Does Your Free Mortgage Flyer Undermine Your Efforts?
Add Pizzazz to Your Free Mortgage Flyer and Stand Out Over the Competition
Sometimes the simplest solution is the most overlooked solution, especially when it comes to mortgage flyers. The flyer seems like a simple tool - often merely a piece of paper describing different loan programs. And yet, this simple flyer given free, is sometimes the only contact you have with a real estate agent, and your opportunity to create a good first impression is too valuable to waste.
A well-designed mortgage flyer meets one simple need for the agent. It clearly describes the, "What's in it for me," to the reader, in such a clear and compelling manner that they immediately want to follow up and find out more information. That follow up is priceless to you - the opportunity to talk with an agent and introduce your services. Essentially, you have agents calling to do business with you - what can be better than that?
Most mortgage flyers flounder for a single reason - they fail to describe your services in a way that shows the benefits to the prospective agent. Your community is full of loan officers, and diligent, persistent ones - so your flyer needs to connect with the agent in a way that makes them feel compelled to take action. And if it fails, the flyer just becomes extra paper.
Instead of focusing on the aspects of a loan program that are appealing to the borrower, spotlight the specific benefits to the agent. An example of a free mortgage flyer describing a loan program for credit challenged borrowers often highlights these bullet points:
- Low Monthly Payments
- Quick Approval
- Reduced Paperwork
- No Application Fee
As you can see, there isn't much information that tells an agent about the significance of what these details mean to their business. Like a foreign language, you have to interpret it for them to understand.
So rather than use bullet points that show the borrower's benefits, use them to describe the benefits to the agent, as described below:
- Increase your sales while reducing advertising expenses
- Take home more earnings and work less
- Service more clients and gain more referrals
Benefit-driven language is what agents notice, offering something free gets them to take action. For instance, if you have a niche loan program that services credit challenged borrowers, use a free mortgage flyer to capture their attention, than offer a free article or extended report that elaborates on the benefits and demonstrates how it solves a difficult problem.
An agent is more likely to take advantage of your free offer than contact you directly to initiate a relationship. Your goal is to build trust and familiarity. Too many times, loan officers use flyers to secure relationships. Instead use a free mortgage flyer to capture attention and open a line of communication between the agent and you.
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