This document provides tips for mortgage brokers to maximize response rates and engagement through direct marketing. It recommends targeting mailing lists based on borrower and property attributes. Designing simple, clean advertisements that don't bury the lead message and use subtle empty space.Including a "secret" or intriguing disclosure to encourage prospects to learn more. Automating lead capture through tools that imprint unique codes allowing prospects to enter a landing page and be nurtured through the buyer's journey. Tracking visitors and conversions is key to improving ROI.

1. DIRECT
MARKETING
MAXIMIZING
RESPONSE
RATES AND
ENGAGEMENT
A MORTGAGE BROKER PRIMER

2. DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
It’s widely known that direct marketing remains the
most effective method to prospect for new customers
within the mortgage and real estate industry.
The Question is…
THE KEY IS
Closed Loop Marketing
Q
A
Can we achieve better
results?
You
Betcha’!

3. DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
TARGET
DESIGNTRACK
SECRET
Automated
Closed Loop
Marketing
New to
Direct Marketing
Processing

4. DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
TARGET
1. Target your list methodically based on proper7es or
borrowers or combina7on of both. See Below:
• Current LTV
• Age of Home
• Geography
• 2nd Loan
• Current Rates
• Single / Married
• Age of Borrower/s
• Geography
• Value (Affluence)
• Length In Home
PROPERTIES
BORROWERS
2. S7ck with your list target, learn and grow from there.
3. If you don’t have a list or not sa7sfied you can zero your search.
Contact a list provider.
Note: Many companies provide watered down lists. You need a
RAW SOURCE provider such as Black Knight Financial Services (See
last slide notes for more info)
Maximizing response rates
demands consistency and
frequency. Providing value
maximizes conversion
and ROI.
Tip:
ESSENTIALS:

5. DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
DESIGN
Your advertising is you, so be
spectacular. When you want to
frame your ad is when you
release it to your prospects.
Subtle relays confidence.
Tip:
1. Clean and Simple is ALWAYS best. Today’s consumer
avoids ‘busy and tasteless’.
2. Don’t bury the lead. You have a message, state it with
clarity. Wrap it in a call to ac7on.
3. Challenge your designer or printer to create a striking
piece.
4. Get inspired by searching the internet or looking at social
sites like Pinterest or Instagram.
5. Don’t be afraid of empty space. ‘Subtle’ relays confidence.
Look it up.
When designing your Direct Mail:
ESSENTIALS:

6. DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
DESIGN

7. DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
In the book CONTAGIOUS, wri]en by Jonah Berger, MIT Wharton
School of Business, Professor of Marke7ng.
Mr. Berger contends. The most powerful social trigger to gaining
another’s a]en7on is the existence of the ‘SECRET’.
Psychology of Secrets:
Con7nued... J
Exercise: GOOGLE “Please Don’t Tell”
Key Takeaway:
The best secrets are the ones people have to tell.
Why? One feels an increase in social rank when able to prove
to others they are in the know.
Secrets Cont…
SECRET

8. DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
SECRET 1. What do you know that they don’t?
2. What is the one secret, that if they found out, would drive
them to telling all of their friends.
Your secret is your ‘hook’ to encourage engagement with your
prospect.
ESSENTIALS:
Secrets aren’t secrets if they are
perceived as gimmicky. Secrets
are most effective as a hook
when they are based on value
or an offer.
Tip:
See Next Slide
The next slide shows a direct mail piece with several
triggers all leading to a Doorway where all will be known if
the prospect goes to a website to get the answer.
Example:

9. DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
SECRET

10. DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
TRACK
Lead genera7on today is all about understanding the prospects buying
journey. They Buyer’s Journey is process buyers go through while
making a decision to purchase. The stages are as follows:
• Awareness
• Considera7on
• Decision.
The Buyer Journey:
With advances in marketing
automation its imperative to get
your prospects email logged into
your COS environment as early
as possible. This gives you the
ability to nurture them to close.
Tip:
All too often, once a lead hits the sales persons radar they
immediately pick up the phone and go for the close. This is a big
mistake and will kill your conversion rate. People don’t like to be
closed, just like you don’t like to be closed. However…
Danger:
Cont…

11. DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
TRACK
In order to understand where your prospect is on their buyer journey
you must automate your lead capture process. You must allow them to
enter your COS plaborm and meet them with the right content to
nurture them along ‘their’ journey.
Automate Your Lead Capture:
See Next Slide…
LeadSync
A system such as LeadSync provides for such automa7on for lead
capture. LeadSync imprints each record in a direct marke7ng mailing
list with a unique code iden7fier, that correlates to an email address
once this email is entered into landing page.
An example of a mortgage industry landing page is:
www.myloanop7on.com

12. DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
ATRACT CONVERT CLOSE
LET’S PUT
ALL
TOGETHER
DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R

13. DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
ATRACT CONVERT CLOSE

14. DIRECT MARKETINGT H E S E C R E T T O M A X I M I Z I N G R E S P O N S E R AT E S , E N G A G E M E N T
A M O R T G A G E B R O K E R P R I M E R
WRAP UP
We began with the ques7on…
Is it possible to improve
response rates, engagement
and thus ROI ?
If we focus on the right prospects, use great design,
incorporate a great social trigger of ‘intrigue’ (what does
Mary Chen know that I don’t know and I wonder what’s
in my public property report?). Track visitors as well as
prospect conversions with a concise Call To Ac7on.
YOU’VE GOT IT!
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Lead Genera7on System for FREE.
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contained in this deck.
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