Paul Christison
Sample Web Site:  http://HomeLoanMadeSimple
This is just an example, the actual site would be MyLoan branded.

Think of the MyLoan Web Site & Tool Manager Page like a "home" page or portal within MyLoan.  Here you have easy access to marketing tools, email, news, weather, maps, phone and people search, educational material and more, especially tailored for mortgage professionals. 

Don't every try to sell a loan in your advertising.  You will never have a large enough budget to do that. 

Focus your marketing money on people that are ready to be sold.  How?  We'll focus this article on one of the best ways, postcards.  The postcard is a perfect vehicle for using the the 2 - step method for generating leads.

Target people who already want !  

Renters want a home.  Home owners want bigger homes or they want lower payments or they want to add on, to what they have now. 

Address the wants with a solution!  

An attention getting graphic and a call to action.  Your call to action is for them to call you.   With MyLoan, your dedicated 800 number and website, makes it easy for them to respond to you.

  Step 1. Generate a lead -

 Step 2. Provide the requested information -Be ready to respond.  MyLoan tools makes this easy also.  Tracking and following up is critical, and the MyLoan system insures every call, email, and document gets properly archive into your online filing system. 

It is much easier to create interest (a lead) than it is to get a person through an entire buying process (a sale).

You aren't getting the prospect or existing customer to part with any money just yet.

You can use postcards to inexpensively promote to your target prospects and customers and generate leads (inquiries about your products and services) to then be followed up on and converted to sales.

This 2 step process also helps you to create a list of people who were interested enough in what you offered to contact you.

You can then re-contact the ones who you didn't complete a sale with when they first inquired, preferably until they do business with you.

IMPORTANT: Be sure to get the information you will need to re-contact the people who responded to your postcard offering.

Repetitive follow-ups with the people who contacted you will result in increased sales. Make it a company policy to follow up with those people who contacted you about your products and services.

The purpose of your postcard's message is to generate a sufficient level of interest in the mind of your prospect to get him/her to contact you to ask you about your offer.

You are generating interest, not collecting their money (not yet anyway). That is what the 2 step marketing process is about. Generating interested prospects and customers who contact you for more information.

Your message needs 3 parts to be most effective:

1. A clear statement of the biggest benefit of your product or service (in the long distance example, it was cost savings).

    

2. A good reason for them to contact you NOW.

    

3. A simple, easy way for them to respond (an 800 number for example) and a website is crucial to success.

Your postcard message should be short and to the point. Short messages on postcards produce more leads than long ones.

Lots of people will respond to find out what they might not know. Don't forget, they responded, which is proof they have at least some interest in the information you have created a curiosity about.

This method works and is sure to produce a large number of inquiries if sent to your proper market.

Use the tips you have read here to create your next postcard's message and see what happens.