Bliss Sawyer's Marketing Blog

Nice People

Sometimes, you just get lucky.  I have quite limited technical skills (for those of you that do have technical skill - you have no idea how frustrating this can be!)  A few months ago David Bush with MyMortgageCommunity.com told me I needed a blog.   Luckily for me, he took the time to help me set up this great resource for loan officers.  Then yesterday, Don Dalrymple and Jeff Payne contacted me and offered even more help with my blog.  Wow!  The world is just full of nice people!  These individuals have a great vision for the mortgage industry.  And now I am lucky enough to know them.  Thanks guys! 

The Purple Cow that had a Big Moo

I just finished reading The Big Moo.  This book is kind of, but not really, a sequel to Seth Godin's Purple Cow.  Stop trying to be perfect and start being remarkable.  This statement is what all salespeople everywhere should say to themselves each morning.  First of all, if you are trying to be perfect you will spend your days working to make systems better, reorganizing what you just reorganized and generally spinning your wheels.  I'm pretty sure this hasn't gotten anyone anywhere.  Now, if somewhere great is where you want to be....take the time to become remarkable.

What makes something remarkable?  Remarkable is in the eye of the customer.  If your customer decides something is worth remarking on, then, by definition it is remarkable.  And I will add....being remarkable is what will get your phone to ring with prequals, applications filling your pipeline and commission checks filling your bank account.  Take a look at your marketing--is there anything remarkable about it?  Can you do something to make it remarkable?  Go ahead.  Do it!

Surprise Realtors with this service!

I just found this great idea on MyMortgageCommunity (there are hundreds of fantastic ideas - check it out with a free 30 day trial!)

As simple as it sounds, one of my favorite techniques is to call the past real estate agent from somebody that I am doing a refinance on to send them a copy of the new appraisal "for their records." I always hear the same thing, "Nobody has even done this before." I always respond back, "Wow, if this simple thing impresses you, you should see the way I keep my Realtors informed when they are involved in a purchase transaction with me." Well, from that point on it's like taking candy from a baby......

The only way to establish yourself as a trusted resource and receive continual referrals from Realtors is to consistently offer them over the top service.  This fantastic idea can accomplish this goal in a unique way....easily reinforcing you as the lender that gets things done!

Second Opinion Lender

How many times have you heard from a Realtor, "I'm trying to give you referrals, but all my buyers already have a lender"?  This is very common, so becoming a second opinion lender allows you to still come in contact with their buyers. 

Explain to agents that your primary goal is to help their clients get the best deal possible.  Offer to review their buyer's current good faith estimates so they can compare numbers with their current lender.  Borrowers are often surprised at the difference in fees and interest rates, especially if yours are much lower.  Tell them you would love to do their mortgage, but they can also use your information to negotiate with their current lender.  This is a soft-sell technique and is extremely useful in establishing your reputation as a trusted advisor.

In using this approach, I have had borrowers close with the original lender, but come back to me for future refinances and referrals of friends and family all because I was willing to be a second opinion and establish a positive relationship.

What does your client experience?

I had the wonderful opportunity to speak along-side David Kuiper last week at a Mortgage Originators Success Seminar.  Dave shared how his success has been multiplied by taking the time to make sure clients have a positive first impression.  Giving your clients a memorable experience is so vitally important to your success, I thought I would pass along a few of Dave’s ideas…

Beverage Menu – Assorted variety of coffees, teas, sodas, juices and water to offer guests while they are in the office.  Attractive menus posted in acrylic holders in lobby and on each of our desks.  You would be surprised at what a great impression this makes!

Client Concierge Form – Data collection form to go deeper than the 1003 with clients…getting to know them as people, rather than as a transaction.  Information on their short and long term financial goals is also collected, along with asking them to rate other financial professionals in their life.  This creates introductions to other financial professionals and outbound referrals to our existing referral partners.

Annual Mortgage Review – Conducted on the anniversary date of the mortgage closing to ensure that the loan they have in place still is the best loan to help them meet current and future financial goals. Any changes since the last time we’ve talked are explored and they are again asked to rate the other financial professionals with whom they have relationships.  This is done in conjunction with a Mortgage Coach Rate Watch report to keep them current on market conditions.

10 Things an Originator Must Do To Become Successful

Have things slowed down?  Are you ready to step up your marketing efforts?  I love marketing - and have hundreds of great ideas, but what many originators forget is that marketing tools are just that, tools.  The tool needs power behind it in order to work.  Here are 10 tried and sure ways to succeed in this business of mortgage origination.  Dave Hershman, cofounder of My Mortgage Community, wrote this fantastic article showing you exactly what it takes to be successful.  Take a look, mark off what you are doing and take note of where you need to improve....Happy Marketing!

Fall Mailing

  Here is a great idea for your next mailing…Contact your local pumpkin farmer or distributor to see if they would like some free advertising.  Explain that you will be sending out a postcard to your database offering a coupon for one free pumpkin from their pumpkin patch.  Ask if they would give you a wholesale price on the coupons that are redeemed, as most people will purchase other pumpkins at the same time (thus increasing traffic to their patch.)  At the end of the pumpkin season, you pay for the coupons that have been redeemed.

Staying in touch with your center of influence (Realtors, past clients, friends, family etc.) is imperative to developing a business based on referrals.  The more they see your name and contact information the more they will remember to recommend you as their personal lender.  The postcard should be bright and eye-catching, something they want to put on the fridge.   Include your name, contact information and picture in a prominent spot.