Bliss Sawyer's Marketing Blog

Monday's Coach

Week 35 - Database Mailing

It's that time again!!  If you don't currently have mailings going out to your database on a regular basis through a system such as Velma, then it's important that you remember to reach out to your database through the mail.  A few months ago, I recommended a a home improvement or other type of "offer" mailing. 

This time do something similar by reaching out to a locally owned ice cream or shaved ice business and see if they are interested in doing a special offer to your sphere of influence.  It's a fact that people are using more coupons right now and something like a buy one get one free offer will be a pleasant surprise in their mail.

Design a fun summer postcard for the offer or have a coupon provided by the business inserted into a letter from you.  It's best to be the one to print the coupon so you can add your contact information.  You can also reach out to Realtor offices and the businesses around your office with a few of the coupons or postcards.  If your budget is tight then emailing an offer that can be printed is a cheaper way to reach out, but may not be as effective. 

Remember to follow up with the business to see  how the offer has helped them and to express your gratitude for there willingness to help you.  Business to business relationships can be a driving force for referrals and this is a fun way to establish strong connections.

Thanks for following my weekly coaching tasks, hopefully you are getting more organized and focused on your marketing... if you are just jumping in, see all Monday's Coach posts here.

Monday's Coach

Week 34 - Managing your money

I’ve heard many sad tales of loan officers that started to make good money and then chose to live a "rock star" lifestyle with disastrous results.  Money is powerful and often, after working so hard to make it, we take on the attitude, “I deserve to spend my money and enjoy myself.”

I do agree that you should have fun in life.  That is what makes work enjoyable--especially in our profession where you truly can have a substantial income!  You work hard for the money you earn, so you should secure your future as well as enjoying the fruits of your labors.

If you have been in this business for any length of time (or know someone that has) you are aware of the cycles.  There will be up months and down months.  Set a goal to save a percentage of your income.  This is the best way to continually grow a strong foundation towards financial security.  If times are good, increase what you are saving, but never go below the set amount.  Ten percent is the recommended amount, but if you are currently struggling, consider starting at one percent and steadily move it up.

I know you have bills and must keep your business running, but this is just as critical as spending money on marketing. Becoming disciplined will give you the strength to weather through the difficult times and truly enjoy the good times.  Every loan officer should have at least three months living expenses set aside.  Once that is accomplished, then other long-term investing goals can be put in place.

Assignment:  Decide on a percentage of your income to start saving.  Or if you have a minimum number of loans that you need to close in order to pay the bills, commit to saving income from any additional loans.  Your future will love you for it.

Thanks for following my weekly coaching tasks, hopefully you are getting more organized and focused on your marketing... if you are just jumping in, see all Monday's Coach posts here.

Monday's Coach

Week 33 - Notes.  The other kind.

Back a few weeks, your assignment was to start capturing ideas and thoughts through a note taking system so you are better able to implement and consistently move forward in your business.  This weeks assignments is also about notes, the kind you mail out.

Staying in touch by mail is often dismissed by loan officers as archaic and they don't see the benefit of utilizing personal notes.  I disagree wholeheartedly with this opinion. 

People (that includes referral partners, past clients and potential clients) want to feel a connection with you and in our electronic world that can be difficult if all you are doing is email, text and voicemail.  Personal notes give you the opportunity to send your business card, a lottery ticket or other fun item.  You are also letting them know they are important enough for you to take the time to send something through the mail.

This weeks assignment is to set a goal of sending 5-10 personal notes a week.  Every week.  You can break it down to one a day or do all at a time.  Here are a few suggestions for personal notes:

• Thanks for referral to a Realtor or other referral source
• Thank you note after application
• Or prequal
• Or closing
• Note of encouragement to a prospect working on their credit or other situation in order to get a loan.
• Congratulations on a new listing (this is especially appreciated by new Realtors)
• Happy Birthday note
• Thank you for the opportunity (to help with an open house, home tour, etc.)

Look for opportunities to be in touch with a personal note.  You can handwrite them or use a print on demand system such as Velma.  If you aren't currently in the habit of sending personal notes, then make this an appointment each week until it becomes habit.

Thanks for following my weekly coaching tasks, hopefully you are getting more organized and focused on your marketing... if you are just jumping in, see all Monday's Coach posts here.

Monday's Coach

 
Week 32 - Realtor Open House

You may be thinking “UGH!  Open houses are a waste of time.  No one shows up and it’s my weekend!”  This assignment is only for those that want a business based on relationships.  First of all, open houses are not to meet prospective clients.  If that happens it’s a bonus.  The primary reason you go to open houses is to develop your Realtor relationships.  Realtors are often bored at these events and have been pressured from their seller to offer it.  Breeze in, break up the day and be their hero.

Let me give you a few ideas.  Modify to fit you and COMMIT.

1.  Dedicate two weekends a month to visit at least three open houses.
2.  At least one of the three should be with a Realtor you do not know well (or at all).
3.  Take something like a small cooler with ice cream if it’s hot, donuts, hot chocolate, promotional items, etc.
4.  Go with a positive attitude.  Have information to share…something good about interest rates, a new company moving to town (jobs growth is directly tied to local housing markets), or the real estate industry in general.
5.  Share your Rule of 5 or other strategy you have to help their business.
6. Follow up on Monday with an e-mail, thank you card or invite to lunch.

This week, contact your Realtors to see if they will be having an open house in the near future.  Schedule time to go to at least two open houses over the next couple of weeks.

Monday's Coach

Week 31 - Note taking

We've all done it... had a fleeting thought.  A great idea.  Something you don't want to forget.  But then didn't take the time to capture it and it becomes the great idea that never was.  This week I want you to create a place for these ideas as well as other tidbits of information such as those random underwriting guidelines you know you need to remember, but probably won't.   This is also the place to jot down reminders and tasks you want to complete.

Here are a few tips to get you started:

• Start a small notebook that you keep in your car or purse with a pen.
• Create a specific place in your phone or pda to capture information.
• Have a file on your computer or a hard file in your desk to store the information you gather.
• Set an appointment with yourself once a month to go through all of your ideas and notes to decide if you want to start working on something or take additional steps.

It may take awhile to get in the habit of gathering your ideas and capturing information this way, but can be well worth the effort.  Here's how one blogger utilizes an idea notebook.

Thanks for following my weekly coaching tasks, hopefully you are getting more organized and focused on your marketing... if you are just jumping in, see all Monday's Coach posts here.

Monday's Coach

Week 30 - 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.

1.  Review your Sales plan 2010.

2.  Update your Realtor Marketing Form and take off any non-producing Realtors and then add any new ones you may have discovered.

Take some time to analyze your current marketing.  Are you getting the results you want from the effort you are putting in?  If not, then you probably need to start a new marketing strategy, pick up the pace with current ones and focus your attention on those things that will provide new leads.

If you have missed any of the coaching tasks, take time during this week to bring yourself up to speed with everything that has been assigned. 

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.

Monday's Coach

Week 29 - Exceeding Expectations

This is a great concept that can build your reputation and position you to receive a continual stream of referrals from happy clients.  Let me give you an example…

You have a potential borrower call you with a question on a loan program and you do not immediately have the answer, set a specific time to get back with them regarding the answer.  “I will need to check with our underwriter, but will contact you by 5:00 with the answer.”  Then, call them by 4:30 with the answer.  That is the exceeding part.  If, for some reason, you do not have the answer by 4:30, CALL THEM ANYWAY!  Explain that it is going to take a bit longer than anticipated and set the next deadline.

The absolute worst thing you can do is avoid calling because you don’t have an answer.  The second worst thing you can do is call them after they expect the call.  By calling before the expected time, even if you are still waiting for the answer, you will leave them with a feeling of security, simply because you cared enough to contact them before they expected you to.

Most originators tell clients “I’ll get back to you as soon as possible.”  Resist the urge to do this and set a specific time.  People will view you as more considerate and will appreciate your efforts. This week, put a sticky note on the corner of your computer with the word EXPECTATIONS on it to remind you to practice this new concept.  This is also VERY effective with Realtors.  Most Realtors feel we avoid their calls once we have the deal in the door.  Prove them wrong!

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.

Monday's Coach

Week 28 - Realtor Tracking Form (reminder)

Waaaay back on Week 4, your assignment was to start using my Realtor Contact Form with a core group of Realtors.  Since that was six months ago, today is simply a reminder.  This is one of the absolute best (and easiest) tools to keep you focused and motivated on your Realtor marketing.

If you haven't started utilizing this tool, this is your assignment.  Read through the original post and get your core group organized.  Work to have contact with everyone on your list in a variety of ways throughout the week.

If you are already using the Realtor Contact Form, use this week to analyze your effectiveness.  Do you need to take a Realtor off or add in a few more?  Should you increase the number of contacts you are having with your Realtors? 

Bottom line... if you are not receiving the number of Realtor referrals you need to keep  your pipeline full, then you need to work harder.   The Realtor Contact Form can help you be more effective.

Monday's Coach

Week 27 - Pictures

You've heard it since you were little.  A picture is worth a thousand words.  So... does that apply to your professional photo?   YES!  This is so important.  People want to feel a connection and since you most often have other marketing touches before actually meeting in person.

This week, take the time to analyze HOW your picture looks and WHERE you utilize this.  Here are my tips:

• Does your picture need updating?  Ask a few people to look at your current picture and listen to their recommendations.
• Go to a photographer that has experience with "Executive Photo's".  Take a couple of outfits and make sure you have plenty of shots to choose from.
• Embed your picture as part of your email signature.  Not huge, but since we do so much of our work electronically, it is imperative that you connect at every point you can.
• Update your business card with your new photo.  Everyone in sales should have their photo on their card.  Everyone.
• Update the photo on your website and blog and facebook.  Wherever people can find you should have your photo.  If you have done an executive photo shoot and have multiple shots, use a variety of photos in all these places.

This is the photo I use on my "Loan Officer" card. 
 

 

This is my marketing business card.
 
  

Monday's Coach

 

Week 26 - Database Mailing

If you do not have a regular schedule of mailing going out to your database, then it is probably time to be in touch.  Here is a creative idea for Spring...

Have you ever walked around your home on that first warm, sunny day after a long winter and noticed the yard needs work, the windows are too old to come clean anymore or your kitchen just doesn’t look good with pink countertops? 

Most homeowners have moments like this.  Cleaning up, fixing or remodeling becomes a priority.  This is a great opportunity for you to offer something of value to your database  (while, of course asking for business.)  It also opens the door for additional business-to-business marketing. 

Contact three local businesses, a landscaper, remodeling contractor, window installer or other type of home improvement company.  Look first at your database and networking partners for someone that could benefit from this marketing strategy.  Explain your goal of adding value to clients and ask if they would like to provide a special offer in a mailing you will be sending.  (See sample.)

I prefer a postcard mailing for cost and simplicity, but you could also send a letter with their card, special offer and a recommendation.  Be sure to mention your willingness to help with financing for larger projects.

Additionally, ask those involved if they would allow you to send the mailing to their database.  Being grateful for your willingness to help their business, they will hopefully be eager to reciprocate. 

Staying in touch with your sphere of influence and giving them a reason to keep your contact information will naturally lead to referrals.  This visibility is a critical step to getting the phone to ring and your pipeline filled with new loans. 

 

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.

Monday's Coach

Week 25 - Realtor phone calls

Being visible is one of the key elements in obtaining business from Realtors; yet, stopping by their office is often ineffective if you do not have an established relationship.  Here is a simple marketing technique to create visibility with the Realtors on your Realtor Contact Form: each Friday between 8:00-9:00 a.m. , call your agents office voicemail and leave the following message:

“Hi Tim, this is Bliss Sawyer with ABC Mortgage; I wanted to let you know I am available this weekend if you are unable to get a hold of your current lender.  You and your buyers can reach me all weekend at 123-4567 with any financing questions.  Have a great day!”   (Obviously, you will want to delete the part about their current lender if they already consider you to be their lender!  You could also add a positive remark about interest rates or the market in general.)

This campaign can also be modified for Monday mornings if you prefer not to be available during the weekend. “Hi Tim, this is Bliss Sawyer with ABC Mortgage; I wanted to let you know I am in the office all week if you are unable to get a hold of your current lender.  Feel free to call me at 123-4567 with any financing questions.  Have a great day!”  This weekly reminder that you are available will go a long way to maintain referral relationships.

Consistency is the key to success with most marketing ideas, but especially this one.  The first few weeks your calls are received, the agents may not pay much attention, but after a while, your calls will start to get noticed.  You will be perceived as efficient (always at work early), trustworthy (no one else calls them so consistently offering help), and non-intrusive (agents are being bombarded with lenders stopping by unannounced to ask for business).  At some point, they will most likely take you up on that offer to help.

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.

Monday's Coach

Week 25 - Networking

I'm sure you've heard this before...

"If you're not networking, you're not working."

It's a classic cliche' that is too often overloked.  Is networking a key part of your business?  If it isn't, and your production is not where you want it, then you absolutely need to step up your efforts so there are more people that know who you are and what you do for a living. 

 

This week, I want you to commit to spending an additional one hour of networking.  Then work to spend an additional 2-3 hours each week netowrking.   Here are a few tips to get you started:

• Attend a Realtor function. If you aren't sure what is going on, simply call the local Board of Realtors and ask for their calendar.
• Contact the Chamber of Commerce to see what types of events are happening that might interest you.
• Join a local Toastmasters group.  This will help with more than networking!
• Look for something in your personal life where you can become more involved.  Your homeowners association, children's school, community groups, etc.
• Find a local networking group that you can visit and potential join.
• Join a biking club, book club, garden club, etc.
• Talk with those around you and let them know that you want to get involved and see what they recommend.

But what to do when you go????

• Be friendly!!!  Being likeable will do more for your business than just about anything else.
• Get to know people.... be interested in who they are.
• Spend very little time talking about you and your business.  If it comes up and you can offer information, then it's great.
• In a business setting, don't push your business card, but be sure and ask for theirs.
• Follow up with those that you meet by email and phone.  Find information you can share and look for ways you can help their business and personal lives.

Good luck!

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.

Monday's Coach

Week 23 - Spring drop by

Spring is here!  This week, start planning for a fun spring drop-by to your Realtors and other referral partners such as builders, CPA's (they could probably use a bit of cheering up during this hectic tax season!), financial planners, etc.

Stores have plenty of bright, fun spring items in stock right now.   Here are a few ideas:

• Add your card to a small potted plant.  Something with flowers would be nice.
• Pick up a few bright baskets and fill with candy.
• You never know what you might find at the dollar store! If they have kids, add a few fun items like sidewalk chalk, bubbles, etc.  
• How about a basket with seed packets and gardening gloves, especially if you know they are watching what they eat and wouldn't appreciate all the candy. 
• Include a fun note letting them know you are thinking of them and wanted to bring a bit of Spring into their office.

Be creative and put something memorable together.... You will be appreciated and who knows, there might just be loan out there that ends up in your pipeline!

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.

Monday's Coach

Week 22 - One Year Phone Calls

This week's assignment is simple and takes very little time, but does requires a long-term commitment.  Make an appointment with yourself this week and set it on "recurring" for the same time each month.  Depending on your past production, you should only need 30-60 minutes.

Call each of your clients that closed last March to check up on how they are doing and see if they have any questions about their current mortgage.  Let them know that you are happy to answer any questions they have and want to make sure things are going smoothly with their servicer.

Ask if any of their contact information has changed (especially email).  Make sure they are receiving your emails and mailings.  If you have a customer appreciation event coming up, even if it is a few months away, be sure and mention this.

DON'T forget to ask for referrals.  There are many ways to do this, but I prefer "By the way, do you know of anyone that is looking for a home or to refinance?"  The reason most loan officers don't ask for referrals is that they feel like they are being pushy or "salesy".  This approach is more natural and WORKS! 

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.

Monday's Coach

 
Week 21 - Improve your website

This week's assignment is fairly simple... but don't let that give you an excuse to not do it!  Take a look at your website (and blog if you have one) and IMPROVE ONE THING.  Here are a couple of ideas.  If you are feeling energetic, take on more than one.

• Add an additional testimonial.  If it is from a Realtor, include their picture.  From a client - get a picture of them in front of their home.  If you are improving your blog, add a testimonial to the side bar.
• Get a new picture.  Take a look at the professional photo you are currently using.  Is it dated?  Have you changed much?  Get a fresh, updated photo to spruce up your website.
• Revise the text that talks about you.  Ask a few people to read through and give you their opinion.  Make sure you include any awards, designations or other information that will give you credibility.
• Look at the layout and play around with the basic set up of your website.  Especially the first page.  Make sure it is user friendly and invites people to read and explore further.
• Do you have an option to offer free reports and collect contact information?  If you aren't utilizing this, find out how and what is available and get it on your site. You may even want to email your Realtors to let them know this information is on your website and invite them to let their clients know about it.
• Does your email signature include a link to your website?  Is your website address on your business card?  Getting people to your website is one of the hardest things to do.  Make sure you are utilizing both of these strategies.

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.

Monday's Coach

 
Week 20 - 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.

1.  Review your Sales plan 2010.

2.  Update your Realtor Marketing Form and take off any non-producing Realtors and then add any new ones you may have discovered.

Take some time to analyze your current marketing.  Are you getting the results you want from the effort you are putting in?  If not, then you probably need to start a new marketing strategy, pick up the pace with current ones and focus your attention on those things that will provide new leads.

If you have missed any of the coaching tasks, take time during this week to bring yourself up to speed with everything that has been assigned. 

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.

Monday's Coach

Week 19 - Manage your work flow

A while back, I talked about David Allen's Getting Things Done and thought I would use this week's assignment as a place to help you get more organized.  One of the concepts of getting more done in less time is "managing your work flow".  I know from personal experience that this can have a huge impact on productivity (or it it isn't being done effectively, a huge detriment to getting things done!)

The five stages of managing your work flow are:  collect, process, organize, review and do.  Let's go into detail...

Collect- Have designated places for your note taking, calendering and in boxes (electronic and physical).  EVERYTHING should be collected into 3-4 places.  It is very important to get everything collected, out of your head and into one of these places.  Empty and process your "collection baskets" as often as possible.

Process - Is it actionable?  If no then you have three options:
1. Trash it 
2.  Incubate for a later date
3.  Reference (information that might be needed later)

If yes, it is actionable, then ask yourself these questions:
1.  What project or outcome have I committed to?
2.  What is the next action required?

THEN YOU....
1.  Do it
2.  Delegate it
3.  Defer it

Organize - I will quote directly from David Allen on this one:

"For non-actionable items, the possible categories are trash, incubation tools and reference storage.  If no action is needed on something, you toss it, "tickle" it for later reassessment, or file it so you can find the material if you need to refer to it at another time.  To manager actionable things, you will need a list of projects, storage or file for project plans and materials, a calender a list of reminders of of things you're waiting for."

Once you process everything, it is vitally important to organize things so  you can easily move forward.  Don not skip this step!

Review - On a weekly basis you should be reviewing your projects list, calender, next action lists and waiting for lists.

Doing this weekly review (I also recommend a review of goals at this time) allows you to stay focused on your most important tasks.  The weekly review is the time to:

• Gather and process all your "stuff"
• Review your system
• Update your lists
• Get clean, clear, current and complete

Do - I often recommend that you use the following question throughout the day "What is the best use of my time right now?"  to help you determine where to spend your time.  Allen suggests a four-criteria model for choosing actions in the moment:

1.  Context (can it be done where I am at)
2.  Time available
3.  Energy available
4. Priority - "Given your context, time and energy available, what action will give you the highest payoff?"

This week, I want you to work on getting things done.   Go through these steps as  you clean out your desk and computer.  Set up a collection system and start to do a weekly review.  Good luck!

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.

Monday's Coach

 
Week 18 - Improving

Are you committed to improving yourself as an originator?  What have you done in the past year - that hasn't been required by your company or licensing?  Have you gone to any conferences or taken the time to listen to marketing/sales webinars? 

Not only are these things helpful to give you new ideas and strategies, but they also motivate you to move forward and do those things necessary to grow your business.  This week I want you to commit to listening to at least one webinar each month and attending one live event a year.

Take a look at your state lenders association to see if they have a list of events.   Go to Velma.com and check out upcoming events or recorded webinars to see if there is something that interests you.  If you are a member of MMG or LoanToolBox, there are tremendous resources there as well.

Block out time this week to listen to a webinar on a topic that will help your business.  Then take the ideas and implement at least one thing.  Next, schedule in a time each month to do this activity and look for a live event to attend some time in the near future.

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.

Monday's Coach

 
Week 17 - Drop off ideas for Valentines Day

Holidays are fun and give you a reason to drop in and reconnect.  Start planning today (see ideas below) what you are going to do so that by Thursday or Friday you are ready to drop off something fun for Valentines Day to your core group of Realtors and at least three business connections. 

Business connections would be someone like your favorite title closer, insurance agent, financial planner, CPA (great time of year to brighten their day!), neighboring businesses, etc.  Business to business marketing is a great way to grow your sphere of influence!

Here are a few ideas:

• Small plant with raffia or ribbon tied around it.
• Valentine's Candy in a small glass candy dish - you can usually find great things at the dollar store.  Brighten it up with a bit of ribbon etc.
• Basket of fruit (especially if you know they don't appreciate sweets as a gift)
• Plate of homemade heart cookies.  Of course this is only for those that LOVE to bake.  Otherwise - definitely not worth your time :)
• Check your dollar store for other fun Valentine-themed things and see what you can come up with.

Remember to attach a small address label with your contact information as well as leaving your business card.  Go in with a positive attitude and be upbeat about the market and your business in general.  Ask how they are doing and if there is anything  you can do to help them.

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.

Monday's Coach

 
Week 16 - Marketing to the Seller

At different times during my career, I have asked myself if I was missing any potential prospect during a transaction.  Selling to the seller is a simple, low-cost strategy that most loan officers do not take advantage of. 

Many of the people selling properties are relocating within commuting distance and will be purchasing a new home once their current home sells.  This is a simple tool to put your name in front of potential buyers. As you begin the loan application, send a letter introducing yourself to the seller.  Let them know you are the contact person and are aware of the agreed upon closing date. 

This is a nervous time for many sellers - show your empathy to their situation and give them reassurance that all will be well with the settlement of their home.  Then offer your services, emphasizing your strengths or those of your company, ie:   years as an originator, "number one company in the area" or special programs you may offer.  Add a coupon, magnet or personal brochure to your mailing to increase the odds of it getting read and kept.  

Your success rate will also increase if you take the additional step of making a follow-up phone call.  The letter has already paved the way as an introduction and you can simply ask if there are any questions you can help with.  Use this phone call to find out their reason for selling.  If you are associated with a company licensed in multiple states, sell this point to those that are moving out of state.  Remember, this is a relationship business.  People want to work with someone that cares about them.

I have attached a link to a sample letter.  Use your creativity to make it fit your personality - this letter should sell you!

Sample Seller Letter

 

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.