For one, it is the only way to get taget the customers who need and want your services. There are so many forms of data available, you can literally target hundreds of different types of people.

For this example, let’s take loan modification mailers. If someone needs a loan modification, they are either late on their mortgage payments or stuck in a sub prime loan and can’t refinance because they are upside down. Well, you just search for the data in whatever states you want to target like this:

1. Homeowners who are 30 – 60- 90 days late on their mortgage payments

2. Homeowners who are stuck in a subprime loan

3. Homeowner who bought their home within the last 6 years

4. Homeowners who have an LTV of atleast 95% or higher

5. Homeowners who’s loan balance is atleast $200,000.

The last one is pretty important. If someone has a tiny loan balance a loan modification won’t change their payment much. But, the higher the balance, the more they can save by lowering their interest rate. This is something that a good direct mail service company will know.

These “filters” will allow a loan modification company to only spend money advertising their services to companies that need them. What other advertising can do that? With television, radio and print ads, you are sending out a message to tons of people, but only the people who need your service care about what you are saying.

You should save the money and spend it on targeted direct mail advertising for the best possible results! It will reach the prospects you want to reach – the ones that convert into sales.

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