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Practice Like Your Dentist
Every six months you receive a postcard from your dentist reminding you it's time to come for a check-up. Why? Is it an altruistic effort to bring healthy teeth and gums to America? No, it's simply an automated effort to establish repeat business, and hopefully, referrals for future business.
These simple postcards work because they accomplish three things:
- They provide valuable information - it's time for your checkup
- They demonstrate a value to you - long-term dental health
- They have a call-to-action - schedule an appointment
Because the mortgage industry is constantly evolving, there are numerous opportunities to market your service to your client base. Whether you send out postcards, newsletters, emails or weekly phone calls, you always have something new to share with your clients.
Many loan officers, and even real estate agents, try to work their client base with newsletters and postcards. Unfortunately, many people confuse mere contact with value added service. Your postcards and newsletters will stand out when they actually deliver something - when they are of value to the recipient.
Providing New Information
Let's focus on marketing to real estate agents. You're like a safe cracker, the one with the key that blows open prosperity. Unless a buyer pays with cash, an agent needs you. What you may not realize is that you have knowledge that can help agents unlock referrals and instant leads from their client base.
What if you sent information regularly, highlighting a specific product and the group of people most likely to be affected? For instance, an article on what to look for in vacation property could be directed towards second home buyers. Wouldn't more people be interested in buying a second home if they knew how to afford one?
Your next step is to focus the agent on how this information can be of value to them. How will they be able to implement your information and work with you?
When marketing to real estate agents, you can identify a whole new group or niche. In our example, you can help the agent focus on the second home buyer or investment property market. You are opening doors for the agent to produce referrals and providing information to make it happen.
Here's the crucial step most people overlook in their marketing efforts - the "Reality Factor". Even when you provide information that is relevant to, you still need to prove it. The best method is to include a testimonial as part of your message.
Testimonials can be a mere couple of sentences that tell the agent how you've helped someone in a similar circumstance. Again, it's a brief quote on the benefits of working with you. It adds credibility to your efforts, and it also helps quantify success with the agent.
Any marketing effort is useless unless it compels the agent to take action. Throughout your piece, you must focus on the "What's In It for Me?" and how you can help. The final thing an agent should read is a connection between the content of the piece and the service you offer. Help connect the dots for them - and give all the information they need to go forward and be successful.
If you want more originations, even during a slow market, start by learning from your dentist. Regularly provide valuable information that demonstrates value to agents and include a strong call-to-action to insure response.
Become an Agent Magnet
Stop being frustrated with real estate agents. Learn how to position your service uniquely and distinct. It's easier than you think and you'll produce the results you desire. It's helped hundreds of loan officers learn how to plan and execute a marketing strategy that separates you from competitors and attracts agents to your doorstep.
Each week I try to give as much information as I can, given the space available. But if you're serious about taking your marketing to the next level, you need to take the next step. If you want to...
- develop a powerful marketing message,
- create a perception of expertise that agents clamor for,
- use campaigns that keep your pipeline overflowing,
- build relationships that are loyal for a lifetime,
- establish yourself as a guru in your community,
- get more referrals consistently,
- make marketing less of a struggle and burden...
Then the Become an Agent Magnet Program has what you're looking for - detailed, how-to action plans on growing your business with successful relationships with agents.
Learn more about both here:
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