Bliss Sawyer's Marketing Blog

Happy New Year!

HAPPY NEW YEAR!

I'm sure we are all glad 2009 is coming to a close.... and hope for less turmoil and change in our industry for 2010.  I know that I personally am very excited to get to work on my business plan and keep the motivation going throughout the year.  I wish you and your family all the best in 2010!

Add-on to Monday's Coach

Here's another idea to go along with sending out letters to your 2009 clients.  Send a letter to all the Realtors that referred you business last year listing the closed transactions you worked on together.  Let them know that you have sent out copies of the client's settlement statement along with both of your business cards thanking them for their past business.

This is a simple way to reinforce that you are dedicated to helping the Realtor's business to grow.  Realtors want to feel that we are doing everything we can to reciprocate the referrals they give us.  Continually look for opportunities such as this to strengthen their relationships as well as yours with past clients.

Best Marketing Strategy Ever

 

 

CARE.

 

I am in the middle of Gary Vaynerchuk's great book Crush It!   After the holiday I'll give you a bit more information but was very impressed with Chapter 9 - Greatest Marketing Strategy Ever.  I've shared the complete chapter with you above.  

My sentiments exactly.

If you are working... make a few phone calls!

This is a strange week for business.  If you aren't taking time off to be with family or play and are actually in the office, it just feels weird.  Kind of like being in limbo. 

I have a recommendation for you if you are in the office this week.  Make phone calls!  Even if you get voice mail, you are letting people know you are working and available.  Try to get one of your agents out to lunch to discuss marketing ideas for 2010.  Be upbeat and positive about the real estate market and look for opportunities to be proactive in your marketing this week.

You never know what door might open!

Monday's Coach

Week 11 -  January Hud Letters

This is a great touch to have with your past clients from 2009. 

Every year, about this time, I would get calls from the clients who couldn’t find their settlement statement and needed one for tax purposes.  The light finally broke through my clouded mind and I began using this as an opportunity to send a letter to everyone each January with a copy of their settlement statement. 

This simple act reduces calls coming in and increases your exposure to past clients.  Even if they didn’t need this information, you are proving yourself to be proactive and a trusted adviser.  You also have the opportunity to ask for referrals and remind them of who you are and what you do.

 

Purchase January Letter

Refinance January Letter

 

This week, get your letters ready to go out the first week of January.  Don't forget to put a couple of business cards in the letter and a magnet or coupon if you have one.

 

 

If you've been following my weekly coaching tasks, you should be more organized and focused on your marketing... if you are just jumping in, see all Monday's Coach posts here.

Merry Christmas!

 

MERRY CHRISTMAS

TO YOU

AND YOUR FAMILY
 

Don't mess with Texas....

Even though I was mad at CNNMoney after this stupid article, I still peruse it daily (probably out of habit, as this was one of the first websites I read on the internet... way back in 1995).

Today's headline jumped out at me, Don't mess with Texas, more Americans are moving in.  Obviously it interested me as I live in Texas, but this is a perfect example of a short bit of information that you can pass along to your referral partners.  It's ALWAYS a good idea to watch for local or state statistics that would interest others.

Here's an example of a short email to go with this type of article:

Subject:  Don't mess with Texas!

Hello!  I found this interesting... seems like we are in for steady growth and lower-than-average unemployment.  Great news for our housing market!  

"Texas, for example, never went through the boom-and-bust housing cycle that devastated the Sand States. Home prices remained affordable, and the state's unemployment rate was 8% in October, a full two percentage points below the national average.

So, it's no surprise that Texas added more than 3.9 million residents during the 2000s. Its population also grew by the greatest number of people (478,000) during the 12 months ended July 1. California was second with 381,000 followed by North Carolina with 134,000."

See full article here. 

I'm excited for 2010 and look forward to working with you... I'll be available during the holidays if you have any clients that would like information on a mortgage.

Merry Christmas!

Loan Officer

 

Closing Costs

We all need a laugh now and then...

In response to a question in a few recent emails....

Yes, I really can relate ANYTHING to marketing. 

Braces. 
Evil chihuahuas. 
Biking. 
Kittens.

I call it a gift.  My husband calls it weird.

Thanks for asking :)

Motivation

This trademark has been ingrained into our subconscious mind as a symbol to "Just Do It". I know many times we get bogged down in VERY non-productive tasks.  There's comfort in not doing things.  Your marketing often takes you out of your comfort zone or are simply things you don't care to do.  Today, I have a very simple message for you.

Just Do It!
 

Whatever "it" might be.  I know it's the holidays.  I know you are on sugar-overload, but pick something to do today that will propel your business forward.  Organize something, make a few phone calls, make a list of the top ten marketing tasks you want to tackle in 2010.  "It" can be anything.  As long as it is something.

Monday's Coach

Week 10 - Review and Revise!

Every 10 weeks I'm going to recommend that you review and revise where you are at with your goals.  Not only do things change, but by reviewing where you want to be you will be able to re-focus yourself to the goals you have set.

If you have missed any of the coaching tasks over the last nine weeks, I recommend that you take time during this week to bring yourself up to speed with everything that has been assigned.  Here are my picks for the top three tasks I've given you for your business.

1. 4 D's of organization
2. Realtor Marketing Form
3. Sales plan 2010

Good luck and have a wonderful holiday week!

Is it worth it?

My fourth (and final) child just got her braces off.  I'm pretty sure I have now helped two orthodontists pay down their mortgage a chunk. 
Or buy a pretty beamer. 
Or go on an exotic vacation. 
Or all of the above.

Years ago, my oldest was questioning me about the cost of braces right about the same time she was having a lot of pain adjusting to a stiff round of tightening.  Amazed at how much it cost, she exclaimed "That's crazy!  Why would you pay that much money for something that hurts this much?" 

I explained that it definitely would be worth it.

Marketing can be like braces at times.  Expensive.  Painful.  Not fun.  But it's important that you look at the long-term (and I'm pretty sure no one left in this industry is here just for a quick buck:)  Without effective marketing, your job will not be pretty.  It won't be profitable.  It might even feel like a mouth full of crooked teeth.  That could be taking the analogy a bit far, but you get my point.

Going into a new year is a wonderful opportunity to set fresh goals and step up your marketing.  Don't waste any time getting your marketing house in order.

Thoughts from an in-house lender

I've always been curious about how a loan officer can be successful as an in-house lender and not go crazy in the process.  I recently had a wonderful opportunity to talk with a very successful in-house lender out of Florida and wanted to share her thoughts on this environment.

Top advantages of being an in-house lender:

• You are "in" and have the opportunity to continually mingle and be present
• The manager is very supportive of your role in their office
• You have a standing invite to all meetings and can give information at any time
• There is no barrier to marketing to the agents
• You are immediately available for prequals that come in to meet with their Realtor

Top disadvantages of being an in-house lender:

• Commission split is lower with no base pay (obviously each situation is different)
• You are in a fish bowl (my primary reason for disliking the set up)
• Weekends and free time are not respected by agents
• Can't choose who you work with.  You have to be available to ALL the agents in the office.
• You still have to "earn" their business.  It isn't handed to you. 

Marketing advice for in-house lenders:

• Constant look for new ideas.  You are NOT guaranteed the business and must stay creative and in front of them constantly.  (Not just sitting at your desk, either)
• Offer high-quality presentations on mortgage related topics.  Make sure they view you as THE expert.
• ALWAYS be quick with answers and information.

So, is being an in-house lender the way to go?  I personally would not originate in this situation, primarily because I want the freedom to be in the office as little as possible.  But, I do think this is a great environment for many loan officers.  Especially since Real Estate offices are becoming more and more "closed" to outside lenders.

As long as you go into the situation with your eyes open to both the positive and negative and you are still willing to work diligently at those referral relationships, I do feel that it can be avery successful work environment.

Share your comments below if you have experience with being an in-house lender.  We'd all love to hear about it!

What are your distractions?

The same son that brought home this puppy recently added a kitten to our zoo.  "Bella" is adorable... but completely distracts me from working.  While I'm trying to get things done, she is constantly batting at my screen and tries to attack my mouse.  I finally put her in time-out in the other room.

In your business there are many distractions:

• Office chatter (I was going to say gossip... but often it is just the everyday things we spend a bit too much time talking about)
• Realtors that just want to be social
• Online games, shopping, blogs (but not this one!) and a million other things to read and look at
• Chatty clients.  It really is an art to find the balance between taking care of a client and spending too much time with them.
• etc. etc. etc.

So how do you combat those distractions that take you away from being productive?

• Time blocking - turn off internet, email, phone and shut your door.  Utilize focused time on specific tasks and you will be amazed at how much you can get done in a 15, 30 or 60 minute block.
• Learning how to be social without letting the conversation take too much of your time.  "Thanks for chatting with me, but I've got a pile of work I need to get back to."
• Give clients the information they need without too much detail.  Your job is to make sure the client understands the transaction they are in, but many loan officers go into waaayyy too much detail.  If you think this might be you, try to find a top producing LO that will let you listen in to their conversations for an afternoon.  Take note on how they explain things and how long they spend with a client.
• Go back to this week's Monday Coach and review your time.  You might be surprised.

Bella... the trouble maker

  

But she's so cute....

 

Guest Post - Social Media Metrics

Here is the 3rd of 3 articles from Paul Chaney on Social Media Marketing.  See first and second articles here.  Read full text of Social Media Metrics that Matter here.

In the last article of our series, Paul talks about the importance of your tracking your return on investment with social media marketing.  (Making money from your efforts is a good thing!)  Social media is such a new phenomenon that tracking is still in it's infancy stage.  You can find some great resources in Paul's article.

If you are using social media marketing ... then make sure you are tracking how beneficial it is to your business!!  Take a look at Social Media Metrics that Matter.

Want me to hook you up with an Accountability Partner?

I have always encourage loan officers to find ways to be accountable.  Recently, I have had a number of loan officers ask me if I know of someone in a non-competing market that would like to work with them as accountability partners.

What a great idea!!

If you are interested in being introduced to a loan officer in another area, I am happy to make that introduction!  2010 has the potential to be a fantastic year and starting it off in the right way is essential.  Having someone to help you stay focused on your goals, share ideas and be your cheerleader is a a great way to actually exceed your goals for the year.

I will send both people an introduction email with a few suggestions on how to make it successful, but will not be involved past that.   I would love to hear back from all of you that choose to do this on what works and what doesn't.

Let me know by commenting below, email (bliss@blisssawyer.com), facebook or twitter.

It's here!! Sign up for my 4-week Realtor Course

Finally! I've had so many people ask for an in-depth class on Realtor Marketing (my favorite topic) and now it is finally scheduled and available for you to sign up.  Here's all the info:

Would you like more referral business?
Then don't wait to purchase this exclusive four week training event!   
$199  Early bird pricing of$129 for all four classes.  ($99 for Velma Premium members)

4-Week Realtor Marketing Class
by Bliss Sawyer

If you are serious about your referral business this class is for you. 

Join Bliss Sawyer as she leads these fast-paced, informative and interactive classes allowing you to ask questions and get specific help with your situation.  Each week will be filled with information that will help you improve your Realtor relationships and increase referrals.  You’ll be given step-by-step instructions along with numerous downloads to help you make the most of this class.

Click Here to see what will be covered

Title:  4 Week Realtor Class
Time: 1:00 - 2:00 PM Eastern time (10am Pacific)
Date:  Every Tuesday Jan 12th - Feb 2nd

Purchase the class - $129 (non-premium Velma members)

Purchase the class - $99  (Velma premium members)
  - includes all four classes (Jan 12 - Feb 2, 2010)

Purchase the class and sign up for Velma - $99
 - first month as Premium Pro included ($69 value)
- sign up fee waived ($199 value)
- renews monthly, cancel at any time

Understanding the New Good Faith Estimate

As you know from my previous post, I think the new GFE leaves quite a bit to be desired... but that isn't going to keep us from having to use it!  Dave Hershman is a mortgage industry expert and is offering a Webinar "Understanding the New Good Faith Estimate" to help loan officers transition as easily as possible. Sign up below.

You can also read Dave's article "The Scoop on the New Good Faith Estimate".

Webinar on Wednesday, December 16th!

January 1st, everyone must start implementing a new Good Faith Estimate of Closing Costs as part of the RESPA changes implemented by HUD.  The new form is three pages and contains information not required previously required.

The new form and the implementation issues raise a multitude of questions and there is a limited amount of time to get the answers. Industry expert Dave Hershman will go through a review of the entire form as part of the Certified Mortgage Advisor curriculum. This course will be considered a "continuing education' segment. Continuing education segments are not required for CMA designation but provided as a free service to members.

Title: Understanding The New Good Faith Estimate
Date:Wednesday, December 16th, 2009
Time: 2:00 PM - 3:30 PM Eastern Time Zone

This webinar is part of the Certified Mortgage Advisor Program and available to Premium Pro Velma members at no charge.

Members: click here to register

NOT A MEMBER? Sign up now

Monday's Coach

Week 9 - Analyzing and setting time management goals. 

Did you complete last week's assignment of tracking your time for three days??  If not, then take the time to do it the first part of the week and then come back to this assignment

If you did tackle this task then congratulations - I know it isn't fun! 

As you look back at how you spent your time for those three days, separate everything into three categories.  Producing activities (those things that will increase production), non-producing activities (things that must get done, but do not increase production) and time-wasting activities (that would be surfing the net, chatting by the water cooler etc.)  After you add up the time for each category, calculate the percentage of your time spent on each. 

Next, make a list of the specific changes you want to make to your day.  Pick three things you are going to work on based on this exercise to get more accomplished in your day.  After this exercise, go over the results and what you learned about yourself with your accountability partner or manager and ask for their input. 

Knowing you have room to improve is only the first step in actually becoming more productive.  Taking action is the step that gets results.

If you've been following my weekly coaching tasks, you should be more organized and focused on your marketing... if you are just jumping in, see all Monday's Coach posts here.

Want to make sure you get the work done?

I have a friend that is at the dissertation stage of his doctorate program.  For those of you that didn't know, I actually have my doctorate in Exercise Science... the diploma has my husband's name on it.  For some reason the printer forgot to add mine.  I also have my eagle scout.   I'm a busy lady. 

So I know, by association, how difficult that dissertation road is.  Tim contacted me a few weeks ago and asked if I would be willing to be his accountability partner.  He has to send me a certain number of pages each week.  If I don't receive them by Monday at 7 a.m. he will bring me (or mail if he is out of town) a check for $50 for me to then give his wife.  I loved the plan and it has worked very well so far.   No checks for Meg and he even over-achieved a few weeks.

Sometimes it really is that simple.  Just having someone that is going to hold your feet to the fire is an amazing way to insure that you do those things that are important (marketing!) while still managing the urgent of the day.

Here's a previous post I did on this topic to give you some ideas on how to put together your own accountability partnership.

Also, if you are looking for personal coaching, you might want to check out the special offer in this post (expires soon!)