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