Last week we described the profile of a typical candidate for a lifetime mortgage, based on consumer research conducted by Prudential so this week, we show you how best to target the prospects once you've identified them.
Now you’ve identified your potential customers, it’s vital you choose the right marketing vehicle.
If your audience is people aged 55-65 in your local area, then it’s probably wrong to have a national advertising campaign. Think about the publications they read or consider sending them a direct mailing.
Your campaign needs to look professional and be effectively aimed at your target customer. Work out your budget, your core message and most importantly a call to action. You could even include a promotional offer, like a free financial wealth check.
To make the campaign as effective as possible, you need to follow up your initial letter with a reminder and perhaps even a final telephone call. At the end of the exercise, you should evaluate the success of the campaign and learn your lessons for the next one.
These techniques should improve your chances of generating appointments and having a successful campaign. Good luck.
Next week, in the last issue of our eight-week series on lifetime mortgages, we recap on some of the key issues we’ve raised in the past two months - just in case you’ve missed an article.IFAonline
Two global vehicles
'Further plug advice gap'
Must appoint separate CEOs and boards
Advisers do come out well
Will report to Mark Till