The Fourth P: PromotingIn ancient times, the Chinese would use a water torture technique with prisoners of war. They would make the prisoner lie down on a flat board with a bucket of water hanging above their head. The bucket would have a tiny hole in it to drip water on the prisoner’s forehead. Eventually, the dripping would drive the prisoner mad and get them to talk. The beauty to using this technique was that there was never any evidence of torture, since it was only water dripping. What does this have to do with building relationships? Other than the prisoner thing, your goal is to slowly drip powerful messages to your prospects to the point that they seek you out. Your messages must have impact and stand out from all the other messages your prospects receive from everyone else. Consider briefly everyone who tugs at a Realtor to get their attention: other loan officers, title reps, home warranty reps, movers, etc. Begin a drip campaign. Each step of your campaign should teach the prospect about who you are, what you offer and how it can make a difference. The combination of frequency and familiarity will help foster trust. Then and only then do you have the breeding ground to get Realtors pursuing your services. Save File: Right-click on the link and select "Save Target As" to download and save the mp3 to your computer. Promoting.mp3 Drip Problem-Centered MessagesWhat grabs Realtors interest? - Information about them or about their problems in their business. Sending problem-centered messages is your best ally for getting their attention. You can follow an easy formula for writing powerful messages that get read and prompt people to take action. Click to Access: Problem-Centered Message WorksheetClick to Access: Problem-Centered Message SampleClick to Access: Special Report SampleCross-PromotingDo you have a consistent system that markets your services each time you originate an application? Your loan process is a great opportunity to cross-promote yourself to Realtors and to produce consistent referrals from your borrowers at point of sale. Most loan officers tell their prospects that they offer great service, but only few can show their prospects. Imagine demonstrating to a Realtor a step-by-step process to producing repeat clients and referrals for new clients? The objectives of Cross-Promoting include attracting more referrals, nurturing existing relationships and cultivating new ones. You can enhance the quality of your relationships by communicating valuable information throughout the loan process. It is a chance to turn each borrow into an advocate, improve loyalty with current Realtors and introduce yourself to Realtors who are unfamiliar with the quality of your service. Click to Access: 5 Stages for Cross-PromotionClick to Access: Cross-Promotion WorksheetClick to Access: Cross-Promotion Form Letters (Letters will open in MS Word format)
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