The FHA-MIP Removal program is in full swing and your network is your biggest profit center to. Even if you use direct marketing to generate new business, you could be earning more referrals from your network of current and past clients, prospects, and leads. Are you doing everything you can to get as many loans as possible from your network?
First: Think outside the box
Your competitors are trying to grow their network too. In many cases these are the same people. How many realtors do you know? They all know other lenders besides you. It’s the classic industry conundrum. Who are you going to refer your clients to? Who’s referring clients to you? What separates you from your competitors?
Next: Turn your efforts away from industry partners and towards your clients
Your realtor knows a dozen other lenders. Your clients may not know any other lenders. Your competitors aren’t inviting their clients to meet in person. They are sending mail, and making phone calls. An offer to meet for coffee or go golfing will separate you from your competitors and keep you at the top of mind of your clients. It will also give you a chance to talk with them about their current mortgage situation and let them know any new programs available today that could benefit them.
Finally: Grow personal relationships with your clients
It’s not just about saving them money on their mortgage. It’s also about getting to know them. They know as many people or more than you do. You will successfully grow your network exponentially. Who’s your favorite doctor? Have they ever asked you out for coffee? Even if you declined, wouldn’t you more inclined to go back to them if they put the offer out there? We live in a world with less and less interpersonal relationships. Ask your clients out for some fun and you will not only close more business, you will grow your network. In a refinance boom like we have today we must utilize all our resources. This means quickly contacting everyone in your network and letting them know what’s available to them. It also means building and maintaining relationships in your network. Finally, if you are not already marketing to new prospective clients, start a campaign NOW. The goal is to increase your market share while maintaining growth within your network. The byproduct of this effective strategy is a win-win for you, your clients, and your business.
TagQuest customer spotlight: Jason Ponder (NMLS#162105) of Mortgage Solutions Network in Lawrenceville, Ga.
Each month, we like to talk with our clients and find out how their campaigns are going. Here’s what we heard from one of our Georgia mortgage professionals Jason Ponder.
Marketing campaign used: Direct Mail–FHA Refinance
►Five thousand pieces sent per month
►Response rate: Above one percent
►Final results: A 20 percent conversion rate into working loans that will close
Highlights of the campaign that worked well for Jason
“Easy! It’s really turn-key with tried and true results.”
Highlights that could appeal to other loan officers or offices
“Even with the Internet and all the technology today, direct mail still has its place, and it can offer a better return-on-investment (ROI) than most other forms of marketing/advertising.”
Based in Medford, Ore., TagQuest Inc. is a full-service marketing firm developed throughout the ever-changing mortgage industry. Utilizing industry knowledge, marketing expertise, and technology we implement any or all aspects of your marketing and/or advertising campaigns. With a proven track record, more than 10 years in business, and decades of experience TagQuest knows what it takes to produce unprecedented results in today’s fast-paced mortgage environment. For more information, call (888) 717-8980 or visit www.tagquest.com.
This article originally appeared in the March 2015 print edition of National Mortgage Professional Magazine.
