Bliss Sawyer's Marketing Blog

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.

Connections - Part II. Refinance Clients

Welcome to part II of my series:  CONNECT YOUR WAY TO MORE APPLICATIONS.  In part I we discussed prospects moving into your area and the power of connecting with them.  Today, we will delve into refinance opportunities.

Part II - Refinance Clients.  Even if the client did their last loan with you, do not assume they aren't shopping around or being bombarded with offers from other lenders.  You hopefully have the upper hand, but getting the loan into your pipeline is not guaranteed.  Here are a few tips to make sure you end up being the chosen one:

1.  How's your database mailings been?  If you haven't been great at staying in touch,  you may want to do a quick push to your entire database.  Three pieces in six weeks.  I've done it before and it works.  See this report on database marketing for more ideas.

2.  Make phone calls.  Everyone in your database should get a call at least once a hear.  Include the following in your script: 
A. Opening (reconnect)
B. Ask about current mortgage 
C. See if they have questions on rates   
D. "By the way, do you know of anyone looking for a mortgage?"   
E. Close with "Please let me know if there is anything I can do to help you.

3.  Networking to find new prospects.  Everyone around you either owns a home or knows someone that does.  Becoming more visible and involved will increase your sphere of influence and the potential pool of refinance clients.  If you have more time than applications, then now is the time to network!

4.  Be upbeat and positive. Stay informed so you can discuss interest rates, the market, loan programs.  There is always a way to be positive, don't fall into the "ain't it awful" club.  Ask people if they have questions.  Be a resource.

5.  Ask for referrals.  Your appraiser, title contacts, insurance agent.  Mention how low rates are or something else to start a conversation... and ALWAYS end with this phrase (or some version of it)  "By the way, do you know of anyone that is looking for a mortgage?"

6.  Once you have someone interested in a refinance, look for ways to connect with that person.  Validate their reasons for doing the refinance.  Many times, consumers want to feel secure that they are making the right choice.  If they are refinancing to remodel or other need, offer recommendations from your database.  Let them know if you have gone through similar things and empathize with the process.

Set yourself apart from the competition by being not only friendly, knowledgeable and competent; but by being focused on helping them in any way with their transaction.

Connections - Part I. Relocating clients

Welcome to my 3-part series:   CONNECT YOUR WAY TO MORE APPLICATIONS

I've often seen this scenario:  Two loan officers work in the same geographical area, have comparable rates, programs and fees, are similar in experience and knowledge and yet they have vastly different production and income. 

What makes one highly successful and the other closing just enough to get by?  Both spend time and money marketing themselves, staying current on programs and attending seminars.  I don't want to over-simplify this, but I truly feel the connection you make with potential borrowers are often the key factor when they have to make a decision between two or more originators. 

Over the next week, I will give you some tips on connecting.  Learn to do this and you will find more loans filling your pipeline.

Part I - Relocating clients.  We live in a highly mobile society with a fairly strong job market which, luckily, will continue to fuel our industry.  But the fact is that most relocating clients talk to multiple lenders; their previous lender that says they can lend in any state, other recommendations from their Realtor or the loan officer they found surfing the Internet.  What can you do to compete?

• Make the initial experience over-the-top positive.  If it is in person, offer first class treatment when they come in.  Refreshments, something for kids to do if they are along, a clean, well organized reception and personal office area.  If it is over the phone, be as positive and upbeat as possible.  Take immediate action to get the information you discuss to them in more than one way.  Fax, email, snail mail.  It's not over doing it.. it's being efficient.
• Be prepared.  Try to find out as much as you can before the initial appointment and then have possible numbers ready to show them.  Yes - things may go in a different direction, buy you will come across as confident and prepared.
• Be flexible.  If they are in town for a short time, be considerate of that and offer to meet on their schedule.  Show empathy for their situation.  Finding a house in a new area can be stressful, especially if they only have a day or two.

Most importantly...

• Look for opportunities to connect on a deeper level.  Through initial phone conversations, find out interests, concerns or other important information.  Then, look for ways solve a problem, address a need or help them feel more comfortable with the relocation.  For example, if you discover they are avid golfers, email or mail them information on local golf courses.  If they have children involved in a sport or other activity, forward them details on local leagues or specific contacts for that activity. 

Showing concern, empathy and dedication is paramount to making a connection.  It may take some creative thinking, a bit more time and effort; but the results will speak for themselves.

Have fun with unique marketing

I love unique marketing... things that make the recipient take notice and remember who you are.  The possibilities are endless.  Here are just a few ideas:

• Give a tool box one week and a different tool every week for 6 weeks after that with a catchy phrase on how you can help their business.
• Drop off a plant with a note that says "I can help your business grow"
• Send play-doh and state "We're flexible to meet your needs"
• Send an airhorn that says "You won't have to use this to get our attention"

Want your staff to buy into your marketing efforts?  Bring in about 10 fun or funky items.  The bigger the variety, the better.  Then ask them to come up with as many catchy phrases as they can to go with the item.  Give them a challenge to think of other things to use in this type of marketing.  Many minds are better than one.

Remember to label everything you distribute.  I prefer the small address labels with your name, company and phone number.  You will also be giving your business card, but this often gets thrown away. 

Have fun and build relationships... making money just seems to happens after that.

Information Marketing

Information marketing is the new wave of marketing. Grow your reputation as an expert and a resource and you will see business fall into place faster than with any other marketing.  More and more, consumers are first deciding on a lender because there is trust.  Second to that is rates and fees.  Who doesn't want rates and fees to be second in line?

Take the time to read through this article and decide how you can implement information marketing into your business.  If you haven't done this type of marketing in the past, it may take more time up front to get things developed and into place; but trust me - your future production depends on it.

To see my full article on this subject in the April issue of Mortgage Originator Magazine, click here.

Want to learn my secrets to Realtor Marketing?

Great news!  You can be a part of my first-time ever live coaching class.  "Six Weeks to Realtor Success - How to increase your Realtor referrals in 42 Days" sponsored by My Mortgage Community.

Starting Thursday, April 24 (and continuing every Thursday for 6 weeks) this class will give you the tools to jump start your Realtor relationships and rake in the referrals.   

Don't miss this motivating, idea-packed class!  Seating is limited so we can be personal with you.  Regular price is $199, but my subscribers can register for only $99.  Click here to purchase at the reduced price.

Here's what you'll learn each week:

Week 1 - Who are you and why should Realtors care?

• Developing your Brand, Image & Reputation
• Choosing the right Realtors to prospect
• Tracking your efforts and Realtor Performance

Week 2 – Marketing To Realtors!

• Moving initial Realtor contacts to WOW opportunities
• Maximizing Your Phone Contact for Maximum Effectiveness
• How to Manage Realtor Contact Through Emails & Technology

Week 3 – Maximum Marketing Opportunities

• How to host lunches and events that turn into new business
• Conducting Strategic Planning Meetings to grow relationships
• Hosting Open Houses with Realtors (what to say and do)

Week 4 - Being visible and valuable

• How to deliver unexpected value
• The art of GIVING referrals without offending other Realtor partners
• Pre-qual ideas to help you grow your visibility in the marketplace

Week 5 – Getting things done

• How to organize your marketing
• Developing your systems and time management strategies
• Goal setting to help you increase production

Week 6 – You can do it!

• Pulling it all together
• Ongoing marketing ideas
• Moving forward

Click here to register today!