FHA Mailers can be the best, most targeted way to find FHA Qualified Leads.
Before you jump into FHA Mailers, consider a few points:
The FHA Mail Piece
We constantly test mail pieces through A/B split testing and there’s no doubt what piece works best today. The piece that is working best today is the official looking “snap pack mailer. This is the mailer that has the perforated edges on the side and then opens up. Typically governmental agencies and Banks use this type of mail piece to send out confidential information – that’s why it’s working today. With everything going on in the economy -banks closing, big Government Bail-Out programs, it’s no wonder that official snap-packs pull well. Our data is showing that snap-packs are pulling twice as much as letters do for FHA Mailers. While the snap-pack is working best today, it will ultimately fall out of favor. How to stay on top of the next “big” FHA Mailer? Test. Simply testing along the way will help ensure you stay ahead of the pack. Your Marketing Manager should be able to handle this for you at no additional charge.
The Underlying Data for FHA Mailers
There are two different lists for consideration. Credit Bureau Data and Property data. Both lists will work and both have unique selects. Let’s examine both:
Credit Bureau Data
This list is most popular for FHA Mailers because of the selects that can be pulled to meet credit guidelines. For example, if you need a 620 credit score or excellent mortgage payment history, then this is the list that will get that for you. If you need equity data then this is not the list. But as far as credit qualifying, you can’t beat Credit Bureau data. Some may skimp on price and use modeled credit data – don’t do it. Built at the zip plus 4 level, modeled data is likely to disappoint.
Property Data
Using this data for your FHA Mailer has its benefits as well. Pull from specific date ranges, target adjustable rate mortgages and capture lender of record name. You won’t be able to get credit score here, but carefully selecting criteria from this list can help steer clear of bad credit borrowers.
Which List should you use for your FHA Mailer?
My answer is both. Testing data using the same mail piece is the smart way to manage your FHA Mailer campaign. Again, your marketing professional should be able to do this for you.
Tracking your FHA Mailer Results
This is more than how often the phone rings. Call-tracking should be implemented with every FHA Mailer campaign. This software will record all incoming calls and capture any hang-ups so you never miss a call. It’s a great way to track results. By assigning a unique phone number on your FHA Mailer, you’ll be able to see which data set works best for you.
What’s your experience with FHA Mailers?
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