There are two types of lists that can be used to target potential clients with a direct mail piece. The first way would be to do a “saturation” mailing. A saturation mailing list is compiled by mailing to everyone on a mail carrier’s route.   A “targeted “ list is compiled using specific demographical criteria .

What is a saturation mailing mailing list?

Please review video #3 of the bulk mail boot camp.

When to use saturation mailing list?

Can your product or promotion only be used by anyone? If a pizza was offering a three pizza special for $15 would everyone on your street be a potential client? The answer is yes. Every person on your street eats pizza, and is a potential client. If you can look down and you see everyone as potential customer, then saturation is definitely your choice.

If the product or promotion can be used by anybody , it is recommended that you use a saturation list.

Examples:

• Restaurants —Two for One Entree
• Fitness Club — One Free Trial Membership
• Wireless Store — Free gas card with new phone contract
• Church — Christmas Festival

What is a targeted mailing list?

Please review video #4 of the bulk mail boot camp.

When to use a targeted mailing list?

Can your product or promotion only be used by certain people? If a day care was offering 50% new memberships would everyone on your street be a potential client? The answer is no. Only the people with children on your street are potential clients. Use a targeted mailing list when

If the product or promotion can be used only by certain people, it is recommended that you use a targeted list.

Examples:

• Restaurants — Kids eat free (homes must have children to be applicable)
• Pet Supply Store — $10 off $50 purchase of dog food (homes must have dogs to be applicable)
• Pool Service — $20 off first cleaning (homes must have a pool to be applicable)
• Church — Vacation Bible School (homes must have children to be applicable)

For more information on direct mail campaigns and mailing lists please call 866-594-3069.

1. Highlight One Main Loan Type
   While it may be a good idea to include a “laundry list” of all your loan types and services, don’t make that the highlight of your ad. That type of ad is better suited for a directory, like the yellow pages. When people go the the yellow pages, or some other directory, they have already decided to investigate a new home loan. Direct marketing presents more of a challenge. We are trying to get the attention of a prospect who is probably not thinking about a home loan as he goes to his mail box. Our goal is to make the prospect excited about our loan offer. Pick your most popular and best loan offer and promote it in a tantalizing way. Remember, all we are trying to do is generate a lead. 
2. I’m Afraid To Look At My Credit Score!
   The first step in applying for a loan is checking the applicants credit score. People usually hate this part. Scores are never as high as anticipated. Take the sting out of that process by offering a FREE Credit Score and Analysis. You might include copy like this: “We’ll work with you regardless of your credit score. We’ll even show you how to improve your score as fast as possible.” You can even charge an upfront fee for the service to be refunded at closing and still call it free.
3. Do You Represent More Than One Loan Institution?
   Then make sure prospects know you have a number of companies to place their mortgage with. Use the phrase:”We Shop And You SAVE!”
4. It’s All About You
   When you are advertising your services, it is not the time to be modest. Securing a mortgage is a one on one,  personal service. Include your photo and a brief resume on your postcard. You may be surprised how many people recognize you, especially if you mail to homes in your own neighborhood. Humanize your image by including memberships in community organizations or church groups. 
5. Offer The Right Loan Product To The Right Prospects
   Using the right mailing list can help you achieve a higher response rate and save money in the process. You can target neighborhoods that are nearby your office and also filter by average home value. How about targeting renters as first time home buyers. Get of list of folks with 2nd mortgages and offer a consolidation at a lower rate. Use loan to value ratios to create lists of homeowners with lots of equity or no equity at all.
6. Let The Prospect Pre-Qualify Themselves
   If you have a loan offering with specific requirements try listing them on the postcard. Income, Credit Score, Length of Employment, etc. – Use this headline: “Pre-Qualify Yourself For A New Loan – If You Meet This Criteria, Call Today And Let’s Get Started!”. 
7. Benefits Not Details
   Use your postcard to highlight the benefits of a particular loan not the details. Save Money, Get Cash Out, Lower Your Payment, etc. The purpose of the postcard is to generate a lead, not make the sale. Keep it brief and as tantalizing as possible.