| |
| |
|
Marketing Information |
|
|
|
Mortgage Marketing - How to Earn More Business From Realtors®
Is your marketing strategy getting the results you desire? Mailing postcards, handing out flyers, giving out your business card, and referring real estate agents to your website are forms of marketing activity, but does that mean it's effective? Being effective first means understanding how marketing to real estate agents works. Otherwise, you're practicing the definition of insanity - Doing the same thing repeatedly, each time expecting a different result. Let me share a powerful illustration of marketing: "If the circus is coming to town and you paint a sign saying, "Circus is coming to Fairgrounds Sunday," that's Advertising. If you put the sign on the back of an elephant and walk him through town, that's a Promotion. If the elephant walks through the Mayor's flowerbed, that's Publicity. If you can get the Mayor to laugh about it, that's Public Relations. And, if you planned the whole thing, that's Marketing!" - Author Unknown Crafting a Bulletproof Marketing Plan Do you enjoy rendering service, helping people live the American dream and adding income to an Agent's bank account? I suppose two out of three isn't bad, is it? If you're passionate about helping others, crafting a marketing plan is possible when you learn and understand the key components, which I call the 4 P's. Planning Planning is the foundation from which you build your marketing. The process helps yield decisions on how you can compete best. By taking the time to properly plan you can avoid many of the common mistakes loan officers make in creating an overall marketing strategy. Creating a marketing plan is a formal process of describing the type of relationships you want to attract, how many you want to attract and how you will attract them. By knowing precisely what you want to achieve, you know what you have to concentrate on to do it. You also know what is merely a distraction. Positioning A position is a place in your prospect's mind. You use positioning as a communication tool to reach targeted Agents in an information-overloaded marketplace. By narrowing your focus you can build a position as a specialist or expert in their mind. This increases the chances of your marketing message cutting through the noise. Instead of competing with every loan officer in your town, you've created a niche specialty in which you can become recognized as an expert over time. Positioning is your competitive strategy for getting noticed. One of the most profound statements made on the subject of positioning comes from Louis Carroll's Alice In Wonderland. When Alice asks the Cheshire Cat which path to take, he responds, "If you don't care where you're going, it doesn't make a difference which path you take." Give your marketing plan better focus, or else your service will be perceived as coming from a multi-headed creature -speaking from many mouths, saying nothing and going nowhere. Packaging Often, it's your materials that Agents come across and gives them their first impression. Perceptions are formed from the quality of your materials that promote your services. Packaging is your opportunity to build a personal brand identity with Agents that they'll trust. Packaging that has been professionally designed conveys that you're established, especially important if you're new in the industry. You can shape an Agent's perception to increase credibility, give a sense of stability and most importantly - to make your brand more memorable. Promoting Promoting your services is what gives your brand identity visibility and credibility. To attract quality relationships you desire, Agents must become familiar, comfortable and feel that you're trustworthy. If you're invisible, nobody is thinking of you. Promoting is your opportunity to repeat yourself visually. A Grammy winner never won the award from their fans hearing the song one time. They won because their fans heard their song repeatedly. Once you've determined a position within a niche specialty, your goal is to promote it through every medium that reaches your targeted audience. Become an Agent Magnet In it's simplest terms, it's about knowing which problems that you can solve for Agents and then targeting the Agents who have those problems. The more painstaking the problem you can solve, the better magnetism you have in your marketing. If you chase Agents, they'll always feel they have the upper hand. By incorporating the 4 P's into your marketing and way of thinking, soon you'll have Agents hunting for your services. 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 the 4 P's into your marketing strategy. Visit us at http://www.loan-officer-marketing.com.
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
The 4 P s of Marketing: Effective Marketing Programs Depend On Them There is no shortage of marketing programs, many with great profit potential. The challenge is to sift through and choose the ones that are right for your situation -- the ones that have the greatest potential to grow your business. The Surprise Inside! Think about all those Cracker Jacks you ate as a kid. What's your lasting memory? I'm guessing it's not the taste, but the surprise inside - that tiny package that contained a simple puzzle, brain teaser or temporary tattoo. Get Personal: Letters vs. Direct Mail One of the reasons direct mail works is the personal aspect. It's ostensibly a letter from you to your prospect. What Is Better Than FREE? Oh come on! FREE is free. Zero, zip, nada, zilch. Meaning and Marketing - The Hurricane I step outside my back door and look at some large limbs lying on the ground. They are all dead. Open Doors by Building Relationships "You can make more friends in two months by becoming interested in other people than you can in two years by trying to get others interested in you." - Dale Carnegie -"The same could be said for increasing your professional network. A Perfect Partnership for Business Too often we small business owners get caught up in our day-to-day bottom line, and miss the needs of the community outside our door. By doing this, we miss an opportunity to include "socially responsible marketing" -or sponsorship- in our yearly promotional plan. High Response Marketing With Low-Cost Postcards Postcards can drive a huge amount of traffic to your web site, generate a flood of new sales leads or produce a surge in any business activity you want. And you don't have to spend a lot of time or money on them . Freebie Seekers? Turn Them Into Clients and Referrers - or Turn them Far, Far Away Many service business owners these days are "giving away" their business services - and then wonder why people aren't hiring them in droves. In the name of "marketing," business owners are providing way too much information for free. Are You Playing Checkers or Chess? When you think about how to attract more clients for your professional services, are you playing checkers or chess?You're playing checkers when you.. An Easy Start to Mail Order Listing names of Big Mail Requestors, and sending out packages ofBig Mail is an easy way to get your start in the business ofselling by mail. There are a number of mail operators pulling in an easy, extrathousand dollars a month, by what you'd hardly call work--doingnothing more than receiving money for advertising a list ofpeople's names interested in receiving Big Mails, and sending outenvelopes stuffed to overflowing with Big Mail. Marketing Smarter To Earn More An accountant once told me that he never met anyone who didn't want to make 30% more money. Whether you want a better lifestyle or to take more vacations, buy a fancy car, spend more time with your family, send your children to college or to give it all away, you could always use more money. The Future of Marketing Part 1 It used to be if you were a small business, you were at a distinct disadvantage with your marketing compared to the bigger companies.No more. Marketing to Women -- Can I Buy You A Clue? A while back a small business owner paid me a visit. He wanted help marketing his fitness business to women. Adapting Blog Technologies To Corporate E-Newsletters Every January, trade publications put out a list of predictions for the coming year. They discuss products, services and trends that they think will change the way business is done, labeling these "disruptive technologies. Spike TV - Know Your Audience What do Klingons, giant rubber bands, and monster trucks all have in common? They hold the fascination of every male on the planet - and they make frequent appearances on Spike TV. Spike TV, which totes itself as a network for men, is the perfect example of the power of knowing your audience and giving them what they want. How to Earn the Right "How to Earn the Right.. Small Business Marketing Tip - Putting the Customer First. I am a great believer in the keeping to the basics - the totally obvious things that we all learn in Running Your Business 101, and then promptly forget. I often have people come up to me after a speech and say, "This is all blindingly obvious, just common sense. How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 6 How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing & The Psychology Of Selling - The Final PartAdditional Lessons from Popcorn MarketingI'm assuming that the movie theatres have tested their price point and figured out what the highest price is that they can charge and get away with - the highest price the market will be willing to pay.And, that's what they charge for their popcorn. 10 Proven Ways To Accelerate Your Profits 1. Make copies of your web site in many different languages.
|
| home | site map |
| © 2006 |
