For some strange reason most mortgage originators believe they need to be marketing to agents for their business or direct to consumers. But this always has been a very costly and frustrating endeavor and in this market it is even worse.
WHO CAN ORIGINATORS MARKET TO OTHER THAN CONSUMERS AND REALTORS?
Before I even give you the answers I want to remind you that how you get a client or prospect to call you is actually the most important part of the process.
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To have an agent or client call you they must first KNOW- LIKE and TRUST you. This is extremely hard to do with an ad which is why most advertising is wasted and expensive.
A client who is referred to you by someone they already know – like and trust is 10 times more likely to work with you than a cold prospect from an ad.
So who are these 3 groups?
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GROUP #1 -PAST CLIENTS
This is a group we totally ignore and I am not sure why since they already know, like and trust us and have done business with us. There are numerous methods for generating referrals from past clients and I cover many of them in the 48 Proven Ways To Immediately Close More Loans Manual ,
But the key is staying in touch with them so they don’t forget who you are. You should be sending out a monthly newsletter to them both by mail and by e-mail. Periodically send them a handwritten note just asking how they are doing in their home and letting them know you appreciate any referrals.
GROUP #2 -REFERRALS FROM OTHER PROFESSIONALS
Many consumers will check with their accountant, financial planner or attorney when they are about to buy or sell a home. These are the professionals they already trust and seek financial guidance from. So when you are referred by them that trust has already transferred to you .
One of the big groups of professionals I market to each month is divorce attorneys. Their clients often have a home involved in the divorce where one spouse needs to refinance and be removed from a mortgage.
GROUP #3 -SMALL BANKS AND CREDIT UNIONS OR OTHER ORIGIANTORS
This is probably the most overlooked group of all. There are many consumers who try to get a loan from their credit union or a small local bank. Often, these institutions have stricter guidelines and a much more limited offering of programs. But if you are able to fill in the programs they don’t offer or the deals they can’t approve, then you will have constant stream of new business.
The other overlooked group is your peers. It’s foolish to look at them as competitors and instead you should view them as sources of new business. For example, my company specializes in renovation loans, yet since we are not a bank, we don’t offer many of the grant programs like FHLB grant.
I am able to refer these deals to my peers locally and they are able to refer their clients who need a renovation loan to me.
Think about these three groups and immediately integrate them into your marketing efforts.
Brian Sacks is an originator with Homebridge Financial in Baltimore Maryland with over 35 years of experience closing over One Billion in loans. He is also the author of
The Originator Success Manual 48 Proven Ways To Immediately Close More Loans
and founder of the Top Originator Secrets Blog
