Members Area - Planning

The First P: Planning

Planning is the foundation for your success. Play the mp3 file below and listen as I describe how to use the planning tools listed in this section.

Save File: Right-click on the link and select "Save Target As" to download and save the mp3 to your computer. Planning.mp3

Production Planning Workbook

The first step in creating a detailed marketing plan is to look back at where you’ve been. Having accurate data of your past performance is your best gauge for future planning. Have you ever set an unrealistic goal before, only to be hugely disappointed when it wasn’t achieved? Often the problem began with not having clear expectations and knowledge of past habits.

When you open the Excel spreadsheet, you'll see several tabs at the bottom.

• Loan Tracker - history of your originations and closed loans for past 90 days.
• 90 Day Look Back - calculates how many applications you've originated daily over past 3 months.
• Marketing Expense Analysis - expenses incurred over past 3 months marketing your services to generate loans.
• Annual Production Goal Worksheet - calculates daily originations to reach your annual income goal.
• Forecast By Source - a sheet to forecast monthly production with existing relationships.

Only fill in boxes that are grey, green boxes populate automatically (the cells contain formulas).

Click to Access: Production Planning Workbook

after opening it you can save it to your computer for future use.

SWOT Analysis

Why use SWOT Analysis? SWOT Analysis is a very effective way of identifying your Strengths and Weaknesses, and of examining the Opportunities and Threats you face. Carrying out an analysis using the SWOT framework helps you to focus your marketing activities into areas where you are strong and where the greatest opportunities lie.

Click to Access: SWOT Form

Realtor Survey

Are you making this mistake? One of the most common errors made by loan officers is to create a marketing plan based on assumptions. Doesn’t it make sense to consult with your existing clients and solicit their input so you can include it in your planning?

Use this form as a helpful guide for interviewing Realtors.

Click to Access: Client Survey Form

Realtor Profile

Law of Attraction - Each human being is a living magnet that we radiate thought energy and those we invariably attract into our lives the people and circumstances that harmonize with our dominant thoughts.

This tool is designed to help you identify the key characteristics of your most probable client.

Demographics
This section helps you decide what basic factors are important. Once you know your parameters, you can have your title representative pull a list of targeted prospects that meet the criteria.

Psychographics
This section is important because you’re describing for yourself the type of person you like working with based on particular behaviors.

People will do business with people they like and trust. The more candidates you find who are like you speed up progress in your pursuit of relationships. Read each set of behaviors and choose one that best fits you.

Values
This can be tough. Naturally you want to work with someone who has equally important values. Decide which values are most important. When you interview each realtor, you can discuss these values and learn if theirs matches yours.