Loree and I were having a conversation about marketing this morning. To give you a little background, I actually helped Loree and her husband about 10 years ago with a loan. Then I moved to Texas. Then I moved to Oklahoma. Then I moved back to Utah and 16 months later hired Loree to be my assistant. Are you tired yet?
Last year, when I moved back to Utah I started marketing to my VERY old list of past clients, which included Loree. None of them had heard from me for almost eight years. I sent an "I'm back" letter, a monthly recipe card, called every client, sent another letter with a magnet and more recently my notepad mailing. I have been pleased with the number of loans I have done for past clients, but today I found out that my marketing was off just a bit.
Loree is very good friends with one of my Realtors and it was that Realtor that suggested she call me to check on rates for a refinance. Not my mailings, not my warm and fuzzy phone call, not my scrumptious recipe postcards or even my handy-dandy notepad. Why didn't Loree call from my marketing? Because Loree had no idea that rates were low enough to make it worthwhile to refinance.
Not one of my marketing touches over the past 16 months has mentioned low interest rates. Insert expletive. Loree had just refinanced two years ago and even though there are ads on tv, billboards and mailings from other companies, she did not realize rates were low enough to make a difference in their situation.
I asked her if she would have called me if I had mentioned rates in one of my marketing touches. Of course you know the answer. Luckily for me, I have a fabulous relationship with a Realtor who loves to do my job of spreading the low interest rate message.