Deliver Your Leads In Real-Time To Your Clients By Phone Mortgage Sales Letter Tips

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Mortgage Sales Letter Tips

A good mortgage sales letter that generates leads from a cold list or new business from your old customer list is worth 1000 times its weight in gold.

Say you have a list of 50 customers and 50 leads that you haven’t converted. If you send a letter it costs only .42, and $100 for printing. That’s only $142 in total costs for a basic mortgage sales letter.

One new loan can generate several thousand dollars in commissions. If you get just one new loan from a mortgage sales letter, you’ll be profitable (assuming you’re not mailing to a large list).

As a result, it is important to create an effective mortgage sales letter to maximize your lead generation efforts.

The key is to write an effective mortgage sales letter that people read and respond to. Most mortgage brokers do not know the power of effective writing and rely on tricks and gimmicks in their letters.

The good news is that you don’t need to scan your mail, and you don’t need to rely on tricks like the old ‘look fake in the window’ mail (this works, by the way, but only if you send it without the recipient cheat, do).

If you want guidance and references here are the three most important parts of a successful mortgage sales letter that will help you increase response rates and build your book of business:

1. A Complete Headline. Almost every mortgage sales letter should have a cover letter. Why? I’ll let the late David Ogilvy explain it to you:

“On average, five times more people read the headline than the body copy. When you wrote your headline, you spent eighty cents on your dollar.” -David Ogilvy

The job of a headline is to get people interested and excited about what you have to say. For example, a poor headline might say, “Meet Your Local Home Loan Specialist!”

A better headline would be, “Susan Johnson Saved $498.95 a Month on Her Mortgage Payment – Here’s How You Can Save That Much or More!”

That headline needs a little work, but it’s light years ahead of the average mortgage broker’s marketing letter.

2. Selling Stories. Nothing engages and motivates people to action more than a good story. Instead of hammering your prospects down the neck about your products and services (which puts them in a defensive mindset), tell them a story about a customer who instantly saved money. And as a result of saving this money, he could pay for childcare or get a minivan, or go on a vacation that he has been putting off for years.

The key is to write a story that resonates with your audience. If you’re targeting subprime mortgages, tell a story about how to handle a desperate and desperate customer. How he got his family out of renting in a bad part of town to have a nice house in a wonderful school district.

3. Call to Action. Another important area of ​​an effective mortgage sales letter is the call to action. You want your prospect 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 would be, “For a free no-obligation consultation to see how much you can save on your loan payment, call me now: 555-555-5555. We can set up a time to to meet and discuss your financial situation, or by phone. You can reach me anytime during normal business hours at 555-555-5555. Or, you can call me at 1-800-555-5555 Call my 24-hour voicemail and leave your contact information and I’ll send you more information.”

In addition to a headline, story, and strong call to action, your mortgage sales letter should include Post Script (PS) and testimonials. Studies show that up to 80% of your readers will read the PS first. This is where you express your interest in a conversational way. Testimonials are very effective in establishing credibility, and they strengthen your claims.

If you follow these simple guidelines to a more effective mortgage sales letter, you will generate more qualified leads and referrals.

Instead of watching Fringe or Dancing With The Stars, sit down and write a mortgage sales letter tonight. Send it to your current customers, and old leads. You have nothing to lose and everything to gain.

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