Bliss Sawyer's Marketing Blog

The Fred Factor

After I wrote my last post Make it Special I decided to re-read one of my favorite books  The Fred Factor by Mark Sanborn.  This is a  short and sweet book about "How passion in your work and life can turn the ordinary into the extraordinary."

Here are four of the principles and my thoughts...

Principle 1:  Everyone makes a difference.  I've noticed that high producing loan officers have raving fans in their staff, clients and referral partners.  I think this is simply because they continually make a difference by kind acts, extra efforts and high standards.

Principle 2:  Success is built on relationships.  High producing loan officers care.  They strive to deepen relationships with their words and actions.  An amazing thing then happens... loans just seem to fall into place.  Worry first about the relationships, production second.

Principle 3:  You must continually create value for others, and it doesn't have to cost a penny.  Now this doesn't mean you don't spend money on marketing.  It means you can also find ways to give value and benefit without all the glitter and gold.  My mom calls it 'going the extra mile'.  It's what you are supposed to do.  Kind of like the whole golden rule thing.

Principle 4:  You can reinvent yourself regularly.  If you are NOT reinventing yourself and your business this year, it's going to be a tough road.  A small paycheck road.  A "maybe WalMart is hiring" road.  The cool thing about reinventing yourself - you will find motivation and momentum in this.  It works every time.

Favorite quote from the Fred Factor:  The truth is that we compete against our own potential every day.  And most of us fall short of what we are capable of doing or being.

Make it special

Many of you are filling your pipeline with loans.  (Thanks, Mr. Bernanke)  The pain of last year is still fresh enough that you know you must step up service and marketing in order to maintain a strong business through the good, the bad and the ugly.  Here's some ideas for over-the-top service.

• Return calls and email immediately.  Doesn't matter if they are calling about the same thing as yesterday and you don't have a different answer.  Set a goal to call within 30 minutes of a message.
• Work longer to make sure you get it all done and done right.  I've been in the industry since 1991 and trust me, this won't last.  "Make hay while you can." 
• Have a meeting with you staff, get them on board as well.  Get their input into offering extreme service.  Don't just expect them to work longer, offer an incentive.  You all win in the end.
• With every possible loan situation, ask yourself this question "What can I do for this individual to make their experience memorable."  People want to feel special.  You may need to run to their office for signatures.  Maybe a few extra phone calls or emails.  Send them a thank you note - just for making application.  Whatever it takes!
• Take those Realtors to lunch.  This is NOT the time to cut back on your face to face time with referral partners.  You should even step it up a notch right now.  No time for lunch?  Ask them to meet you for breakfast or coffee.
• Closings.  BE THERE.  Even if it is for the first five minutes to go over the settlement statement.  You did all the work, why not be there for the final curtan call.
• Take a small gift or have something sent after closing.  Clients that feel special will reciprocate with referrals.

The goal during this time is to create such a strong reputation that your clients are out singing your praises... not a bad way to build a business.  By the way, don't pick and choose what you want to do here.  Do them all!

Do you want to hear Bliss Sawyer LIVE in 2008?

We know 2008 will be better than 2007. 

But you don't have to settle for better... make it a GREAT year!  If you want new ideas and motivation then let your local and state lender associations know that you want to hear Bliss Sawyer LIVE this year.

Doug Smith and I have a fabulous promotion for associations.  Take a look at www.dougandblisspresent.com for the details.  Pass this website and your request to hear Doug and Bliss along to your local or state associations.  We would love to come to you this year!

If you are involved with the planning of training sessions for your company, I also have a fantastic deal for private presentations.  Free marketing materials and giveaways for my coaching services are included with each seminar.   Your loan officers will be motivated and ready to pump up their pipeline.  Depending on the size of your group, you may also qualify for a price discount. 

Here's what one loan officer had to say about Bliss:

It was great to hear you speak and very encouraging hearing so many original, thoughtful, and unique marketing ideas during both of your presentations!  So many times we attend “motivational seminars” that are not motivational, but redundant, re-hashed bits and pieces of other’s books or tapes.

Your presentations were full of useful ideas that are easily implemented… and so simple and logical.  I know I’m not the only one that walked away from your presentations with renewed optimism and a different perspective on marketing myself and my business.  Thank you!  Dan Loan, Harbor View Lending Group, Windham, ME.

For more information, contact me by phone at 806-577-3937 or by email at bliss@blisssawyer.com.  Click here for more details.

What to do if your phone IS ringing

Things seem to be picking up... rates are down and buyers are realizing it is a great time to make a move and purchase a home.  Refinances are getting easier to find and things look good.  I hope your pipeline reflects this trend.  If it does, pay close attention to this post.  Your FUTURE income depends on it.

I am a huge advocate of a 30 hour work week, but that should not be your goal at this time. Your daily, weekly and monthly marketing tasks need to be completed just as if you had no loans in the pipeline and were working on adrenaline.  The scary, no-paycheck kind of adrenaline.   

If your current and prospective pipeline takes you 40 hours a week to maintain, then you MUST work 50 hours to consistently market to your Realtors and database, utilize networking opportunities along with all the other marketing you planned out a few weeks ago.  (See Dec 27 and Jan 01 blog posts)

Those that concentrate solely on the daily maintenance of clients will have a great paycheck this month and possibly next, but jeopardize the relationships that can give a constant stream of future referrals.  I heard a long-time manager state his philosophy as "Come every day as if you are unemployed and must find new work."  This attitude will push you to continually look for new business - even when business is good right now.

If you haven't realized it yet, this business is one of ups and downs.  Sometimes big ones.   You can keep the downs from being devastating by simply working harder during the up times.  Don't neglect your marketing. You may even want to step in up a notch.

N.A.R.L.

I joked with a friend a few months ago that I was going to start a new association.  The National Association of Recovering Loan Officers.  (N.A.R.L.)  Each meeting would begin with a high-powered vacuum sucking all the negativity out and then an IV drip would place raging positive thoughts into your veins.  Lunch provided.

I spend most of my days doing presentations, coaching and talking/e-mailing with loan officers around the country and heard enough negative talk last fall to last me a lifetime.  I now want to say a big THANK YOU to all of you that have showed me the greatness of this industry.  It has been so refreshing to see many of you pull up the bootstraps and say "2008 is going to be great!"   

I'm not sure if it is the new year or what, but I love hearing your resolve and dedication to doing what it takes to be successful this year.   Thanks for the encouragement and best of luck to you!

Vacuum no longer needed.

Are you moving forward?

I guess that's a silly question... of course you are moving forward.  A better question is "Are you moving in the direction you want to be moving?"  Here are a couple of my bite-size suggestions:

Make your day more productive by always moving in the direction that will take you closer to your goals.  As plan your to-do list (and act on it!) make sure these tasks are part of the bigger picture of increased production and income.

Look back at your list of goals and ask yourself what the next step should be to get you there.  Even the smallest tasks can create momentum.  Get those things on your to-do list.

But what about the unplanned things of the day?  These are the problems or "fires" you must work on to keep you business running smoothly.  Most have a negative perception of problems.  Change your perspective and look at these situations as an opportunity. 

1.  Who are you talking to as you resolve the issue?  Are they in your database?  Get them in there! 

2.  Look for a chance to go the extra mile for someone.  Do something unexpected and gain a raving fan. 

3.  Ask for a referral.  Yes - you should be doing this even when in the midst of a problem.

Simple things such as these all come together to improve and strengthen your business.  A great way to start 2008!

Taking Notes

I had a friend call the other day with questions about a new mortgage.... and after the call I realized that the way I take notes and reference back to them is critical in the selling process.  And a large part of my success with prequals. 

By the end of our conversation I had taken them to an entirely different place than they started at.  Yet they were thrilled with the short and long term potential of the plan I proposed.

Here are a few suggestions from my years of note taking:

1.  Use 8 1/2 x 11 lined notepads, putting the start date on the top spine.  I just keep flipping pages over as I use them, rarely throwing anything away.  Old pads are kept for about a year.

2.  As you talk with prospects, write EVERYTHING down.  Personal information along with what they are looking for and loan details.  I qualify them on paper before I ever put into the computer.

3.  Always ask first what they are looking for. (Loan type and rate)  Many times, we vary from this after the discussion, but I want them to know that I respect what they have researched or been thinking about.

4.  Refer back to your notes at the end of the conversation.  For example, I will say "Based on the notes I have taken in the last few minutes, it looks like.... "  Since most of your initial conversations are over the phone, it is important that they know you are going to remember the details.

5.  End the conversation by going over the basic numbers in moving forward.  Payments, how you are qualifying them and debt.  Especially if it will be necessary for them to do something with income or debt before they can qualify.

6.  Follow up with a letter that restates your verbal conversation.  This also gives you the opportunity to send a card, coupon, brochure or other literature.

7.  Once a month, look back at previous notes to see if there is someone you should contact or follow up with.

8.  Write legibly.  You need to be able to read what you wrote.

Where do your clients recommend you?

I have a new bar of excellence for you...  Getting in the family Christmas letter of your clients.  I recently received one from some old friends  (so old, our babies are now going to college and getting married!) and wanted to share one bit with you.  The part about their Realtor, Suzanne Timbers.  Their lender wasn't mentioned (Christmas letters are only for the good, remember!) but they did express great gratitude for their "fantastic Realtor."  Suzanne truly made a difference to this family and they felt strongly enough about it to share with their world.  I don't think you could ask for a better testimonial.

I am always amazed at the impact we as real estate professionals can have on those making life-changing transitions.  What did Suzanne do to make such an impact?  She was caring, supportive during a stressful time and willing to go the extra mile when problems arose.   Hey, wait a minute...  That's our job description too!  It doesn't matter if you are the lender or Realtor, the client needs you in a way that only a a truly caring, ethical relationship can offer.  Technology is great, but in the end your business is fueled by the relationships you make.

If I ever buy a home in Colorado, I'm pretty sure I'll call Suzanne!

My favorite 5-letter word

GOALS.  Have you set yours for 2008?  I'm not talking about jotting down a few numbers your manager asked you for and then putting them in a drawer - never to be looked at again.

I'm talking about goals that you take time to determine and then review daily.  Goals that guide your actions.  Goals that you will actually meet or even exceed.

If this isn't your usually mode of operation.. you'll have some habit-changing to do.  But that's ok since you probably have some time to work on this over the next week or so.

First, block out an hour for a "goal setting session."  Quiet, uninterrupted time.  (Turn off the email and phone.)  Let your mind go and decide what's really important and how you can keep your goals centered on those pieces of your life.  Make monthly, quarterly, 1-year, 3-year and 5-year goals.

Second, develop a plan to consistently review and work on the goals.  Keep the goals visible and on your mind.  This is the easiest way to accomplish anything.  All your daily tasks should be moving you towards these goals.  Remember - you become what you think most about.

Lastly, don't get discouraged.  There will be many times during the year when you will need to refocus and recommit yourself to your goals.  I recommend you revise goals quarterly.  Your journey will needs adjustments every so often.  A regular review will keep you on the path you want.

Happy New Year!