Real Estate Agents

Archive for January, 2012

Two Life Changing Mortgage Marketing Rules

January 9th, 2012

Rule number one: You must go where the prospects are! No one is going to come to a lemonade stand in the middle of the desert. If you are not in front of the correct audience, you may as well be singing in and empty theatre. Your mortgage marketing and lead generation efforts need to be focused.

Look at trophy fishermen. They know exactly the right spots to fish and exactly what bait to use to nail the biggest fish. After identifying exactly who your target audience is, it’s easy to get that message in front of them. For instance, if you are marketing to first time home buyers, have you put some thought into where most first time home buyers are going for information? Most likely, they will be using the Internet more than anything else. So now, how about you identify which websites they will be going to, and figure out how to put yourself in their search path? This is how real mortgage lead generation is done!

What can you do to get their attention, and to get them to stop and take action? Ask yourself what you would like to see if you were a potential home buyer or you needed a mortgage. What do they see, and what would stand out? See, once you hit the right places to “fish”, your closing ratio will go way up, as will the ease of your mortgage marketing efforts.

Rule number two: You absolutely must have a strong call to action! You may have noticed that I put an exclamation point at the end of the last sentence. That’s because it causes you to realize how important this is. I see some really weak, lame calls to action and it saddens me. It’s like begging or hoping for a date, rather than being forthright about it. Go for it! It also shows that you are very sure about what it is that you are selling to your audience.

I’ve seen a ton of great ideas melt to nothing because they were lacking a strong call to action. Mortgage lead generation relies heavily on getting customers to take right action. If you don’t tell your prospect what they should do next, then why should they do it? Don’t forget…at the end of the day, you are in sales! It is your job to sell to these prospects. You’re not giving free lessons here, are you?

You’re customers will not be offended that you asked for business, and if they were, then they really were not potential customers to begin with. Now get out there and put some snarl into your mortgage marketing efforts. » Read more: Two Life Changing Mortgage Marketing Rules

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Posted in Marketing

Tags: Mortgage mortgage lead generation

Don’t Waste Time With Your Mortgage Marketing!

January 9th, 2012

It never fails to amaze me how much time is wasted by Loan Officers doing unimportant activities, rather than tried and true mortgage lead generation activities. Every week I talk to at least 3-4 loan officers just in the state of MO, who are still managing to close 8 – 10 deals or more per month. Now, these are not the norm, these are very good and experienced Loan Officers, but they are doing the right things day in and day out. These Loan Officers spend their day doing true mortgage marketing, not reading newsletters, answering less than priority calls from friends, and basically just going through the motions pretending to get things done.

It is totally possible to still be closing at least 4-5 loans per month in this market. And you don’t need to spend a lot on your mortgage marketing functions. So exactly how are these successful Loan Officers doing it?

Here’s what I think: Take a look at how much time was wasted in the middle of the boom time. People wasted relatively the same amount of time, because they are creatures of habit and their behavior is very predictable. But the difference was that you could actually get away with it during that time. Not so much today. Today’s marketing is all about micro managing your time effectively.

In a down market, you absolutely need to spend at least 40 – 50% of your day in front of people giving information, presentations, sales pitches, whatever! I can’t even stress this enough. So who do you need to be in front of? What people? Prospects, realtors, fsbo’s, other Loan Officers, your local clubs, your Internet leads,etc… You need to make a list of literally every type of prospect you can get in front of, and exactly how you can hit each one, day in and day out. Do not be lazy, you will pay dearly for it!

It’s amazing what you can accomplish when you structure your day properly. Identify exactly who needs to be contacted and when. Run experiments to figure out which form of marketing is working best for you, and exploit it. The Internet will very likely be your best form of advertising and mortgage lead generation. Use Google Analytics, for example, to track the best websites, and where buyers and sellers are coming from. start a blog and integrate it with your website. » Read more: Don’t Waste Time With Your Mortgage Marketing!