Bliss Sawyer's Marketing Blog

Movie Night Appreciation Event

Time to Revisit Movie Night Client Appreciation Events!  It’s an old idea—with a few new twists!  This is a recent article I wrote for Loan Officer Magazine and wanted to share with all of you. 

I’m always looking for creative marketing ideas that will leave a lasting impression and an annual client appreciation event is a great way to accomplish this goal.  I recently had the opportunity to talk with Troy Warner of First Class Home Mortgage about his very successful movie night event.

The expense to do this type of event took a big chunk out of Troy’s annual marketing budget, but he feels the return on investment was well worth it.  This was Troy’s second Movie Night and he learned quite a bit through both experiences, so I asked him to share a few of the details on how to have a successful Movie Night.  

Here are the 5 steps Troy took:

Do it big.  The most recent movie night was for New Moon soon after it opened and was held on a Friday evening.  He offered up to five ticket reservations per invite.  Seating was limited to 300, so Troy created a sense of urgency to RSVP.   He also asked that there be no children.  Troy’s first Movie Night experience was for a children’s film and felt the adults were too distracted for him to really mingle and strengthen relationships before and after the event.

Get the word out.  Troy has a database of 2,000 people with email addresses for 800 of them.  This includes past clients, referral partners and his sphere of influence.  He sent a flyer to all that were local and an email blast to those that he had access to.

Follow up before the event.  Troy sent out an “Additional Clarification” email prior to the event to tell people where to go (it is a large facility) and claim their ticket as well as sign up for the prize drawings.  He asked people to register 30-45 minutes prior to the start of the movie so he would have time for introductions and prize giveaways.

Make it a big event.   Troy made sure there were signs at the theater directing people to the sign-in table.   He also brought in a few other businesses to help with prizes, etc.  They gave away a box of chocolate to everyone that attended and fun prizes such as movie posters, t-shirts and even a bed and breakfast package.  He spent a few minutes before the start of the movie to thank everyone for coming and give away the prizes. 

Don’t forget the follow-up.   I spoke with Troy immediately after his event and we brainstormed a few follow-up ideas.  Send an email to those that came thanking them and reminding them that you work on referrals.  Send another email to those that did not come telling them that you missed them and letting them know you will send a notice of the next event.

I was able to read a few of the emails that were sent directly after the event and the positive response was amazing.  Troy also received many texts and phone calls thanking him.  This is a fantastic way to reinforce who you are and what you do and the face-to-face time and allows you to really strengthen relationships.  This type of event would also work for an office of originators to do together.  You could partner with a title company or other business partner to keep costs down.  However you put together your event, remember the points above to make sure it is successful.

 

Another Rent vs. Own idea

I recently received the following rent vs. own calculator link from Jennifer Deering.... this would be a great resource to pass along to your Realtors and any prospects that are questioning if buying a home is in their best interest.  I also wanted to share a bit more of her email to give you a few ideas on the power of marketing the new GFE.

 

Thanks Jennifer for sharing!

 

I came across a plug and play rent vs. buy calculator on the HUD site today - very handy and user friendly, wanted to pass along - http://www.ginniemae.gov/rent_vs_buy/rent_vs_buy_calc.asp?Section=YPTH 

 

 

I checked out your blog - LOVE it, what an awesome tool!  I especially love the positive spin on the new GFE.  I'm a glass half full gal and I had my 10 minutes of groaning and moanin' but it is what it is - we might as well embrace it. After my change in attitude I was sharing with a realtor the positive impact on buyers and agents.  She said I was the first person she had heard to be positive and she wanted me to come speak in her next sales meeting.  At that meeting, one of the agents asked me to do a first time buyer seminar with her - which is how and why I can across the rent vs buy calc!  With that same "sunshine" attitude I sent an e-mail to all of my agents offering a crash coarse on the new GFE and HUD - the response was great.

 

 

Why Rent Flyer

Marya Humble recently shared this Rent vs. Own flyer she uses with in her marketing.  This is a great co-branding strategy with your Realtors.  I love that it is so simple.  No APR necessary, but gives enough information to peak potential buyers interest.

Thanks Marya for sharing!

 

Getting creative with your advertising budget

Annette Chavez made a tough decision last year.  She had been working as a marketer for a mortgage company.  Budget of $4,000 just for Realtor marketing ($8,000 for all marketing) , but she wasn't happy with that position and wanted more control as the originator rather than just the marketer.

After Annette started with Hometrust Mortgage, she approached her key Realtors with this dilemna... all marketing now came out of her pocket and there just wasn't room for everything she had done in the past.  Annette got creative - which is why I love her ideas!

Annette offered to help find additional sponsors for newsletters (where before she had been the only sponsor and paid a large sum for that privilege.)  Cynthia, one of her loyal agents, not only agreed to that but offered to put Annette's contact information on the back of her own business card.  Now that's loyalty!

 

How can you get creative with your marketing  budget?

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!

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.

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!

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

Would you be interested?

I am considering offering a 4-week Realtor Marketing E-course in January and want to see if there is interest in this format of instruction. 

For one low price (amount is still under contemplation), you will have access to four one-hour sessions that will cover all aspects of Realtor Marketing.  You will also be giving specific marketing pieces and tools to help you with all aspects of your Realtor Marketing.  We'll keep the class fairly small so it can be interactive with questions and comments.

January is a great time to jump-start your marketing and implement new ideas so if you think you might be interested - just let me know in the comments section below.  I also welcome any ideas on what you would like to have covered.

Thanks!

Pop in idea

Fall is a great time to get creative with your marketing.  Here is one idea from a friend of mine.  Annette purchased a case of Halloween microwave popcorn packets from Sam's and attached a sticker that says "POP" in for your next Home Loan and also has her card attached.  She'll be delivering these to her Realtors over the next week.

This is a fun and inexpensive marketing idea that gives you a reason to stop in their office and reconnect.  Remember, marketing doesn't have to be expensive or take loads of times.  Many times, it is the consistent, small things that will set you apart from the competition.

 

Let's help Steve!

Steve SchraderBacher recently shared his idea of doing a "gratitude luncheon" for his top Realtors...

"This will be the Friday before Thanksgiving as a way of saying "Thank You" before the hustle and bustle of the holidays begin.  I've already sent out "save the date" emails and will be following with handwritten invitations in a week or two.  The group numbers 18, but maybe not all of them will come.  Any specific thoughts on how to make it most memorable for all the Realtors in attendance?"

I had a few ideas, but thought it would be fun to put this out to all of you and see what inspiration we can come up with together.  I LOVE the idea of a gratitude lunch before Thanksgiving... share your ideas in the comments.  Especially if you have done this type of thing in the past or are planning one this year.

Thanks for sharing....

Straight to voicemail...

In my marketing materials, I recommend a simple marketing strategy of leaving weekly messages for Realtors (see this post and this post).  Brent Borcherding of Mortgage Advocates recently shared a resource to make these calls even easier.

Slydial is a voice messaging service that connects you right to a person's mobile voice mail.  Rather than taking a chance of interrupting the Realtor, you can dial directly into their voicemail.  This is a fantastic way to reach out with minimal effort.  The best part - there are no sign up requirements or fees to use Slydial. 

It never ceases to amaze me the things people come up with... especially if those things make our lives easier!  Thanks, Brent for sharing this great idea.

Realtor Contact Form & photos from AK

I have been without internet for almost a week (torture, I tell you!) and then as I was getting caught up on emails, I somehow lost a day's worth of incoming emails.  I had glanced through them and noticed that there were two requests for my Realtor Contact Form.  Since I can't find their original emails I am posting the form here.... Download Realtor Contact Form.

And for those of you that have sent the emails asking about my trip to Alaska - it has been wonderful so far!  Five straight days of sunshine over the 4th of July.  Pretty much a miracle!  here are a few of my favorite photos....

This was taken from the ferry as we got to Ketchikan, AK 

My daughter took this photo while we were at the 4th of July Lumberjack show.   Amazing shot!

Hiking on Lunchcreek trail.  Isn't that a great name?

Get ready now for July 4th

Holiday's can give you an opening to market yourself in a fun way to referral partners, but often we get so caught up in the daily grind that the day comes and goes and nothing gets done.

That's why I'm posting this on June 15! 

You have plenty of time to put something together and schedule time away from the office to deliver them.  See my previous post for a simple idea.  Add a couple of flags from the dollar store and you have a fantastic item to take with you as you drop in to visit. 

Take the time now to prepare for some face to face time with your Realtors and other referral partners.  Calendar in an afternoon the week before the 4th of July to drop in.  Even if they are away on vacation, the gift will be appreciated when they return.

Keeping track of those Realtor Contacts

I've had a few emails since my last post asking what I recommend to help loan officers keep track of their Realtor Marketing.  I created this form years ago and find it to be one of the simplest and most effective ways to track Realtor contacts.

Click here for a copy.

Use this on a weekly basis to help you stay focused and on task... which, of course will result in referrals!

Pay attention to your referral sources.... gurantee future income!

It's easy right now to get caught up in the urgent of getting loans closed and keeping your staff happy.  But guess what?  Realtors are feeling abandoned.  This is an long-standing problem in our industry.  I remember the same situation way back in the 1993 refinance boom.  (Yes - I am THAT old)

It's a tough thing... many have gone with very little in their pipeline (and paycheck) for some time now and this is a fantastic opportunity to generate much needed cash flow.  And yet you MUST look at the bigger picture.  Refinances will not always be this prevalent.   Rates WILL go up.  Purchase loans WILL sustain your business.

Do you want to be a top producer now AND in 12 months.  And in five years?  How about ten?  Do you want to build a business fueled by referrals?  Then there are a few steps you need to take NOW.

1. Spend time communicating with your core group of Realtors EACH day.  Doesn't always have to be in person, but should be a mix of e-mails, phone calls, mailings and in-person touches.
2. Calendar this in.  Make an appointment.  Set an alarm on your phone, calendar or outlook.  No matter what, JUST DO IT!
3. Work longer if that's what it takes.  Remember that this refi boom is temporary.   "Make hay while the sun shines."
4. Don't let your referral partners see the stress or difficulty of your job.  Be upbeat and positive.  Be grateful for the current low rate environment.  People want to work with someone that makes them feel good.  If you are negative or just want to talk about the stress of your job, people will not be attracted to you.
5. Wisely set expectations with current borrowers.  Let them know things are backed up.  Explain that everyone is busy, but you will do everything in your power to make their loan transaction as smooth as possible.  Email updates every couple of days to reduce phone calls and anxiety.  This is a great task for an assistant.
6. Exceed expectations with your Realtors and their clients.  Look for opportunities to do something extra.  Something your competition isn't doing.

Work harder and smarter now to reap the benefits of a strong, referral-driven business.  Sounds like a great business plan to me.

Websites Every Realtor Should Know

Eric Gross, with Cendera Funding, recently shared this great idea with me.... he was looking for something to share with Realtors that would benefit them and help to reinforce him as a resource and keep him top of mind as they work with buyers.  Thanks, Eric for sharing with all of us! 

WEBSITES EVERY REALTOR SHOULD KNOW

Studies indicate that over 80% of today's home buyers visit the internet long before seeking the professional assistance of a REALTOR.  This means that, thanks to popular realty-themed websites that compete for your business, your clients are already armed with more information than ever before.

That's why today's savviest real estate agents must change their perspective and fight back.  And the best way to do this is to visit and become familiar with these kinds of sites and the features they offer.  This data will not only prepare you to answer any questions your clients might have, it will allow you to provide a more complete service that your clients will want to recommend to all of their friends and family members

1. www.redfin.com
In addition to listings, this site offers information such as how long a home has been for sale, its last sales price, and its current value.  It also provides virtual tours to listed homes.

2. www.trulia.com
Like Zillow.com, which offers satellite views and the estimated values of each home, Trulia's "heat maps" show how hot or cold an area is based on prices, sales, and popularity amount its users.  Trulia also has free tools real estate agents can easily add to their own websites to increase functionality and traffic.

3. www.maps.google.com and www.maps.live.com : For a birds eye view, even 360 degrees in some cases, these amazing map sites offer a virtual perspective of available homes.

4. www.walkscore.com
This is an interesting site that rates any address based on the walking distance of its nearby stores, restaurants, schools, parks, coffee shops, etc…

5. www.schoolmatters.com
This site offers parents (and potential home buyers) an objective rating of public schools and public school districts by region, including test scores and demographics.  www.greatschools.net offer similar info and ratings on private schools based on region.

GIVE ME A CALL IF YOU CAN THINK OF ANY OTHER WEBSITES THAT YOU THINK MAY BE USEFUL TO THIS LIST.  I LOOK FORWARD TO HEARING YOUR INPUT/FEEDBACK.

Happy Spring to your Realtors

About three weeks ago, I had a few drop-in ideas for the week of Easter... but time flew and since I didn't write it down on my to-do list, I didn't think of it again until two days before Easter.  Definitely not enough time for you to get it put together and delivered.  (I know, I know, I need to take my own time management advice !)

So if you didn't get anything out to your Realtors last week, here are a few Happy Spring! drop in ideas:

• Small potted plant or flower with your card attached and a note saying Happy Spring!

Small jar of candy with same type of note attached.

Packet of seeds with a note that says "Let me help your business grow"

Include a copy of this free report with suggestions on how they can distribute if to their database by mail or email.  (It's ok to tell them you created this... plagiarism is ok in my world)

Remember VISIBILITY is one of the keys to success with Realtors.  Be creative and just DO IT!  Even if you are busy, this is a critical time to be out marketing to your referral partners.

Biking and Marketing

This is an article that first appeared in the Competitive Edge Newsletter....  I've been trying to get a few rides in each week and thought back to my sentiments. There is great potential for a Realtor-driven business in today's market.  Don't miss this opportunity.

 

I have a passion for biking (the kind with shorts, not leather) and marketing; so when I can write an article on marketing that uses a biking analogy, life is good.

Some time ago I hurt my knee while riding.  Twice, I tried to get back into it but pushed myself too hard and was again in pain and frustrated.  It’s now been awhile and today I felt like getting a bit of West Texas dust between my teeth, so I jumped back in the saddle.

As I started my ride, I noticed the computer attached to my bike was not working.  I use this to track MPH, RPM along with a few other acronyms, diligently pushing for better performance.   Today, without the computer, I decided to just enjoy the ride and see what happens.  My expectations of myself changed and I focused on the joy of riding rather than the results.

Your Realtor Marketing attitude should have the same shift.  This doesn’t mean you don’t keep track.  What I mean is that you should enjoy the ride.  Realtor marketing is often frustrating and difficult with minimal results.  Here are a few tips to keep Realtor Marketing something you WANT to do.

1.  Work with Realtors you like.  Your marketing should not be a shotgun approach.  There are enough out there that you can pick the ones who have the same work ethic and values as you.  Ask yourself this question:  Would I go out to dinner and a movie with this person?

2.  Make it fun.  Using the same old, same old marketing is not going to light your fire – or theirs.  Do something that makes them laugh.  Be creative.  You should be laughing as you develop and deliver.  Take some risks this year.  Can’t hurt.  Just might help.

3.  Be a friend.  Relationships sell mortgages.  When a Realtor tells their client that they HAVE to call their lender, it is usually because they trust you, like you and know you.  In the current environment, consumers are going to be placing more and more value on the recommendations of their Realtors.  Your marketing should move relationships to friendships.

4.  Be flexible.  I’ve said it before – even if a Realtor is your best friend, if they aren’t at least trying sending you business, it may be time to cut your losses.  You are spending money and time on Realtors; make sure you are spending wisely.

5.  Remember the benefits.  I often hear loan officers say “I really don’t want to work with Realtors.”  Realtors can be a key part of your business success.  Don’t forget the simple truth that they have the ability to refer clients to you.

6.  Keep the ibuprofen handy.  I felt a few twinges in my knee right after the ride – nothing a few painkillers couldn’t handle.  Realize that marketing to Realtors will have ups and downs. Frustrating times and enjoyable times.  Let the discouragement roll off your back and focus on the good.

Rates are great and it is a fabulous time to purchase a home.  Let your Realtor’s know that you are enthused and ready to help THEM have a great year.

Don't forget to drop-in for St. Patrick's Day next week

Reminder:  Next Tuesday is St. Patrick's Day. Use this fun holiday to drop off something to your Realtors.  Holidays are a great time to give your Realtors a little something to say "Thank You".  Have even more fun by wearing your MOST green outfit. 

This does NOT have to be expensive.  Check out your local Dollar Store or Wal-Mart for small Leprechaun hats you can fill with candy or just look for anything green! 

For future holidays:  if you are a shopper (or married to one) check out your local Hobby Lobby or other stores that mark down items after each holiday.  Many times you can pick things up for 90% off.  Stock up for next year!