he world is flat. India is on the Net, typically they'll
one of the fastest growing come across big name companies
economies and SMS and SEO that spend a fortune on
are the buzz words of the present monopolizing the Web through
moment. Content is king and the online marketing strategies (i.e
word “marketing” should be Lending Tree). Internet mortgage
changed to lead providers usually fall under
what-the-heck-works-these-days-to the following three categories:
-get-customers.
* Online Lenders
As it relates to mortgage
marketing and the industry, it's * Affiliate Marketers
important to understand how to
differentiate direct mail with * Internet Marketing companies
direct marketing over the that specialize in the mortgage
Internet (including internet market, but aren't necessarily
leads and email marketing). As a licensed to sell mortgage loan
direct marketer, I always products or services.
encourage my clients to diversity
their tactics, by using a hybrid The positive aspects of obtaining
direct marketing approach. One Internet mortgage leads is that
that combines the traditional in a sense, these leads are
method with the interactive actively searching for a mortgage
approach. broker or lender to assist them
in their process. The downfall is
The debate around Internet that if they are doing a search
mortgage leads versus direct mail on the Internet, then most likely
has only grown stronger within they have contacted a few
the past few years. When companies (or several) to get
consumers search for a mortgage information (in other words,
you're not that special). If you contact YOU, not Joe Mortgage
have received the leads directly from the Internet or Joe Online
through your online marketing Marketing Company, or Joe I Have
efforts and can provide them with 20 Companies That I Will Send
a mortgage service, then great, This To and go on vacation next
it might be your lucky day. Just week with all the money I just
make sure you contact them before charged them.
your competitors do. If you
received the leads from an 2) They may save your information
“online marketplace that connects for a later date when they need
you to a network of lenders”, it or pass it to a colleague or
then be careful. These leads were friend they is actively seeking
not only sent to you, but may your service.
also fall in the lap of your
various competitors. In which 3) You build brand recognition.
case, I would throw caution to Prospects have received your
the wind. In the case for offer a few times and will go to
exclusive leads, make sure you you when they are ready. After
trust your lead provider and all, you have reached out to them
prepare for the high price you'll in the old fashioned way. You
have to pay to be on the VIP obviously have good manners since
list. you addressed them by first name
and the hand written letter from
The positive aspects of running a the CEO was a nice boost to the
traditional direct mail campaign ego.
is that:
The issues that one may run
1) If prospects that received across through the traditional
your offer are interested, they direct mail approach is that
will make a concerted effort to response rates are typically
lower and a consistent on-going required to obtaining quality and
mail campaign is required. targeted data and utilize your
creative resources to get a
In closing, it's important to compelling message out, you
align yourself with the right should have no trouble acquiring
direct marketing strategies, as new customers that respect the
long as you understand what's to way you conduct your business.
be expected. If you put the
necessary time and budget
About the Author:
Brian Rice is the President of Red Clay Media, a full service direct mail company specializing in the mortgage industry. He can be reached at brice@redclaymedia.com or visit http://www.redclaymedia.com.
Source: www.isnare.com 
