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Correctly marketing to real estate agents

National Mortgage Professional
Jun 27, 2006

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.
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