| |
| |
|
Marketing Information |
|
|
|
Mortgage Marketing - How to Earn More Business From Realtors®
Is your marketing strategy getting the results you desire? Mailing postcards, handing out flyers, giving out your business card, and referring real estate agents to your website are forms of marketing activity, but does that mean it's effective? Being effective first means understanding how marketing to real estate agents works. Otherwise, you're practicing the definition of insanity - Doing the same thing repeatedly,each time expecting a different result. Let me share a powerful illustration of marketing: "If the circus is coming to town and you paint a sign saying, "Circus is coming to Fairgrounds Sunday," that's Advertising. If you put the sign on the back of an elephant and walk him through town, that's a Promotion. If the elephant walks through the Mayor's flowerbed, that's Publicity. If you can get the Mayor to laugh about it, that's Public Relations. And, if you planned the whole thing, that's Marketing!"- Author Unknown Crafting a Bulletproof Marketing Plan Do you enjoy rendering service, helping people live the American dream and adding income to an Agent's bank account? I suppose two out of three isn't bad, is it? If you're passionate about helping others, crafting a marketing plan is possible when you learn and understand the key components, which I call the 4 P's. Planning Planning is the foundation from which you build your marketing. The process helps yield decisions on how you can compete best. By taking the time to properly plan you can avoid many of the common mistakes loan officers make in creating an overall marketing strategy. Creating a marketing plan is a formal process of describing the type of relationships you want to attract, how many you want to attract and how you will attract them. By knowing precisely what you want to achieve, you know what you have to concentrate on to do it. You also know what is merely a distraction. Positioning A position is a place in your prospect's mind. You use positioning as a communication tool to reach targeted Agents in an information-overloaded marketplace. By narrowing your focus you can build a position as a specialist or expert in their mind. This increases the chances of your marketing message cutting through the noise. Instead of competing with every loan officer in your town, you've created a niche specialty in which you can become recognized as an expert over time. Positioning is your competitive strategy for getting noticed. One of the most profound statements made on the subject of positioning comes from Louis Carroll's Alice In Wonderland. When Alice asks the Cheshire Cat which path to take, he responds, "If you don't care where you're going, it doesn't make a difference which path you take." Give your marketing plan better focus, or else your service will be perceived as coming from a multi-headed creature -speaking from many mouths, saying nothing and going nowhere. Packaging Often, it's your materials that Agents come across and gives them their first impression. Perceptions are formed from the quality of your materials that promote your services. Packaging is your opportunity to build a personal brand identity with Agents that they'll trust. Packaging that has been professionally designed conveys that you're established, especially important if you're new in the industry. You can shape an Agent's perception to increase credibility, give a sense of stability and most importantly - to make your brand more memorable. Promoting Promoting your services is what gives your brand identity visibility and credibility. To attract quality relationships you desire, Agents must become familiar, comfortable and feel that you're trustworthy. If you're invisible, nobody is thinking of you. Promoting is your opportunity to repeat yourself visually. A Grammy winner never won the award from their fans hearing the song one time. They won because their fans heard their song repeatedly. Once you've determined a position within a niche specialty, your goal is to promote it through every medium that reaches your targeted audience. Become an Agent Magnet In it's simplest terms, it's about knowing which problems that you can solve for Agents and then targeting the Agents who have those problems. The more painstaking the problem you can solve, the better magnetism you have in your marketing. If you chase Agents, they'll always feel they have the upper hand. By incorporating the 4 P's into your marketing and way of thinking, soon you'll have Agents hunting for your services. Jeff Nelson helps mortgage companies and individual loan officers increase loan originations by developing customized relationship-building strategies that secure quality relationships with real estate agents. Click here to get a free copy of the Marketing Planning Guide, a 20-page workbook designed to help you outline the 4 P's into your marketing strategy. Visit us at http://www.loan-officer-marketing.com.
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
In Sickness And In Health I recently drove by a business that had a sign out front that read "Closed due to illness". This meant that the cash flow would stop until the owner was able to return to work. Two Steps to Improving Your Marketing Success Since the human brain seems to be able to focus on only one thought at a time, it's difficult to evaluate an advertising idea from the perspective of both a marketer and a customer. That's why it's necessary to use a two-step process when developing highly effective ads, sales letters, web pages, and e-mails. Build your Trade Show - Virtually Virtual trade shows are gaining momentum as a way to encourage participation in the event - both live and online. Here are a few ideas to help you expand your trade show - virtually. Fair Measures Corporation A case study in online "thinking outside the box" The Fair Measures Corporation Web site, at http://www.FairMeasures. A Perfect Partnership for Business Too often we small business owners get caught up in our day-to-day bottom line, and miss the needs of the community outside our door. By doing this, we miss an opportunity to include "socially responsible marketing" -or sponsorship- in our yearly promotional plan. Top 3 Reasons Why Your Headlines Fail Many professional copywriters estimate that the headline contributes to 80% or more of the success of any ad, article, or sales letter. One direct marketing expert goes so far as to credit the headline with 100% of the success or failure of any ad or sales letter, because if the headline fails to pull the reader into the main body of the ad or sales copy, then there is no chance of success! And they are both right! If your headline fails to perform its' function of getting the reader to read further into your copy, then the headline is fully responsible for the failure of the ad or sales letter. Starting Small Business Promotional Campaigns So you're starting a small business. You figured out what you wanted to sell or do and went out and got it all set up, had your DBA framed and on the wall and now all you need is for someone to buy your product or use your service. Fail Your Way To Small Business Marketing Success! Are you willing to fail your way to great marketing Success?Success is a learning process. It's an ongoing process - a continual quest. Value Proposition is the Key to Success Value proposition is treated as the standards or service that the organization is planning to offer or deliver to targeted group of customers with the help of some effective strategic planning.In today's multifaceted technologically driven and extreme competitive business atmosphere, the ability to successfully run your business and to have precise and timely insight into the business performance through value proposition, is the key to success. How to Critique Your Own Yellow Page Ad Forget what you know about your business Your goal is to see your Yellow Page display advertisement the way a directory user sees it. You can't act like you know anything about your enterprise that isn't there, on the page. Trade Show Exhibit Booth - 7 Tips to Improve Yours Once you have decided to participate in a trade show, half your work is done. The other half starts with exploring ideas on how to get the maximum out of the event both in terms of brand building as well as sales enquiries. Clever Headlines Usually Flop! Are You Being Too Clever For Your Own Good? Copywriters that try to be clever, humorous, abstract, or use double entendre with their headlines and ads will normally find that they flop and are thus a waste of both time and money. Many of the Super Bowl ads fall in this category. Is Your 4X4 Trail Rated? "Traction. Articulation. B2B Marketing - Why it Should be Subtle Subtle adj. Showing or making, or capable of showing or making, fine distinctions of meaning. Color Part 2: Formats and Systems There are several color formats and systems available for mixing and specifying colors. Here, we explain three of the most common systems: RGB, CMYK, and Pantone colors. How Important is Your Marketing? Bob called last week from Phoenix, Arizona with some stunning news about his web site. He first contacted me in the fall of 2003. Build A Successful Business By Staying Connected Over the course of your business life you'll come in contact with a number of other business people. They could be lawyers, business services, suppliers, customers, etc. The Battle of Positioning -- Altruism or Paranoia? Competition in the past has embodied such beliefs of "kill or get killed" which has fostered paranoia with many individuals and companies. Our competitive thinking has been to: defend, hoard, knock off competition, defame and win at any cost. Spice It Up! Rib Festival Teaches Us About Product Value The Rib America Festival is a fun filled family event featuring award winning BBQ and live entertainment from national, regional and local talent. Each rib cooker features their very own special cooking strategy and recipes that make for a truly unique food festival experience. If You Do No Other Preparation Far too often we see small businesses rush into doing things without planning and preparing. Unfortunately, marketing is a great case in point.
|
| home | site map |
| © 2006 |
