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Casual Articles - Mortgage Broker Marketing: What's Wrong with Your Marketing Materials
As busy professionals we are always on the lookout for the best way to accomplish our goals. We want more freedom to enjoy the benefits that being our own "master" provides. As we seek to expand our prosperity and productivity we encounter many individuals who help and support us on our path.But what about when we find ourselves going back again and again for help and ... it isn't w
- Introductory Statement
- Description of your target audience
- How you work with clients
- List of services
- A team profile
- Probing questionnaires
- Case studies
- Testimonies
- Background information about you
- Articles, educational pieces
There is a lot of material you’re creating, but for good reason. People
Every year the dance begins. Supervisors and managers know they’ll soon have to do the annual performance review for all of their employees. They get the notice from HR reminding them of the deadlines. They get copies of the forms that will be used. They may even get some training on how to use the forms or conduct the reviews more effectively. Every few years the process will change
Feature-Focused – The content of the message is focused on you, not the prospect. For example, companies often promote their years of experience in their literature, “We have over 25 years of experience.” This doesn’t do anything for the reader. Your messages must answer the reader’s question, “What’s in it for me?”
Use of jargon – Realtors are inundated with flyers from mortgage professionals promoting products. Realtors don’t necessarily understand what the terms mean or how it impacts them. Their job is to help people buy or sell a home, not sell mortgages.
Poor graphic layout – Most people, including realtors, are visual processors. They process information best through pictures. Most mortgage flyers look like mini rate sheets. Don’t you remember how confusing a rate sheet looked the first time you read one?
Insufficient content – Your flyers don’t include strong persuasion for a reader to take action. Many times the content barely covers any quality information leaving the reader dazed and confused.
Using materials as part of your relationship building strategy
Your goal after meeting a prospect is to maintain top-of-mind-awareness. And as you’re doing this – educating them about your services. Realtors want to feel secure that they’re dealing with a true mortgage professional who can do the job. Your materials should position you in their mind as a trusted advisor. Someone that they should seek out anytime they have a problem.
You’ll be able to use your materials to campaign in several ways:
- To follow up with a prospect after your initial in-person contact.
- To introduce you to a new referred prospect (i.e. listing agent, financial planner, etc.).
- If you have a website, a place for prospects to learn more about you.
- For loyal clients to promote your services to other prospects.
What materials should you create?
You want to build an entire campaign that informs, educates and promotes your services. Each piece needs to answer the reader’s question, “What’s in it for me?” Your pieces should include, but not be limited to:
- Introductory Statement
- Description of your target audience
- How you work with clients
- List of services
- A team profile
- Probing questionnaires
- Case studies
- Testimonies
- Background information about you
- Articles, educational pieces
There is a lot of material you’re creating, but for good reason. People
Do you need more clients? One of the most overlooked ways to fill your private practice or small business with new clients is by giving free public seminars. Public seminars give you exposure, publicity and help to position you as an expert.1. What should I speak about?
Free public seminars are a great way to highlight a niche. Offer a seminar that targets an area that
Poor graphic layout – Most people, including realtors, are visual processors. They process information best through pictures. Most mortgage flyers look like mini rate sheets. Don’t you remember how confusing a rate sheet looked the first time you read one?
Insufficient content – Your flyers don’t include strong persuasion for a reader to take action. Many times the content barely covers any quality information leaving the reader dazed and confused.
Using materials as part of your relationship building strategy
Your goal after meeting a prospect is to maintain top-of-mind-awareness. And as you’re doing this – educating them about your services. Realtors want to feel secure that they’re dealing with a true mortgage professional who can do the job. Your materials should position you in their mind as a trusted advisor. Someone that they should seek out anytime they have a problem.
You’ll be able to use your materials to campaign in several ways:
- To follow up with a prospect after your initial in-person contact.
- To introduce you to a new referred prospect (i.e. listing agent, financial planner, etc.).
- If you have a website, a place for prospects to learn more about you.
- For loyal clients to promote your services to other prospects.
What materials should you create?
You want to build an entire campaign that informs, educates and promotes your services. Each piece needs to answer the reader’s question, “What’s in it for me?” Your pieces should include, but not be limited to:
- Introductory Statement
- Description of your target audience
- How you work with clients
- List of services
- A team profile
- Probing questionnaires
- Case studies
- Testimonies
- Background information about you
- Articles, educational pieces
There is a lot of material you’re creating, but for good reason. People
There are a whole load of resources you can find on 'motivation'. Books, tapes, internet etc. Yet it need not be so complicated...Recently, I had the opportunity to show appreciation to someone. I was really surprised to hear back from her the following, "Are you being sarcastic?" It turned out that she had never been appreciated. No one had ever said a simple "Thank you" to
Using materials as part of your relationship building strategy
Your goal after meeting a prospect is to maintain top-of-mind-awareness. And as you’re doing this – educating them about your services. Realtors want to feel secure that they’re dealing with a true mortgage professional who can do the job. Your materials should position you in their mind as a trusted advisor. Someone that they should seek out anytime they have a problem.
You’ll be able to use your materials to campaign in several ways:
- To follow up with a prospect after your initial in-person contact.
- To introduce you to a new referred prospect (i.e. listing agent, financial planner, etc.).
- If you have a website, a place for prospects to learn more about you.
- For loyal clients to promote your services to other prospects.
What materials should you create?
You want to build an entire campaign that informs, educates and promotes your services. Each piece needs to answer the reader’s question, “What’s in it for me?” Your pieces should include, but not be limited to:
- Introductory Statement
- Description of your target audience
- How you work with clients
- List of services
- A team profile
- Probing questionnaires
- Case studies
- Testimonies
- Background information about you
- Articles, educational pieces
There is a lot of material you’re creating, but for good reason. People
Great marketing campaigns begin with great ideas. You cannot simply follow the crowd anymore, capitalizing on what has worked for others. These are not ordinary times.Today's economic and cultural climate calls for extraordinary and imaginative marketing strategies, coupled with targeted publicity campaigns. There are so many media possibilities now that the skilled advertising a
What materials should you create?
You want to build an entire campaign that informs, educates and promotes your services. Each piece needs to answer the reader’s question, “What’s in it for me?” Your pieces should include, but not be limited to:
- Introductory Statement
- Description of your target audience
- How you work with clients
- List of services
- A team profile
- Probing questionnaires
- Case studies
- Testimonies
- Background information about you
- Articles, educational pieces
There is a lot of material you’re creating, but for good reason. People
Entrepreneurial ventures are constantly in the market for new capital. Experienced entrepreneurs realize that the financing of companies is done in stages and that they have to be flexible in identifying the latest trends in financing.For many startup entrepreneurs, initial financing can be the hardest part of launching their new business. It is a popular misconception that an idea,
There is a lot of material you’re creating, but for good reason. People absorb information differently. Agents who are skeptical appreciate case studies. Agents who are expressive and talkative like the questionnaires. And agents who work with urgency and make quick decisions will appreciate your list of services and description of your targeted audience.
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