Active and Passive Mortgage Realtor Marketing Compared

In the world of real estate, brokers are all as good as the strategies they use. When competition is high, there is all the more a need for one to use the best proven techniques while vying for sales. Although the market itself may experience some instability, it will continue to exist and everything will be in the hands of those who play a vital role in it. Brokers are, of course, a significant portion of this whole dynamo that makes the industry survive. When they compete against each other, they need to think of ways to get ahead of the rat race. And getting ahead means using the marketing techniques that can make all the difference.

In terms of mortgage marketing, a broker can only be two things – active or passive. There is, of course, a great disparity between what each of these two can do individually and as one. Passive marketing is advertising one’s services through a generalized scheme and, as such, excludes direct pursuance of potential clients. An example is an ad in the paper or a website. On the other hand, active or direct marketing involves smart prospecting, whether the campaign is to be launched online or off. Active marketing can mean using call capture systems and specially designed software and email marketing, among other realtor tools. This kind of marketing tends to be more beneficial on its own because a realtor’s efforts are targeted and, thus, have greater chances of success than any passive approach. When the campaign is launched online, active marketing can mean search engine optimization whose aim is to bring targeted traffic to the realtor’s website.

Although active marketing can stand on its own, it can’t be more effective when combined with passive marketing. Direct marketing can be the final push for people to positively respond to the subliminal credibility-building effects of passive marketing. Consistent visibility in the market creates for the advertiser a subconscious level of awareness of the realtor’s credibility among potential clients. When direct marketing techniques are employed, there is a greater chance of potential buyers to actively seek out this realtor.

A disadvantage of passive marketing is its huge cost which is just another reason why more real estate sellers have been proactive in pursuing probable clients. Although the one-time reach of a newspaper ad can cover more than what a simple targeted email campaign can, statistics will prove that an email campaign that thrives on smart prospecting is still the best way to get the best out of mortgage realtor marketing.

Three Steps to Direct Mail Success

Direct mail is still the number one marketing strategy used by many successful sales companies. With direct mail, you have total control over the presentation of your message. Direct mail is a unique blend of advertising and sales. While good advertising should certainly lead to sales, direct mail allows you to present the product or service, make an offer and try to close the sale-all at once!

Here are just a few of the advantages of direct mail as a marketing strategy:

* Allows you to target your message to a very specific audience.
* Direct mail is a relatively inexpensive medium.
* Direct mail messages can be personalized to add reader appeal.
* You can evaluate its effectiveness. You can keep track of exactly who responded and from where.
* Mail readers are actively involved. People read their mail when they choose. So, for at least a second or two, your message will have their undivided attention while they open and scan it.

There are three elements to an effective direct marketing strategy:

1. The List
2. The Offer
3. The Mailing Piece

The first of these three steps to a successful direct mail campaign is obtaining the right list. Targeting the right market is the key to this marketing strategy. When selecting your list make sure you target people most likely to have an interest in what you have to offer as well as some things in common with your present clients.

This common ground might be age, sex, occupation, income, geographic area, family size, magazines they subscribe to or any number of other demographics. You can obtain lists that are specific to the demographics of your particular target market.

You should also maintain an up-to-date list of all your customers and clients. Direct mail to this list can create additional business, introduce new products and services or promote sales or special offers.

The second step of this marketing strategy is the development of a “matching offer”.

The offer you make in your direct mail needs to be carefully thought out and matched as closely as possible to the interests, needs and motivation of the people on the list. The more specifically you match the offer and the list the higher the response rate.

Let me use an example to demonstrate. When I was a mortgage consultant many of the sales people in the office sent direct mail. The list that was mailed to was targeted to homeowners who had taken out mortgages with specific lenders in a specific time period. The lenders that were targeted were known to be lenders with typically high interest rates.

The response and closing rate of those mailings were higher than a mailing that was sent to all homeowners in the same area because it was targeted to a group of people that would be more likely to want to refinance.

The third element of this marketing strategy is the mailing piece or the presentation of the offer to the list.

The most common and least expensive mailing piece format used by small businesses is the solo format. It’s a single sheet, printed on both sides and folded in half or thirds and mailed without an envelope.

Another solo format that’s even simpler and less expensive is a postcard or oversized postcard. This can be a very cost effective way of communicating with your list of customers and clients.

The next step in the development of your mailing piece is to write the copy or present your offer. Copywriting is a valuable skill. I urge you to develop the ability to write good advertising copy. Here are some tips to get you started.

* Take proven sales letters and ads and rewrite them to fit you and your offer.
* Create a swipe file of successful ads and letters. When you see an ad that catches your eye, save it.
* Save your “junk mail”. A lot of it’s written by the best copywriters in the world.
* Subscribe to the National Inquirer, The Star, The Globe, etc. The ads in these publications pull in millions of dollars worth of orders.
* Make sure your message matches your market. This means your offer has to have perceived value to your prospect.
* Use lots of testimonials in your ad copy.
* The headline is the most important part of any ad or letter.
* Use multiple PS’s in your letter. Restate the offer, deadline, free gift, etc.
* Offer multiple options for your services. Label them ex. Gold, Silver, Bronze.
* Before you write, make a list of all the objections a prospect could have for not buying your product or service and then answer them in your letter.

Direct mail is a profitable marketing strategy if it’s used properly and all three components are well thought out. It can provide you with an endless source of targeted leads for your product or service.

What Are The Main Problems For Affiliate Marketers?

What’s at stake for affiliate marketers is the ability to work for themselves, quit their jobs and earn, potentially, a huge amount of money. But this all doesn’t come easily. There’s a few problems which present themselves to affiliates who are serious about making a full-time living from the internet.

One of the first of these is knowing who to trust. There’s many so-called get rich quick schemes, which surprisingly enough, don’t get you rich quick. Quite the contrary, they quickly remove your cash. The programs which offer quick riches don’t last long. But they’re a good source of income for their owners!

The next problems you’ll definitely face if you’re starting an internet business using affiliate marketing is that of belief. All your friends and family are likely to discredit it as an impossible dream. There a couple of reasons why they’ll do this. One is that most people shun a new idea like the plague. The other is that, if it’s possible to earn money from the internet, they face the possible repercussions of not having taken any action. Facing the fact that they would also have to do something if it were true, is not so easy.

Most people would rather complain about their own situation, rather than taking action, even if they are not happy. The general consensus is that you need to work in a job in order to be a relevant member of society. Swimming against the tide can be tiring too. If your friends and family aren’t behind you, it’s even more difficult, even if they don’t actually say anything outright, there’s a subtle dissuasion tactic going on and they may secretly hope you’ll fail. Then they can be right in the end!

If all this isn’t enough to dissuade your from building your own internet business, there’s the technical aspect of building a legitimate online business. This requires patience and trust. If you don’t have both of these, you’ll probably give up too early. You can’t expect to suddenly be making money based on a little work. It takes time and effort. You don’t ‘deserve’ anything in terms of results until you’ve actually earned it! So an entitlement attitude can work against you. This is especially true if you’re coming from an employee mindset.

If you’ve been an employee, but not a business owner, it’s difficult to change your focus from that of a ‘worker bee’. Workers in a job role get paid no matter what they accomplish. Owners of a business get nothing unless they can make it work. It’s a performance related pay, rather than a monthly wage.

Shiny object syndrome was another barrier to my success in the early days too. There’s so many courses offering instant results out there, why would you stick with something which takes time? Because it’s more genuine than the shiny new one which promises but never delivers!

I jumped around many times from course to course, following to the letter the instructions to build an income online. Time after time I was disappointed. I got accounts shut down, my results dropped off Google, my products didn’t sell and I wanted to throw my laptop through the window on countless occasions.

These are just a few of the problems you’ll face as an affiliate marketer. Depending on the route you take, you might also be limited by funds too. I found many cheaper courses back when I had huge debt and not a penny to my name. I concentrated on free tactics. They were much slower than paid advertising and I was always frustrated by my results. If I had found a good mentor back then, I would have saved a whole heap of time.

Not knowing which direction to paddle as an affiliate marketer is probably the biggest challenge. I must had paddled in the wrong direction for years. I tried everything. Over time though, and if you stick with it for long enough, you’ll start seeing some results. They won’t be huge, but they are the light at the end of the tunnel.

Watch out for the results. One you see them, you can back track to what you did to achieve them. Then, concentrate on those activities and drop the others which produce nothing.

It’s a long road to affiliate marketing success. I haven’t arrived yet but I’m much further along than I was. Finding the right people and training is probably the best tip I can give. Without the right direction, you are aimless as an affiliate and you’ll probably give up, thinking that ‘it’ doesn’t work.

But with the right attitude, direction and guidance, you can make affiliate marketing work for you and create a full-time income from it. Keep focusing on your “why?”

My “why” kept me going through all the problems I found in my journey as an affiliate marketer. Nowhere else can you earn the kind of money affiliates earn and have a lifestyle which you can choose. But it definitely isn’t easy. If you’re looking for the ‘quick buck’, I wouldn’t bother with affiliate marketing!

But it can work if you do and if you’re prepared to trust the process and keep going for the duration. Good luck!