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2009 is almost here! Is it just me, or do the years seem to be getting shorter? Plans to better ourselves and our business are spun into being, ready to spring into action. But what happens with all of the marketing for loan officers plans each year? All these great sounding plans rarely have the staying power to make a difference right? Most plans fall by the way side as we get caught up in the day to day activities or ‘busy work.’ So what can you do to break out of this savage merry go round?Marketing for Loan officers does not need to be such a viscous circle. Let me show you which methods I feel (My opinion here) will have the greatest impact moving forward: The Web - You already saw this one coming didn’t you! The internet has become a primary source of information for most of us. Weather, news, investments, research and more are all readily available. It’s a great tool right? Are you using this tool to generate mortgage leads? If not, you’re missing out on one of the best ways imaginable to bring in more business than you can handle! I strongly urge you to learn the basics of blogging, direct marketing, and proper website deployment. Seems complex, but it really isn’t with the proper tools in place. Even the most “techno-phobic” of us can have a blog, website, and lead generating combo in place without diving too deeply into the technical part of this. Follow Up Plan – My motto is to put as much as, if not more effort into your follow up plan as you do in prospecting! What good is a flood of leads if you cannot convert them? With such a big decision in front of them, many home buyers prefer not to make a snap decision. Heck, I know how they feel, as I do the same thing! I tend to research a bit before making a large purchase. Knowing that most people tend to buy in this manner, you need to have an effective follow up system in place. A plan that consists of something other than “I’m calling you to touch base.” Ugh… As soon as you begin “touching base” with your prospects, you’re headed down hill. You’re a professional, and as such I’m certain you have something more valuable to offer than ‘touching base.’ Never show up empty handed when following up! Great articles, useful information, hand written thank you cards, email updates on options and more are all great additions to a follow up plan that will blow the guys who are still ‘touching base’ out of the water. Shrink your Target, but cast a wider net – Stop going after the whole world! Quit claiming that “anyone who wants to do a loan” is your target market, because it’s not true! That market is far too broad and undefined and you’ll go broke trying to tap it unless you have a 5 figure monthly advertising budget. Well… Do you? No? Good, then let’s get back to being realistic! You need to define your target, but use a bigger net to capture them if you want to generate mortgage leads with that magical quality known as ‘reliability.’ What does this illustration mean? It means that even though you shrink your target market to a group of people you can really target effectively, you’re going to need a wider range of tools or bait to capture them. This is what I like to call ‘Market Domination.’ If you had a few web marketing activities feeding a call capture line, followed up by scheduled phone calls and finished off with automated email follow-ups, do you think you might be able to add a few extra closings per month to your pipeline? Certainly! In fact, with such a wide net scooping up of a targeted group of prospects, you stand a great chance of far exceeding just a few extra closings per month! When it comes to marketing for loan officers, this is the plan to have… Listen, even though I am a vendor of marketing tools for loan officers, I want you to take this advice and take action, even if it doesn’t involve my solutions. If nothing else, get serious with yourself and ask the tough questions. Ask yourself: “Is there any legit reason why I cannot close 30 extra loans this year?” Or maybe you want to make that number 36, or 48? Whatever your goal, I want to know if there is any LEGIT reason you cannot grow your business this year. I can tell you, for most, the answer is “NO.” This means that the only thing stopping you from closing more loans is yourself! Ready to change that? Chad Weber – Loan Officer Marketing Lab Free Marketing Tools: Mortgage Marketing Tools |
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Shrinking your target marketing also applies to developing a website. Focusing content on a specific niche for a mortgage product, service, and location will have a better chance of ranking in the search results.
did you see that crazy ad Jana did?….and it worked! 2009 will be like this.
Click here to preview
Great article:
And I can’t help but think about my book: Welcome to the world of vacation Properties: how your property can work for you.
A must read for loan officers and potential home buyers,
http://www.strategicbookpublishing.com/WelcomeToTheWorldOfVacationProperties.html
The secret to closing more loans is clarity. Clarity about who your target market is. There are many ways to get clear about your target market is to look at the clients you have done business with in the past.
Clarity will also help you to develop a USP that will have people wanting to know more about how you can help them.
Very true about not following up empty handed. You gotta make people believe there’s good reason you’re calling. Some kinda update, or add in some tiny detail, or something which you didn’t mention first time. Then you can try to follow up. Makes it less obvious that you’re desperate to close the deal.
Chad,
Your strategies are powerful. No hype, just straightforward plans.
Thanks,
Steven Higgins
Boulder Loan Ranger
Boulder Mortgages at http://www.AmericanNationalFinancial.com
@Brenda:
sounds great. I am looking forward to this book.
Wow…some great ideas posted here!
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You can’t say enough about the Internet as a source of leads. I’ve been preaching that on the Smart Mortgage Marketing website for a long time, and we have dozens of tutorials on that very subject. Sure, you need to stay proactive with your other marketing channels. But it sure is helpful to have a steady stream of web leads coming in every day. Nice post!
Brandon Cornett
SmartMortgageMarketing.com
For 2009 we have begun incorporating our online presence into presentations with potential clients. Although obvious to many reading this blog, an online presence is a must and one that can be presented to a new client as a “have” to separate us from the “have nots.”