The Ugly Word: Marketing

Let’s face it. Many people have a negative perception of the word marketing. Oftentimes the connotation is that in marketing, people are subjected to advertising or promotions that are unappealing or not geared toward them. This is particularly the case with mortgage marketing where the implication is often that the content is disingenuous or even impersonal. Yet marketing can be beneficial if it’s done correctly–namely, if it’s personal and geared toward the right audience.

The first issue—creating personal marketing—is something that can be easily done with a little forethought as you design your marketing materials. Obviously, you want to personalize your message. This means that you want to avoid those, “Dear Valued Client,” mailings. Instead, use your client’s first name. Additionally, consider using photos in your marketing materials not only to make them more appealing but also to add a personal touch. And if you have time, include a handwritten note on your direct mailings. For example, “Hope the new house is working out great!” Making a genuine effort to be warm and engaging in your promotional materials will pay dividends when it comes to generating new business.  Promotional marketing can include: direct mail pieces,marketing postcards, social media and branding.

As for gearing your marketing approach toward the right audience, think in terms of market segmentation. For instance, the type of marketing materials that you would send to a potential homeowner would differ from those you might want to send to a past client who you helped to buy a home 2-3 years ago. In the latter case, you might decide to send out a promotional piece mentioning great rates on Home Equity Lines of Credit. This approach is more likely to yield benefits to not only yourself, but also to those who could really use your services.

The important thing to remember as a mortgage marketer is that how you choose to market yourself determines whether the word is “ugly” or not. By focusing on providing personalized, segmented marketing, you can do your part to remove the negative connotations from the word and have people appreciate your promotional efforts.

Titan List is a full service Advertising and Design agency specializing in Direct Mail, Mortgage Marketing, Search Engine Optimization and Website / Graphic Design. Titan List has been around since 1998, and has a team of highly qualified individuals with experience in the marketing trends that fit your business. Unlike other agencies that source their work out, Titan List & Mailing handles the entire campaign in-house. Looking for a special list of data for your business? We can customize any data list for your company.