Bliss Sawyer's Marketing Blog

Grab attention by doing something unique

I just finished up a 4-week Realtor E-Class with David Bush of My Mortgage Community and he shared a fun idea that WORKED for him.  You don't need to necessarily do this exact thing, but take the concept and create your own unique, attention-grabbing idea.  Thanks, Dave for sharing this great idea!

 

Here are the details Dave provided me:

 

1. Had a friendship with a top producer who liked me but never sent me business

2. Wanted to make an impact on him and show him as was creative and an out of the box thinker

3. Stopped by Victoria Secret and asked for a couple free boxes (pink of course)

4. Printed a piece a paper with my picture on it that said "Her SECRET is out...she's now using David Bush from ABC Mortgage to help her increase her Payday!" or something of that nature.

5. Glued paper to bottom of box so it would be the first thing he saw when he opened it and taped mini-payday candy bars all around it (enough for the whole office)

6. Taped it shut and delivered it to the receptionist with a helium balloon attached to it and a big girly looking note saying TO: Tom FROM: Someone Special

7. He called me laughing and said the whole office got a good laugh from it and we scheduled a lunch appt. a few weeks later.

8. 3 months later he referred me a deal and asked me to partner with him on some marketing

9. 6 months later I became his preferred lender

 

NOTE:  It wasn't until 6 months later that he became this Realtors preferred lender.  Pig Headed Discipline and Determination.  I love it!

Five Magic Words

Russ Skinner recently shared his thoughts on his subscription to

The Competetive Edge Newsletter:  The "Tell me about your situation" suggestion from the most recent newsletter is worth the yearly subscription fee in and of itself.  So decided to share this tip with everyone:

 

If you would like to start receiving The Competitive Edge, click hereto subscribe for only $36/ year.

 

Your goal is to turn every prospect into a closed loan.  This can be difficult when you are competing with other loan officers, especially when most initial contacts are by phone and e-mail.  You must make a positive impression that will stand out from the competition.  The feeling of trust that is developed during the initial conversation is many times the deciding factor for clients.

 

One the best things you can do is show empathy and concern for the individual’s needs.  Utilize these five magic words “tell me about your situation” at the beginning of your conversation with a new prospect.  Give them the opportunity to fill you in on the surrounding details of why they are in the situation of purchasing a home, refinancing or taking out a home equity loan. 

 

Then, take the time to listen before you start offering your services and advice. Take detailed notes to help you formulate your answers and remember the particulars of their situation.  Even when you think they have said everything there is to say, ask other probing questions to help you have a full understanding.  Prospects will often feel a connection with you simply because you took the time to listen.

 

The bonus to this approach is that you may discover information that will help you in advising and guiding your clients.  Often, people do not come out and tell us that they have problems with their credit or other issues that may affect their ability to get a new mortgage, but you will be able to pick up clues during your time listening.  This can help you to work around potential problems before they become obstacles or to offer timely advice on the best course of action to help them get where they need to be.

 

Rates and fees are important, but often times your competition is offering similar rates and fees so there has to be something above and beyond that grabs your prospects attention.  This may be as simple as a feeling of security you gave them by listening and guiding them through their initial questions.

 

 

Great information on the FTHB Tax Credit

The National Association of Homebuilders has a website specifically designed to offer information on the First-Time Home Buyer Tax Credit.  There is great information that can help you explain this new incentive to potential clients and referral partners.

Here's a one page fact sheet that you can send out by mail and e-mail.  Don't forget to market this information to your sphere of influence as well.  They may be mostly homeowners, but will know of first time buyers that can benefit from purchasing a house this year. 

Distributing this information will help you strengthen your reputation as a knowledgeable resource.

Thanks to Carol Boyd for sharing this information!

Perseverance

Yes, getting business from Realtors can be frustrating... but with a healthy dose of perseverance it is possible!  It can even fill up your pipeline and give you a fat paycheck.  But what does it take?  I love Chet Holme's mantra in his book "The Ultimate Sales Machine" and I suggest each of you adopt this as your new motto:

Pig Headed Discipline and Determination.

Here's a few suggestions that might make it just a bit easier:

• Accept the fact that you will get rejected.  Let it roll off your back.  There are plenty of other "fish in the sea".
• Set up a six month marketing plan to incorporate email, phone, mail and inperson events to reach Realtors in a variety of way.
• Review the plan weekly.  Revise monthly.
• Be creative.  Go outside your comfort zone.  It's ok to take risks.  Successful people constantly take risks. Most work to their advantage, a few may not.  Do it anyways.
• Get motivated.  Stay positive.  Be upbeat.  Fake it if you have to.  People want to work with someone that makes them feel good.  Negative people are depressing.
• Implement a new idea.
• Follow up.
• Implement something else.
• Follow up.
• Rinse and repeat.

Share your ideas on this....

Here's a question I got today:

"I have been attending networking events and wanted to ask you, besides a business card to hand out, what else would leave a really WOW feeling with the person.  Is there anything you would recommend to attach to the business card?"

Here's my idea.... Attach a certificate for a free credit report.  Maybe with a fun tag line "check your financial heart" or something that will grab their attention.  Everyone has been hearing how important credit scores are so this should get noticed.

What's your idea?  Share with everyone by commenting below.

Marketing Tips from my readers

Thanks to everyone that posted marketing ideas on my recent giveaway.  Here are a few to help motivate you to get out and market!

• We have created a 'simple' powerpoint presentation on CD primarily for tax preparers.  This presentation was focused on 2009 changes, down payment, tax credits, etc.  Duplicated to hand to clients for educational purposes, especially for down payment, credit and utilizing tax refunds.  --Angela Richardson

• Great marketing idea would be to leave them in offices in my entire building. We have 2 law firms and a title company. If they were left at the front desk and/or conference rooms, it would give great exposure. Also, could leave them in local businesses.  --Tom Curtis

• Great idea could always use a pick me up. I'd get the Lifesavers and leave with a note at at REALTORS office. Having trouble other lenders when you need a DEAL SAVER CALL..........  --Christopher Fleser

• Candy is always a fun idea to incorporate with marketing efforts. We've used PayDay candy bars with a message about securing a regular payday for your referrals. We've also used Mars candy bars with a message along the lines of out of this world service. Use your imagination and you can usually think of ways for a clever tie in.   --Randy Daniels

• I purchased plastic popcorn containers and dress them up with tissue paper and fill them with a bag of microwave popcorn some raisonettes a Free movie free rental from Hollywood and a couple of cokes in the old 7 oz bottles. I then do pop by's to realtors offices.  --Randy D.

• A few other women and I are starting a grassroots networking group for women in our area. It is not limited to women in business. It is a "Women Helping Women" group to share ideas and information. We are going to be meeting twice a month. Our first meeting's main topic is going to be sharing positive and inspirational quotes and what they mean to us. Other topics for upcoming meetings are Developing your Elevator Pitch, Women and Credit, Social Networking on the Internet and Blogging.   --JoAnn Moore

• I've gone through a real estate office between 2 and 4 in the afternoon with a bag of chocolate and just said, "Have some chocolate - it's that chocolate time of day!"  They thought it was funny, but lots of people have that slump after lunch where they are looking for a sweet fix to get them through the rest of the day.  You find out who is dieting that way also and can follow up later by asking them how it's going.  --Jody Bleier

Candy Winners!

Thanks to everyone that entered my recent contest to win 5 lbs of candy.  And the winners are....

David Cloe - who shared this idea...  Everyone loves Candy, And I will use the candy as a prize and hold a drawing with my clients next month in my newsletter. I would like some suggestions on a good trivia question to use.  Comment below if you can help David out with a trivia question

Jason Lassen - who shared this idea...   After a closing, we send our customers fresh-baked cookies or cinnamon rolls to their workplace. The smell attracts their co-workers and they, of course, ask "Who sent you these?". A happy customer will do the rest of the work for you.

Melissa Thoburn

Thanks to everyone that entered and especially those that shared their marketing tips.  I'll be posting a few of those tomorrow.

Stay tuned for my next giveaway - a gift for your Realtors!

Do you struggle with staying focused?

I actually wrote about this book quite some time ago, but lately I've had so many loan officers ask for help with time management, I felt this information might help many of you having the same struggle to get more done without working longer hours.

I've read Brian Tracy for years and really enjoyed Eat That Frog!  21 Great ways to stop procrastinating and get more done in less time.  This is an easy read (with my schedule, I like short and sweet!) that anyone can benefit from. 

We all procrastinate in one way or another, in business as well as in our personal lives.  What sets the successful person ahead of someone else is the fact that they get more done each day.  Brian Tracy gives you a simple way to combat this...eat the biggest, ugliest frog first each day.

I love this!  I've tried it and it works.  Most of us (especially me!) do the easiest, quickest, most enjoyable tasks first each day.  Flip this thinking and take the most difficult task on your list and do it BEFORE everything else.  Work at it until it is accomplished, which then creates forward momentum for the rest of your day.  You will get more accomplished and feel more energized.

We all know that there is not enough time in the day to accomplish everything we want to, need to and have to.  Prioritizing correctly gets more of the "have-to's" done so you can enjoy more of the "want-to's"

Email to current clients

I am always looking for reasons for originators to be in touch with prospects, clients, referral partners, etc.  Here's a sample email that includes part of an article I found on CNNMoney yesterday.  This is a great reason to be in touch with your current clients that HAVE locked in.  Reinforces their timely decision and gives you the opportunity to ask for referrals.

 

If you are finding this post a bit late - don't worry, there are always great tidbits of info out there you can pass along to your sphere.  Read through the headlines looking for relevant information and as long as you reference where you found it and who wrote the article, you can cut and paste.  A couple minutes and you just reinforced your reputation as an expert and as a great resource.

 

Dear Bob & Susan,

 

I thought you might be interested in the article below - and I am so glad you locked in!  Things are going well on your loan, but please feel free to contact me if you have any questions.

 

I would also greatly appreciate it if you could pass along my name and number to anyone you know that might be looking for a mortgage. 

Thanks!

Joe Loanofficer

The 30-year fixed rate jumped to 5.70%, and more volatility is expected as Senate debates the economic stimulus package.

By Lara Moscrip, CNNMoney.com contributing writer

Last Updated: February 5, 2009: 1:03 PM ET

NEW YORK (CNNMoney.com) -- Mortgage rates rose over the past week, pushing the cost of borrowing to its highest level since Christmas. And volatility is expected to continue as the debate over the economic stimulus plan continues.

The average 30-year fixed mortgage rate rose to 5.70% from 5.48% for the week ended Feb. 4, according to Bankrate.com. The average 15-year fixed rate mortgage increased to 5.31% from 5.10%, and the average jumbo 30-year fixed rate jumped to 7.12% from 7.06%.

Adjustable rate mortgages were mixed over the past week, with the average 1-year ARM falling to 5.73% from 5.87% and the 5/1 ARM increasing to 5.5% from 5.41%.

The increase in mortgage rates makes borrowing more expensive for many would-be home buyers. Last week, when the average 30-year fixed mortgage rate was 5.48%, a $200,000 loan would have carried a monthly payment of $1,133.07, according to Bankrate.com.

With the average rate now 5.70%, the monthly payment for the same size loan would be $1,160.80, a difference of nearly $28 per month.  Mortgage rates have been climbing since the Federal Reserve released its most recent post-meeting statement on Jan. 28, which was noncommittal about the possibility of buying long-term Treasury securities in an effort to reduce mortgage rates.

But offsetting that move is the government's massive stimulus plan, which is being paid for via Treasury auctions.

Giveaway! Win 5lbs of candy...

 

Win 5 lbs of candy! Here's WHAT you can do with ALL that yumminess...

• Drop off a jar (with your card attached) to a few Realtor offices and let them know you'll be by each week ro refill.
• Take some to your favorite Title, Insurance and Appraiser partners
• Keep a jar full in your office for clients
• Special order candy for a customer appreciation event
• Give a jar of candy at closing 
• Eat it all yourself.  Join weight watchers.  Meet potential clients.

I love to hear loan officer's marketing ideas... so I'm going to do this giveaway a little different and give you THREE chances to win.  Enter ONCE by commenting with your name and email below.  Enter TWICE by adding a marketing idea that you have used or plan to use in your post.  You can also be entered a THIRD time by going to the Blog at Sweet Services and commenting with your name and email.

This week's giveaway comes from Sweet Services, a wholesale bulk candy company located in the Midwest with a sister branch in the Southwest called Southwest Candy!  They serve large corporations as well as individuals who want to send their loved ones a little something sweet!  Take a look at their site and don't forget to enter the giveaway.

Next Tuesday at 5:00 p.m., I will use Random.org to pick 3 winners. 

 

Finding new clients

Here's an idea to reach out to potential home buyers.... Watch your local newspaper for wedding announcement and then send an introduction letter along with a short article on the $7,500 tax credit to all of the newly engaged or married couples.  Right now is an excellent time to inform people about the advantages of purchasing a home in the current low rate/high inventory environment most areas are experiencing.

Include a coupon and/or magnet with your mailing for greater success and also offer your assistance if they have questions or would like to prequalify.  Then follow up with monthly postcards, remember that this is a very busy, often stressful time for these couples and it may be six months down the road before they feel ready to start looking for a home.

Consider doing a bridal show.  Most areas have bridal shows where you can rent a booth.  Have a fun giveaway to gather contact information and get to know as many engaged couples as possible.   Follow up after the show with phone calls, emails and mailing pieces.  Consider doing this jointly with a Realtor or insurance agent to share costs.