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Mortgage Sales Letter Tips
A good sales letter that generates leads from your cold list or generates new business from your old customer list is worth 1000 times its weight in gold.
Let’s say you have a list of 50 customers and 50 leads that haven’t converted. If you send a letter it costs only .42, and $100 for printing. That’s just $142 in total fees for a basic mortgage sale letter.
A new loan can generate thousands of dollars in commissions. If you get a new loan from a mortgage sales letter, you’ll get a profit (assuming you don’t email a huge list).
As a result, it is important to create an effective loan sales letter to maximize your productivity efforts.
The key is to write an effective sales letter that people read and respond to. Most lenders do not understand the power of effective writing and rely on hype and deception in their letters.
The good news is that you don’t have to upload your letter, and you don’t have to rely on tricks like the old ‘fake look in the window’ letter (by the way, it works, but if you do it, you don’t fool the recipient) .
If you need some guidance and pointers, here are the three most important parts of an effective loan sales letter that will help you increase your response rate and build your book:
1. Catchy headlines. Almost all mortgage sales documents must have a title. Why? Let the famous David Ogilvy explain it to you:
“On average, five times as many people read the headline as read the body copy. When you wrote the headline, you spent eighty cents on the dollar.” -David Ogilvy
The job of a headline is to get people interested and excited about what you have to say. For example, a bad headline might say, “Introducing Your Local Loan Specialist!”
A better headline would be, “Susan Johnson Saves $498.95 a Month on Her Loan Payment — Here’s How You Can Save That Much or More!”
This title needs a little work, but it’s light years ahead of commercial paper for mortgage brokers.
2. Sell stories. There is nothing more compelling and motivating to take action than a good story. Instead of cramming your products and services down their throats (which puts them on the defensive), tell them the story of a customer who immediately made money. And because of saving that money, he could pay for child support or buy a mini car, or go on a vacation that he put off for a few years.
The key is to write a story that resonates with your audience. If you’re targeting subprime loans, tell a story about a hopeless customer. How he brought his family out of a rental house in a bad part of town to a nice house in a great school district.
3. Call to action. The next important area of an effective collateral sales letter is the call to action. You want them to take action and call you or fill out a response card.
For example, a weak call to action would be “Call me at 555-555-5555 between the hours of 8am and 4pm Monday through Friday.”
A stronger call to action is: “For a free, no-obligation consultation to see how much money you can save on paying off your debt, call me now: 555-555-5555. We can schedule an appointment and to discuss your financial situation, or Do it over the phone. You can call me at 555-555-5555 anytime during regular business hours. Or, you can call my toll-free email at call us 24 hours a day at 1-800-555-5555 and leave your information and I will send you more information.
In addition to your headline, story, and strong call to action, your sales letter should include a Post Script (PS), and a testimonial. Studies show that up to 80% of your readers will read your PS first. This is where you return your interest in a conversational style. Testimonials are very effective in establishing credibility, and reinforcing your claims.
If you follow these simple guidelines for a more effective loan sales letter, you will generate more qualified leads and referrals.
Sit down and write a mortgage letter tonight instead of watching Fringe or Dancing With The Stars. Send it to your current customers, and past leads. You have nothing to lose and everything to gain.
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