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How To Set Up A Totally Free Direct Mail Program For Your Mortgage Business
Glad to see this article caught your attention. You’ll love this amazing direct mail mortgage marketing strategy.
This super simple idea will allow you to send out 500 or 1,000 or 10,000 or even more… postcards and/or flyers every week for free… all without paying a penny for shipping. In fact, this idea is so profitable that several mortgage professionals notified me that they replicated the idea multiple times and created their own lucrative direct mail businesses out of their mortgage businesses. Now that’s powerful!
Forgive me for rambling on here. Let’s start from the beginning and explore the details of this idea.
The most expensive part of a direct mail campaign is shipping. For this reason alone, you may not currently be using direct mail in your mortgage business. The next most expensive item will be your list. The postcard may cost you a few cents to print depending on your quantity. So it’s almost nothing.
What this all boils down to is that it’s pretty hard to get mail these days for less than 55 cents each or maybe 65 cents each. This makes direct mail quite expensive. So, here’s what you do to avoid paying for shipping, renting a list, printing, and even making a profit with this idea.
First, find out how many people live in your marketing area. What you want is the number of residences in your area. The post office will show you how to make a “Dear Resident” mail. The post office will give you your very cheap “Dear Resident” postcard if you try to reach every household in a particular postcode or set of postcodes.
If you’d like to customize your carrier envelope, just look in the Yellow Pages under the “Mailing Lists” category and you’ll find a list of local businesses that can help. However, customization is not a requirement. In fact, most loan officers who use direct mail address their offers to “Dear Resident.” You will also find that this reduces costs substantially.
Second, let’s say you discover that there are about 12,275 residences in the target area you want to reach. What you do now is approach other businesses who would also be interested in reaching those same people with a postcard ad. Ask these companies if they would be willing to spend, say, 20 or 25 cents instead of 55 or 65 cents to reach a lead in their target market.
As a reminder, only approach companies with this idea that are not competing with you and your mortgage business. There are plenty of companies willing to pitch in, and a good pitch letter will keep your waiting list consistently full.
This all sounds pretty simple, doesn’t it?
Well, it is. In fact, there’s a good chance you’ve already received an email like this. There are several companies that will provide you with this service at a cost. These are called “letter submissions”. Just type “letter shipping” into Google and you’ll see all kinds of companies listed that will ship your wallet to you. Better yet, when you get your next mail… call and check their prices. Your card will be combined with all other merchants.
But here is the simple truth. You can save a lot of money by doing these shipments yourself. They are really very easy to make. There’s something to be said for that old adage, “If you want it done right, do it yourself.” You will have full control of the process. And above all, full control of who receives your mail. All too often, “shuffling” mailing companies reach a large geographic area and include too many people outside of your marketing area. So, do it yourself so you can be sure you’re only paying to reach the people you want to reach.
Also, you can group more than just postcards in an envelope. You can also post flyers, letters and other advertising materials. While I’ve seen some “letter” shipments arrive in clear shrink wrap, plain old envelopes work just fine.
But whether you do it yourself or use a company that specializes in mailing letters, this is a very cost-effective way to advertise your business in your local marketing area.
But there is a key to keep in mind to make this type of shipping work for you. You need to make sure your mortgage message stands out from the other messages in your mail package. Again, don’t offer this opportunity to your competitors…only to those companies who want to reach the same people in your marketing area.
Here is a great opportunity to make money in two companies.
You’ll make money with your mortgage business by promoting your business through your mail…that is, with your own postcard or flyer. Plus, you can make a lot of money by selling your direct mail program to your affiliate mailing partners. Just mark the cost. A 15% margin or so to compensate you for your work and initiative is certainly reasonable, and you’ll still be below the prices of the big national “letter” mail services. When you add all of your prices together, you may find that you can demand an even larger margin.
Start sending your co-op emails once a month, then increase the frequency as you get your systems and procedures in place. I’m sure you can see that there is a lot of money to be made doing this. If you have some guts and ambition, you can work this system to the point where you’re shipping countless card decks and other co-op shipments per week with very little or no cash outlay. Your co-op mailing partners finance the entire process and even pay you in advance for the privilege of working with you.
I’ll let you do the math here on what you could do with this idea if you just mark up the cost a minimum of 15% to your co-op mailing partners. You may need to consider a part-time assistant early on to make this work for you. Of course, nothing will work if you don’t work the plan. Getting this system up and running will require some initiative and some strength on your part.
At the very least, use this little trick to run direct mail marketing campaigns for your mortgage business at no cost to you. It’s not at all difficult to find six or eight, ten or more companies that are more than happy to sign up for the program and participate with you.
This is a great idea…email me or call me…I would love to hear about your success with this program.
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