With the advent of email, snail mail (direct mail) has taken a back seat. The days of using postage stamps, letterhead and envelopes have been long gone, yet it's a powerful method to help shape an agent's perception of your expertise. And if you own my program, Become an Agent Magnet; you know marketing is all about building an image, one that magnetizes relationships to you.
Since email and the telephone have become the preferred method of communication with agents, you can treat snail mail like a novelty. And herein lies your chance to implement a simple system that makes you unique and distinct.
Every purchase transaction is an opportunity to increase your exposure to the selling agent and to cross promote it to the listing agent. But exactly how is that done? How can you catapult yourself in the eyes of each agent and deliver a knockout punch. A punch packed with credibility and expertise? - The kind that separates you from competitors and even challenges the agent's loyalty to other lenders?
Snail mail when used correctly can have a greater impact than any other marketing medium. The first correction is using it when it's expected; in other words, don't use it to advertise to strangers (agents who don't know you), that's a waste of money and effort. You send snail mail when agents expect it...during the course of a transaction. You're assured of it being opened and read, even if you still use email and the telephone.
But how does this make you distinct? What do you mail that can build your image? First of all, it's not stuff that makes promises, like closing loans on time, rendering great service, returning calls promptly, etc.? That's what the competition does. Instead, build your image by sharing what others have experienced firsthand from using your services.
See, each mailing you send to the selling and listing agent is a chance to include an article that describes you solving a tough problem, or a case study that scientifically explains a particular circumstance you helped a client overcome, or a descriptive testimonial that explains why your client plans to refer everyone they know to you. In other words, learn to tell your story using your client's voice. This type of marketing establishes your credibility and builds your image as an expert the quickest.
So how is this duplicated? Well, once you have created your proof, whether it's articles, case studies or a list of descriptive testimonials, you'll use it over and over. But if you want to accelerate the process, get my program because it includes form letters you can easily customize to your specific needs. Then just add your client stories to pack your mailing with evidence - evidence that transforms how agents perceive you, even if they're loyal to someone else.
------------------------------------------------------------------
Side Note - If you already own my program, refer to page 55 of the workbook. There you'll see the five stages of cross-promotion. I recommend you place your initial efforts on the first, third and fifth stage. And only focus on the listing and selling agent, and the borrower. It's easier to implement and you'll achieve results quicker.
-------------------------------------------------------------------
Now imagine having a direct mail marketing campaign that's executed with each loan application. A campaign filled with testimonials, which is your most powerful form of persuasion. Each time an agent receives your mail, they'll be reading about your success, and soon they'll be eager to refer you clients so they can experience the same in their business.
Become an Agent Magnet
One of the best ways to learn how to work with Agents is from my program, Become an Agent Magnet. It's battle-tested from years I've spent working hand-in-hand with loan originators marketing to agents. I've been fortunate to work with over 500 mortgage companies and know what loan originators do and don't do in their marketing. My program helps you learn how to attract agents to your doorstep. It includes complimentary shipping and a complete satisfaction guarantee.
