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W. Edwards Deming said "Marketing and innovation are the only source of value in business, everything else is a cost". And he was right.
The only thing that adds to your bottom line is demand for your product. Demand is created by offering people products they want (innovation) and effectively communicating the benefits they will enjoy once they own your product (marketing).
As a mortgage broker you have very limited control over the innovation part of your business because the loan products available are offered by your lenders without your input. So that leaves marketing as the only way for your to add value to your business.
Once you understand this, it becomes a simple matter to organize your business into a marketing driven brokerage. Start by carefully evaluating your marketing and sales skills. Identify your strengths and weaknesses. Take your time with this exercise. Write notes. You will need this information later.
Next, identify your target market. Start small and narrow. Specialize and you will be able to offer better service and expertise than other brokers that will do any loan that comes to them.
The easiest way to do this is to find a specific type of loan program that you think will be profitable. Learn everything you can about this market segment. Identify every loan provider in this market. Search for the best deal for your clients and you will have powerful ammunition when it comes time to market your product.
Now use your strengths and your target market profile to select three marketing strategies from the following list.
Friends and Family - Direct Mail - Flyers - Telemarketing - Press Releases - Broadcast Advertising - Print Advertising - Articles - Networking - Premiums - Seminars - Surveys - Ethnic Communities - First-Time Home Buyers - For Sale By Owner - Internet Marketing
These three strategies should form the basis of your marketing efforts.
Develop a marketing project for each strategy. Carefully write you advertisements, define where you will run them and set your goals. Then develop a process for keeping track of your expenditures and your results.
Once you have a clear definition of each marketing project you should pick the most promising one and put it into action. Once it's up and running move on to your next marketing project.
Once you get your three strategies up you should change your mindset into one of gathering market data. Always evaluate the performance of every ad. Make small changes and compare results. The goal is a process that delivers constant, incremental improvement of your advertisements.
Over time you will develop very effective ads and thereby reduce you cost per prospect. Marketing is a slow and tedious process when done correctly. You must have the patience and perseverance to keep meticulous records.
But when you do, you slowly develop a huge repository of customer behavior data. There is no more accurate predictor of how a customer will act tomorrow than looking at what they did yesterday.
David A. Wells is a former mortgage broker turned internet marketer. If you'd like more information about mortgage industry careers, jobs, training, websites and licenses then visit http://www.mortgage-millions.com. You'll find an array of valuable information to help you become successful as a mortgage broker.
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Kippers or Red Herrings?
Recent news has made much of parents stretching their finances to cover costs for their twenty and thirty something children. Debts and high property prices have forced many offspring to return home, tail between legs, under the attractive new marketing term of "kippers": kids in parents' pockets eroding retirement savings.
5 Home Buying Essentials
Purchasing a home involves certain important, even essential, steps that every buyer should take before closing on a purchase. Let's examine these "essentials" which, if properly implemented, can help you save valuable time and aggravation.
First-time House Buyers: to Buy or Not to Buy; that is the Question
Buying your first house is always a difficult time. There are so many important decisions to make, and problems to be solved, which combine to make it one of the most stressful events that will occur in most people's lives.
Advantages and Disadvantages Of A Reverse Mortgage
Betty and John, are in their mid-seventies and are currently weighing the advantages and disadvantages of a reverse mortgage as a way of freeing up some cash. The couple purchased their home 45 years ago for about $14,000 since then home values have skyrocketed and recent single family homes in their neighborhood have been selling for a minimum of $160,000.
Short-Term Interest Rates on the Rise; Adjustable Rate Mortgage Holders Prepare for Increase in Rate
Interest rates are on the rise and many home owners who have adjustable rate mortgages may see increases in their forthcoming annual adjustments.Federal Reserve Chairman Alan Greenspan made it clear in 2004 that the Federal Reserve would be increasing short-term interest rates at a "measured pace.
Thinking About Refinancing Your Loan?
Refinancing your home or property is a big decision that could drastically affect your financial future, for the good or the bad, depending on how smart you go about the process. Take the time to explore all of the different refinancing options you have available to you.
Stock Market, Bonds, Deposit Account, Cash, Equities, Unit Trusts - Few, Just Few of the Ways of Sav
Man has been known for continually simplifying things in his own interest. First he devised mortgages then several sub categories under it like buy to let mortgage, council right to buy, reverse mortgage.
No Money Down Home Loan
Are you in the market to purchase a home but are concerned about not having enough money for the down payment? No down payment home loans or 100% financing for your mortgage loan used to be only advertised during late night infomercials and in obscure real estate publications. The good news is that if you want to buy a house but have little or no money available for the down payment, there are mortgage lenders who are offering no money down home loans in your area.
Finding the Best Mortgage Lender Online
Finding the best mortgage lender online is simply a matter of doing some smart shopping. Begin by gathering your financial information, and then request quotes from several lenders.
Advantages Of Mortgage Pre-Approval
There are several advantages to getting mortgage pre-approval before looking for a home.Being pre-approved for a loan lets you know how much you can borrow towards a home, your agent can help you find a home within the loan amount you're pre-approved for, and a seller of a home is more likely to accept your offer than someone who has not been pre-approved for a loan yet.
Home Equity Lines of Credit Vs. Other Conventional Loans
When it comes to getting money, you have two basic options. If you are a homeowner you can choose to take out a home equity line or credit (HELOC), or you can take out a conventional loan.
Reasons To Get A Home Equity Loan
Using a home equity loan really depends on what your needs, wants and desires are that prompt you to take the home equity loan in the first place.The most common reason people obtain the loan is for debt consolidation however other uses include home improvements, educational expenses, unexpected family emergencies, medical expenses and in some cases for big ticket purchases.
Avoiding Foreclosure Scams
If your mortgage company is threatening foreclosure, there are things you can do to avoid it (see my article titled "How to Avoid Foreclosure"). However, you should be aware of scams.
How To Choose Your Mortgage Loan
Are you excited about purchasing your first home? Or maybe this isn't the first, but you should be excited anyway! It's a big step and a big decision. Finding the right mortgage loan is key.
Good FICO Credit Score? Tips to Getting the Most Out of Your Home Mortgage Loan With Good Credit
Sometimes so much is talked about how to solve the problem of having bad credit, but what about when you have an excellent credit rating? Good credit is considered to be a credit score of 650 or higher. How can you get the best interest rate and loan terms to make your good credit history work for you? Even with excellent credit, you have to be careful not to get talked into a loan that may not be the best one you could qualify for.
A Mortgage Loan For Homes
Everybody wants to own a house because it is something that portrays your success in life. Some people make some ways on how to own one by considering a lot of things including borrowing money from banks, lending offices and finance institutions.
Why Choose a Home Owner Loan?
Most people choose a home owner loan as it can release the capital that is tied up in their property for immediate use. The loan can be used for any purpose, and is available to anyone who owns their home.
Adverse Credit Mortgage Loan - Persistence is the Key to Getting Approved
People with bad credit that are looking to get a home mortgage loan or to refinance their existing home mortgage loan, know how difficult of a job it can be to try and get approved. Adverse credit history can mean a little more legwork to get an approval for a mortgage loan, and especially to get a decent interest rate.
Bad Credit Home Loans
There was a time that seems like decades ago when people with less than pristine credit were not able to get home loans. At that time people with bad credit were all but assured that their dreams of homeownership would never come to fruition.
Refinancing Your Home Mortgage Loan With Bad Credit
There are numerous reasons a person has bad credit. Late or partial payments, missing payments, and too many outstanding debts could all be factors that have left you with a poor credit rating.
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