broad, vague customer.  Your response rate is going to be horrible because you’re not able to connect deep enough with your prospects.  So instead of a trying to target “people that need to refinance”, you are going to target “people that need to refinance that are over 55 years of age, who own a second home and are self-employed.”  Being specific is powerful because you’re able to tailor your marketing piece in a way that best connects with a  larger percent of your target group.

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Key #2: Must Be Measurable.  A good campaign keeps track of all the important details, including response rate in the end expenses associated with running the campaign.  You can’t possibly tell how successful a marketing campaign is without going over the numbers.  How much did it cost to run the ad?  How much did I pay in postage to send out the 1200 mail pieces?  How many people responded?  Not only is being measurable going to help you in determining whether or not a campaign is successful, it also guides you in improving your future marketing campaigns.  You can make adjustments in your marketing piece and see whether or not it helps or hurts your response rate. You keep what helps your response rate and drop what hurts it.

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Key #3: Must Have Strong Call to Action.  A good campaign tells the prospect exactly what you want him or her to do next.  Not having a strong call to action can destroy what would have been an awesome campaign.  You need to be blunt.  And don’t assume anything.  Don’t assume the prospect will call your number if they would like a copy of your free report.  Tell them directly, “Call me today to get your copy of my free report!”  You’d be absolutely amazed at how just adding that one phrase can totally change the response rate of your campaign.  Make sure that every one of your marketing campaigns has a strong call to action.

Following these three keys will give you a strong foundation for your future marketing campaigns. Not only that but it also saves you thousands of dollars in marketing expenses because you will discontinue running campaigns that cost you money.  To ensure that you have successful and profitable marketing campaigns, just remember to make sure that it is specific, that is measurable, and that it has a strong call to action.

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Three Reasons Why Every Loan Officer Should Have an E-Mail Newsletter

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Because of its many benefits, there is no legitimate reason why every mortgage professional shouldn’t be using an e-mail newsletter as a marketing strategy.  We all know that the money is in the list, and here are three reasons why creating and maintaining an e-mail newsletter can help you generate extra mortgage leads each month.

The first immediate reason why you should have an e-mail newsletter is the extremely low cost needed to deliver your marketing message.  For example, how much would it cost to send your request for referrals to 1000 former customers via direct mail, as opposed to e-mail?  The postage alone in the direct-mail method will cost you almost four hundred dollars, not to mention the expenses for letterhead, envelopes, ink, etc. Using the same numbers, if you did this each month, you would save $4680 in postage fees alone!  The only real fees associated with e-mail newsletter marketing is the autoresponder service, which handles your list management and e-mail broadcasting.  This runs about $20 a month.

The second reason why mortgage professionals should have an e-mail newsletter is because of the amount of time saved through automation.  How long would it take you to prepare 1000 mail pieces?  This includes printing, folding and stuffing them into the envelope, sealing the envelope, printing or writing the address on the envelope, applying the appropriate amount of postage, etc.  It would take several hours to several days before those thousand mail pieces were ready to mail out.  Now compare that to the time it takes to write and send an e-mail out to a thousand individuals.  Think about the time you would save over the course of a year.

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The third reason why e-mail newsletters are an effective form of marketing for loan officers is that it allows you to contact your customers more frequently.  Because of the time and costs involved, connecting with your customers more than once a month using direct-mail is just not realistic.  But some researchers believe that the ideal amount of marketing contact is once a week.  So what can you do?  You create and run an e-mail newsletter.  It helps you create a stronger bond with your customers by allowing you the opportunity to contact them on a weekly basis.

If you are looking for an effective and low-cost way of keeping in contact with your former customers, there is no better way than by using an e-mail newsletter.  The amount of time that is saved because of automation will allow you more time to focus on selling your loans, and your weekly contact will help solidify yourself in the minds of your customers.

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