Do you personalize your mortgage sell sheets?

• Position: MARKETERS' FORUM

Below are excerpts from a recent online question-and-answer session conducted by marketers who participate in the ABA Marketing Network's Online Community.

QUESTION:

In looking at updating and supplying mortgage sell sheets, I'm wondering how many of you personalize your sell sheets each for a specific mortgage banker (name and photo), and how many just use standardized sell sheets for the general brand?

Janel Thoune

Peoples State Bank | Wausau, Wis.

RESPONSE:

We Start with Generic Sheets, But They Usually End Up Being Personalized

We normally start with a generic sell sheet, but they always end up being personalized for lenders in our 21 locations. Our designers usually set the sell sheet up as a template that they can merge the photos and contact information into within their design programs. All of our design is done in-house, which gives us the flexibility to be able to do that. The product information on the sheet isn't normally customized by lender (although it is sometimes), usually it's just the lender photo and contact information that is different.

To make updates easy, we have the sell sheets set up in InDesign as merge files, so lender photos and contact information all merges in for multiple lenders with the click of the mouse. It takes a few minutes to set it all up on the front end, but the same database can then be used for multiple sell sheets and it does make changes to copy down the road much easier.

Mary Gordon, CFMP

Merchants Bank | Wiona, Minn.

RESPONSE:

For Easy Personalization, the Templates for Our Sell Sheets Are Housed at a Printing Company

We have sell sheets that are housed at a printing company in a portal. The...