Reverse mortgage direct mail marketing, if done right, can spike up your lead generation especially if you’re targeting aged prospects. Especially with the stay at home orders related to coronavirus concerns, customers are more likely to pay attention to what they receive in the mail and actually read them.
At OverflowWorks.com, we found that aged internet leads have a 200-300% higher response rate after receiving a direct mail expressing interest in refinancing a mortgage. We’ve also observed a spike in interest among homeowners aged 62+ with a PACE or HERO loan and homeowners that are currently in reverse mortgage.
There are several factors that affect your direct mail marketing campaign success. For starters, the mailing list has to be accurate, targeted and updated. Your overall messaging, branding and design also helps generate the right impression on target customers.
Here are some effective ways to improve your reverse mortgage direct marketing campaign:
Have a plan
Having a 12-month strategy in place before sending your first marketing piece would ensure that you are on the right track. Although there will be several factors that might affect how your campaign performs overtime, planning ahead can help you stay consistent and easily find any solution if problems arise.
Create an effective image
This is crucial today with the current crisis. You want to establish trust between you and your target clients especially for aged customers. Carefully craft your messaging and choose a graphic that you want to project before your mail is distributed. Always remember, first impressions count.
Don’t Assume They Don’t Understand Technology
Even if you are targeting an aged demographic, you’ll be surprised that some seniors are quite tech savvy. Never assume that they don’t know how to use computers or don’t own a smartphone.
Don’t hesitate to ask them to visit your website for more information or direct them to your online forms. They may not be active on social media, but they are likely able to do a quick search on Google and visit your website.
Keep it Simple
If you are targeting senior homeowners looking for a reverse mortgage, it’s highly possible that you’re reaching an audience who are either limited in budget, have spending issues or in debt. Keep your message clear and concise. Get your point across quickly.
If you are looking for help in your reverse mortgage direct mail marketing campaign, we are here to help. OverflowWorks.com is your all-encompassing marketing resource. Our experience across a multitude of industries + data-driven techniques provide the edge businesses need to reach more of the right prospects, generate more promising leads, and close more timely sales.