By Brian Sacks

Many years ago, when I was just starting out in the mortgage business, I had a dream of becoming a top producer. With no special relationships or advantages, I did what any normal person would do.

[caption id="attachment_7900" align="alignleft" width="332"] Brian Sacks[/caption]

I looked around at what everyone else was doing and started doing it too. Please take a moment and read that sentence again, because it will help you understand an error most of us make in our marketing efforts.

Back then it was visiting offices, trying to get past the receptionist and saying “Hi” to agents. Of course there was also the stuffing of rate sheets in mail boxes and the occasional drop off of food, mostly doughnuts.

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Read what Jim Rohn, the well-known entrepreneur, author and motivational speaker, says about these activities: “If you want to be successful in any field, simply look at what everyone else is doing and do the opposite.”

So stop now and take a look at what you are doing to generate new business. Too often, I find that we are all doing exactly the same things. We are saying the same things. We all look exactly the same.

Let’s look at some of the activities that we are being taught to do:

• Use a script to meet agents for coffee or lunch.
• Visit open houses and meet agents.
• Stalk agents on Facebook and LinkedIn.
• Send cold direct mail to un-targeted prospects.
• Buy social media ads on Facebook, Twitter and Instagram.

There are more of course.

But how are they working out for you? Don’t worry, I have tried them all,  so I already know the answers. It leads to a disease that affects originators called Productionitis. This is the term I coined that explains what it feels like at the end of a month when you have worked your tail off but only closed one or two loans--or maybe no loans.

Here’s what it all boils down to. Read this because it’s very important.
There are a few cold hard truths about selling regardless of what it is you sell.

It comes down to who is chasing who.
Your job is to get business chasing you because when you use the tactics above you are actually chasing business instead of being in control.

Since I don’t want to tease you, let me share just a few ways that will getting agents and buyers chasing you.

1. Become the expert in a niche. There are actually three niches I work on daily and love.
   Boomerang buyers, clients going thru a divorce and renovation loans.
2. Become the celebrity originator in your current market.
   You do this by being a sought-after expert on television, radio and in print. You can also use social media and other media like webinars and seminars to just dispense great advice that is helpful to consumers and referral partners.
3. Control the buyers. If you are able to create systems that generate buyers that you get pre- approved then of course you will be the one agents are chasing!I would suggest printing out this article and really giving it some thought and as always I would love your comments and feedback.

About the Author: Brian Sacks is an originator with Homebridge Financial in Baltimore, Md., with over 35 years of experience and closings of over $1.5 billion and 5,977 loans. He is the author of “48 Proven Ways to Close More Loans.” To learn more, visit https://48waysbook.com/special . He is also the founder of the “Top Originator Secrets Blog” which is available online at http://toporiginatorsecrets.com