Monday's Coach

Week 3 - Marketing past and future

In the coming weeks and months, I am going to give you quite a few marketing ideas to help you build and maintain strong referral relationships and (of course) get new loans in the pipeline.  But before we start piling on NEW things, I want you to take a look at where you have been and decide where you want to be.  Here are the steps....

• Block out two TIMES this week, one for an hour in the next day or so and another one for 30 minutes later in the week.  TURN OFF YOUR PHONE(s), EMAIL AND OTHER DISTRACTIONS DURING THESE TIMES.  (That was me yelling, since I know this is difficult for many... but I was yelling in a nice way)

Here is your assignment for the first block of time:

Marketing Past

1. List all the marketing activities you have done in the past.  The good, the bad and the ugly.  Start a new file on your computer titled "Past Marketing".  EVERYTHING you have done.  One on one lunches, big or small events, all forms of advertising, any database marketing etc. 
2. Go back to the list and put an (*) or other mark next to the items that you enjoyed the most.  Those things you would most likely do again.
3. Sort the list into three categories according to success.   Level A was highly successful with a high return on investment.  Level B had some success, or was perhaps difficult to rate a specific return on investment (some marketing is purely done for name awareness and you may not be able to track specific loans to the activity).  Level C was not successful and you probably won't attempt it again.
4. Now look to see if there is a pattern of the things you enjoyed doing and those that brought you referrals.

Marketing Future

1. Start a new file on your computer titled "Future Marketing" and list ALL of the marketing ideas you want to be doing going forward.  This will include things you have been doing that were enjoyable and successful along with anything you think might be successful.  Even if you aren't sure about it and it is just at the idea stage... get it on the list.
2. Look through your office and through files and websites you have bookmarked for other ideas you want to put on this future list.  Nothing is too small or crazy.  This is your idea list!
3. Print both past and future lists off and have them on your desk until you get to the second time block.

During your second time block:

1. Review the both lists and see if you can add anything to either list.
2. On the "Future" list note with an (*) the items you want to be part of your business at this time.
3. Create a new file on your computer titled "Current Marketing Tasks" and list the daily, weekly, monthly and quarterly list of marketing activities you want to be focused on.
4. Calendar in those items and make a list of all the next steps necessary for each one.
5. Schedule a recurring appointment for Monday mornings (should only take you about 10 minutes each week) to review and revise this list along with scheduling all activities and steps you need to take to make sure each item gets accomplished to the best of your ability.

Getting things implemented and staying focused are the most common struggle I see with loan officers.  These steps will help you to overcome this and get a bit of momentum going in your business.  You will then be ready to add in new marketing ideas as we go along in this coaching.

p.s.  How did you do in last week's assignment of getting organized??

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Comments

[iron]

Excellent tips given in this article. I had learned a lot of things from this article. I have understood the differences between the Past Marketing and Future Marketing.

[Krystal]

first one down, second is scheduled. Love this series!

[Debbie Stevens]

I have to admit I didn't like last weeks assignment.... but I'm so proud to be able to say I DID IT! and it feels great! I've already got my two times scheduled in for this week. THanks again for this program.