Time to add to your goals for 2006Dave HershmanMortgage marketing
Traditionally, our goals include achievement of production and
monetary goals, and these are important. But, more important is
addressing the activities that will help you achieve your
production success. All goals are achieved one step at a time. You
must start with the activities that will help you to achieve your
monetary goals.
Thank you
The most important close to use with your prospects and clients is
the use of the phrase "thank you." Here is your task: Next year,
you need to resolve to increase your use of this phrase. Even more
importantly, you need to think of a way to say thank you that
differentiates you from your competition. You need to figure out
how to say thank you in a way that exceeds your clients'
expectations. There is nothing more important that you can do for
next year—period!
Sphere of influence
Resolve to capture your existing sphere on a database. If your
database has 300 people, go through a thorough analysis to bring
this number up to 3,000. Your sphere should include everyone with
whom you have something in common, as well as your current and
previous relationships, and do not stop there. Put a plan in place
to increase that sphere every day. For example, if you are not a
joiner, become not only a joiner, but also a leader of
organizations. This is a major factor in my OriginationPro Mortgage
School. Everyone must open his eyes with regard to how extensive
his sphere needs to be.
Deliver value
It is not enough to finally identify your sphere. You must set a
marketing plan in place that focuses upon the delivery of value to
your sphere. This value must be tailored to the segments of your
sphere—prospects, previous customers, those you have worked
with, etc. Any resources you spend marketing outside of your sphere
will result in severely wasting your precious resources.
Develop a marketing plan
You must do more than identify your sphere and value; you must
implement certain activities designed to deliver that value on a
regular basis. A marketing plan should identify actions that will
deliver value to specific targets from within your sphere. These
activities must be limited, so that you can execute them regularly.
The key to marketing is consistency, and that is achieved by not
undertaking too many activities. Go deeper, not wider.
The key is to identify one or two synergy marketing partners. It
is imperative that you are not marketing alone, but as part of a
team. When you market by yourself, you are wasting synergy. Imagine
next year having a businessperson or, better yet, a company
marketing on your behalf.
Use a mirror
There are plenty of ways each of us needs to improve. But, we can't
do that, unless we specifically identify the needs. So, it is time
to use a mirror so that you can see where you will need help to
achieve your goals. If you need to work harder, make the
adjustments to do that. If you need to be able to change, then do
it. If you need help reading the mirror, ask your customers,
spouse, boss or your peers; they know what you need.
Become a student
You cannot improve without a plan. You must make the necessary
investment of time, money and energy in your career. Read books.
Attend classes. Benchmark with others. It is time for you to go
back to school and learn what you need to learn, in order to
achieve your goals.
When was the last time you read a book designed solely to help
you develop your business or hone a particular skill? When was the
last time you spent a day in a class learning something that would
help you succeed, rather than obtaining continuing education
credits mandated by your state government?
Here is the point: You can identify all of your monetary and
production goals, but the exercise will not have any meaning. It is
the actions that you take to achieve these goals that is of primary
importance. Next year is a new year. Time is not a renewable
resource. Every year you waste you will never get back. It is time
you start changing the foundation if you want to change the
results. The time to start planning is now.
Dave Hershman is a top speaker and leading author in the
mortgage industry with eight books—including two best sellers
for the Mortgage Bankers Association of America. His mortgage
school is the only comprehensive advanced curriculum in the
industry. For a schedule of classes, free marketing samples,
speaking information and articles by Dave, visit www.originationpro.com or
call (800) 581-5678.
