Mortgage marketing has gone digital. But mortgage mailers still have their place in your strategy. In fact, direct mail marketing sent using house lists has an average ROI of 161%. That’s in comparison to a mere 41% ROI on emails targeting similar demographics.
Still, you need to get creative to unlock the power of mortgage mailers. To that end, the following post will show you how to take your mailers to the next level. Targeted content, automation tools, and CRM features are the keys to success here.
Why Mortgage Mailers Still Work
Consumers receive tons of emails every single day. That makes physical mail have a unique advantage: It stands out.
The thing is, today’s mailers aren’t simple postcards with loan rate estimates anymore. The best campaigns personalize themselves. And they do so based on where leads are in the pipeline.
Targeted Mortgage Mailers for Every Stage
One-size-fits-all approaches don’t work anymore. Mailers can only cut through the noise and resonate by speaking to each recipient’s unique needs.
Brand-new leads may respond best to a high-level introduction to your team and its work. That’s because they’ll want to know the kind of value you have to offer.
Past clients may instead show interest in refinancing options and cash-out lending products. Reconnecting with them when rates have dropped can be a great way to earn repeat business.
Mailers are also good for reengaging cold leads. If you can reheat even a couple of prospects and convert them to clients, your entire campaign will pay off.
How Automation Supercharges Mail Campaigns
Running a mortgage mailer campaign by hand can be time-consuming. But tie it to your CRM and workflow automation, and it becomes seamless.
For example, sending monthly flyers to every contact is inefficient. Instead, you can set up these kinds of trigger-based mailers:
- A postcard that goes out when a lead enters a specific campaign
- A refinance offer that gets introduced when a homeowner hits 18 months from their last loan
- A personalized thank-you card after closing
Automating ensures your mailers go out at the right time without the extra legwork. The right tools also feature downloadable campaigns with templates. These will help you build mailer messaging even faster.
Enhancing Mailers With Digital Touchpoints
Mortgage mailers don’t need to live in isolation. In fact, they work best alongside digital outreach efforts. For instance, you can do the following:
- Include a QR code on your postcard that links to a pre-approval form
- Send a follow-up text message when a mailer gets delivered
- Launch a retargeting ad to the same audience list for extra exposure
Your mailers should be a part of a larger experience. In other words, you need to consider an omnichannel approach. That means including social media integrations and your website along with your mailers. You’ll notice a significant boost in your conversion rates when you do.
Measuring the Impact of Mortgage Mailers
Mortgage mailers may feel “old school,” but that’s far from the truth. When used as part of a sound strategy, they remain one of the most powerful tools in a lender’s marketing toolbox. And when you combine them with automation and digital tracking, they go from static to smart.
BNTouch helps you automate and personalize direct mail with ease. Schedule a free demo with BNTouch today. You’ll learn how to make your next mortgage mailer campaign your most effective yet!
