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Mortgage Marketing

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 You'll find an array of valuable information to help you become successful as a mortgage broker.

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National Mortgage News

Mortgage refinance applications decline to 18-year low: MBA
National Mortgage News
Mortgage applications decreased 1.8% from one week earlier as refinance submissions fell to their lowest in nearly 18 years, according to the Mortgage Bankers Association. The MBA's Weekly Mortgage Applications Survey for the week ending Sept. 7 found ...
Can't Get an Adjustable Rate Mortgage Refinance – ARM Loan Advice for Struggling DebtorsCryptoRecorder

all 20 news articles »

The Mortgage Reports (blog)

Mortgage refinance checklist: what you need to refinance your home
The Mortgage Reports (blog)
Preparation is vital prior to applying for a mortgage refinance. You have to do the math and figure out if it makes financial sense. Plus, you need to learn the facts and shop around. Getting your paperwork in order is crucial, too. Tackling these and ...

ABC News

Mortgage refinance rejection spike exposes number of Australians in debt distress
ABC News
It's being described as a "mortgage mirage". It's an offer from the bank that looks too good to be true and, as it turns out, for many it is. Key points: Surge in refinance applications down to banking reform and the royal commission; It means ...

New Data Outlines Consumer Attitude Shift for the Purpose of Mortgage Refinance Loan from Rate Reduction to ...
Digital Journal
Sep. 20, 2018 / PRZen / BELLEAIR BEACH, Fla. -- Despite increasing rates, consumers remain interested in refinance mortgage loans, but now with a new purpose: pulling out cash from home equity. The Q2 2018 Mortgage Consumer Profile Report, which is ...

and more »

The New Daily

Spike in mortgage refinance rejections
The New Daily
It's being described as a “mortgage mirage”. It's an offer from the bank that looks too good to be true and, as it turns out, for many it is. “About 40 per cent of people who tried to refinance were unable to do so,” Digital Finance Analytics principal ...

How to refinance your mortgage
When considering a mortgage refinance, focus on lowering your monthly payments or interest rate without tacking on more years to repayment, if possible. Check your credit score and history. The higher your credit score, the better refinance rates ...

Equifax: First Mortgage Originations Continue Steady Rise, Reaching over $680 Billion in Total Balance
ATLANTA, Sept. 18, 2018 /PRNewswire/ -- First mortgage originations have continued to show a slight but steady increase, with more than 2.77 million first mortgages originated year-to-date through May 2018, reflecting a total dollar amount of $689.8 ...

and more »

The MReport

First Mortgages on the Rise
The MReport
Home sales continue to disappoint, due to tight inventories and increased construction costs, but mortgage refinance has been slightly stronger than expected." According to the report, home equity loan originations was up by over 7 percent, but the ...

and more »

The Mortgage Reports (blog)

Should you leave your 3% rate behind to do a cash-out refinance?
The Mortgage Reports (blog)
Rates: Although today's mortgage refinance rates could be higher than your existing mortgage rate, they still are historically low. Additionally, they are often lower than HELOC rates, which could run one to two percent higher. Timing: A cash-out ...

The Mortgage Reports (blog)

How should I apply for a mortgage refinance: in person, by phone or online?
The Mortgage Reports (blog)
If Artificial Intelligence (AI) becomes a bit more intelligent, there may be no reason not to apply for a mortgage refinance online. Truly intelligent AI will offer the speed and convenience of today's online applications with the personal service that ...

and more »

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