Skip to main content

The Elite Performer: Spring Clean Your Marketing Plan

Andy W. Harris
Jun 10, 2015

It’s easy to get caught up in the day-to-day work activities by going through the motions, but not allocating the time necessary to step out and evaluate your marketing plan. While you don’t need to do this daily, certainly you need perspective on where your business is coming from, headed, and what return you’re getting on any time or financial investments made. Take time this month to evaluate what happened during the first quarter and where you determine there may be strengths and weaknesses in your marketing plan.

A good place to start is by cutting the fat. Certainly, we all spend time and resources in areas that are not productive. These areas can be simply cut from our plans or delegated if necessary, but the first step is admitting that you have a problem. Repeating activities or continuing to spend money in areas that are not productive certainly will lead to the same dead end. The sooner you change direction in these areas and reinvest in productive thinking and actions, the sooner your business will grow to that next level. Return-on-investment (ROI) as it pertains to time and money is an easy rule to understand, but also an easy one to fail at for those that don’t stop to reevaluate.

I believe each person and company will be unique with how they track their production sources, revenue, time and profits. While some might like doing this monthly, I suggest at least during a quarterly evaluation of your business to determine what may be economic factors in revenue versus operational factors. By testing and evaluating, you should be able to easily determine the difference between these two variables and how they impact leads and production during any given month or quarter. We are certainly in a volatile industry both with housing and rates, but organizing and evaluating your marketing plan will help you adapt and build market share in any climate.



Andy W. Harris, CRMS is president and owner of Lake Oswego, Ore.-based Vantage Mortgage Group Inc. and 2010-2011 president of the Oregon Association of Mortgage Professionals. He may be reached by phone at (877) 496-0431, e-mail aharris@vantagemortgagegroup.com or visit www.vantagemortgagegroup.com.



This article originally appeared in the May 2015 print edition of National Mortgage Professional Magazine. 

UWM And Detroit Pistons Enter Jersey Partnership

UWM branding will now be displayed on the Detroit Pistons team jerseys.

Sales and Marketing
Jun 03, 2021
Salesforce Debuts New Innovations Across Digital 360

Companies can go digital faster and deliver the next generation of commerce

Sales and Marketing
Jun 02, 2021
Borrower’s Remorse

Nearly two-thirds of millennials have new homebuyer regrets, survey finds

Direct
Jun 01, 2021
LO Comp Punctured In Q1

Mortgage Loan Compensation Report shows slight decrease in basis points paid

Career
Jun 01, 2021
Picking the Winners

The Most Effective and Tested Digital Tactics for Loan Officers

Sales and Marketing
May 29, 2021
Stop Networking

It’s time to rethink your approach to building connections.

Sales and Marketing
May 27, 2021