Mortgage Marketing Over the Phone

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     For mortgage brokers and loan officers, marketing your products and services can be done in a variety of ways. From business cards to mailers, to face to face meetings.Perhaps one of the trickiest methods of marketing ourselves and our mortgage products is over the telephone.

     The telephone offers many challenges. For starters the potential customer is unable to put a face with your name, which more often than not leads them to draw inferences based on the sound of your voice. This may or may not be a good thing.

      Also, these days everybody has caller id and has the option to screen your call should they not  be in the mood to discuss mortgages. Many times you can be left hanging with nothing but somebody’s voice mail and never have an opportunity to speak with your customer.However, voice mail can actually be considered a blessing in disguise. Here is where you have an opportunity to dangle a carrot in front of your customer.

     If you just so happen upon a voice mail while cold calling, don’t just leave your name, number, and the company you work for with a hint of disappointment in your voice, be sure to leave them with a reason to call you, make them wonder what you meant behind your message.

     Say something like this; Read the rest of this entry »

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Extraordinary Results with Ordinary People

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     A customer of Cummins Engine Company, a western truck fleet, was experiencing frequent engine failures. Evidence suggested that the drivers were abusing engines, and that such abuse was occurring shortly after the vehicles left the company’s home terminal. When Cummins investigated, it discovered that the dispatchers, hidden safely behind a large glass pane, were taking their own sweet time compiling the drivers’ trip tickets. Furious about this seemingly deliberate foot-dragging, the drivers would storm out of the dispatch room and vent their frustrations on the trucks. The solution? The company removed the glass pane in the dispatch room. It totally transformed the relationship between drivers and dispatchers. “Often invisible barriers between people are the root cause of performance problems in business,” writes Schutz. “The driving force is stifled.”

     Four of the most powerful words in the world are I need your help.
     Leo Brewer, a friend of Schutz, bought a Cummins distributorship in St. Louis, Missouri. He needed to make significant improvements, though, and was out of money. Together with Schutz, he cooked up a plan. He went back to the filthy and neglected facility, gathered his crew in the shop area, and told them that he, his wife, and his children were coming in on Saturday morning to clean, and that anyone who wanted to could show up and pitch in. To make a long story short, they did. Then, the next weekend, they joined together to repaint. “The camaraderie of those two weekends resulted in more than just a clean shop,” writes Schutz. “It established the basis of a new culture, a new relationship between management and labor, and the company took off to new heights of performance.”

      Company icons are powerful. Don’t underestimate that power.
      When Schutz joined Porsche in 1981, the company was planning to discontinue the Porsche 911. Although there were practical reasons to put it on the chopping block–it was hard to drive and had an engine that could barely meet upcoming noise and emissions regulations–the decision was harming morale. A deep sense of loss and grief pervaded the entire company. Schutz describes the “moment of decision” when Porsche reversed its plan. “I noticed a chart on the wall of Professor Bott’s office,” he writes.

      “It depicted the ongoing development schedules for the three primary Porsche product lines: 944, 928, and 911. Two of them stretched far into the future, but the 911 program stopped at the end of 1981. I remember rising from my chair, walking over to the chart, taking a black marker pen and extending the 911 program bar clean off the end of the chart . . . The Porsche 911, the company icon, had been saved, and I believe the company was saved with it.” Read the rest of this entry »

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Get Clients In Downturn Economy

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     How is your business doing? Are you having trouble finding clients for your business? If your answer is yes, here are tips to help you making getting more clients for your business easier, even in this economy:

     – Define And Refine Your Target Market. People like to do business with those who they consider to be experts in their field. When your target market is aware of your expertise and your knowledge, the people in your target market are much more willing to do business with you.

     Therefore, the more defined your target market is, the easier it is for you to get clients for your business.

     – Get Your Target Market To Know You. As we just discussed, when your target market knows who you are, it is much easier to convince the people in your target market to become your clients.

     So how can you get your target market to know you? You can do that by publishing a newsletter, participating in social networking web sites where your target market participates, teaching teleseminars for your target market, speaking at radio shows that your target market listens to. You need to reach many people in your target market at once in order to have more people in your target market know you.

     – Diversify The Marketing Techniques That You Use To Promote Your Business. If before it may have been enough for you to use just one marketing technique and get enough clients for your business, now it may not be enough. You need to diversify your marketing in order to reach your potential clients in different market segments. Read the rest of this entry »

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