Mortgage Marketing Works? Look At This!

I am called on to help provide marketing plans, strategies, techniques etc. Nothing wrong with this at all – In fact, it’s a great way to shortcut the learning process… Learning from others who have already made all the mistakes and fine tuned a particular marketing strategy. But there’s one part of the process that absolutely cannot be short-cut. And that’s the part where you get your own hands dirty with the taking of action.

I bring this up because of what happened on yesterdays Loan Officer Unleashed webinar. I don’t mean to over-do my praise of the two gentlemen on the call, but right as I was discussing the scripts and approach methods to reach your target Realtors, one of the loan officers spoke up by telling me: “Chad, I called my local title company and asked if they could access the list you told us about. They said of course and gave it to me.”

So I stopped the webinar and inquired further. His name was Michael, and it appears he took action almost immediately, and secured a list of the top 250 Realtors in his area based on performance in a matter of minutes. I get excited every time I hear live success stories, as they are a testament to what happens when you make a determination to just “get it done” and stop worrying about all the “what ifs”.

Once Michael spoke up, Roy then chimed in and mentioned something similar. He also landed a list as described from a Realtor friend of his who was only too happy to help. He then added that he “cheated” a bit and had skipped ahead to day #2 and read the phone scripts, picked up the phone, and spent nearly 1 and a half hours calling the agents on his new list.

This intrigued me enough to where I violated my own rule of never putting a listener on the spot, and I asked Roy if I could un-mute his handset and ask him some questions live. He agreed thankfully, as it would have been mighty embarrassing had he said “no”. The results? 20 – 25 phone calls fired off in an hour and a half, and he managed to speak with about 12 agents. Out of those 12, 7 gave him permission to continue marketing to them, and 1 actually wanted to schedule an in person meeting right away.

The reason I’m making such a big deal out of this? Because Roy now has a lead generation tool at his disposal whenever needed! Let’s say that he wanted to completely transform his pipeline in 30 days. Could he do it? Well, using his first day of results as a baseline (Normally your results improve as you get more familiar with the approach) and imagine 20 days of dedicating 1 and a half hours to making those calls. That would mean:

- 240 agents spoken to

- 140 agents who have given permission to continue marketing to them

- 20 agents who have asked to meet in person (When was the last time a high producer asked you for an appointment?)

All of that in just 1 month? This is even more amazing when you consider that Roy is calling on high producers. Do you think that out of 140 high producers who have agreed to continue listening to Roy, and 20 who are eager enough to ask for an appointment, that he might be able to land several of these agents as a regular source of referrals?

I’d say the odds are extremely good that the answer is a loud “yes!” To think,  all of this is possible primarily because Roy took the time to learn a new approach, but then made that determination that “theory time is over, and the time for action is here.” See, Roy could have easily decided to wait a few more days until he added more Realtor names to his list, or until he asked my opinion on this approach, or that objection, etc.

But there’s no better teacher than experience is there? So hats off to both Michael and Roy for taking that action. I’m excited to see who else will take action before Day #5 of Loan Officer Unleashed gets here!  Keep the momentum going!