Finance Articles

Mortgage Originator Marketing – Differentiate or Die

One of the best ways to attract more clients is to quit marketing the same way your competitors do. Because when all mortgage originator marketing is essentially the same, it becomes nearly impossible to distinguish one loan officer from another. And studies show that consumers will make decisions one of two ways.

First, if all competitors appear the same and there are too many to choose from, consumers won't make any decision. Instead they'll continue procrastinating. It's the same when you go to a restaurant with a hungry appetite. You're instantly paralyzed when you're handed a 10-page menu from the waiter. There are too many choices.

Secondly, if the consumer doesn't procrastinate and all competitors appear the same, they'll choose based on price (rate, fees, etc). This is the worst component to compete on because there's always some desperate loan officer who is willing to bid lower.

Promote Today's Special

Does your marketing promote these items; debt consolidation, refinance, purchase, home equity line, home improvement, VA, FHA, bad credit ok, apply online, free pre-qualification.

Consumers get confused with too many choices. Just like the example about the restaurant and having a menu too thick when you're craving a meal.

A good waiter uses "Today's Special" to his or her advantage. If the waiter has scripted his or her presentation, they deliver a wonderful picture of a single entrée that helps cut through the decision-making.

If you want your marketing to stand out, communicate a single idea. Let your competition beat each other up while promoting everything they have to offer under the sun.

If you're not sure, you can test the validity of my suggestion by opening any publication and comparing advertisements. Scan the publication for advertisements and mark the ones that grab your attention. Chances are you'll select ads that display images, have fewer words than compared with others and that deliver a single message.

Consumers read advertisements that speak clarity. Your eyes will be attracted to simple messages that aren't cluttered by unnecessary words or stress too many points. You're more motivated to read ads that are quick, too the point and convey a single idea (preferably with images).

Don't Offer the Whole Elephant

You eat an elephant - one bite at a time. This means your marketing should offer smaller, bite-size decisions. Don't ask your client to do too much, especially if they don't know you very well. Here are some examples that ask too much:

- Blah, blah, blah... .call for a free pre-qualification
- Blah, blah, blah... order online
- Blah, blah, blah... call today

Instead, offer something of value with no strings attached. For example, if you're marketing an Interest Only Program to first-time investors, create a simple report called, "3 Critical Investment Mistakes to Avoid," and give it away for free.

Of course the report is a brochure for your services, but it's a bite-size step in the decision-making process for the client.

Use Side-By-Side Comparisons

Before I got married, my pastor shared with me his greatest wisdom for a happy marriage and avoiding disagreements. He said, "Jeffrey, I will give you the secret to a happy and fulfilled marriage?" I waited with notepad in hand! He went on with, "Anytime you take your bride out to dinner, to avoid in-decision, always offer her three restaurants to choose from."

Offer different choices using side-by-side comparisons to avoid in-decision. This strategy is commonly used in the high tech industry. When you buy new software there is always a comparison on the back of the box. It has comparables against the older version, or against a competitor's product or a list of product features.

For example, if you're marketing Interest Only loans, demonstrate the loan using a side-by-side comparison. You can show three different examples of an interest only loan with specific outcomes. For instance, how will each scenario affect cash flow, deliver a 1, 3 and 5-year return on investment and affect future investments, etc.

By the way, my pastor's wisdom was right on. I've been married for more than 7 years without an argument about where to have a meal together.

Use Infomercial Selling

"Lose it with the gut-be-gone," screams the infomercial lead-in. Is it unbelievable - of course! But as you watch the story unfold, it shows dozens of people who have achieved the miraculous result. Before you know it, you're pulling out your credit card for a new thigh master.

Create your own infomercial with dignity. An infomercial tells the reason, "why" your solution is the premiere choice. Testimonials demonstrate that people are getting results, but didn't believe it was possible until they decided to take a chance.

You can build an infomercial using testimonials. You probably have many happy clients who would tell their story about how you helped solve one of their problems.

Jeff Nelson helps mortgage companies and individual loan officers increase loan originations by developing customized relationship-building strategies that secure quality relationships with real estate agents.

Click here to get a free copy of the Marketing Planning Guide, a 20-page workbook designed to help you outline a strategy to becoming an Agent Magnet.

Visit us at http://www.loan-officer-marketing.com

Other Article Sites

findabook.com  moneycd.info  a-mortgage.info   about-lemon-laws.info  aboutstudentloans.info
all-about-publishing.info  auctions-articles.info  bestcollege-university.com  bestispconnection.com
biblefolder.com  blogger-website.com  books-used.info  brokers-guide.info  buywindows.info  cable-dsl.info
career-miner.com  carpel-tunnel.info  cashinaflash.info  cashloanreviews.info  casinobell.com  chat-house.info
clearmycredit.info  collegeloantips.info  crones.info  depression-articles.info   dirnic.net  dishguides.info
divers-below.com  expodog.info   financewizz.com  fire-insurance.info  getgood.info  handleit.net   it-idea.info
health-supplies.info  hosting-right.com  insidealert.com  insurance-facts.info  jobs-employment.info
justgood.info  lookgold.net   lowcost-travel.info  money-source.info  myhostzone.info  numisblog.com
peoplesearchfinder.info  pr-articles.info  realeas.com   refinancing-guides.info  spyware-remove.info
telelot.info  the-law.info   toppaid.info  travel-deals.info  travelcorrect.com  wedding-guide-site.com
your-blog.info  your-credit.info

Real Estate Investment Success Series Tip #2- Three Keys To Successful Investment Real Estate Financing
This article is part of the Real Estate Investment Success Series and continues from http://www.realestateinvestment101.info/Making_Money_with_Real_Estate.html

Real Estate Finance Firm RRMS Capital Announces the Hiring of Lori Schupbach as Finance Manager
RRMS Capital, the financing division of PTE Real Estate Group, announced today the recent hiring of Lori Schupbach, who will fill the position of Finance Manager.

Nominees Announced for Real Estate Finance & Investment's 3rd Annual EPIC Awards
Real Estate Finance & Investment - the Institutional Investor newsletter that provides weekly coverage of the U.S. commercial real estate property markets and capital markets - announced the nominees in its 3rd Annual EPIC Awards. The EPIC awards recognize the firms, deals and professionals that stood out in the real estate market for their innovation, creativity and Excellence in Property, Investment and Commercial mortgage-backed securities.

Getting Financing From Banks For Real Estate Investing
People investing in real estate look for capital providers, who will offer the level of capital they need as well as the rate, term, pricing, closing time frame, exit and prepayment options, and recourse provisions. These must suit their individual needs, as well as any value added features on the offer. Choose a capital provider with whom the individual can develop a good, long lasting, working relationship as well as providing the broadest access to the much-needed capital. Those who are experts in dealing with real estate investments are ideal capital providers. There are direct, indirect, and hybrid lenders that provide capital to real estate investors. Banks are direct lenders.

How To Avoid Negative Equity In Real Estate Investment Financing
Real Estate Investment Financing is simply industry jargon for a real estate investment loan. In a bad property market where rental yields are low, the most dreaded word that you can say to a real estate investor is negative equity. So what is negative equity? It is a situation which arises when the foreclosed value of your property is less than the price that you paid for it and in certain states like in New York, the mortgagee (the bank) can then bring a deficiency action against the owner to reclaim the difference.

100% Single Loan Financing with No Mortgage Insurance Is Now Available for Real Estate Investors
100 percent single-loan financing with no mortgage insurance is now available to real estate investors.

Accounts Receivable Financing- How to Use Other People?s Money to Finance your Growth
?Accounts Receivable Financing- How to use Other People?s Money to Finance your Growth? explores how to accelerate your cash flow if you have a business that sells products or services to other businesses. If your customers are creditworthy, but slow to pay your invoices, you may benefit by using accounts receivable financing with a commercial finance company to accelerate your cash flow for exponential growth.

100% Single Loan Financing for Real Estate Investors with no Mortgage Insurance, Now Available
100 percent single-loan financing with no mortgage insurance is now available to real estate investors.

Asset Based Financing, Alternative Ways of Financing, Large Commercial Real Estate Projects
Traditional financing provides much needed funding to advance major commercial or other tangible projects, and it is particularly beneficial to companies that plan months in advance. But what happens when funding is required immediately or clients have minimal experience? Asset-based financing can help clients avoid the complexities involved with traditional financing methods.

The Swiss Finance Academy and its Swiss Finance Institute Investment Banking Bootcamps Celebrate 4th Anniversary
Swiss Finance Academy Celebrates 4th Anniversary. The Academy continues to attract talented students to its investment banking, trading, financial modeling and hedge fund training programs.

Personal Finance - Three Quick & Simple Ways To Improve Your Personal Finances
Many Americans and people in countries where ready credit is available find themselves in greater debt then ever before and this makes you wonder whether you are working for yourself or for your creditors. This ends up being a problem of financial spending & control and if you take a short moment to reconsider your own financial health, you might be able to correct your financial situation today.

Personal Loan For Consolidating Debt - Using An Unsecured Personal Loan To Improve Your Finances
With poor credit, you can reduce your loan costs and monthly payments by consolidating debt with an unsecured personal loan. Even without collateral in the form of property or assets, you can find lower rate loans. The key is to look online for special offers that fit with your financial plan.

Real Estate Loan Agents, Real Estate Loan Agents,Investment Properties, Investment Properties in USA
While America and the world hold their breath, waiting for the Presidential and Legislative Branches of the United States Government to take action, that will hold off and help correct the mistakes of the sub-prime meltdown, there are some progressive Real Estate Loan Agents providing mortgages from exclusive leads from the opportunities provided in their counties from the daily marketing efforts by the team at Myhomesearches.com. These loan agents, providers of mortgages during the boom days are making deals today because of their membership.

Real Estate Financing - What You Should Know About Home Mortgages
As the nation's real estate market continues to grow and new technology gains more ground, many widely accepted beliefs that were true just a few years ago may not be true today. Before you go after a home mortgage or home loan or any real estate financing, if you have a lot of bad credit because of consumer debt such as credit card or personal loans, try to eliminate or reduce this debt as soon as possible because it'll affect your ability to qualify for a home mortgage and the estimated monthly payment.