Bliss Sawyer's Marketing Blog

Get them off the fence!

Here's an email idea for you.... do it quickly before your Realtor's and prospects hear about it from someone else.

  

Subject:  Get your buyers off the fence!

On April 5, 2010, FHA is increasing upfront mortgage insurance premium from 1.75% to 2.25%.  Let your prospects know that this is one more reason to find a home and close quickly.   There really are SO MANY good reasons to purchase a home right now - low rates, high inventory, homebuyer tax credit, etc. 

The information on the FHA MIP increase may help motivate your buyers to act now before they have to pay the higher amount.  I am happy to talk with you or any of your buyers that might have questions about this, the tax credit or interest rates.  Feel free to contact me at xxx-xxxx or by email.  Have a great day!

Sincerely,

Loan Officer Joe

My sentiments exactly...

I don't spend much time watching television, and pretty much stayed away from the whole NBC late-night debacle over the past few weeks.  So I was pleasantly surprised when I found this blog article about How Conan O'Brian Wants You to Succeed and AGREED wholeheartedly with it.  Shocker.

Watch his exit show here.

Work really hard

There's no way of getting around this. Success at anything requires significant effort regardless of the goal. If you want to get out of debt, it's not going to happen if you keep your same spending habits and don't come up with ways to earn more money. If you want to own a prominent business, you're not going to get there with only two hours a few days a week. To achieve greatness in any field, you must have the dedication to make it happen by directing your energy and effort towards greatness relentlessly.

"Nobody in life gets exactly what they thought they were going to get." Unfortunately, no one person can control everything about their own lives, so sometimes we have to deal with unexpected problems, like being fired from the biggest late night television program. But also, as someone works hard on the path to success, it's possible to discover something new, something that redirects us onto a new path. That change should be embraced, not feared.

Be kind

Books and seminars focusing on success often forget the power of using kindness to recruit people as fans and supporters to your cause. It's true that nobody cares about your success as much as you do, so you must start from the position that no one is going to help you achieve your dreams. There are two paths you can take once you start. The first option is to focus solely on yourself, be ruthless on your path to the top, and take every advantage given to you even if it is in the expense of others. After all, who knows when you might get another opportunity.

The second path is to be an advocate for other people, use your rising prominence or expertise to support their dreams, and spend some effort on external issues. Karma is real, whether it's some kind of universal force or just an observation of human behavior. Being kind and supportive increases the possibility that the world will be kind to you and supportive of you. And although no one else will help you succeed and the hard work won't go away, you'll find it's easier when the community's on your side.

Don't be cynical

Conan O'Brien has been forced out of his position as the King of Late Night Television Comedy, no longer sitting on the throne of the Tonight Show. Where does someone go once they've reached the pinnacle of their career? They can't go back to mediocrity -- the choices are generally retirement or death.

Is this where hard work and kindness will lead, being pushed out of the best job in entertainment in favor of a comedian whose most popular skit mocks the stupidity of random people on the street? As far as setbacks go, this is major. But in the face of any negative force, focus on what can be done to make the situation positive. This is not about media spin or convincing others what you want them to believe, it is an actual mindset.

Take Conan's advice now. Work really hard, be kind, and don't be cynical. Even if you don't have an ultimate goal of being the best in the world, this is a sound philosophy for making the most of your time on this planet, being a positive force in the world around you, and cultivating success for yourself.

This was a guest article on Budgets are Sexy by Flexo from Consumerism Commentary.

What should you do TODAY?

Sometimes it's nice to have someone tell you what to do.  Especially if you feel like you are spinning your wheels and not being as productive as possible.  I started the Monday's Coach series a few months ago to help you keep your business moving forward each week, but today I thought I would break it down to a few things you should be doing RIGHT NOW.

Try to accomplish all of the following tasks by the end of today (or by tomorrow afternoon if you are reading this towards the end of the day).  There are only FOUR things.  Anyone can do four things!

1. Call at least 5 Realtors to touch base and invite at least one to lunch.
2. Send an email out to all of your prospects that are looking for a home or sitting on the fence about a refinance.  Let them know where rates are and that you are available if they have any questions.
3. Get out and drop something off to at least one Realtor's office.  Here's a few ideas:  Deliver a flyer with details on the tax credit or other mortgage related news, take a bouquet of tulips as a thank you for a referral, drop off a jar of candy to the receptionist desk with your card attached and let her know you'll be filling it up once a month.  Be creative!
4. Call at least five past clients to touch base and see if they have any questions about their mortgage or current interest rates.  Don't forget to say something like this at the end "By the way, do you know of anyone that is looking for a mortgage right now?"

Those aren't too difficult, now are they?  Total time it should take you.... about two hours.  Two very productive hours!

Something funny....

Today is one of those days when I need a laugh.  I love Randy Glasbergen and thought I would share one of his cartoons with you....

Have a great day!

Generosity in the workplace

Sometimes.... I don't take my own advice and think I will remember what/where I saw something and be able to go right back to it when I'm ready to explore the idea further. 

Umm. 
No. 
My brain is too small. 

Somewhere in the recent past I saw this phrase:  "Generosity in the Workplace" and I loved the concept and knew I wanted to pass along it along with a few ideas.  So even though I can't point you to the original source, I want to share my ideas on generosity in the workplace.

• Bonuses.  Do you bonus your processor?  I am a firm believer in this.  Your company may be doing it, but have you considered adding an additional $5 per file to their paycheck.  That will earn you HUGE bonus points, to be redeemed during crisis mode.
• Thank you gifts.  There are files that literally suck the life out of everyone involved.  Bring in lunch, take them to lunch or drop off a box of chocolates to those that have gone above and beyond (or been treated a bit unfairly by cranky clients).
• Caring.  Do you care about those you work with?  Their personal struggles and triumphs? Life is too short to have it be all about work.  Get to know those you spend so much time with and be willing to offer a hand when needed.
• Sharing.  Are you willing to share... your time when others are under stress, your resources when needed?

These are just a few of the things that immediately came to my mind when thinking about generosity in the workplace.  Take some time to evaluate how you measure up and what can be done to improve your work environment.  Everyone will benefit!

btw - I am now re-dedicated to my idea tickler file!

FHA Training and Update

Are you up on all the FHA guideline changes?  Dave Hershman is offering a Webinar on this VERY important topic.

While FHA remains the one hot program in this challenging market, it seems we are hit with new requirements every week. These new guidelines include:

 - Waiver of property flipping rule
 - New appraisal guidelines delayed until February 15
 - Deregulation of the 1.0% Origination Fee
 - Proposal to eliminate broker approval requirement

Join us Wednesday, Jan 27th, as leading industry author and speaker, Dave Hershman, presents quality FHA training as part of the Certified Mortgage Advisor (CMA) webinar series. 

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FHA Training and Regulatory Update at 2:00pm EDT/11:00am PDT--Dave will cover recent changes in the FHA guidelines, program eligibility, underwriting requirements, and more!   Velma members register here

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Note:  You must be Velma Premium Pro member to attend.

Not a Velma Premium Pro member?  
Click here to attend this webinar, join Velma, and save $199!  (You will be charged $69 for your first month's membership.  You can cancel at anytime - no long term contacts and a money back guarantee means little to no risk.) 

Monday's Coach

Week 15 - Utilizing Testimonials

Take the testimonials you gathered from last week and utilize them in your business.  Here are a few ideas to get you started:

Website.  Have a section title: “Find Out What Others are Saying About (loan officer)” where you list all your testimonials.  Also place testimonials randomly throughout the main text of your website.

Facebook or LinkedIn accounts.  Have a place to list testimonials anywhere you are visible on the internet.

E-mail signature.  Use a short testimonial below your contact information, changing it every so often for variety.  This would be a great place to put testimonials from Realtors, since so much our business communication is done through e-mail.

About me binder.  In a prominent place in your office and/or reception area, have a binder with testimonials, thank you cards, pictures and other affirmations of your strength as a loan officer.

Back of business card.  If you have a short testimonial that is extremely powerful, put it on the back of your next order of business cards.

Brochures and flyers.  This is especially important if you are targeting a specific audience and have satisfied customers that can speak for you.  For example: reverse mortgages, second mortgages, using permanent buy-downs to sell homes, first-time homebuyer programs or anything else that you specialize in.

Thanks for 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.

Secret Santa at lunch

A number of years ago I was taken to lunch by a local title company.  Already at the same restaurant with a couple of Realtors was another title company - their primary competition.  When my host asked for their bill, the waiter said it had already been taken care of by the other gentlemen.  I have always thought that was a unique marketing tool and obviously remember the experience many years later.

I recently had a conversation with a loan officer that has had great success with this idea.  If he is at lunch (or even out to dinner with family) and sees a Realtor that he wants to strengthen a relationship with, he makes a point to go to their table before leaving and talk for a minute.  Then on the way out, he pays their bill.  He doesn't mention it to them, nor does he ask the server to say who does it.  The recipient has always figured it out on their own and makes an effort to be in touch to say thank you.

I personally like this approach as it is unique and will leave a lasting impression.  Try it out and see how it works for you!

Idea tickler file

Have you ever had a great idea.... in the shower on while driving, but then forgot to capture it and then it was gone forever?  The older I get the shorter my capacity to remember becomes.... making it vital that I get my ideas and thoughts down on paper as quickly as possible.

Many of your ideas are not something you will immediately implement.  Sometimes they need a little time to be pondered.  Utilizing a Marketing Tickler File will help you to retain those great ideas and also give you ideas when you most need them.

This is a specific place for your notes on ideas you have, ideas from magazines or online and anything else that captures your attention.  There have probably been a few posts from this blog that intrigued you at the time you read them, but didn't quite fit into your marketing plan or schedule at the moment.

I personally keep a file folder in the stand-up frame on the credenza next to my desk.  I want to keep it visible to remind me to always be looking for ideas as well as to periodically go through for inspiration.

 What can you do today to start your own Marketing Idea file??

How flexible are you?

For Christmas, my husband got me a Kettlebell 20 lb. weight  (I actually enjoy presents like this - so it was ok:)  My husband is an exercise physiologist and thought this would be a good fit for the type of exercise I like to do.

Problem:  20 lb. for EVERY exercise.
Bigger problem:  I'm a wimp.

We were staying with some friends out of state over New Year's that had a Kettlebell that can be adjusted with discs (he's an engineer for Pro-Form Fitness).  After drooling over it for a couple of days, he kindly gave it to us.  The six 2.5 lb discs can individually be removed to increase the variety of exercises this wimp can do.  Cool!

So now, I am (trying) to faithfully exercise and build up my strength.  I enjoy it more with the flexibility and will hopefully stick to it.  How does this relate to marketing????  Easy!  If you are only doing one type of marketing, it will be boring and you probably won't be as effective or have the results you would like.  I recommend 4-6 targets of business.

Realtors
Database Marketing
Networking groups
CPAs, Financial planners, Attorneys
Builders
FTHB
FSBO
Social Media marketing
Other advertising such as radio, tv, newspaper

What are you working on this year?  Is it a variety that keeps you excited and motivated?  Take a look at what you are doing and add in a few other marketing strategies if you aren't currently as flexible as you need to be.

If your car is being towed....

  ...while taking a loan application, is the fee you have to pay tax deductible?

Yesterday I was over at a friend's apartment going over some paperwork.  As I went to leave, my car was being put up on a tow truck.  Yes, there was a sign, but it wasn't very visible and I had missed it. 

After much discussion, involving me, my friends, a police officer (whose parking spot it just happened to be) the tow truck driver and "someone" over at the police department; the tow guy agreed to take $20 and unhook my car.

I agree that it was my fault.... but I'm still curious if it is an allowable IRS deduction.  :)

Monday's Coach

Week 14 - Testimonials

Testimonials, in their most basic sense, are others selling you and your services.  A third party recommendation of your work can be a powerful marketing tool.  Someone had a positive experience with you and in turn, has the ability to influence potential clients.  If utilized effectively, you can’t get a less expensive, more persuasive marketing strategy.

This week, your assignment is to gather at least three testimonials.  We’ll discuss where to use them in two weeks.  You may already have testimonials – take a look at thank you notes or other correspondence you have received from happy clients.  Pull out a few lines that describe and praise your services and then contact the author for permission to use this in a public setting.

You can also find testimonials in conversations you have.  Start paying attention when someone gives you a compliment.  If you hear something that is a positive reflection on your work, ask them if you can write it down to use as a testimonial.

You can also send out emails to recently closed transactions asking them for a brief testimonial for your services.  Most people are happy to help in th is way.

Use full names at the end of every testimonial, otherwise people question the truth of the statement.  It is also effective to have a photo of customers, especially in front of their new home.  When you ask a Realtor for a testimonial, mention that you will put a link to their website.  Take the time to thank your client for their testimonial. A personal note is a great way to let them know the value it gives your business.

Next week we'll talk about how to best utilize your testimonials.

Thanks for 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.

Giveaway winners!

Congratulations to the winners of my recent giveaway - 10 Tag-A-Room Moving Labels!

Sheila Rogers
Tim Wilkes
Bob Barlow

By the way... yesterday was the second day of my 20 hour NMLS course.  I truly tried to not complain but I was weak.  I was sitting next to a friend, who leaned over at one point and told me he was going to pull his fingernails out.  That was the funniest part of the WHOLE day.

Again I will say:  I firmly believe in licensing.  I believe in continuing education.  Life is good.

You're torturing me!

About 10 years ago, we took our kids to Zions National Park for vacation.  We were about half way through an easy hike when my five year old decided he was done.   My husband went on with the other kids and while I tried to convince him to keep moving.

Just as a large group of senior citizens rounded the corner into our view, my son threw himself on the ground yelling "YOU'RE TORTURING ME!"  Not so funny at the time, but that has now become one of our family cliches'. 

Yesterday was day one of my NMLS 20 hour class... 10 hours in a room studying Reg X,Y & Z.  Torture I tell you.  I did score an 82 on the mock test at the end of the day.  Thank goodness.  Failing would have made the day even worse.

Now, don't get me wrong... I am all for Licensing and continuing education.  I just like to complain.  It makes me feel better.  I think.

Maybe today I'll try not complaining and see how that works out. 

Apprenticeship

I know from experience that being a manager is difficult so I want to start passing along ideas for managers and owners as they work with their origination teams.  Feel free to share any ideas you might have as well!

New loan officers struggle with many things, but one of the most common is their insecurity in talking with potential clients and referral partners.  Top producers have scripts (though many of them don't realize it :) that they use in their daily conversations.  They are strong on likeability, knowledge and their ability to explain rates and mortgages.  This is something that takes time to develop and does not usually come naturally.

I think a great learning tool would be to have new loan officers sit in an office with a high producing individual and simply listen and take notes.  How does the loan officer talk with clients, potential clients and Realtors?  What phrases do they consistently use?  What questions do they ask?  What information do they offer?

This exercise will help the new loan officer feel more confident and find their own voice as they start working with people in their business.

Electronic decluttering

Ann Campbell, a long-time reader of this blog, sent me an email with a great suggestion on organization.

She took a bit of time over the holidays to get her virtual world in order.  Here are some of her ideas:

• Clean up internet "favorites" and get rid of those sites you no longer visit.
• Organize all your scribbling of passwords etc into one secure place.
• Go through all files and documents on your computer and get rid of those that are no longer needed.
• Organize your file system on the computer so you can easily find things you need.
• This could also be one of those things you do with Daylight Savings time. You know they always say to check your smoke detector batteries etc.

It feels great to clean out all that "virtual" clutter that may also distract you and should probably be done on a regular basis.  It's like you said in your previous posts, by rereading your goals every 10 weeks, it gets you refocused and motivated.  This will be one of my goals!

Thanks, Ann for sharing!

Another giveaway!

 

I've done this giveaway before and love this little product so much, I thought I'd do it again! Christy Welzbacher with Tag-A-Room has graciously given me some of her great product to give to 3 lucky winners. 

You can find out more about Tag-a-Room on my post here.  This product has become so popular with Realtors and Loan Officers, they have now made the packaging so you can add your business card at the top and even co-brand with a Realtor on the back.

I will be picking 3 winners and each one will receive 10 packages of Tag-A-Room stickers to give away to their clients.  I will randomly pick the winners through www.random.org on Friday, January 15.  Send this link over to your Realtors and have them enter as well!

Two chances to win...
1.  Leave a comment 
2.  Fill out the form below

Here's a sample of what the stickers look like: 

To place an order please email your contact information to orders@movingworld.com. Get the whole office involved--be sure to inquire about Bulk Pricing!! Christy can be reached at 800-259-6683 or Christy@movingworld.com.

I've done this giveaway before and love this little product so much, I thought I'd do it again! Christy Welzbacher with Tag-A-Room has graciously given me some of her great product to give to 3 lucky winners. 

You can find out more about Tag-a-Room on my post here.  This product has become so popular with Realtors and Loan Officers, they have now made the packaging so you can add your business card at the top and even co-brand with a Realtor on the back.

I will be picking 3 winners and each one will receive 10 packages of Tag-A-Room stickers to give away to their clients.  I will randomly pick the winners through www.random.org on Friday, January 15.  Send this link over to your Realtors and have them enter as well!

Two chances to win...
1.  Leave a comment 
2.  Fill out the form below

Here's a sample of what the stickers look like: 

To place an order please email your contact information to orders@movingworld.com. Get the whole office involved--be sure to inquire about Bulk Pricing!! Christy can be reached at 800-259-6683 or Christy@movingworld.com.

Monday's Coach

Week 13 - Database Mailing

Even if you regularly send out mailings (postcards, newsletters, etc.) to your database, it is always a good idea to throw in something extra a few times a year.  And if you don't send anything out, then now is the perfect time to start.   Note:  email contact is good, but should NOT replace regular mailings.

Here are a few ideas for a mailing this week:

• Send a postcard, flyer or letter out with a simple message about the Homebuyer Tax Credit.  Something like "Time is running out!  Don't wait to take advantage of this opportunity."  Make sure you ask that they pass the information along to others that may need it.
• Use this free report "What is Your Name Worth" to let your sphere of influence know you are always looking for ways to help them.
• Get a new set of magnets and mail out to everyone you know.  I've used magnets since 1994 and they are STILL on some fridge's years later.
• If you do not have very many email addresses for your database, have a giveaway (flat screen tv or something fun like that).   Send the information in a letter/flyer and have a place on your website for them to enter.
• Send out a coupon for a free appraisal or credit report.
• Don't like any of those ideas?  Come up with something... anything! and get your name out there.

p.s.  if you have been up to your ears in training and other tasks that take you away from marketing, make sure you read the post below on my chicken/egg theory.

Thanks for 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.

The chicken or the egg?

The new Respa changes have everyone scrambling to get trained  and (hopefully) be compliant.  I personally have sat in on one live session and two conference calls, which have been torture for my itty-bitty attention span.  Some loan officers are telling me they have had up to five training sessions.  That's a lot of your time.

Of course, understanding this information is essential to the future of your business.  But it's like the age-old question "Which came first, the chicken or the egg?"  If you are consumed with learning the new procedures and neglect your marketing, there will be no loans to comply with.  If you spend all your time marketing and incorrectly disclose then you may end up paying to do loans.

During the next 30 days, be careful to balance your time between working "IN" your business and "ON" your business.  It may mean you work a bit more to fit in your marketing time.  Don't neglect your Realtor's - in fact, use this as an opportunity to educate them about the changes.  Make phone calls daily to your database and stay visible with networking.

The good news is that soon we WILL be past the learning curve and able to focus more time on bringing in business.

Blogging help....

My friend Dan Green over at Bring the Blog has just released the latest and greatest version of his service.

Highlights of the new release:

1. Posts directly to WordPress in Publish or Draft mode
2. Adds tags, slugs, excerpts and categories to every post for better SEO
2. Adds city, state and neighborhood keywords to every post to make content more "local"
3. Is working with a completely new look-and-feel
4. Lets members post to multiple blogs from one Bring the Blog account

We've also made some billing system enhancements but that's about as unsexy as you can get.

As a reminder about what this is all about,Bring the Blog is a blog-for-you service for real estate and mortgage professionals. They write and post relevant blog content to your members' blog every business day. They've been operating since 2006... which is about 20 years in the virtual world.