Bliss Sawyer's Marketing Blog

Marketing Special!

If you need some help with marketing then this is just for you! 

Through July 31, when you order my Breaking the 40 Million Dollar Barrier marketing binder, you will also receive my Realtor Marketing Program and a certificate good for one hour of personal coaching. 

That's a $317 value for only $129!

Click Here for more details and to order.

Sample Gas Coupon

Here is a sample coupon for the idea I posted below on offering a gas incentive for each closed loan.  You can order the coupons from Easy Street Designs (use coupon code 322023 for a 15% discount) or make them up yourself.  Here are my recommendations to make this campaign successful:

• Put your picture on the card
• Do a mailing to your entire database.  In your letter explain that the coupon can be passed along if they do not have a need for a mortgage at this time.
• Follow up with phone calls.
• Hand out the coupons at Realtor functions or other networking events.
• Put a printable coupon on your website
• Send an email to your database as well as the snailmail letter.  Make sure you mention that it can be forwarded.

I was driving through Moab, UT the other day (wishing I could stop and bike, of course!) when I saw a sign outside a mortgage company.  It was about 3 feet by 5 feet, vinyl and attached to a porch railing in front of the entrance.  It simply said "Get free gas with your next loan!" 

By the way, I have discussed this marketing idea with a HUD representative and was assured that it is not against Respa guidelines.  If you plan to go forward with this idea, consider every opportunity to get the word out and generate interest.

Bubble Gum Fun

Marketing is about creating recognition, establishing a strong reputation and getting the recipient to take action.  Creative marketing is doing something that no one else is doing and having fun with it.  So here's a new idea for you:

With your Realtor Marketing, use bubble gum and the tag line "Let me help you blow up your business".  This product is inexpensive and can be handed out at events, put on desks as you pop in and given as prizes when you give presentations at sales meetings or to new Realtors.

• Come up with a report for Realtors, something like "5 ways I can help you blow up your business."  Many loan officers have a list of things they can do for Realtors, but don't market it in an effective way that gets noticed through all the other noise. 
• Get your logo printed on the gum package for greater impact. 
• Give out blue or pink bubble gum cigars to the office when one of your Realtor or spouse has a baby.  Remember to put a small address label with your name and number. 
• If you are in charge of refreshments, bring BubbleYum ice cream to the next meeting this summer.
• Put a small bubble gum machine in your Realtors office with your logo on it.
• Be a pack of bubble gum at the Realtor Halloween party (yes - I saw gum costumes on the Internet)

Even if bubble gum isn't your thing, hopefully this idea can help you come up with your own marketing splash.  Being creative can be a struggle, but definitely a struggle well worth the effort.  Consistently brand yourself and see your referrals soar.

I always like to give kudos to those that share ideas with me, unfortunately I don't remember where I heard this one - but I do remember that I thought it fun and unique.  So if this was your great idea, comment below.  We'd love to hear your take on it!

Just Do It!

I've been out of town for a week and I'm headed back out tomorrow.  Only a day and a half to get caught up and organized.  But since my last trip resulted in a gain of five very unwanted pounds (yes - it was a cruise and no - I don't have any self control) I decided I needed to get out on my bike this morning.

Of course, it was raining.  But I don't like to go to the gym. I only like to pay them money every month.  Biking is what I like to do.  I figured a little rain won't hurt so I just turned up the ipod and tried to burn a few calories.

Why am I telling you this?  Well, it's because we have opportunities every day to market and put ourselves out there, but usually we find plenty of excuses to NOT do it.  Too much to do in the office.  I don't feel well.  The Realtor won't be there.  It's raining.

What if you did it anyway?  I feel about 100% better than I did before my ride.  I'm motivated to get as much done as I can today and life feels good.  I may even go to the gym later.  Now that's a miracle.  You may feel like doing MORE marketing after you get over the hump of doing something you just didn't feel like.  It's actually a very motivating thing.... pushing yourself and feeling that sense of accomplishment.

So get out there.  Push yourself to do something you've been keeping on the back burner.  You'll feel great!

Are you making the calls?

I have been recommending for some time now that loan officers consistently contact their database by phone.  This task is often worked at for a while, then the enthusiasm wears off and it is pushed further and further down the to-do list.  Sound familiar??

If you have gotten yourself out of the habit of making database calls or if you haven't started making them, then this is your reminder to get to work.  You probably have more time than applications right now sowhy not use some of that time for this no-cost marketing?

Here are some tips to make your calls more effective:

1.  Use a script... not that you plan to follow it word for word, but because it gives you structure and reminds you of the important points each call should cover.

2.  Each call should have the following parts:  introduction, reconnect, offer information, see if there are concerns or questions, ask for referrals.

3.  Coordinate your calls to make sure they received your recent mailing or to tell them about a customer appreciation event.  It's always good to have an extra reason to call!

4.  Keep it short and to the point.

5.  Remember to be upbeat (especially when talking about rates and the market) and friendly.

6.  Leave a message if you get voice mail.

7.  Follow up on any questions or concerns that were expressed.

You can usually make about 10 calls in 30 minutes.  If you did 30 minutes each day that would equal 50 contacts a week and 200 a month.  Depending on the size of your database, I recommend you contact each person at least twice a year.

The Sky is Falling...

Remember the story of Chicken Little?  Oddly enough, this is the only book I have saved from my childhood.  And from the ragged look of it, you can tell I loved this story.  I've been thinking of this "Sky is falling" theory lately... there are plenty of reasons to despair in our industry, but there are also many reasons to hang in there and ride out the storm. 

I recently read a great article in Jeffrey Gitomer's Sales Caffeine by Robin Sieger.  Here is the part I found most interesting. 

"I can’t remember the magazine, but it was about nine years ago that I read a fascinating article in which four billionaires were interviewed. The one thing they had in common was they were all over 80 years of age. The interviewer basically asked them about the 20th century from a business point of view. The four interviewees said they had lived through a number of recessions, and one estimated in the 20th century there had been eight periods of recession. They all saw them as occupational hazards.

One of them gave an analogy based on a love of sailing. He said when the wind blows in, you get the sails up and travel fast and far. When the storm approaches, you take in the sails, make the ship safe and hang on. He added when you sense the worst of the storm has passed, you get your sails back up as fast as you can and get going. The biggest indicator of hope is that after the storm comes a period of calm and opportunity that you must never lose sight of.

For many of you, there is stormy weather ahead -- how severe and how long it will last I don’t know. I only know that I will keep my eye keenly on the horizon and the moment I sense the storm is breaking start, I’ll put up all the sails I can. In business, recessions come and go just as opportunities come and go, but you must never lose sight of the opportunities that the storms often wash up on the shore."  Click here tro read the article in full.

I think this aptly describes what our industry is experiencing.  But the storm will subside and the sun will come out (tomorrow).  Are you keeping the course?  I still say that mortgage origination is the best job in the world.  Doesn't mean it isn't difficult or without obstacles.  It just means it is worth it.

Updated Gas Giveaway

 

In the past, I have recommended a client appreciation event where you give away gas and have a meet and greet event at a local gas station.  Click here to see this article and a sample postcard to market the event. 

With all the hullabaloo about gas prices, I've seen gas incentives become the new marketing tool to drive business.  So of course, my brain started to see the potential for our industry.  Why not develop a new marketing campaign that offers buyers a $500 gas card with their closed loan?  This is a great way to create excitement and get you noticed.

I've used coupons for years, not so much because they bring in dozens of loans, but because they are a great second business card and a nice addition to mailings.  People are feeling trepidation about their finances and the economy, so you are offering some relief to this problem.

Marketing is all about doing something that draws attention and creates a sense of urgency.  Realtors will be thrilled that you are helping their clients with more than just their new mortgage.

Let's go on a cruise together!

Want to be a part of THE mortgage event of 2009?  The Mortgage Leader Cruise is going to be February 22 - March 1, 2009 on the world's largest cruise ship The Freedom of the Seas and Yours Truly will be one of the featured speakers.

Everything about this event is first class.  Not only will you have a fabulous vacation, you will also get the motivation, education and tools you need to excel in this profession.  And hey - what a great way for us to get together and have some fun!

Remember that marketing budget I'm always talking about... this is absolutely what it's for.  Your investment will reap great rewards with this lineup of speakers and classes.

See you then!

Ain't it Awful Club

The difficulties in our industry and job can create quite a bit to complain about.  At times, the negativity seems to be all around and in every discussions.  When you participate in these conversations with co-workers, Realtors or even potential clients, you become a willing member of the “Ain’t it awful club.”  This is toxic and you should run from it as fast as you can.

These conversations may actually be a habit and something difficult to break away from, but your success depends on it!  People are attracted to positive, passionate individuals… especially for business relationships.  Try to take an objective view of yourself and analyze how much time you spend talking in a negative way.

When someone asks, “How’s the mortgage business?” Respond with a passionate: “UNBELIEVABLE!”  Isn’t that the truth?  This statement will give you and the recipient reason to smile.  Look for the positive to talk about and if there is a conversation going on that is not uplifting, remove yourself and go listen to Tony Robbins.

If you work to stay positive, especially in this negative environment, you will increase your ability to produce more loans and enjoy your career as a mortgage originator.

Need more Realtor business?

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I recently did a live 6-week tele-class on Realtor Marketing and you can now purchase the entire class with all the marketing pieces for only $99.  This class will give you the tools to move your business to a place where you are getting consistent referrals from Realtors.  And that's a nice place to be!

Take a look here for more details and participant testimonials.

Option 1:  $99 for the entire course (with MyMortgageCommunity membership - use coupon code Sawyer50 for a $1 membership) Non-member price is $149.

Option 2:  $249 for the Realtor Class AND my Next Best Thing Coaching program AND my Realtor Marketing Product. That's a $586 value!

Feel free to email me at bliss@blisssawyer.com or call 806-577-3937 if you would like further details.