Direct Mail Expert Says Best Time is NOW for Mortgage and Banking Industry to Market

Based on the NY Times’ recent report that President Bush had dropped his opposition to the housing bill, direct marketer Joy Gendusa, CEO of PostcardMania, says now is the best time for the mortgage industry to use direct mail, as well as other forms of advertising, to start making itself more known. 

The NY Times’ article announced Bush set aside his objections on the advice of the Treasury Secretary to help stabilize the housing and credit markets. 

Gendusa said that in addition to this, other actions can be taken to come out ahead, which are: 

• First of all, don’t “agree” — don’t buy into the fact that you can’t control your business’ outcome… or income.  Lots of businesses have lived through many a recession.  Emulate the winners – not the whiners;
• Market smart — there are too many of your competitors that are cutting back their marketing budgets now (not smart).  Make sure you are targeting correctly and going after an audience that is likely to buy;
• Make better use of your own database — marketing for new customers is expensive, but marketing to your existing customers will have a higher return on investment.  So step up your marketing to your existing customer base;
• Look for a company that offers terms.  It’s less painful to shell out the money after you start seeing a return;
• Cut out waste — Figure out which form of advertising is making you more money.  The more precise you get, the higher the return on investment you will get.  Then channel your marketing budget to the avenue that is getting you the most ROI. 

Gendusa claims if the mortgage industry wants to buck this slump, it will have to take advantage of opportunities that come its way, such as the new FHA limits, and the (hopefully) new housing bill.

About PostcardMania:

 Using a powerful, simple, extremely cost effective way of communicating with customers has earned Joy Gendusa Inc Magazine’s recognition as the nation’s fastest growing direct mail postcard-marketing firm with year 2007 revenues at nearly $19,000,000.  Gendusa began in 1998 with zero investment capital.  Today, her Clearwater, FL firm called PostcardMania, employs over 150 people and prints 4 million and mails 2 million postcards representing more than 31,000 customers in over 350 industries each week. Visit www.postcardmania.com

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