During the downturn, one of the first things I have noticed most originators ending is their marketing campaign. Yes, business has slowed down and even dried up totally for some. But there is still business to be had. While most originators are now chasing those new "shiny objects" like social media and the like, there is still one effective way to generate new business and that is using targeted direct mail.
Look in your own mailbox when you get home today and I would be surprised if there was even one solicitation from a mortgage company. Just a year ago your mailbox would've been stacked with them and when you finally sat down to eat you could expect several telemarketing calls. Not today.
That is why now is the best time to be sending targeted direct mail. You simply have little competition, which means you have a much better chance of getting through.
In the next few articles I'll be discussing the basic elements you must master to make your next campaign successful. Here they are:
1. You must get it delivered
2. You must get it opened
3. You must get it read
4. You must get it acted on
Brian Sacks is the CEO of
