Mortgage Marketing Tips: #24
The 9 Biggest Advertising Mistakes 95% of All Mortgage
Professionals Insist on Making, Over and Over Again - Part 2

Continued... Mortgage Lead Generation and Advertising Mistakes

6. NO HEADLINE.

An ad must have a headline. It`s that simple.  A headline should telegraph the promise of a positive benefit.  Like this one, from the tabloids: LOSE WEIGHT WHILE YOU* SLEEP.
Or this: CORNS… GONE IN 5 DAYS OR YOUR MONEY BACK.

Sometimes a headline can ask a provocative question or make a startling statement, to arouse curiosity. Like: ONLY HER HAIRDRESSER KNOWS FOR SURE. But, the safest path to get good mortgage leads is to telegraph a positive benefit.

The Headline is at least 50% of the battle.

7. NO OFFER.

Direct response mortgage advertising must extend a desirable `offer.`

8. NO REASON TO ACT NOW.

You must give the prospect a reason to act immediately.  A bonus offer, rate increase, etc.

9. INTELLECTUAL LAZINESS.

I`m spending a goodly part of my life trying to get mortgage professionals to become `students of advertising.` It`s not hard. It`s not costly. Advertising`s all around you. Look at it analytically. See and notice the often repeated techniques. Pay attention!
 

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