Bliss Sawyer's Marketing Blog

Reusable bag promotional marketing

On one of my recent giveaways, I asked for new marketing ideas.  Max Austin suggested getting reusable shopping bags with your logo on them... which I think this is a great idea!  You could fill it with fun stuff for a closing gift or thank you gift for Realtors.  Just another way to reinforce who you are and what you do!

If you want specific information on these promotional items, contact Ed Duffy, with Easy Street Designs at easystreetorders@yahoo.com or by phone at 719-390-5080.

Prospecting for Partners - Step 2

Guest Post by David Bush

View step 1 here.

Step 2: Approaching prospective partners

Once you have a referral or introduction you need to have a solid approach to win over these top players and get the first appointment.  I always approach advisors from the position of power and not need.  I don’t want them to think I’m just looking to serve their clients as their “mortgage guy”.  I always position myself as a top mortgage advisor by saying “Hi (advisor’s name), my name is (your name) and I was introduced to you by (referral source’s name).  He (or she) said you were the best (job title) in the country (with a touch of sarcasm added).  Is this true?” 

This always breaks the ice and softens up the advisor prospect for me to set up a meeting to learn more about the business.  After a bit of laughter from my previous question I will then say “(advisor’s name), the reason for my call is because I was talking to (referral source’s name) the other day about how I’d like to add a well qualified (enter their job title) to my strategic team of advisors so I could refer my prospects, clients and referral partners to another qualified advisor in our area.  (Referral source’s name) said you and I should get together and talk.  Do you have some time this week or next where I could come in and learn a little more about your business to see if your products and services might make a good fit for my clientele?”

This strategy typically gives me a 95% closing ratio on getting a first appointment especially if you get a decent introduction from a trusted referral source or client of the advisor. 

(Download David's Strategic Advisor Approach Script here)

David is a top Originator Coach and founder of MyMortgageCommunity.com, a peak performance coaching system and online community for mortgage professionals. You can email him at dbush@MyMortgageCommunity.com or call 800-818-8286.

Check back next week for Step 3

 

Congratulations!!

Congratulations to the seven winners of my recent giveaway.  Each winner will receive 50 personalized bankruptcy brochures from Easy Street Designs.

Kevin Liske
Maureen Davidson
Gene Fitzpatrick
Diane Palmeri
Myrna Juarez
Darly Helm
Sheila Rogers

Prospecting for Partners

Building Your Strategic Team of Advisors
to Generate More Qualified Referrals

Each Monday over the next 7 weeks (While I am winding my way up to Alaska and then back again) I will highlight one of David Bush's 7-Step Action Plan to help you develop your very own strategic team of advisors. 

Like building a championship team, profitable referral partnerships take time to develop unless you have the innate ability to attract the very best players on your team.  Most originators simply must learn the necessary team building skills and implement these 7-steps to build a dominant and profitable team of advisors.

Happy Marketing!

Step 1:  Prospecting for Partners

The first step is finding qualified advisor prospects (Realtors, Attorneys, CPA’s, Insurance Agents, Financial Advisors, etc.) to join your team.  I’ve found the best way to find these individuals is to ask the most successful people you know for a referral or introduction.  If you were building a championship sports team you wouldn’t look for rookies would you?  You want to start with well qualified, proven players and the best way to get to these types of affluent advisors or “players” is to obtain a personal referral or introduction from one of their clients, friends, family members, co-worker or other advisor. 

How do you obtain this referral or introduction?  You ask the following question…“(name), do you know of an experienced and highly qualified (enter category) here in town? 

If they say “Why do you ask?” you can simply tell them “From time to time I have clients or referral partners who need these types of services and as an added value to my clients I’d like to be able to refer them to a qualified professional in this area.  Do you have someone in mind?”

 (Download my Strategic Advisor Prospecting List here and my Loan Application Addendum Form here)

David is a top Originator Coach and founder of MyMortgageCommunity.com, a peak performance coaching system and online community for mortgage professionals. You can email him at dbush@MyMortgageCommunity.com or call 800-818-8286.

Check back next week for Step 2!

Lubbock, TX in My Rear View Mirror

I'm hitting the road today for a much-anticipated road trip to Alaska.  I'm calling it the mother-of-all roadtrips. 

I will be working some while I'm on the road and watching whales, but if you have questions or problems with your Next Best Thing Coaching or Competitive Edge Newslettersubscription, Jaidi Clayton will be your best resource  (jaidi@blisssawyer.com)

I also have plans to keep this blog fresh with lots of great ideas, tips and tools.  And you won't want to miss my July giveaway - it's fabulous!  I'm also hoping to connect with a few originators along the way and will pass along any new ideas I happen to stumble across.

Happy driving!

New Giveaway!

With the increase in bankruptcies, you have an opportunity to reinforce your reputation as a reliable source of information.  Granted, these clients may not be able to obtain financing for several years, but they have a circle of friends and family that they may be able to refer to you.   Then in a few years, you will be the one they remember when they are ready to finance their next home.  That's long-term job security for you.

Easy Street Designs has put together a brochure titled "Life After Bankruptcy" for mortgage originators to offer to those in this situation and it can also be used as a marketing tool with Bankruptcy Attorneys. 

Ed Duffy over at Easy Street Designs knows I love to do giveaways so he is offering 50 free "Life After Bankruptcy" brochures (a $35 value + free shipping!)  I'll be picking SEVEN winners on June 23.  

Enter once by commenting at the bottom of this post.

Enter a second time by filling out this form:
(your personal information is never shared or sold!)

Get ready now for July 4th

Holiday's can give you an opening to market yourself in a fun way to referral partners, but often we get so caught up in the daily grind that the day comes and goes and nothing gets done.

That's why I'm posting this on June 15! 

You have plenty of time to put something together and schedule time away from the office to deliver them.  See my previous post for a simple idea.  Add a couple of flags from the dollar store and you have a fantastic item to take with you as you drop in to visit. 

Take the time now to prepare for some face to face time with your Realtors and other referral partners.  Calendar in an afternoon the week before the 4th of July to drop in.  Even if they are away on vacation, the gift will be appreciated when they return.

Renewable Thank You gift

Here's a great idea for a thank you that also gives you a reason to drop in on a regular basis to your referral partners.  

Get an open glass container from Michaels, Hobby Lobby or WalMart and fill with candy.  Tie a ribbon and attach your card.  Drop it off and let your referral partner know that you'll keep it filled for them when you drop by.

Remember that referral partner's are NOT just Real Estate Agents.  I've had financial planners, CPA's, and attorneys that regular sent me business.  Take a look at where your business has come from over the past few months, you may even have some past clients that have sent their friends and family to you.  Why not give them something for their desk?

Inexpensive, yet effective at keeping your name fresh in their minds.

   

Car Dealership Marketing

Looking for a new avenue of business?  Then this idea may just appeal to you.  David Cloe with Golf Savings Bank in Spokane, Washington shared this fantastic business to business marketing strategy with me.  He created his own "Stimulus Package" targeting car dealerships.  This is also a great model for other business to business marketing.  Being creative and thinking outside the box is what will drive your business in these difficult times. 

The details of this program are outlined in the most recent issue of Competitive Edge Newsletter.  If you aren't already a subscriber, you can purchase it today for only $36 a year.  This twice monthly newsletter brings you great ideas and tools from myself and Doug Smith.

A shot in the arm twice a month!  Click here to order.

Daily Action Worksheet

Sandra Scott of HomeTrust Mortgage shared one of her planning tools with me and I loved it! I made a few modifications of my own and present to you the Daily Action Worksheet.

Often, what keeps people from reaching their potential is commitment to the small things. It is the incremental, steady tasks that will strengthen relationships, build your reputation and get the phone ringing with referrals. This worksheet includes the following:

1. Active/Pending Calls (Client/Prospect) – Phone calls are a great tool to gather information, offer assistance and follow up. Make sure you are positive, confident and looking to help.

2. Realtor Calls - The good news is that there aren’t as many to call this year. Find a core group of Realtors and make sure you stay in touch by phone as much as possible.

3. Pop In’s – I feel a pop-by to Realtor’s and other referral partners is good every three weeks or so and should be accompanied by SOMETHING.  Be creative and you will be remembered.

4. Personal Notes or Letters – Thank you notes for referrals or closed loans. Letters to prospects or other individuals.

5. Other Letters or Emails – Database marketing.   It's essential!

 The next two items are a direct result of the first five - Referrals Received Today and Applications. Doing the first five actions daily will gain you more referrals and applications. It really is as simple as that.

Each section then has a place for you to note the Next Step. There is almost always an action you can calendar in at this point. A follow up phone call, email, letter or drop in.

The most import part of this form is the ASK? column to the far right.  I have found the most successful originators to be those that consistently ask for referrals.

Using this form to keep track of your efforts will result in greater performance on your part. There is not an athlete out there that doesn’t keep track of their performance on some level. You are a professional and should consider your business in the same light…. Always looking to improve and gain greater returns.

Image Makeover - Do you need one?

I thought I would share the following article with you... it was to be published in the June issue of Mortgage Originator Magazine that no longer exists :(

Image Makeover - Do you need one?

p.s.  I will be having articles in other industry publications.  I'll keep you posted on where you can find them!

Have a great weekend!

Bliss

A sad day in our industry...

I just heard from David Robinson, founding editor of Mortgage Originator Magazine, who sadly reported that the magazine has ceased publishing, effective immediately.   I have been a contributing editor to M.O.M for nearly six years and thoroughly enjoyed my association with all involved in this great publication.

Even before my time as a coach and trainer, I was an avid M.O.M reader.  I can truly say that in the early years of my origination career, much of my motivation and drive to try new things came from this high-quality magazine.  Of all the similar resources in our industry over the past 20 years, this was my favorite.  I dog-eared and saved most every issue.

So, now we say good-bye.  A sad one at that.  But thank you David, for your time, your expertise and the high quality product you delivered for so many years.

Loan officers... feel free to comment below with your thoughts on this.

Auto Decal Winners

Congratulations to the following winners!  And thanks to VinylDecalStore.com for the great prizes.

Sergio Bazan
Conrad Venti 
Kent Sisco

Let us know how you do with your new car decal!

The power of a "thank you"

It's been interesting to see the many opportunities I have had to refer business to loan officers and Realtors around the country.  Often, when someone is moving they ask me for a recommendation and since I have a great database of wonderful originators - it's an easy thing to hook people up.

Over the past couple of years, I've noticed a HUGE difference in the way people handle these referrals.  I'm (fairly) sure that the recipients of these referrals are grateful for the chance to expand their business, but interestingly enough, I only receive thank you's about half the time.  Perhaps it is because the chance of someone from Texas referring a SECOND loan to someone in Indiana or Washington is slim, or perhaps it is because saying thank you isn't a habit.

I will say here that I have NO expectation of a gift in return for a referral.  My goal is to help others succeed and if I can put a few loans into someone's pipeline, that's a great success!  A simple written or even verbal/electronic thank you is greatly appreciated. 

There is no better way to grown and maintain a referral based business than by doing an excellent job and then saying thank you.  This should be considered a mandatory part of your business.

If you struggle to get thank you's out... then set an appointment each week (30 minutes should be plenty) to send out a card, e-card or email.  If it is someone that consistently send you referrals, take it one step further and drop off a jar of candy with your card attached.  People have a need to feel appreciated and it is your job to make sure this gets done in your business.

If you want more ideas... here's a link to an article I wrote for The Competitive Edge Newsletter on creative ways to say Thank You.

New Giveaway

After I did this post on advertising with car decals, I met up with a Rob Nichols, owner of www.vinyldecalstore.com and since it's been a while since I've had a giveaway, we decided to pass along some of his great products to you!

 

It is becoming more and more common to advertise your business and web address on your vehicle. To help get your name out there, Rob is sponsoring a free decal giveaway from www.vinyldecalstore.com.

Enter to win one of three FREE car decals (good for up to $20) AND free shipping. 

You have two chances to win!

Enter once by filling out the online form below.

Enter a second time by commenting below with a creative marketing idea.  (I am going to have limited computer access for some of the summer and want to be able to keep the blog fresh for all of you.  What better way than sharing ideas!  So if you share an idea - I may be contacting you to get more info and permission to add to my blog.)

Drawing will be held Monday, June 1 at 5:00 p.s. CST

Getting More Done in Less Time - Webinar

I've had many requests for a class on this subject.  It's great to be busy and have loans in your pipeline, but if you aren't feeling in control of your day then you are most likely missing out on even more production (and future referrals!).

This one hour seminar, Getting More Done in Less Time, will give you tips, tools and secrets to getting more done in less time.

• Get more done through my simple planning techniques
• Great ideas on how to keep in control of your daily business... so you can still have a life outside the office.
• Keeping up with your marketing - even when things are busy.
• Simple techniques to make sure your production stays up, even when things slow down.
• Ideas for successfully hiring an assistant.
• Learn how to love your job, even when it feels overwhelming!

Don't miss out!  June 2, 1:00 CST

Click here for more information!

Keeping track of those Realtor Contacts

I've had a few emails since my last post asking what I recommend to help loan officers keep track of their Realtor Marketing.  I created this form years ago and find it to be one of the simplest and most effective ways to track Realtor contacts.

Click here for a copy.

Use this on a weekly basis to help you stay focused and on task... which, of course will result in referrals!

Pay attention to your referral sources.... gurantee future income!

It's easy right now to get caught up in the urgent of getting loans closed and keeping your staff happy.  But guess what?  Realtors are feeling abandoned.  This is an long-standing problem in our industry.  I remember the same situation way back in the 1993 refinance boom.  (Yes - I am THAT old)

It's a tough thing... many have gone with very little in their pipeline (and paycheck) for some time now and this is a fantastic opportunity to generate much needed cash flow.  And yet you MUST look at the bigger picture.  Refinances will not always be this prevalent.   Rates WILL go up.  Purchase loans WILL sustain your business.

Do you want to be a top producer now AND in 12 months.  And in five years?  How about ten?  Do you want to build a business fueled by referrals?  Then there are a few steps you need to take NOW.

1. Spend time communicating with your core group of Realtors EACH day.  Doesn't always have to be in person, but should be a mix of e-mails, phone calls, mailings and in-person touches.
2. Calendar this in.  Make an appointment.  Set an alarm on your phone, calendar or outlook.  No matter what, JUST DO IT!
3. Work longer if that's what it takes.  Remember that this refi boom is temporary.   "Make hay while the sun shines."
4. Don't let your referral partners see the stress or difficulty of your job.  Be upbeat and positive.  Be grateful for the current low rate environment.  People want to work with someone that makes them feel good.  If you are negative or just want to talk about the stress of your job, people will not be attracted to you.
5. Wisely set expectations with current borrowers.  Let them know things are backed up.  Explain that everyone is busy, but you will do everything in your power to make their loan transaction as smooth as possible.  Email updates every couple of days to reduce phone calls and anxiety.  This is a great task for an assistant.
6. Exceed expectations with your Realtors and their clients.  Look for opportunities to do something extra.  Something your competition isn't doing.

Work harder and smarter now to reap the benefits of a strong, referral-driven business.  Sounds like a great business plan to me.

Eliminating Junk Mail (email idea)

I have always made a big push to inform your clients on how they can protect their name and reduce unwanted credit offers, and I know many of you have sent this out with great success.  I read this article today on The Simple Dollar and thought it might be a good link for you to pass along to your borrowers as a follow up to that free report.

Your email could go something like this:

Eliminating junk mail is often a chore, so when I saw a great blog post on this topic, I wanted to pass it along.  In the past, I have sent you information on how you can protect your name... this post gives that same resource along with other tips and suggestions. 

Feel free to pass this along to anyone else you know that might need these resources and let me know if you have any questions.  If you did not receive my Free Report on How to Protect Your Name, contact me by email or phone and I will get you a copy.

As always, I appreciate your past business and look forward to helping you or your friends and family in the future with any of their mortgage finance needs.

Sincerely,

It's great marketing to continually look for things of value for clients and potential clients.  This is just one example of a simple email that will give you a stronger relationship with your sphere of influence.

Finally.... A Webinar for Managers!

Featured Speaker:   Dave Hershman Mortgage Industry Trainer

Join us for a Webinar on May 19th!

Business is back. Mortgage companies are hiring. However, we have not solved the basic and age-old issues we face when expanding or running our operations.

How do we hire the right people? How do we support them? 98% of the managers and owners in this industry are producing and managing. This leaves precious little time to do things right. And when we do things wrong, the result is fires and more fires.

In fact, today we need even more support for our originators and operations personnel with guidelines changing every day. If there is precious little support for originators, there is even less support for managers. Don't miss this session which is designed to give you the direction you need to move from a manager fighting fires day-to-day to a leader in the industry!

Title: Management Skills For Leaders
Date: Tuesday, May 19, 2009
Time: 2:00 PM - 3:30 PM EDT

Space is limited. Reserve your Webinar Seat Now.

Click Here to find out more!