Are Realtors Ignoring Your Mortgage Advertising?Mortgage Advertising Is Out and Promoting Is InPromoting keeps your services in the minds of real estate agents better and helps stimulate demand for it. Years ago, mortgage advertising meant stuffing rate sheets into the broker's mail slots. Later that day, your phone would ring with calls from Agents.Today, things have really changed. Mail slots are filled with everyone's rate sheets, a slew of direct mail ads from ancillary services, fancy brochures promoting real estate success secrets, website design featuring virtual tours, flyers from title and escrow companies, interoffice memos, and faxes. Most of the Agents you meet today ignore your advertising. And the biggest folly loan officers commit is not maintaining regular contact with their list of prospects. Too often, loan officers approach Agents, ask for their business, get rejected and never return to the same Agent again. Therefore, all the effort put forth into this initial interaction has been wasted. According to Sales and Marketing Management, the average U.S. sale takes 12 impressions to close. That's 12 incidents of calling, mailing, visiting or being seen in advertisements by prospects before they're ready to do business with you. The good news...90% of your competitors give up after the fourth try.
Mortgage Advertising Damages Your CredibilityAdvertising communicates the wrong message. Sending a flyer promoting low rates or the newest loan program only tells an Agent that you're out to get something.On the other hand, mortgage promotion is built on, which is to turn strangers into friends, friends into clients and clients into loyal clients. If Agents aren't lined up at your door begging to use your services from your mortgage advertising, study the principles of mortgage marketing to change it. Return to Home |
