Bliss Sawyer's Marketing Blog

Manage your database!

I often get asked for a recommendation of a software program for database management.  I've struggled with this as I feel what has been available is expensive and often not very user friendly.  Dawana Manning, a coaching client from Atlanta recently began using AllClients, an Internet based program.  Her glowing testimonial of it made me decide to look further to see if it would benefit other loan officers.

Here's what I found out:

• AllClients was founded in 2003 by a Loan Officer who also happened to be a software developer.
• Web-based so you can use it at home or in the office.
• You control and own the data.  Easy to move with you to a new company.
• EASY to track referrals, send out mail-merged letters and print labels
• Simple tickler system to remind you to call back clients down the road.
• Real people for real support

Jeff Shamus, founder of AllClients says it best, "With AllClients you won't find everything under the sun, just the stuff you really need."  The best part.... It's only $16.95/month.  Try the 14 day free trial and let me know what you think!

You can also download a FREE report on Database Marketing on my homepage:  www.blisssawyer.com

Improve your writing skills - Get referrals

Part of being the best you can be is to improve in every area of business.  I notice all too often that loan officers are not proficient in their writing skills.  This includes letters, marketing materials and e-mails.

I was very blessed to have a great letter-writing mentor when I first began originating loans in 1994.  Sharon was the assistant to our company president, but was always willing to proof my work before I ungraciously made a fool of myself.  Even after all these years, I feel indebted to her.  My business would not have been the same.

I have written thousands of letters and marketing pieces over the years that resulted in applications and referrals.  Your ability to write to the reader in a compelling way will build your reputation as an expert. 

As a part of my consulting and coaching, I often proof materials for loan officers.  The biggest mistakes I see are:

• Too many words.  We have the attention of a gnat (especially with e-mail) Get right to the point and just give the basics.  You want them to call for the details.
• Too much about the loan officer and not enough about what's in it for the reader.
• No call to action.  What do you want them to do?  Make it specific.
• Nothing stands out.  Send a letter WITH something.  A magnet, coupon or brochure.  Have a great graphic with your marketing piece as this will grab attention.

There are many other things that go into successful writing.  I recommend you go to your local bookstore or Amazon.com and look for something that covers business letter and emails.  Then get busy writing and building your business!

Another thought on E-mail Etiquette

RE:  Be Specific

I have another thought to add to my recent post on E-mail Etiquette.  As you respond to e-mails you will be more effective if you change your subject line to reflect what you are writing.  Many times, responses are on another topic.  Be specific.  If the original e-mail was a question to your processor about the Smith file, she gave you an answer back and now you are questioning the Johnson file - rename the subject line to Johnson. 

This simple technique will help not only the receiver, but also you.  How many times have we all gone back to the deleted folder to reference an e-mail.  If the subject line is specific, this task is easier.  I correspond by e-mail and have found this greatly helps me in following up and keeping e-mails organized.

Do the receiver a favor and make your subject lines specific.

Your mortgage business is like a puppy

My son brought home a seven-week old puppy... I must have been on drugs, because it was love at first sight.  "Sasha" is so young, I have been keeping her with me during the day.  Which, of course, made me wonder how puppies are like your mortgage business.

1.  Puppies have a lot of energy.  When you first got into the mortgage business, you probably had a lot of energy, but maybe things don't seem as exciting now.  Get your passion back.  Reflect on why you chose this path and the positive things that come from being an originator.

2.  Puppies have to go out often.  Accidents happen if they don't.  You should be getting out of the office and in front of referral sources and potential clients DAILY.  Maybe even twice daily.  The accident of no production won't be as easy to clean up as a puppy accident.

3.  Puppies need lots of attention.  If you want a dog that likes people, then you have to spend time nurturing.  Your business needs lots of attention.  The more attention you give your business (especially marketing tasks) the more people will be attracted to you and drawn to your expertise.

4.  Puppies make us laugh.  Are you enjoying your job?  Do you laugh often?  Look for humor. Go to lunch with a Realtor and ask them to tell you their funniest buyer/seller story.  Laugh at yourself.... I'm sure there are some funny moments.  If you can't think of any, just ask your underwriter.

Life is to be enjoyed, and since your job is a huge portion of your life.  ENJOY IT!  If you don't, the piddle on the floor just isn't worth it.

Invest in...

I like to read Jeffery Gitomer's stuff.  It's to-the-point, funny and hey - his advice actually works!  We seem to be at the part of our never ending industry circle that has people being cautious.  Cautious about spending money on marketing and taking risks, cautious about doing more training or coaching... cautious about everything!

Guess what?  Cautious doesn't fill the pipeline, increase revenues or make people happy.  This excerpt is written for managers and owners, but it applies to each of you.  Take your business by the horns and invest in yourself.

"And if you're a CEO or sales leader, here's what to do:

Invest in your people. Double your soft-skills training budget. Teach them attitude, goals, presentation skills, creativity, and selling skills. Now is the time for coaching, encouragement, and leadership by example.

Invest in your PRESENT customers. Market with customer testimonials and endorsements, not self-serving brags. Don't just say it. Prove it.

Improve service. I'll never understand why empty restaurants have lousy service. Now is the time to get the business community, or the community in which you live, to begin talking about you in a good way. Word-of-mouth advertising will bring more customers than traditional advertising.

CAUTION: It's not ONE thing. To get back in the game, it's a bit of all these elements. There is no pill you can swallow that will make the market better, you better, or the customer buy faster - much less make the customer buy from you, rather than the competition.

The good news is that you control your destiny. That's why you got into sales in the first place."

Read Gitomer's entire article HERE.

If you would like more information on my coaching, marketing products or presentations, go to www.blisssawyer.com. 

Link to Mortgage Originator Article

Click here to access my recent article in Mortgage Originator,  "Take Control of Your Day."  If you don't currently subscribe to this great industry magazine, e-mail me at bliss@blisssawyer.com for a free six-month subscription.  Every month there are great ideas and articles on every aspect of origination.  February is all about Finding Your Niche.

BS of E-mail Etiquitte

OK, so not THAT kind of BS  - this is Bliss Sawyer's thoughts on E-mail Etiquette. 

1.  K.I.S.S.  Keep it super simple.  Most of us have the attention of a gnat when it comes to reading e-mail.  Don't over-burden the reader with information.  Make it quick, to the point and a call to action if necessary.

2.  Links.  I sent an e-mail this morning asking for information about a product.  The response referenced their website - but no links.  Yes, I know how to get there, but make it easy for clients to go where you want them to go.

3.  Signature.  You are a professional.  Get a professional signature on your e-mail or consider an electronic letterhead.  It brands you.  Use a professional picture, people will feel more of a connection with your message.

4.  Ask for referrals.  After your signature use the phrase "The Highest Compliment I can Receive is a Referral From a Friend" or something else that fits your personality.

5.  Don't assume it went where it was supposed to go.  I have a love/hate relationship with my e-mail.  Love it when it works and drives my business, hate it when something goes wrong and it doesn't land where it's supposed to.  It's ok to follow up on an e-mail if you haven't received a response.  Just make sure you give them an appropriate amount of time first.

6.  Be careful with mass e-mailing.  Use a program that tracks the opens and links of your e-mails.  Make sure you are being effective.   Offer an opt out so you comply with spam regulations.  You may be staying front and center in the mind... the question is whether this is with good thoughts or negative ones.  Get permission to send emails!

E-mail is a great tool for our businesses.  Use it wisely.

What are you watching?

I'm not big on TV.  But there is one show I catch as often as possible, CNBC's The Big Idea hosted by Donny Deutsch.  Doug Smith mentioned it in his latest article of The Competitive Edge.  This is a fabulous show about entrepreneurs and is directed to anyone that wants success badly enough to work for it.  Great stuff every episode!

One of the first articles I published was titled "You ARE Self-Employed" where I outlined to loan officers that their business had the potential to explode if they only treated it as their own private company.  It doesn't matter who signs your paycheck.  The attitude of entrepreneurship is universal and is key to moving beyond the ordinary and expected.

How do super star originators do it?  It all starts with realizing that you have a product (I'm talking about you, not the actual mortgage) and that your ability to build a business around it is key to high levels of production and income.   Where do you want your business to be in a year or five years?  Probably not where it is right now.  So it's going to take something new.

You probably have a "Big Idea" inside you right now, but maybe you have been hesitant to try it out.  Risk is uncomfortable. Watch The Big Idea for a few nights and see if you can get inspired to try something new in your origination business.   Motivation is a powerful thing.