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.

Are You Talking to Your Family and Friends About Your Direct Sales Business?

If you are looking to your family and friends to make the sales to build your business, you just might be looking in the wrong place.

I know I’m always saddened when I read training materials that suggest making a list of everyone you know and then trying to get them to both make a purchase and also join your team. In fact some training materials tell you that if this feels uncomfortable to you then direct sales might not be right for you.

There is a reason that you get a funny feeling in the pit of your stomach when you think about having to contact your long last relatives and friends you’ve not seen since the last big gathering. It feels funny, because it’s not the way to build a business.

My sister in law cuts hair. When she cuts my hair or my kids’ hair, she doesn’t charge us. Her business is not built off making money from those in her family. I have another friend who specializes in the graphic design field. When she helped me with a banner, she did not expect payment. Her business is built off of customers she has found through her marketing efforts. One more friend owns a restaurant. When his family comes to eat, they are not given a bill. They come and eat for free. So, why in direct sales are distributors told to build their businesses off of family and friends?

Before I continue, I want to be very clear that letting family and friends know you are in business is fine. It’s very different to make a statement, versus making a sales pitch.

Think very long term. Even if you knew 100 people and 50% of them ordered products from you 3 times per year, you are looking at only 13 orders per month. This is great, but it’s not a full time business. Again, you can not rely on your family and friends to build your business.

Over the years I personally have lost two friendships due to poor training from a well meaning upline leader. In both cases the upline leaders convinced my friends that if I were a true friend I would support them and that support meant joining their team. While not all prospecting efforts end relationships, it certainly can damage them. Remember that funny feeling in your stomach? You know that a potentially damaged relationship might be the result of approaching family and friends.

Instead of relying on family and friends to help you build your business, develop a marketing plan. Your marketing plan can be very simple, but it will be a plan of how you hope to find both customers and those who wish to build a business with you. Of course let your family and friends know you are in business, but market according to the plan you have created. Don’t harm relationships by approaching family and friends.

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.

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