“How to Get a CEO of a 100 Million Dollar Organization to Call You For a Loan and Win His Business Every time.”
First I wanted to share a neat little article Shawn Meldrum shared with me today. He’s a great marketing mind in the world of mortgage; check out his enewsletter for wonderful tips (retail mortgage focused not for consumers unless you’re are getting into the mortgage industry).
The meat of my post is “How to Get a CEO of a 100 Million Dollar Organization to Call You For a Loan and Win His Business Every time” in just a second…
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`4 Criteria for prospects...`
-------------------------------------------------------------
Eliminate the frustration of wasting your time on rate-shoppers,
tire-kickers, `looky-lou`s` and other time-wasters. Don`t you
hate preparing presentations or even spending time on the
phone when the so-called prospect is NOT going to do business
with you? I do!
Mortgage marketing expert, Maria Esposito uses 4 criteria that
loan prospects have to meet before she`ll even talk to them.
(And if she does talk to them, she`ll make sure they meet
these criteria immediately.)
1. Pre-interested. Somehow, you`ve gotten them to `raise their
hand`and express their interest in what loan product you have.
2. Pre-qualified. They`re in your marketplace AND they have
the interest to go thru with the program.
3. Pre-motivated. The passion to do business is already there.
Trying to `motivate` it there for them is like pushing string uphill!
4. Pre-disposed. They want to do business with you. You`ve
positioned yourself as `the person` to get a mortgage from...
and they DON`T get it from their brother-in-law!
Notice that they all start with the prefix `pre`? There`s only ONE way to get people to contact you AND already have them meet your criteria: some form of effective lead generating advertising.
It`s the ONLY way to get maximum money in minimum time... which, frankly, is the only way to get rich and the only way NOT to end up hating your mortgage career.
Shawn Meldrum
HighProfitMarketing.com
shawn@highprofitmarketing.com
---------------END STORY--------------------
------------------------------------------------
Now that Shawn has said his piece let me tell you why I think he’s wrong… Advertising
(DEFINED: The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.) may be a good and necessary component of most mortgage businesses. But working by referral only is exceptionally easier (if you are personable, professional and have the proper strategy).
The point of my title is to highlight one referred customer I recently had the pleasure to work with. I received a call late one night and low-and-behold it was one of my customers. I grade this particular customer an “A+” he knows me well, he has received Nordstrom care and he considers me part of his team (long term), we have mutual trust. The call was in regards to a co-worker who was shopping for a home mortgage (cashout refinance). He shared with me the name and number of the referral and explained this person would call me shortly.
Just minutes later I received a call from the CEO of my client’s organization. We spoke for a few minutes to define his needs and within ten minutes we had his complete file underway and I had won his confidence and business.
By the way this lead cost me nothing more than fantastic follow up and Nordstrom class customer service.
So as far as advertising goes my money is always on building a solid referral network and nurturing my client base and referral network with 100% of my focus.
Once you truly understand how your referral network can work for you; you train hundreds and perhaps thousands of business partners (referral network members) to know you are a mortgage expert, who strives to offer the highest possible level of customer care, comprehensive mortgage knowledge and competitive rates. When they hear a friend, colleague or family member mention the words mortgage they instantly think of you as the perfect solution to the problem.
Now this may take years for some folks to build but once you have a large network in place and you work hard to provide exceptional service and prove in execution you are well on your way to profitable career in home finance.
The meat of my post is “How to Get a CEO of a 100 Million Dollar Organization to Call You For a Loan and Win His Business Every time” in just a second…
-------------------------------------------------------------
`4 Criteria for prospects...`
-------------------------------------------------------------
Eliminate the frustration of wasting your time on rate-shoppers,
tire-kickers, `looky-lou`s` and other time-wasters. Don`t you
hate preparing presentations or even spending time on the
phone when the so-called prospect is NOT going to do business
with you? I do!
Mortgage marketing expert, Maria Esposito uses 4 criteria that
loan prospects have to meet before she`ll even talk to them.
(And if she does talk to them, she`ll make sure they meet
these criteria immediately.)
1. Pre-interested. Somehow, you`ve gotten them to `raise their
hand`and express their interest in what loan product you have.
2. Pre-qualified. They`re in your marketplace AND they have
the interest to go thru with the program.
3. Pre-motivated. The passion to do business is already there.
Trying to `motivate` it there for them is like pushing string uphill!
4. Pre-disposed. They want to do business with you. You`ve
positioned yourself as `the person` to get a mortgage from...
and they DON`T get it from their brother-in-law!
Notice that they all start with the prefix `pre`? There`s only ONE way to get people to contact you AND already have them meet your criteria: some form of effective lead generating advertising.
It`s the ONLY way to get maximum money in minimum time... which, frankly, is the only way to get rich and the only way NOT to end up hating your mortgage career.
Shawn Meldrum
HighProfitMarketing.com
shawn@highprofitmarketing.com
---------------END STORY--------------------
------------------------------------------------
Now that Shawn has said his piece let me tell you why I think he’s wrong… Advertising
(DEFINED: The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.) may be a good and necessary component of most mortgage businesses. But working by referral only is exceptionally easier (if you are personable, professional and have the proper strategy).
The point of my title is to highlight one referred customer I recently had the pleasure to work with. I received a call late one night and low-and-behold it was one of my customers. I grade this particular customer an “A+” he knows me well, he has received Nordstrom care and he considers me part of his team (long term), we have mutual trust. The call was in regards to a co-worker who was shopping for a home mortgage (cashout refinance). He shared with me the name and number of the referral and explained this person would call me shortly.
Just minutes later I received a call from the CEO of my client’s organization. We spoke for a few minutes to define his needs and within ten minutes we had his complete file underway and I had won his confidence and business.
By the way this lead cost me nothing more than fantastic follow up and Nordstrom class customer service.
So as far as advertising goes my money is always on building a solid referral network and nurturing my client base and referral network with 100% of my focus.
Once you truly understand how your referral network can work for you; you train hundreds and perhaps thousands of business partners (referral network members) to know you are a mortgage expert, who strives to offer the highest possible level of customer care, comprehensive mortgage knowledge and competitive rates. When they hear a friend, colleague or family member mention the words mortgage they instantly think of you as the perfect solution to the problem.
Now this may take years for some folks to build but once you have a large network in place and you work hard to provide exceptional service and prove in execution you are well on your way to profitable career in home finance.
posted by socialFIEND | 10:17 PM
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