The next step is to put together a direct mail campaign to keep these customers thinking about you when they think about mortgages. It is often years between times when each customer needs a mortgage professional, and it takes far less than that for them to forget your name. As well as fighting time, you are fighting indifference. Customers who get great service are often reluctant to pass that information along, while customers who feel they have gotten poor service will tell everyone. Most of time good customers need to be reminded of their experience. By following up with each customer on a regular basis you will not only stay in front of their mind but you will also start to build a reputation as a solid and responsible business.

So how do you get started? Below are a couple of most frequently asked questions when starting a campaign to keep in touch with past clients.

What Type of Direct Mail Piece Works Best?

There is a great debate amongst Mortgage Professionals about what type of direct mail will work best for getting new business. Many swear by letters for their appearance of professionalism, while others like low cost and high visibility of postcards. Overall, both seem to work adequately for bringing in new business. You just need to find which works best for you personally.

For keeping in contact with past customers, however, way to go is postcards. This is due to fact that if your customers are not currently looking for a mortgage for themselves, they are far less likely to take time to open a letter. That causes most of your "keep in touch" promo that is in envelopes to get thrown out before it ever gets read.

Since goal is recognition and not direct action you only need to get them to read message. Postcards have message visible when mailed, which means that while your customers are deciding what to read and what to throw out, they are already being exposed to your message.

How Often Should I Send Promo?

Studies show an effective direct mail campaign should draw a .5 to 1 percent response.

These 10 tips will help you get results you want:

1. A clear, bold headline.

On envelope or front of mailer there should be one central message. The best way to achieve that is with a bold, clear headline that’s not cluttered up with other text. A good guideline is to have headline fill up at least 15% of front of mailer.

2. A graphic that supports message.

The graphic should be easy to understand and add to message headline is trying to convey. For instance, if you are trying to get people to list their home you would want to show a home with SOLD sign clearly visible out front. That graphic reinforces message more than a simple picture of a home.

3. Color that pops.

Make headline and other text stand out by using a color that stands out from background color. When you look at card, ask yourself, "What do I see first?" If your answer isn't headline, you might want to tweak colors. 4. Subheads that lead into text.