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.

Need some new ideas on where to market?

I recently received an email asking me to repost the list I provided some time ago titled "Sample sales and marketing activities by target."  This was originally provided by David Bush of My Mortgage Community and is a great resource if you are considering stepping up your business.

Utilize in the following way:

First:  Check off everything you are currently doing.  Look closely at those items and make sure you are doing them to the best of your ability.  If not, schedule time to work on improving.

Second:  Star items you aren't doing but appeal to you and are a possibility to add to your business.  It doesn't matter how many there are.  In fact, it's probably good to have quite a few stars.

Third:  Narrow down the starred list to 3-4 items.  These are the things you will begin working on immediately. 

Fourth:  Keep this list for future reference.  When you are ready to add in something new, glance at the list and pick another starred item.

Happy Marketing!

Giving more than mortgage information

Why not offer your sphere of influence and referral partners more than just mortgage information?  I recently found a great resource available in most areas called freecycle.org.  This is an online place to give away and find things for free.  With the struggles many are facing financially and the desire to consume less, this "give and take" philosophy has become increasingly popular. 

We all have things to get rid of or things we need, but don't necessarily want to spend money on.  Sellers are often cleaning out and then there are buyers that need things for their new home.  Your Realtors may find this useful to pass along to their database as well. 

Send an email out to your database giving them a link to freecyle.org and strengthen your image as a resource.  Many originators are finding that their mass e-mails are not getting opened.  This is most likely because of the sheer number of non-essential e-mails most people receive each day.  If you keep your emails short, informative and interesting they will continue to get read.  And you will continue to build your reputation and referrals.

This is just one example of information you can pass along that doesn't cost you anything, many will find interesting and as an added bonus, you are helping others in the process.  Sounds like a marketing opportunity to me.

Band-aid Marketing Idea

One of my coaching clients has a builder that she would like to start working with.  This builder has multiple subdivisions and already is connected with several other lenders.  The good news is that he isn't exclusive with just one mortgage company.  The challenge is to come up with something that will be unique to put in the model homes. 

Of course, there is the standard giving of closing costs etc., but everyone offers this.  We decided to develop a campaign that will grab potential clients attention.  An 11x17 poster on a small easel stating "We can't take away having a mortgage payment, but we CAN make it as painless as possible."  To go along with this, she will have promotional bandaids for prospects to pick up at the model homes.  Check out:  http://www.extra-mile.com/health/bandages.htm  for promotional bandaids or put a printed sticker on your own box of bandaids purchased at any retailer.

This marketing idea can also be used with Realtors, First Time Home Buyer seminars and in connection with any other marketing you may be doing.  The great thing about marketing is that you can be creative with just about anything!

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.

Just because you know what to do doesn't mean you are doing it!

I actually heard this the other day in relationship to exercise.  Yes, I'm one of those people who has a gym membership and rarely uses it.  It doesn't help that my husband is an exercise physiologist and DOES use the gym membership.  I can say I prefer to be outside.. but haven't even been on my bike recently. 

Excuses, excuses.  The bottom line is that I feel better, will probably live longer (if I don't get run over) and be happier if I were to exercise regularly.  But does that make me do it?  Obviously not.

This is exactly what I am seeing in the marketing and sales disciplines of most loan officers.  They know what to do.  They've done it in bits and pieces in the past.  They know it will build their business and make them money, but it just isn't getting done.

Some time ago, I found a treasure on MyMortgageCommunity.  Dave Bush has put together a wonderful resource with his community - take a look!  Anyway, this is a simple list of sales and marketing activity by target.  You can see everything in one place and make smart choices on what you want to incorporate into your business.  Here is a download for your own reference:  SALES & MARKETING ACTIVITY BY TARGET

Your action step for today:  Print this, put a star next to each activity you are currently doing WELL and a check mark next to those activities you are not doing to the best of your ability or not at all - but want to be doing.  Then... and this is the important step, TAKE ACTION!

Look at the check marks and calendar in something EVERY DAY that will get those items changed from a check mark to a star.  Depending on where you are currently at in your marketing, I recommend that you be working on at least five target areas at all times.  And within each target area, you should be doing 3-5 things at all times.

You know what to do... now go do it!