Bliss Sawyer's Marketing Blog

Saying thanks to your referral sources

Here's a fun idea the next time you receive a referral....send a $1.00 lottery ticket with your thank you note.   A handwritten thank you is essential to maintaining strong referral relationships.  Why not make it fun at the same time?

Everyone likes to feel appreciated and most everyone likes to win something.  Create a memorable experience by including something unique.  If your state doesn't have a lottery, make up your own "YOU WON!" ticket for a free icecream or something else.  You may even want to see if there is a local business that will allow you to pay when the ticket is redeemed.  Often times, gift certificates and coupons are not used and this method can save you quite a bit of money.

It really doesn't matter HOW you do it.  Just make sure you say "thank you" to those that take the time to recommend your services.  Being creative just makes it a bit more effectice.  (Thanks a Million Post)

Another great idea!

One of my coaching clients, Corey Newell with Pacific Residential Mortgage in Boise, ID shared something their origination team has implemented to help keep them motivated and focused on improving.   Each week they meet together for a "goal setting session."   This is a short meeting, about 20 minutes designed specifically to set a goal for the week.

For example, one week they agreed to work on verbally asking for referrals.  The goal was to do this as often as possible during the week and then report back.  Most of us in sales have a competitive nature and this is a motivating way to take additional steps in your business.  Another week, the goal was to get their CMPS applications completed and submitted.  Not a big deal, but they had all been procrastinating.  Now it got accomplished.

The very act of making yourself accountable to someone else (a group is even better!) will improve your performance.  You will also find yourself and the others involved becoming more positive and encouraging.  I firmly believe that when a group of originators work together, they all become more successful.

Implementing!!

I love to hear feedback on my ideas and products!  Scott Allen of My National Mortgage responded to a survey I sent out after his purchase of my Marketing Products.  He stated that he was having success, but would have liked more ideas on how to implement the marketing strategies.   I emailed Scott back telling him that was a good idea and would be a great future addition. 

Thankfully, Scott took this one step further and emailed me a calendar he had designed to make sure he stays on task with his new marketing ideas.

Scott graciously agreed to let me share his work.  I have left it as he designed so you can see how one loan officer is scheduling new marketing.  Use this template as you work to focus on new strategies.   Feel free to comment on what has worked for you and any modifications that were successful!

I have often said that it is not the lack of ideas that keep most of us from succeeding.  What holds many back from achieving what they want is the ability to implement new ideas, stay focused on long-term goals and commit to success....no matter what gets in the way.   Thanks, Scott for sharing this great tool.

Spend a few minutes today planning our next month of marketing.  When do you want to start succeeding? 

4 D's of Organization

Want a quick fix if you feel stuck in a marketing rut or business is sagging down where it starts to make you concerned?  Creating momentum with organization is one of the best ways to pull yourself up and out.  When you are organized, you become more creative, feel in control of your life and are able to get more done.  A simple solution to many of the struggles you may be facing today.

I talked briefly about the power of "Getting Rid of All That Stuff" earlier in the year, but I want to go deeper and teach you the four D's of organization.  Once you make this a habit, you will be more efficient and have more energy. 

To get started, spend some quiet time (early morning, evening or weekend) in the office going through everything.  Files, magazines, loose papers, emails.   The first time is going to be your toughest.  You probably have stacks of information that have been accumulating for years.  Dig in and get it done.

Do it.  If you can take immediate action and finish the task, do it.  Keeping a pile of little "to-do's" will drain your energy and keep you from being as productive as possible.

Dump it.  This is easy for me.  When we recently moved, my husband told my children to stay out of my way or they might get sent to Goodwill.  But I do realize that many people struggle with throwing things out.   You're going to have to trust me on this one - You will feel better if you reduce the amount of "stuff" in your office.  If you haven't looked at it in some time, chances are you won't need it.  You can also find virtually anything you need on the internet.  Fill up the garbage can.  Then do it again.  And again.

Defer it.  Some things need action but are waiting on other steps to happen or it must be done on a certain day.  Calendar the task and file the notes/papers in a pending file.  If you have the action on a specific day/time in your calendar, your mind will be able to stop worrying about what needs to get done until it is actually time to do it.

Delegate it.  There are many things that others can handle for you.  Let them.  Utilize those around you to help you get and stay organized.  Highly efficient people understand and consistently use others to get more done.

Once you do the initial purge of your office, maintaining is quite simple.  This same process will apply to everything that is incoming.   Mail, emails, memos....anything that passes through or lands on your desk.  The goal is to touch each thing only once...twice is maximum.  Your ability to make this a habit will do more to increase your productivity than anything else.  Do it, dump it, defer it or delegate.  Just get it done!

Go beyond their mortgage needs

As much as you don't want to believe it, you are competing against originators that know what they are doing, have excellent rates and want the business as bad as you do.  This is fact.  So if you are marketing in much the same way they are, your offer will not stand out.  Effective marketing requires you to be creative. 

Sometimes, marketing to the one is has greater results than marketing to the masses. What this means is that you look for additional opportunities as you meet potential prospects.  Individualize what you are doing so the client feels special.  Let me give you a few examples....

One originator I know was getting ready to send a mailing to his database.  His original objective was to give a special offer and coupon.  About the time he was developing this, he ran into a past client that owns a central vacuum company and was worried about the slowing down of his business.  The loan officers offered to include a testimonial of his business and add his card to the mailing.  No cost and he added value to his database along with cementing a valuable relationship with the business owner.

Another loan officer was having a conversation with a Realtor talking about success and what it takes to get where you want.  He followed up by giving her a copy of Jack Canfield's Success Principles.   The next day he received a great referral from this agent (something that hadn't happened in a while.) 

You can also send copies of newspaper articles that your clients may find interesting.  If they are golfers, send an article on a new course opening.  When one originator notices his client or their children mentioned in a newspaper article, he laminates a copy and sends it with a note and his card.

These are just a few of the ideas.  Feel free to comment with your success stories.  Listen carefully, if others express a concern or problem, you may have a way to help solve their problem or at the very least, give encouragement and empathy. 

Never Eat Alone

What better way to follow up a post on reading effectively than to recommend a book!  I  recently finished Keith Ferrazzi's Never Eat Alone (and other secrets to success, one relationship at a time.)  I have to admit, Keith Ferrazzi is a networking maniac...but there is much to learn from his techniques and success. 

Surrounded by mass technology, we need people today more than ever.  To feel a connection and have a mutually beneficial relationship is extremely rewarding.  Ferrazzi states that "real networking is about finding ways to make other people successful."  When  you have a part in helping someone succeed - your life becomes richer.

Everyone has the capacity to become a connector.  Developing a networking mind-set and skills allows you to share your passion in a way that will naturally attract others to you.  Not only professionally, but you can also enrich your personal life with stronger connections.

The best part of this book is the emphasis placed on giving before asking.  Remember when you were a kid and grandma would come to visit?  I was taught to never ask if she brought a present.  So I learned to ask if I could help unpack her bags....it was easy for a 5 year old to grasp.  I think as adults, we just need a reminder now and then.

Tips on reading effectively

Or, as my husband thought I should title this post, "How to read a book like an obsessed maniac."  I'm going to take that as a compliment.  That's a picture of most of my business/sales/marketing books.  I haven't taken over the house yet.

I love to read and feel that learning is critical to continued success.  Alvin Toffler has said, "The illiterate of the future will not be the person who cannot read. It will be the person who does not know how to learn."  Often, what keeps us from reading is the thought that it will take too much time, we don't know what to read, or we won't get much out of it.   Here are a few tips to help you read successfully.

1.  An hour a day.  Read instead of watching TV.  Many people say, "but I only watch the news."  First of all, what's uplifting or motivating in the news?  Your business will not become more successful, your family happier or your waist trimmer if you spend an hour a day watching the news.  Trust me,  you can find out what's important by reading headlines on the internet for 5 minutes every morning.   Better yet - read CNNMoney so you get financial news as well. 

2.  Don't know what to read?  Look an inch to the left.  I try to recommend a variety of marketing, sales and motivational books.  I've read many, many more than this list - but I've picked the best as recommended reading.  Click on any to purchase from Amazon.  If you need more recommendations, ask successful people around you what they recommend.

3.  Effective reading.  In college, most of us highlighted our way through.  Take your reading one step further and make your own cliff notes on the inside of the front cover.  Tim Sanders, in Love is the Killer App, recommends this to reinforce what jumps out to you as important.  You then have an easy way to go back and easily reference what impressed you.  First, put the page number, then use whatever abbreviations or shorthand to write a brief synopsis of what you want to remember.  My comprehension took off once I began reading this way.

4.  Share the love.  Talking about the books you read does a couple of things...  It actually reinforces the concepts since your mind is hearing you reiterate what you learned.  You also open the door to great conversations.  Anything is better than the weather.  People respect people that are continually learning and your reputation as an expert will improve.  If you have read a book that was especially significant - give copies to people that might be similarly influenced.  I loved Brian Tracy's Eat that Frog, so I purchased a case to give out to my coaching clients and others I thought would enjoy.   

I find it absolutely amazing to see the ideas and motivation I get from reading.  The thought may not even be related to the reading, but I have opened my mind to opportunity and inspiration.   See these related posts on reading:  Reward reading,  What are you reading?  Or you can look under categories on the right side of my blog for more detailed recommendations on a few books.

What does your reputation say about you?

A strong reputation is essential in creating a referral-based business.  Your marketing will become more effective, clients will shop around less and rates will not be as important as the value you provide.  One way to gauge if you have a good reputation as a lender is by looking at how often people call you with a mortgage-related question or ask questions at social events (I've even been approached at church - and I certainly haven't been marketing there!)

A positive reputation attracts people to you, as most consumers have a strong desire to work with someone they feel is an expert or has been recommended as an expert.  If you understand mortgages, interest rates and simple financial planning you will naturally be a magnet for those seeking guidance with their mortgage needs.

If you don't feel strong in your mortgage knowledge, make this a priority today!  Subscribe to Mortgage Market Guide, read CNNMoney, study loan programs.  Invest the time to improve your understanding and you will reap great rewards.  You will become more confident in talking about mortgages and the applications will follow.

Another critical area that greatly affects your reputation is the way you handle problems that arise in the loan process.  This is a business full of obstacles.  Your ability to calmly and efficiently take care of these things will earn you a strong reputation as a high quality lender.

It is also vitally important that your level of customer service exceed expectations.  Your client's experience will leave a lasting impression.  An over-the-top, WOW experience will earn you more referrals.  Take a look at every contact you have with prospects, borrowers and Realtors and look at improving their experience.  Your reputation depends on it.

April marketing sale!

Are you ready to start receiving a steady stream of referrals from Realtors?  Then Bliss Sawyer's Realtor Marketing Program - 16 Weeks of Marketing Ideas Guaranteed to Bring Referrals in the Door is what you need.  And as an added bonus, for the month of April you also receive Bliss's Breaking the Forty Million Dollar Barrier Audio Seminar! ($99 value)

This motivating audio seminar will help you improve in all areas of loan origination.  Topics include:  What makes a great loan officer, improving interpersonal skills, time management, finding new clients, past client gold mine.  Hundreds of marketing ideas for you to start getting the referrals you deserve!

Click here for more details on what is included in the Realtor Program.   Bliss's marketing strategies have worked for loan officer's across the country.  These tools will position you as their lender of choice and the referrals will start flowing in!  This sale is only good during April.  Don't wait, order now to receive your Realtor Program and audio seminar!

Here's what others are saying about these marketing materials: 

I am truly happy with the results from the Realtor Pprogram I purchased from you!  I have currently received a 70% response rate from the current Realtors that I am marketing to.  I can't wait to continue to see what happens.  Thank You!  Chalyse Edgar, National City Mortgage

I have found your marketing programs to be the most beneficial of all the programs I have purchased.  Thanks!   - Ileana de la Parte, Paramount Funding