How Do I Know My Mortgage Newsletter Is Working?

How-Do-I-Know-My-Mortgage-Newsletter-Is-Working

What follows is an excerpt from an actual conversation with a potential customer here at Exodus Marketing.

  • Exodus: What type of marketing have you done up until now?
  • Client: Well, I’ve done different things you know…different stuff.
  • Exodus: Seriously, like what, for example?
  • Client: Email, we did email for a while?
  • Exodus: How did that work out?
  • Client: It was okay, I guess. We didn’t really see any results from it…
  • Exodus: So then, let me ask you a question… (Client interrupts.)
  • Client: If I do a newsletter, how do I know it’s working? How do I quantify the result since it’s not electronic?
  • Exodus: How did you know your email wasn’t working? Did it have analytics and reports?
  • Client: Yes…
  • Exodus: Did you use them?
  • Client: No, not really.
  • Exodus: How did you know it didn’t work?
  • Client: We didn’t get any loans from it. So how will I know if my newsletter is working?
  • Exodus: Very simple, your phone will ring!

It’s not the tools that you don’t use that make the difference between mortgage marketing that works and marketing that doesn’t. It’s the content of the messaging that you communicate to your past client.

This particular client was very skeptical of anything out there and understood that every marketing company that’s either online, email, or CRM-based has a lot of bells and whistles. You can’t use tools to measure success you don’t have in any particular area other than to see it’s not producing the results you want. Data-driven marketing is huge; most Loan Officer and Realtor databases are not.

Trying to analyze a couple hundred email addresses as to why they didn’t open your email or respond to your laundry list of credible skills and years in the business is like buying a ride on lawn mower for a 900 square foot yard. It’s wasteful.

Here’s a collection of random Exodus clients that can tell you if their Exodus Newsletter is working

 

Mailing list accuracy is paramount. By utilizing our Change Of Address Service, your mailing list will be accurate with in 2 weeks of the Post Office’s records. The COA Service is used to compare your mailing list against the United States Postal Services – Change of Address database and returns to us a new address along with the month and year that the move occurred. It requires that the initial address is correct and that the addressee submitted a Change of Address / Mail Forwarding Request with their local post office.

Mail Service

Your newsletters are complimented by our state of the art mailing service. This invaluable convenience costs less than the cost of a postage stamp and includes folding, tabbing, sorting, and of course the inevitable trip to the post office. Once your newsletters are personalized, approved, printed and folded, the mailing process begins. Your mailing list is submitted, through our secure online server. We provide a complete turnkey solution to keep your mortgage marketing or real estate marketing efforts consistent, on time and with no hassles or worries.

Help

Content Help What is it and how much does it cost?

What is it?: Since not everyone knows how to write we offer the content help service. It is no more than a 5-7 minute conversation with your layout rep. Not a questionnaire or forms you need to fill out. Your layout representative asks a handful of business and personal related questions. Nothing too serious however we use the answers to write the personalization for you. It works extremely well and often inspires things to share with your clients that you might not have thought of or were unsure would be worth while. Most people realize they’re just reflecting back on the last 30 days or so.

What does it cost?: Nothing, we gladly help you for free. We want nothing more than your newsletter to be successful. Simply put, your success is synergistic with our success.