For many mortgage orignators, its difficult for them to decide on starting a mail marketing campaign. The primary reason for this difficulty being the cost of mailing and maintaining such a campaign. Direct mail can be further broken down to numerous categories.

I would like to talk about one of them today, namely; mortgage postcard. Im going to list down a couple of points you need to ensure in order to hit a winning postcard marketing campaign..

The List

This is perhaps the most important piece of the whole puzzle while you are trying to discover that winning combination. Getting this first step right will make or break your campaign. While choosing a list for your post card campaign, it is very important that is the most updated. Sending an ARM message to a six month old list is not the smartest thing to do. Many of them would have already refinanced and will only think of you as someone who does not know what they are talking about.

An important point to note; whlle staying within your budget, you should try to acquire a list that gets as specific as possible with demographics. One thing you should keep in mind is that while sending out postcards, the list is not where you should be turning corners to cut costs as it might mean greater losses for you when your campaign does not perform in the way you would like it to.

Define your USP

Quite a number of mortgage brokers as well as bankers tend to ignore this aspect of their business. They try to be everything to everyone. This does not differentiate you from your competitors and makes you the Average Joe broker. To the consumer, you are no different than the one you are competing against.

Sending out mortgage postcards is not different. your USP should be directed to only one niche, ie your target market and this should be clearly defined on your postcard. This is where the list ties in with your unique selling proposition. For example if your niche is getting people out of adjustable mortgages, then your list should be one that has been very recently updated for people whose mortages are about to adjust within the next 3-6 months, while your USP should clearly speak to this pressing concern.

Test, test and test some more…

If you want your mortgage broker postcard campaign to meet with any success at all, this is a process that you will have to go through. While designing your mortgage postcard, you should take care that your headline articulates only one message and not more. It should be simple and easy to understand and not too long, plus your message should strike home with your prospect's problem. It should be accompanied with an image that is relevant to the headline. You should then give details of your USP at the back of the card. Even if you think of the best headline, image, layout, colors and USP, it will still need tweaking and testing. Test until you get the optimum results out of your mailings.

Taking care of the above points while preparing your mortgage marketing postcards campaign will ensure your success with your marketing campaign. Incorporate them into your postcard marketing mix and watch your results soar.

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