Postcards – Picture Perfect Promotion

Written by Joy Gendusa

Continued from page 1

Then Sun Pacific will send out mailings of a couple of thousand postcards once or twice a month to current or past clients, and another 3-4,000 to prospective borrowers every week, handling allrepparttar mailing in house. They use large (4 1/4” by 6”) full-color, laminated postcards which look very attractive.

“We went to postcards a few years ago because I got sick of doingrepparttar 150425 bulk mailings using envelopes,” Forest admits. Folding letters and sealing envelopes is pretty labor intensive. Postcards cost less andrepparttar 150426 mail costs are lower.

Forest attributes a full 20% of his business torepparttar 150427 postcard mailings which account forrepparttar 150428 majority of their spending on print advertising/promotion forrepparttar 150429 year. “Because ofrepparttar 150430 magic formula that business comes in in proportion torepparttar 150431 postcards and other forms of promotion that go out, we get results from all quarters,” he says.


The above example includes networking with title companies and handling large mailings in house but this is something to work up to if you want to go that route. Few mortgage brokers have an in-house marketing department and it can be time-consuming and overwhelming to take on all of these aspects of getting postcards mailed out using existing personnel who are already busy dealing with loans and paperwork.

A good postcard company can handlerepparttar 150432 entire mailing and save you money inrepparttar 150433 process. They make their money from printing postcards, not from consulting, selling mailing lists, mailing and so on. So they can give you better deals on these other services where needed.

Havingrepparttar 150434 postcard company dorepparttar 150435 mailing from you has an additional benefit of saving on shipping. Printed matter is quite heavy and shipping 10,000 postcards across country is not that cheap. If it is mailed fromrepparttar 150436 postcard company direct these shipping charges are avoided.

Sharp Mortgages Inc. of Jacksonville started using postcards in 2001, having used every other form of advertising and promotion. They sent out two initial mailings of 10,000 postcards each and have ordered another 50,000 so it must be working. “We letrepparttar 150437 postcard company handlerepparttar 150438 mailing,” says Bill Sharp Snr. who handles their advertising. “With allrepparttar 150439 other things we have to do, we find that it’s easier to let them handlerepparttar 150440 mailing than to tie up our time in here.”

Don’t be put off byrepparttar 150441 thought of allrepparttar 150442 extra work involved for your already too busy personnel. Inrepparttar 150443 long run it might save you a lot of money to pay a little extra forrepparttar 150444 postcard company to takerepparttar 150445 entire process off your hands from design and print through to mailing.

How to get going with postcards.

So, assuming postcards arerepparttar 150446 way to go, where do you start? A. Find a postcard company to help you.

This company must:

1. SPECIALIZE IN POSTCARDS, not just do postcards among other printing jobs. You will get better service and a better product. It will cost much less because they are printing your postcard along with many other customers’ postcards and can “gang print” them which means they print many different postcards on one large sheet of card and it’s only one press run.

2. Have some MARKETING KNOWLEDGE AND EXPERIENCE. They should be able to advise you on mailing lists, design, quantities and so on. The better ones offer a full range of services from advice through design, assistance with photography, printing and mailing.

3. Postcards they produce should be UV COATED (laminated), FULL COLOR, 4 1/4” x 6” so you getrepparttar 150447 biggest size card you can forrepparttar 150448 lowest mail rate and they really look good. The UV coating is essential for a very high gloss finish that really makesrepparttar 150449 postcard stand out and attract attention.

4. Above all you need to know that you are going to get RESULTS. Percentage of response is notrepparttar 150450 real measure of success as this varies from industry to industry and area to area. What you want to determine is return on investment. If you spend $2,500 all inclusive to send out a 10,000 postcard mailing and get 200 calls as a result, and convert even 10 of those into mortgage purchases, thenrepparttar 150451 mailing was a terrific investment. So you need to look atrepparttar 150452 big picture and check for results in terms of return on investment.

When choosing a postcard company to handle your mailing, it’s a good idea to get some names and phone numbers of their customers and call them up to get some first hand information on how goodrepparttar 150453 company is: do they deliver good service and value for money?

Once you have foundrepparttar 150454 right provider (it doesn’t have to be local –repparttar 150455 better ones work on a national basis and do business with companies all overrepparttar 150456 USA) get their advice on producingrepparttar 150457 postcard. They will help you with allrepparttar 150458 steps.

B. Decide whether you want them to handlerepparttar 150459 mailing for you (see section above on outsourcing).

C. Decide whether you are going to mail to your existing customers or to mailing lists of potential customers or both.

Procurement of mailing lists an important point. Sending out postcards to 10,000 random homeowners by zip code is not going to getrepparttar 150460 same response as sending 10,000 postcards to qualified homeowners ofrepparttar 150461 type that you specialize in (conventional, subprime, refinances, etc.). You can buy mailing lists that are quite specific. Your biggest expense is going to be postage. It’s worth spending a little extra money to make sure your message gets to qualified potential mortgage purchasers inrepparttar 150462 category that you want to deal with. The postcard company should be able to help you withrepparttar 150463 choice and purchase of mailing lists.

D. Decide onrepparttar 150464 content ofrepparttar 150465 card. Again, a good postcard company will have experience with this and can offer valuable advice. They’ve probably worked with other mortgage brokers and know what works and what doesn’t.

E. Getrepparttar 150466 card produced. They will send you proofs. Get any needed corrections made so that you are happy with them.

F. Get them mailed out.

G. Sit back and makerepparttar 150467 most ofrepparttar 150468 response.

H. Plan your next mailing and repeatrepparttar 150469 steps.

After you’ve done a few mailings you will get a better idea of what works and you can refine your campaign.

This is a proven, tried and tested, workable approach to increasing sales through direct mail using color postcards.

Joy Gendusa founded PostcardMania in 1998, her only assets a computer and a phone. By 2004 the company did $9 million in sales and employed over 60 people. She attributes her explosive growth to her ability to choose incredible staff and her innate marketing savvy. Visit

Marry Your Marketing Plan

Written by Joy Gendusa

Continued from page 1

Whatever size your mailing list is I suggest that you have enough pieces printed to mail to them at least three times. Usually once every 2-4 weeks is sufficient depending on your industry. You can setrepparttar dates for your mailings to go out and letrepparttar 150424 marketing company take care ofrepparttar 150425 rest. That means that with one phone call you can take care of all of your marketing for 3 months or more. No worrying about remembering, no hassle-filled trips torepparttar 150426 post office. All you will have to do is run your businessrepparttar 150427 way that you know how and let them take care of your marketing.

Stop worrying aboutrepparttar 150428 steady flow of business that you need to survive. Do something about it. Create a marketing plan, date it for a while, then if it really works out, say “I do.”

If you need more information on testing out your new marketing beau, read my article Don’t Assume, Just Test and Track.

Best wishes and a prosperous life together!

Joy Gendusa founded PostcardMania in 1998, her only assets a computer and a phone. By 2004 the company did $9 million in sales and employed over 60 people. She attributes her explosive growth to her ability to choose incredible staff and her innate marketing savvy. Visit

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