The Biggest Mistake Originators Make in Their Marketing Campaigns
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If you ask the average mortgage professional what the most important aspect of a mail piece or advertisement is they would tell you that it is the headline.
And they would be right. The headline can make or break a marketing campaign. But because of it's obvious importance, loan officers do tend to spend time making sure that they have a effective headline.
What they don't spend much time on is ensuring that they have the best call to action. The main goal in any marketing campaign is to get the prospect to take some sort of action (going to a seminar, setting up an appointment for a free consultation, getting them to request your special report, etc).
Most loan officers just stick a phone number at the bottom of their marketing piece with a quick little blurb to "call me for more information." This in itself isn't bad. But it can greatly improved on.
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