Bliss Sawyer's Marketing Blog

Band-aid Marketing Idea

One of my coaching clients has a builder that she would like to start working with.  This builder has multiple subdivisions and already is connected with several other lenders.  The good news is that he isn't exclusive with just one mortgage company.  The challenge is to come up with something that will be unique to put in the model homes. 

Of course, there is the standard giving of closing costs etc., but everyone offers this.  We decided to develop a campaign that will grab potential clients attention.  An 11x17 poster on a small easel stating "We can't take away having a mortgage payment, but we CAN make it as painless as possible."  To go along with this, she will have promotional bandaids for prospects to pick up at the model homes.  Check out:  http://www.extra-mile.com/health/bandages.htm  for promotional bandaids or put a printed sticker on your own box of bandaids purchased at any retailer.

This marketing idea can also be used with Realtors, First Time Home Buyer seminars and in connection with any other marketing you may be doing.  The great thing about marketing is that you can be creative with just about anything!

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Fannie to refi up to 120%

According to an article in Mortgage News Daily, Fannie Mae is rolling out a new program to help borrowers that are "underwater in their current mortgage".  The borrower needs to be current on the mortgage to be refinanced and it has to be a Fannie Mae owned or insured mortgage.  They will be able to finance up to 120% of their current  value.

This could potentially be huge, but beware as the details could kill it.  What about MI and what are the qualifying parameters?  Do your research well and then be ready to do some marketing.

If this truly comes about as a way to help consumers then you have a tremendous opportunity.  Stay abreast of this developing issue and then be the first to broadcast.  Offer a press release to your local newspaper, look to get on a local radio program to discuss the issue and then do other marketing to announce the new program.  If you are first in line to bring the program to the publics attention, you will gain credibility and hopefully, more loans to your pipeline.

Laugh & Get Rich

I had the great opportunity to be on the same stage as Darren LaCroix last week.  A great speaker, Darren is also the author of Laugh & Get Rich, a fabulous book on How to Profit from Humor in any Business.  I read it in two days.  Would have finished it in one, but had to get my kids cheerios for dinner.  Again.

I've always said it isn't the numbers that motivate borrowers to make application with a certain originator, it's the emotion behind the numbers and the connection they feel.  LaCroix summed it up nicely when he said:  "We don't live in a rational world and we don't deal with rational people.  It's emotions that move decisions."

If work is fun... you perform better at your job.  If you make it fun for your referral partners, clients and prospects to work with you, the business will just naturally follow.  This book will give you some great ideas to build stronger relationships, differentiate yourself from the competition (who doesn't want to do that!) and SELL MORE.  Hmmm.... seems to me like everyone needs this book.

We spend a tremendous amount of time working.  Hours and hours and hours.  More than we spend with our loved ones and more than we spend biking.  Or golfing.  Or any of the other things we like to do.  So I wonder why more people don't have fun at work.  Maybe they just don't want to be rich.

Mortgage Rate Trends & Mortgage Success Library

I love it when I find new resources... sometimes I wish there were a few extra hours in the day for utilizing them, but hopefully you can find a few minutes to peruse these great sites:

Mortgage-X (Mortgage Information Service) has a wealth of information for originators.  Current trends, historical data, forecasts and a huge library of articles and reports.

Mortgage Success Library is the FREE section of My Mortgage Community and offers help for Originators as well as managers.  Articles and video on a variety of subjects along with quite a bit of expert advice. 

A portion of your day and week should be spent on education, but it's not just keeping up with all the product/appraisal changes.   Your education time is also for marketing and sales training.  Listening to conference calls, reading articles and magazines.  You'll find new ideas and be motivated to move forward on your marketing. This is what will grow your business.

Does your professional presence sell you?

In this competitive world, even the smallest things can help (or hinder) your success.  With this in mind, I went in search of a book that would offer insight into this important area.  5 Steps to Professional Presence does a great job at breaking down the pieces of a professional image and reputation.

We all know the basics, but this book goes deeper to give you what you need to build your business and relationships to a more profitable level.  If you would like to work on your professional presence (and I'm pretty sure most people should) this is a great resource.

Webinar replay on Database Marketing

A few weeks ago, I was invited by My Mortgage Community to do a webinar on database marketing.  I was thrilled to do it as I think this issue is key to every successful originator's business.  If you feel you could use a bit of help in this area, then this call is for you!

Popular as this subject is, the call ended up being standing room only... so I want to pass the information along to those that might have missed the call or were not able to get through.

Click here to access the call and presentation that accompanied it.  In one short hour, I go over the five secrets to database marketing:

1. Building your database
2. Organizing it
3. What to mail
4. Utilizing the phone
5. Other great ideas

Enjoy the call and let me know if you have any questions!

Bliss Sawyer

We all scream for Ice Cream!

Here's an idea for a fun summer mailing to your database.  The first of June, send a free ice cream coupon to your entire database. 

Approach a locally owned store and ask if they would work with you on this mailing.  Offer to print the coupons at your expense, but then explain that you would like to only pay for the ones that are redeemed.  This is a win-win as people will likely purchase more and you are only paying for those that actually use the coupons.

Title your letter with something like:  "Summer is here... enjoy some fun on me!"  After a line or two about summer, go on to give a few points about rates or other interesting facts on mortgages.  Don't forget to ask for referrals!

You could also do this for a local coffee shop, sandwich place etc.  This is a fun value-mailing that will keep your database opening mail as it comes from you and reading the content.  This is also great business to business marketing!  Make sure the owner is then included in your database for future contact.

National Read to a Loan Officer Day

I'm not sure if I have the power to do this or not... but I just designated April 21 as "Read to a Loan Officer Day."

Having put 4 kids through our countries educational system (well... we're about 1/2 way done.)  I have often been given information and encouragement on the benefits of reading to young children.  20 minutes a day.

Here is one quote from readingfoundation.org:  For every year you read with your child, average lifetime earnings increase by $50,000. You make a $250,000 gift to your child from birth to age five. The gift you give is essential for success in school and in life.

It's all good and well for this kids - but what about you?  What about your income?  If you spend 20 minutes a day reading to improve yourself, you will quickly become better than the majority of our industry.   Do I think you can increase your income by $50,000 just by reading 20 minutes a day?  Absolutely!  If you read books that motivate you, give you new marketing and sales skills and teach you how to grow your business, YOU WILL ATTRACT MORE BUSINESS.

Here are my top four picks:

The Sucess Principles by Jack Canfield

Little Black Book of Connections by Jeffrey Gitomer

Love the Killer App by Tim Sanders

Focal Point by Brian Tracy

Pick one, order it today and be on your way to greater success and income.  And if you have kids - you get a gold star for being a great example.

Connections - Part III. Investors

Welcome to Part III - Connecting with investors.  Scroll down to the previous two posts for information on connecting with refinance clients and relocating clients.

Part III - Connecting with Investors.  With the down turn in market values, it is a great time to cater to purchasers of investment properties.  Even though it seems as if there is only gloom and doom out there, there are actually many people looking for solid investment opportunities.  Purchase a rental property is always a solid addition to any investment plan.  Here are some tips to attracting this niche:

1. Become an expert.  Know investment loans inside and out.  If you aren't familiar with them, find a mentor and tag along as they work up one of these loans.
2. Offer a class to investors.  Do a Q&A on a local radio station.  See if the newspaper needs a quote on this subject.  Basically get your name out there to associate it with mortgaging rental properties.
3. If you have past clients that have purchased investment properties through you, ask for a testimonial.  Use it in your marketing, on your website and other materials.  Other people can sell you a lot faster than you can.
4. Establish strong relationships with Realtors that sell rental properties.  Create a special package of deals for their clients.  Make it an elite thing.  Ask the Realtor for a testimonial as well.
5. Look for FSBO's that are likely to cater to investors.  Approach the seller and explain that you are an expert in financing this type of property and establish a referral relationship with them.
6. Have a special section on your website for investors.  Answer questions, link to properties with your agents and offer information.

The great thing about investment property loans is that many times, one borrower purchases more than one property.  Spend your time working on this niche and you will gain a whole new target of business to feed into your pipeline each month.