| So you're are looking to recruit for new
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| | your niche and you don't plan to expand
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| mortgage brokers. When you think about
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| | your product line. You may want to push
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| doing that you probably hope that you can
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| | higher commission structure. In essence,
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| create enough interest in your company
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| | pick which one of the big 3 fit your
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| that you have enough hiring prospects to
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| | company best and run with it.
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| choose from and still be able to get the
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| | As a mortgage company, you give your
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| cream of the crop. There are many options
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| | brokers opportunities and pay them - in
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| out there for recruiting. But when
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| | its simplistic form. Direct Mail is one
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| looking for good mortgage brokers, it is
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| | of the best forms of advertisement when
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| best to look at what will get you the
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| | recruiting because you push whichever
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| best Return On Investment. Just like in
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| | opportunity button that directly
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| attracting clients to your business and
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| | communicates your business. Make that
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| calculating the ROI by tracking what each
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| | "button" your headline. Elicit that
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| of those leads spent, take a look through
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| | emotion, get the call. The other
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| the same window in applying Direct Mail
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| | opportunities or benefits you can put as
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| to recruiting brokers.
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| | secondary communication - for example in
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| Direct Mail is one of the best ways to
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| | a bulleted form on the back of the
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| recruit. Why?
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| | postcard. But your headline needs to pop
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| 1. You can get a targeted list. Because
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| | and pull with the main button that you
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| when using direct mail you can easily
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| | want to get across.
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| acquire a very targeted list of mortgage
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| | 3. Use a postcard. The difference in
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| brokers. You can get a list of mortgage
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| | sending a nice professional letter rather
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| brokers with home addresses. You can get
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| | than a postcard is this one thing: Are
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| a list of brokers with a certain income.
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| | they going to open it? How many "junk
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| You can get a list of brokers in a
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| | mail" pieces do you get in the mail and
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| certain area, a certain age range. This
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| | don't even open? Plenty. Get their
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| makes it easy to only attract the brokers
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| | attention in the few seconds that you
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| who will fit into your business model.
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| | have and get your point across. Postcards
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| Pay your list close attention. It could
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| | are short, sweet and to-the-point. You
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| take you from the "pedestrian" approach
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| | may never have that opportunity with a
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| and shoot you over into the fast lane.
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| | letter. Then when they respond, follow up
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| Targeted lists are not the only benefit
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| | with a letter telling more about your
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| is using Direct Mail to target new
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| | company. But make sure that the letter
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| recruits. Now let's look at the other two
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| | has your same colors and/or logo on it so
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| points and see how they all tie together.
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| | they recognize it as the same company who
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| 2. You can make the main "button" your
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| | sent them the postcard.
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| headline. A "button" is word, phrase,
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| | If you have a full color dynamic postcard
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| picture, etc. that elicits an emotional
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| | that says "Wish you were reaching your
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| response. Your direct mail piece should
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| | full potential as a mortgage broker?" Or
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| show that the opportunities they will
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| | "Are you're commissions not what they
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| have at your company are better than the
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| | were cracked up to be?" That is going to
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| opportunities they will have at their
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| | jump out at them. That's exactly what you
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| present company - right off the bat. You
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| | want. Now you've got their attention and
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| want an emotional response because you
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| | they will be more likely to call and see
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| want them calling you.
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| | what you have to tell them.
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| In designing many direct mail postcards
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| | Also, you want to get your message across
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| for the mortgage business, I have found
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| | with two or three postcards - each
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| that there are three key buttons that
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| | slightly different than the first, but
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| brokers respond to when being recruited.
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| | with the same look, feel and colors. All
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| You can use any of these when you are
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| | you want to say is what opportunity you
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| using direct mail for recruiting. Using
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| | are offering - don't put all the details
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| them in the headline will evoke the best
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| | on the card, just make them want it and
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| response.
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| | make them call. A letter or package sent
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| The three main points that are going to
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| | out afterwards that explains your whole
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| get a broker's attention are:a) Earn
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| | business, what you can offer them, what
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| larger commissions,b) A better selection
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| | products you offer, what your commission
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| of products to offer,c) "Brand
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| | scale is (a lot of times your commission
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| Recognition" - you have a great company
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| | scale is too much to put in the postcard)
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| identity to back them up.
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| | is a great follow up. In the postcard,
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| Making the headline tie in with your list
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| | just tell them that more than likely what
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| is key. Maybe you pick a list with their
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| | you're offering is better than what they
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| annual income a little low so that you
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| | are getting now.
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| can target this demographic by saying
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| | 4. Finally, tell them to give you a call.
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| something like "Not Taking Enough Home?
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| | Your headline and graphic are the most
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| We can give you higher commissions".
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| | important parts. Get their attention
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| If your business model is having more
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| | first as the main focus - then they will
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| products to sell and consequently a
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| | turn the postcard over to read what else
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| higher closing percentage for that
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| | you want to tell them. But don't forget
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| mortgage broker, then get that message
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| | to command them to call you.
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| across in your headline. Remember, you
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| | You can be extremely effective in
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| only have a few seconds to communicate
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| | recruiting with direct mail postcards
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| your message in a direct mail piece, so
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| | because with direct mail you are
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| push your particular button in the
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| | directing your message to a well-defined
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| headline.
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| | target that is more likely to respond
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| Let's say that your business model is
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| | than if you just shot off an arrow with
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| such that you only offer a small
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| | your eyes closed. Good luck and happy
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| portfolio of products because that is
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| | hunting!
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