Mortgage Broker Marketing - Sell Problems, Not Solutions
Are your marketing messages to Realtors® guilty of these promises?
- To render great customer service?
Guess what?Realtors® have heard this before. So much so, that they've become immune to listening. Your message is competing with other similar messages and getting lost in the noise. If you can't cut through the noise and stand out from competitors than you're invisible.
To Stand Out, Learn Their Language
You don't like hearing static during your favorite song played on the radio, why put real estate agents through that same pain. When you're engaged in conversation with agents talking about closing loans on time, returning calls promptly, keeping clients informed about their loan application that's like static beating on their eardrums.
Instead of speaking "Swahili", you need to speak their language. If you listened to a professional conversation between two realtors, what would you hear? They'll talk about listings, sales, commissions, referrals, open houses, marketing, policies that affect them, etc. In other words, they'll talk about real estate, not about mortgages. Why? Because that's their business.
To Stand Out, Understand Their Problems
Today, mortgages are a commodity, there's a mortgage guy on every corner. If an agent needs a loan officer, they can step outside their office door and have several choices within a city block.
But agents don't want a loan officer - they want someone who can help solve their problems. Reflect back for a moment on the conversation between two agents and you'll also hear them bicker about problems they can't solve.
"Builders are capping my commissions?"
If you want to stand out, understand their problems and facilitate solutions that solve them.
To Stand Out, Describe Problems - Not Solutions
With a solution in hand, you're ready to market a powerful message that'll get heard - the problem. Agents are more likely to listen if your message describes a problem, instead of the solution.
Think about this - your message communicates competency. Competency shows you understand the problem. Your message communicates - caring - because many agents don't believe loan officers care about them. Finally, your message communicates - potential - which stirs an agent's curiosity to learn more about your solution.
Their curiosity is what will spark their level of interest forward. You realize with more opportunities for one-to-one interactions, the more familiarity and trust can develop. Two key ingredients to successfully attracting the relationships you want.
To Stand Out, Get Noticed Through Associated Channels
Part of your marketing plan should include points of contact that your prospects can discover you. Of all the methods of communicating your messages, direct solicitation is always the toughest. To avoid this, make a list of points of contact you can use for future promotional activities.
Here are some questions to consider:
- Where do they network?
Your promotional activities should be pointed toward these areas. Otherwise, you're left with direct solicitation that isn't the most effective way.
Jeff Nelson helps mortgage companies and individual loan officers increase loan originations by developing customized relationship-building strategies that secure quality relationships with real estate agents. Click here to get a free copy of the Marketing Planning Guide, a 20-page workbook designed to help you outline a strategy to becoming an Agent Magnet. Visit us at http://www.loan-officer-marketing.com
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news
Good Vibes/ Bad Vibes
Have you ever walked into a store or business and felt uncomfortable there for no apparent reason? Have you ever walked into a store all happy and left quite frustrated? Have you ever wished your house could feel happier? The process called energetic clearing can make a significant improvement to any location.There are many kinds of energy all around us.
Incestuous Relationship Between Football and Marketing
Thousands eyes were fixed. Hearts were beating hard against the chests.
Top 3 Reasons Why Your Headlines Fail
Many professional copywriters estimate that the headline contributes to 80% or more of the success of any ad, article, or sales letter. One direct marketing expert goes so far as to credit the headline with 100% of the success or failure of any ad or sales letter, because if the headline fails to pull the reader into the main body of the ad or sales copy, then there is no chance of success! And they are both right! If your headline fails to perform its' function of getting the reader to read further into your copy, then the headline is fully responsible for the failure of the ad or sales letter.
To Be Successful Sell to Wants not Needs
My mother used to tell me, tongue in cheek, that I never wanted anything in my life- everything I asked for was something I needed!! Think about it. We say, "I need a new car.
Heres A Robust, Turnkey, Interactive. Best of Breed, Mission-Critical Solution to Kill Buzzwords
Fellow Publicity Insiders, what does this phrase mean? "We envision a center of excellence where our accelerated changeagents can maximize their core competencies." Huh? - or - "The company is a global leader in pressure-sensitivetechnology and innovative self-adhesive solutions for consumerproducts and label materials.
Common Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them
The key to great exhibiting is marketing. But marketing is a very inexact science that leaves room for a multitude of errors to occur.
How Nearly Going Broke Taught Me The Value Of Niche Marketing
If you want to learn how effective Niche Marketing can be, I suggest you "don't" take the route I did.Back in 1983 I started a company offering general Electronics Subcontract Assembly services to just about anyone who made Electronic products.
Effective Use of Promotional Products and Ad Specialties
1. Determine the goals of your promotional products program.
Turbo-Charge Your Viral Marketing- Five Easy Ways
The world of marketing has changed. With increasingly better educated and more skeptical consumers, marketing methods must be increasingly accountable.
Mail Can Make You Money
Are you still waiting for business to turn around before you start direct mail marketing? Waiting around won't get you any business. The time to start is now.
4 Dynamic Marketing Tactics
Some of the simplest marketing tactics often produce the most profitable results. Here are 4 examples that have proven highly effective for any business.
The Great Direct Marketing Conundrum
Many a home business owner has spent sleepless nights thinking of ways to turn his venture into a higher profit-making unit and build it to be his primary source of income. This is never easy for a home business because most start-ups face initial lack of money and cash flows.
Low-Cost Marketing With Postcards
Here's a simple way you can generate lots of sales leads ..
How to Get a 100% Return on Your Marketing Investment Guaranteed!
One of the most effective ways to market your products/services is to create strategic alliances. Strategic alliances are partnerships with companies who sell to a client base similar to yours but they sell different products/services.
AIDA From A Different View - I Call It the 5 Ws
My childhood was my foundation for how I write and how I think. I caught on at an early age that writing is an art and it has a very distinct way of reaching out to people depending on how you apply it.
Niche And Grow Rich
Unless you've been living under an Internet rock, you've probably heard the buzz about Niche Marketing. Right now it's the hottest marketing topic online.
Marketing With Business Cards
Many businesses today overlook the importance of business cards as a very powerful marketing weapon. Their business cards contain just a name, company, address and phone number.
8 Secrets to Marketing Success
The profits of a business are totally dependent on marketing. Otherwise few, if any, sales will be generated.
Marketing Mimics Life
Clichés. We've all heard them.
How to Up-Sell Change
As Freud cautioned, it's insanity to keep doing the same thing and expect different results. You know things have to change.
|home | site map|