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ACTION e-zine a newsletter for loan officers to learn how to become Agent Magnets     Sent to over 2173 subscribers every Tuesday. Please pass on ACTION e-zine to those in your office. To leave list or change email address, scroll to bottom.   Word count for this issue: 652 Approximate time to read: About 4 minutes Developing a Great Tag Line How long do you have to capture the attention of a real estate agent with your brochure, website or postcard? It's a matter of a few seconds. Most agents get a constant stream of marketing materials from loan officers, and rarely give each piece more than a quick glance. But you can use a tag line to quickly identify your services and establish a presence and reinforce your brand image.    Print this article and discuss at your next sales meeting. Use it to brainstorm ideas.

It's a Description Take a look at some other businesses brochures or websites. Almost all companies use a tag line, a simple one or two sentence description that follows the company name or logo. A tag line captures attention and simply sums up your mission.   Some mortgage companies already have a tag line. In fact, many companies spend a small fortune to pay advertising companies good money to develop their image. If you don't have a tag line already, you can develop one that intrigues agents.     What's Your Point? The first step in developing a tag line is to determine just what you want to communicate to real estate agents. Ask yourself how you can best convey your unique selling position.   Think about: Which agents are your preferred prospects? How do your services benefit agents? What emotions do you want to trigger? What action do you want the agent to take? How do you differ from your competition?  Incorporate at least one of the above into your tag line. There should be something in it that is compelling and inspires further action.     Finding the Right Words Look at your competitor's tag line. Is it appealing? Does it create an emotional appeal?    Is there specific words that work really well? Certain words demonstrate the kind of image you want to project and align your unique position statement. For instance, terms like wealth building, security, full service, referral-driven, and consulting could be important parts of your statement. They may not all work together, but these words may jump start your thought process on how you want to structure your message.    Write words or catch phrases on individual post-it notes. Keep adding to it and start moving the post-its around in combinations until you find the right phrase or words that sparks your imagination.     Brainstorm Sometimes the best way to start is throwing ideas around. Take some time to write down every idea as it occurs to you. Don't edit yourself. Some of your ideas will be great, some will be ridiculous, and some merely mediocre. But even the silliest idea can hold the germ of an idea that will help you market your services to agents and develop an effective tag line.   Keep working until you are out of ideas. Take a break, then come back and review.     Put it Together Start to consolidate some of your favorite ideas together. This may be a good time to bring in a fresh pair of eyes for a different perspective. Ask a co-worker, a peer, or your manager for his or her thoughts.    Think about the old computer expression, "Keep It Simple, Stupid". Your tag line should reflect your business in as complete and simple fashion as possible. It should be easily summed up in a few words.   Remember, the goal isn't to tell agents everything about your business; it's to capture their attention, to make them ask, "What can he or she do for me," or get them to say, "I want to know more."    The right tag line can capture attention and inspire imagination. Just think what the tag line, "Just Do It," has done for Nike. With a little creativity and work, you can develop a tag line that gets agents talking.     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 it here:   http://www.loan-officer-marketing.com/agent-magnet.html     Fast Path to Success Program Do you feel confused and unsure where to begin marketing to attract more referrals from real estate agents and clients?   If so, you're not alone. It's getting harder and harder to persuade agents to refer their buyers to you and get your clients to evangelize your service to others.   But the real problem isn't how difficult it is to convince agents to do business with you - it's far worse. In working with hundreds of loan officers, I've found the main problem is that they are using outdated marketing tactics that do little to differentiate their services so they go unnoticed and experience high levels of rejection.   To help you put an end to this dead-end way of marketing, I've developed a coaching program to simplify your marketing, help you make smarter decisions, and achieve greater success.   The program is called Fast Path to Success and here is a partial list of the topics covered: How to answer every agent's most critical question, "Why should I do business with you?" How to guide your thinking on strategic issues during times of significant change or changing markets. How to use key marketing indicators to judge performance and improve results. How to examine your business to identify your strengths to create value and establish key competitive advantages. How to keep on track with the most important activities that grow income and develop long-term relationships. How to formulate a budget that tells you how much you will need to invest to achieve your goals, and learn how to track your results so you know which strategies perform best. And that's only a partial list. The program is conducted by teleconference and limited to 12 participants to ensure a high degree of personalization.   You can learn more about the details here: http://www.loan-officer-marketing.com/fast-path-to-success.html     Free TeleSeminar Our last TeleSeminar sold out in less than 6 hours. If you missed it, I have extended the offer for another call on Wednesday, November 1st at 10:00 am (PST).   If you are serious about this offer, register today. There are only 100 reservations available for this call. You can learn more about the details here: http://www.loan-officer-marketing.com/mortgage-marketing-seminar.html

Helpful Resources Become an Agent Magnet Program - Includes $491 in bonuses and free shipping http://www.loan-officer-marketing.com/agent-magnet.html   Fast Path to Success - Coaching program that helps you simplify marketing   http://www.loan-officer-marketing.com/fast-path-to-success.html     New Marketing Service Send your clients a postcard newsletter that produces referrals for you   http://www.loan-officer-marketing.com/mortgage-post-card.html     Free TeleSeminar Orientation for loan officers covering the most important strategies for marketing to real estate agents   http://www.loan-officer-marketing.com/mortgage-marketing-seminar.html     Visit Archive: http://www.loan-officer-marketing.com/archive.html