[caption id="attachment_9654" align="alignright" width="268"] Dave Hershman[/caption]

In the previous column, Larry from Texas asked 'What is your opinion of calling on accountants to get loans? I am having trouble breaking in with real estate agents.'

Here are some additional thoughts.

In the first segment, we spoke about the importance of becoming an expert in tax returns before targeting accountants. Now we will move forward with the marketing side of the equation. First, how do you meet accountants? The answer to this question is not cold calling professionals. That is not an effective means to start a relationship.

We actually start by having an accountant prepare our own tax returns. As a customer you put yourself in a special place when you ask for help. If you are looking for an accountant through networking–again not cold calling--make sure they don't have relationship interference. An example of such interference? If their brother or sister were a loan officer. In this case you have very little chance of developing a referral relationship.

Then make sure you approach with a value proposition. Yes, you want referrals. But, they need to have an incentive, which includes adding value to their business. Most loan officers are in position to refer plenty of business to an accountant. For example, perhaps your client needs a profit and loss compiled and they do not have a relationship with an accountant.

An important point is that you must make sure that they understand that this needs to be a reciprocal relationship. You might even bring the accountant in to speak to your top real estate office or your networking group. If you belong to a networking group, there may also be an accountant as part of that group. If there is not,-then you can invite them to join the group.

Once the relationship is established, you can start adding a few more accountants--perhaps in one or two different geographical areas or with different specialties. Again, using the process of networking. Or it may be a few more accountants at the same firm as your primary accountants. Don't try to add ten or twenty, as you won't be able to go deep with the relationships and add value.

Dave Hershman is Senior VP of Sales of Weichert Financial and the top author in the mortgage industry. Dave has published seven books, as well as hundreds of articles and is the founder of the OriginationPro Marketing System and Mortgage School – the online choice for expert mortgage learning and marketing content. His site is www.OriginationPro.com and he can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..