Mortgage Marketing - Broadcast Advertising vs Direct Advertising
Do you know how to design and deploy
a marketing campaign?
Even if your ad budget is small you
should still plan and measure the results of
you advertising. This process is the key to
your ultimate success.
You see, there are two types of
advertising. The first is broadcast marketing.
This category includes TV and radio commercials.
While broadcast ads can be effective, they are
very expensive and almost impossible to measure.
And you can’t manage what you can’t
measure.
Which brings us to direct marketing.
These ads are sent directly to your prospects.
Sales letters, coupons, and order ready websites
are some examples of this type of ad. But the
truth is, any ad that you can accurately measure
the results of falls into the category of direct
marketing.
The advantage of direct marketing is that
it is more science than art. You can key every
ad you use and measure the real world results
exactly.
This is huge. Through trial and error
you can test the effectiveness of your ads.
Over time you can gradually improve the pulling
power. Eventually you’ll have a set of ads that
work really well.
More sales for less money.
To get there you must key every ad and
keep careful records of the results each produce.
Run two ads every time you advertise in any given
media. Compare the results and go with the winning
ad.
Then write another ad and put it up against
your winning ad or control. If it beats your control
then use it instead. Keep refining and testing.
This is an ongoing process. Markets change
and ads loose their effectiveness after a while.
To have a top-notch marketing campaign you must be
constantly improving your ads.
To Your Prosperity,
Mortgage Marketing Resources and the Mortgage Marketing Guide will help you get ahead in your mortgage career.
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