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Actual for You - Mortgage Broker Marketing: Can You Tell The Difference
There are thousands of books, courses, and articles written to improve basic customer service skills. Today is one of those days I was reminded why.Here's a few tips.Make the 1st words out of your mouth, "I am sorry." This is not a legal plea of culpability. It is an expression of regret over the negative experience had by someone else.Never pass up a perfectly good opportunity to keep your mouth shut. God gave you 2 ears & 1 mouth for a reason. Listen. As Covey says, seek first to understand THEN to be understood.Watch your body language. Unfold those crossed arms. Make eye contact. Open yourself up literally & figuratively. Now is not the time to mu
On your quest for the perfect candidate you might overlook one important component—how will they fit with the company culture? This type of "fit" is important to their happiness with the company and your happiness with them.First, you need to think about what qualities make people effective in doing their jobs. Is a very upfront, challenging, demanding style required to get what they need? Think about this in reference to handling external clients, vendors, or even internal clients. Someone who is more softspoken and is coming into a demanding environment may find themselves pushed around and frustrated that they can't get their job done. There are people who can lear
There are mortgage brokers who get 98% of their loans closed on time, and then there are those who get 2% of their loans closed on time. There are mortgage brokers who return phone messages to agents within the hour and then there are those who haven’t returned phone messages to agents from last month. There are mortgage brokers who solicit referrals for their agents, and then there are those who don’t know how to spell the word, “referral.”
So if there are differences between mortgage brokers, why do agents struggle to notice it? Why, when it’s glaringly obvious, that you’re better than your competitors, agents can’t see it?
Chances are, it’s in your marketing, particularly with what it says. For instance, grab your brochure. Read it. What does it communicate?
- Does it tell the reader the length of time you’ve been in business?
- Does it list the different type of loan programs you offer?
- Does it say you’re a proven, experienced professional?
- Does it comment about fast & friendly service?
If your brochure says these things, guess what…Agents have heard this before, so much so, your message is being ignored. Plainly speaking, your brochure – ink and all – are getting no attention from agents.
Difference is Everywhere
The brochure’s headline blares, “We make the difference for you,” or “feel the difference,” or “experience the difference,” and one of a hundred other variations of the same theme. What doesn’t make sense is, what’s actually the difference? Every mortgage broker marketing brochure is bragging about how they’re different, which makes everyone appear the same, and leaves agents to figure out what that difference is specifically.<
Recently some televised sports events have begun using a system that makes billboards in stadiums appear to have ads they don't really have. The process is something like a digital version of chrome key, but it's much more powerful. In the next few years this technology will become even more powerful, and also considerably cheaper, opening up new opportunities for advertisers on the Internet, and raising a number of interesting issues in the process.While broadcast media is subject to regulations requiring a clear separation between content and advertisement, no such restrictions apply to Internet based media. In addition, only a handful of films, like Citizen Kane, have
So if there are differences between mortgage brokers, why do agents struggle to notice it? Why, when it’s glaringly obvious, that you’re better than your competitors, agents can’t see it?
Chances are, it’s in your marketing, particularly with what it says. For instance, grab your brochure. Read it. What does it communicate?
- Does it tell the reader the length of time you’ve been in business?
- Does it list the different type of loan programs you offer?
- Does it say you’re a proven, experienced professional?
- Does it comment about fast & friendly service?
If your brochure says these things, guess what…Agents have heard this before, so much so, your message is being ignored. Plainly speaking, your brochure – ink and all – are getting no attention from agents.
Difference is Everywhere
The brochure’s headline blares, “We make the difference for you,” or “feel the difference,” or “experience the difference,” and one of a hundred other variations of the same theme. What doesn’t make sense is, what’s actually the difference? Every mortgage broker marketing brochure is bragging about how they’re different, which makes everyone appear the same, and leaves agents to figure out what that difference is specifically.
The career field of paralegals began developing in the United States in the 1960s and 1970s as lawyers began hiring the assistants to help them with paper work, case investigation and general duties. As more attorneys began hiring legal assistance, the American Bar Association formed the Standing Committee on Legal Assistance to help set the standard in the paralegal - attorney relationship, employment guidelines and other duties associated with the paralegal, or legal assistant. That committee was formed in the late 1960s and today is made up of both attorneys and professional paralegals. The American Bar Association offers a certification program to institutions that give cour
Chances are, it’s in your marketing, particularly with what it says. For instance, grab your brochure. Read it. What does it communicate?
- Does it tell the reader the length of time you’ve been in business?
- Does it list the different type of loan programs you offer?
- Does it say you’re a proven, experienced professional?
- Does it comment about fast & friendly service?
If your brochure says these things, guess what…Agents have heard this before, so much so, your message is being ignored. Plainly speaking, your brochure – ink and all – are getting no attention from agents.
Difference is Everywhere
The brochure’s headline blares, “We make the difference for you,” or “feel the difference,” or “experience the difference,” and one of a hundred other variations of the same theme. What doesn’t make sense is, what’s actually the difference? Every mortgage broker marketing brochure is bragging about how they’re different, which makes everyone appear the same, and leaves agents to figure out what that difference is specifically.
Could the Crusades have been launched and the soldiers armed and fed without effective project management? Could the Great Wall have been built with ingenious natural materials and a team of millions over a span of a thousand years without project management? It is possible to say that the concept pf project management has been around since the beginning of history. It has enabled leaders to plan bold and massive projects and manage funding, materials and labor within a designated time frame. What leaders from the distant past managed to accomplish is amazing and without the project management tools available today.During the industrial revolution business and industry g
If your brochure says these things, guess what…Agents have heard this before, so much so, your message is being ignored. Plainly speaking, your brochure – ink and all – are getting no attention from agents.
Difference is Everywhere
The brochure’s headline blares, “We make the difference for you,” or “feel the difference,” or “experience the difference,” and one of a hundred other variations of the same theme. What doesn’t make sense is, what’s actually the difference? Every mortgage broker marketing brochure is bragging about how they’re different, which makes everyone appear the same, and leaves agents to figure out what that difference is specifically.
It is a sad statistic, but most companies lose track of between 40 and 80 percent of their leads at some point in the sales cycle. This fact shows that many companies face a wide variety of challenges in lead tracking. Finding a lead is viewed by some as the more difficult task, but in reality, most companies have more difficulty keeping and acting upon the lead.To begin with, lead capture is essential to lead tracking. There are specific business rules that should be followed when capturing a lead, and if those rules are not defined well in the beginning, it will be harder to hold onto the lead. If a business starts a relationship of with a consumer on a bad note, then t
If the difference is your main selling point, then articulate it. For example, if you have a track record of closing loans early, don’t communicate that you offer great service, in fact, don’t even say that you close loans on time. Instead, factually state how you close loans early, i.e. “For 3 straight years and running, we’ve proudly closed 99% of loans 5 days prior to escrow.”
Your Service Point of Difference
Commonly, agents will tell you the typical issues they have with mortgage brokers' service points involve:
- Poor Communication During Loan Application Process
- Loan Doc’s Not Arriving to Escrow Before Closing Date
- Lack of Accountability When Matters Go Upside Down
- No Reciprocity of Leads or Referrals
Herein lies your opportunity. Services are similar from one lender to the next, so the more similar the services, the more important the details. Your marketing should accentuate the trivial, because when services are alike and meaningful differences are difficult to spot, prospects look for trivial matters to make judgment.
Quantify Your Service Points
To uncover the trivial within your differences to stand out from competitors, begin with quantifying each service point. Quantification makes it easier to document your points of difference, providing the reader, through your brochure, numbers, facts and data.
Let them decide if your factual statement is a compelling difference. If they know your competitors, they’ll recognize your factual statement as a claim of d
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