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Ask The Expert Brought to you by Dave HershmanHershman
arrow Ask The Expert

How Much Direct Mail?
December 24, 2007
Q: I seem to be struggling with some of our loan officers about how much direct mail we need to send to get a good response.  In my humble opinion a 1% call rate on direct mail is good.  Can you offer any advice on these two thoughts? 

Thank you,
Christopher Wilhelm  Business Development Coordinator
 
A: Christopher--you are asking the wrong guy. When they come to my class for advanced training they come in asking question such as---where do I purchase leads?  When they leave, they want to stop sending out direct mail and start building up a referral system the right way. In my opinion--though this  may be a business model for your company--the only way to a good long-term career in the industry is a referral-based business. Direct mail is expensive, the responses tend to be “rate shoppers” or “miracle-wishers” and there are no long-term relationships to be had. Basically, the loan officers burn out because they are on a treadmill. That is why most “inside shops” can be lucrative for loan officers but also tend to have very high turnover rates.  

At the least you should do what I do when I get inside sales people at my class. Show them how to convert these leads into relationships so that you are not dependent upon this forever. Use your system to let them evolve. Without evolution there is burnout.

If you are a manager reading this, the concept I am talking about also has a lot to do with successful recruiting. What do I mean? Next week, I will reveal the correlation… Dave

Ask The Expert is an exclusive feature of Origination Update. If you have a question on finance, sales, marketing or leadership you would like to ask—email me at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
 
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