Struggling to attract clients? Learn better mortgage marketing strategies

Does Your Mortgage Marketing Strategy Attract More Clients Than You Can Handle?

Or Is Your Mortgage Marketing Leading Nowhere?

Mailing postcards, handing out flyers, giving out your business card, and referring people to your website are forms of marketing activity, but does that mean it's effective?

Being effective first means understanding how marketing to realtors works. Otherwise, you're practicing the definition of insanity - Doing the same thing repeatedly, each time expecting a different result.

Is Marketing to Realtors Difficult For You?

Have you ever had a relationship with one that you wished had never happened? It doesn't have to be that way! There are thousands of successful loan officers who have built wonderful businesses that thrive from quality and mutually beneficial relationships with real estate agents.

Much is said about mortgage marketing to realtors. But just how do you design a mortgage marketing plan to accomplish this? Is there some formula that can be employed to increase your chances of success? Thankfully, YES. In short, what follows is a blueprint to attract more agent-referred business.

Crafting a Bulletproof Mortgage Marketing Plan

Do you enjoy helping people own the American dream? Are you passionate about serving others? Is it a thrill each time you add income to an Agent's bank account? I suppose two out of three isn't bad, is it?

Creating a mortgage marketing plan is a formal process of describing the type of relationships you want to attract, how many you want to attract and how you will attract them. By knowing precisely what you want to achieve, you know what you have to concentrate on in your mortgage marketing plan to do it. You also know what is merely a distraction.

To achieve your objectives it requires passion and knowledge, which only one of the two I can give you. If you're not passionate about working with people, helping others and making a difference in their lives, there's not a website, or book in the world that'll help you.

Many loan officers want it easy. Their idea of mortgage marketing is to call an Agent and expect to be awarded a deal. It's no surprise why real estate agents treat loan officers with such skepticism.

I can give you knowledge - powerful knowledge that can have realtors begging for your help, but you have to have a burning desire to succeed. These two things combined make your mortgage marketing plan bulletproof.

Not an Agent Magnet? Here's Why

Some loan officers think of mortgage marketing as a tactic. They mail a few bushels of postcards to a zip code and wait for the phone to ring. Others think of it as advertising. Still others consider it to be one's identity.

Instead of loan officers learning that mortgage marketing is an entire strategy, they go about it wrong. For instance, they mail flyers filled with jargon of a new loan program, or postcards teasing low rates, or brochures boasting to close loans on time. And than they sit back and wait for the phone to ring, only to become disappointed with the dismal results.

You can change all that when you realize that mortgage marketing isn't a tactic, it's a way of thinking. You'll learn to shape your thinking, how you view your business and how to make it attractive when you understand the fundamentals of mortgage marketing to realtors.

Let me share a powerful illustration of marketing:

"If the circus is coming to town and you paint a sign saying, "Circus is coming to Fairgrounds Sunday," that's Advertising.

If you put the sign on the back of an elephant and walk him through town, that's a Promotion.

If the elephant walks through the Mayor's flowerbed, that's Publicity.

If you can get the Mayor to laugh about it, that's Public Relations.

And, if you planned the whole thing, that's Marketing!"

-Author Unknown

Why Do Some Loan Officers Attract More Business Than Others?

Foremost, they view their business differently than other loan officers. Their goal is to create symbiotic relationships with agents. And from it, they enjoy greater loyalty, less stress, and are treated with higher respect by their agent clients.

They achieve this by being passionate and educated on the fundamentals of mortgage marketing to realtors. The same basics that you learn in my program - Click here to learn about becoming an agent magnet.

My agent magnet system teaches you the 4 P's to earning more referrals from realtors, by standing above the competition so you get easily noticed and become recognized as an expert. The 4 P's are the central basis for what mortgage marketing is about.

The First P: Planning

Simply stated, "What you choose to attract, you will." That's where many problems for loan officers begin, they don't plan specifically what they want to attract. So instead of enjoying the benefits of a quality partnership with an Agent, they get headaches and grief.

Planning is the foundation from which you build your mortgage marketing. The process helps yield decisions on how you can compete best. By taking the time to properly plan you can avoid many of the common mistakes loan officers make in creating an overall marketing strategy.

Do you have specific planning tools designed to:

- Compute the daily number of originations needed to achieve your financial goals?

- Estimate the number of agent relationships needed to reach your daily originations goal?

- Establish a marketing budget based on your actual expenses that calculates your acquisition costs, what it costs you to produce closed loans?

- Survey clients to uncover marketing data that improves the quality of your mortgage marketing messages?

- Profile the ideal agent prospect based on demographics, values and behaviors?

If you don't have the proper planning tools in place, you're like a pilot flying without a flight plan. You don't know where you're going, have no idea where you are when you arrive, and upon returning, don't know where you've been.

Included in the Agent Magnet Home Study Course, you're entitled to access the exclusive VIP client area of this website. There you'll find the planning tools that include a digital production planning workbook, other helpful worksheets, forms and samples designed to maximize your experience.

The Second P: Positioning

A position is a place in the agent's mind. You use positioning as a communication tool to reach targeted Agents in an information-overloaded marketplace.

By narrowing your focus you can build a position as a specialist in the Agent's mind. This increases the chances of your message cutting through the communications jungle.

Instead of competing with every loan officer in your town, you're creating a niche specialty in which you can become recognized as an expert. And once you've achieved expert status, you'll have agents soliciting you. Because when it comes to a loan closing, an Agent prefers to work with someone with a reputation than working with someone they barely know. Since their personal income is at stake, they want to minimize risk.

Positioning is your competitive strategy for getting noticed. One of the most profound statements made on the subject of positioning comes from Louis Carroll's Alice In Wonderland.

When Alice asks the Cheshire Cat which path to take, he responds, "If you don't care where you're going, it doesn'tmake a difference which path you take."

If you don't invest resources, like time, energy and money, into enhancing your position, than you'll be perceived as coming from a multi-headed creature - speaking from many mouths, saying nothing and going nowhere.

Agents have their personal income at stake and don't want to gamble with it. But when they refer a buyer to a loan officer that they barely know, it's the same as playing Russian roulette. This is why agents are so defensive when they meet you for the first time, since you're an unknown, they don't know if they can trust you or not.

The Agent Magnet Home Study Course teaches you how to create a positioning strategy that helps you stand out from the competition and get noticed by Agents, otherwise you're invisible to them. You want an approach that establishes familiarity and fosters trust, which are the building blocks for magnetizing agents to your business.

The Third P: Packaging

Often, it's your materials that prospects come across and gives them a polaroid-like first impression. Perceptions are formed from the quality of your marketing materials that promote your services. Packaging is your opportunity to build a brand identity with Agents that they'll trust.

Your marketing plan should account for packaging that has been professionally designed. It conveys that you're established, especially important if you're new in the industry. You can shape an Agent's perception to increase credibility, give a sense of stability and most importantly - to make your brand more memorable.

If you're out of sight, you're out of mind. Most agents are visual processors and use it to pass judgment. Remember the phrase, "Never judge a book by its cover." In the real world, I'm sure you've figured out that your cover is always judged with lightning speed.

But you have complete control over how your book cover appears, what it communicates and can even influence an Agent's judgment. Imagine meeting with Agents who are pre-sold on your services, because you've packaged your marketing materials to influence their perception. And social scientists have proven that people believe their perceptions become reality. That's the power of great packaging, and the power of great branding.

You'll learn in the Agent Magnet Home Study Course how to create superior marketing materials beginning with your brochure, often the first piece an Agent comes in touch with. As well as a plethora of ideas on unique ways to package your messages to get noticed by agents.

The Fourth P: Promoting

Promoting your services is what gives your brand identity visibility and credibility. To attract quality relationships you desire, Agents must become familiar, comfortable and feel that you're trustworthy. If you're invisible, nobody is thinking of you.

Promoting is your opportunity to repeat yourself visually. A Grammy winner never won the award from their fans hearing the song one time. They won because their fans heard their song repeatedly.

Once you've determined a position within a niche specialty, the final component of your mortgage marketing strategy is to promote it through every medium that reaches your targeted audience.

Do you have too many peaks and valleys in your stream of income?

Would you be less stressed if your earnings were more consistent from month to month? You're inconsistent because your mortgage marketing is inconsistent. With a complete mortgage marketing strategy, you can keep your services visible regularly.

Let's face it, most agents you meet today aren't ready to do business with you, but by keeping your message in front of them regularly, the familiarity and trust that develop will eventually convince them to do business with you. Just think of never having to chase another agent again. You'll magnetize your mortgage marketing and be 100% referral driven.

Leave Them Wonderin' How You Got So Good So Fast

Congratulations for reading this far. It says that you're serious and committed to your business. But do you need a little extra help getting your production to the next level?

How much have you learned just from reading the information on this site? Has it helped clarify the kind of building blocks you need to achieve better marketing results? Has it helped you quickly see the mistakes to avoid that most other loan officers commit unbeknownst to them?

Don't stop here though, keep going. Your journey has just begun. I would love to be the first to say that you can turn your mortgage marketing rightside up instantly, and have agents knocking at your door tomorrow, but if that were the case, I'd be living in Morocco and every loan officer would be a multi-millionaire.

Loan officers that fail, fail because they don't invest time and money into their professional development. When you observe the top performers in your industry, you discover that they re-invest anywhere between 1% to 5% of their annual income toward their professional growth and mortgage marketing systems.

Ben Franklin once said,

"The only thing more expensive than education is ignorance!"

You are capable of fulfilling greater potential. You have passion, you just might not be sure how to build the marketing processes that pushes your production to a higher stratosphere.

Is your mortgage marketing producing the results you desire?

If you answered NO, than do something about it. Give yourself one of the best tools that can help you change that. The Agent Magnet Home Study Course is your definitive guide for attracting quality relationships with agents, being recognized as an expert and earning an income that provides the type of lifestyle for you and your family that you dream of.

Make the decision to commit to excellence in your marketing, in your business and in yourself. It'll be the best decision you'll have made, and you'll be glad that you did.