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Spring 2007 Newsletter

Mortgage Marketing Online Vs. Offline

Many mortgage originators debate whether to market on-line or off. But the real question should be which marketing methods and strategies work best on-line, and which work best offline? Let's take a closer look

Direct Mail & Telemarketing

Direct mail campaigns can be expensive with all the printing and postage costs, so use a combination on-line / offline promotion with these.

Marketing for the Complex Sale: Nine Reasons Why You Need Telemarketing

If you’re selling complex and expensive products or services, the telephone is a key marketing tool - with an emphasis on the word “marketing”. It’s not just for sales people anymore. Here’s what telemarketing can do for you:

1. Generate leads. Telemarketing along with direct mail and e-mail marketing is currently the best 1-2-3 combo for generating and maintaining awareness among business-to-business prospects.

2. Find hot opportunities. It’s the best way to find out what opportunities exist right now inside your prospects and clients companies. Telemarketing experts say they are almost always able to find active opportunities that the company didn’t know about -- no matter how big or well-known the company is.

3. Communicate one-to-one. Telemarketing allows you to put a voice to your marketing and sales efforts long before the prospect is ready to meet with a sales person. It’s easy to customize the message and to adapt to special needs of the specific prospect.

4. Qualify prospects. Telemarketers can follow-up on inquiries from your website and other marketing activities and determine fairly quickly just how qualified the prospect is and whether or not – and when – this company is likely to become a customer.

5. Engage at the top. Many experts agree that telemarketing is the best way to get through to and start a dialogue with top executives.

You Can't Improve What You Don't Measure

One of the most powerful, yet underutilized tools, in marketing is tracking. By that I mean some form of measuring the success and failure of marketing initiatives. For most this practice might begin and end at measuring the response rate of a direct mail piece. What I am talking about though is a systematic approach to diagnosing and tracking what I call the Key Success Indicators in your business.

June 26, 2019

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