MORTGAGE MARKETING:
23Free Ways to
or t alm os! fre e
get more leads and
close more loans
FBROEOEK E
Some of the most creative marketing ideas are free Kara Calderon
Product Marketing Manager, a la mode Kara brings more than 10 years of marketing experience to the table, including branding expertise, customer experience marketing, acquisition, and retention. She’s a firm believer in trying new marketing ideas and experimenting constantly. When she is not spending time with her husband and two kids in their home in Edmond, OK, Kara enjoys the Pittsburgh Steelers, March Madness, and vacationing in Isla Mujeres (in that order).
Why did you download this book? I’m guessing that like many mortgage professionals, you’ve seen a downturn in your business recently and you’re ready to get creative to get new, qualified leads in the door. The fact is that mortgages are still being done in every city and there’s plenty of business out there for the mortgage brokers who turn up the marketing heat and try some new ideas. You CAN get a bigger piece of the pie, even if the overall size of the pie is temporarily shrinking. We’re celebrating our 23rd year in business, so unlike some of those “.com” Internet companies that have only been around a few years, we’ve seen all the market’s highs and lows and helped thousands of mortgage professionals succeed in all types of markets. We can do the same for you. We’ve compiled this eBook because the mortgage market is changing, and we want our mortgage clients to succeed. And sure, we want to sell more of our products. We think that Mortgage XSites and XSellerate are excellent tools to help you with marketing — the best tools in the industry. So we’d love to talk to you about using our products to get new business. You’ll see references to XSites and XSellerate throughout the book. But even if you’re not an a la mode customer, there are a lot of great tools and tips in this eBook to help you succeed in your market, whatever those conditions may be. So why write such a book? Simple. All of our clients, from appraisers to agents to mortgage brokers like you are part of the real estate industry. And when your business hurts, so does ours even if you’re not one of our clients. It’s this direct tie to the health of the real estate market, this vested interest in your success that motivates us. So whether or not you’re already one of our clients, we hope these tips bring you success. So enjoy, and we hope you’ll share your success stories with us. We’d love to hear them. Or if you just have questions, give us a call at 1-800-252-6633. We’re glad to help.
TIP Look for this symbol throughout the book You’ll find ideas throughout the book with this blue symbol next to them. It means we’ve got free resources in the back of the book to help you implement these ideas.
Celebrating 23 years Send your feedback to info@alamode.com | 1-800-ALAMODE AD CODE: DPEBMORT0808 a la mode and its products are trademarks or registered trademarks of a la mode, inc. Other brand and product names are trademarks or registered trademarks of their respective owners. All prices, terms, policies and other items are subject to change without notice. © 2008 a la mode, inc. ISBN 978-1-60702-386-9
Table of Contents
TIP Visit our free marketing site www.alamode.com/ mortgagemarketing You’ll find dozens of articles, webinars, videos and lots of advice from a variety of perspectives. It’s an invaluable source of the latest and most effective mortgage marketing strategies, put together by marketing experts and your fellow mortgage originators. Oh, and did we mention it’s all free?
The rules have changed. It seems like just yesterday that “business as usual” meant new clients raining from the sky. And yet today, it often feels like we’re fighting just to stay afloat. But with every great change in the market, great opportunities are born. For those mortgage brokers savvy enough to search for and try new kinds of marketing, there’s still more than enough business to weather the down market. And when the pendulum finally swings and business starts raining from the sky again, it’s those that used the down market to find newer, stronger marketing techniques that will prosper. So enjoy these ideas. We hope they spark some of your own. Please let us know what works for you.
23 free (or nearly free) marketing ideas Get very, very local Pitch to talk radio Advertise in HOA newsletters Using e-mail campaigns Get new ideas in webinars Capture web leads Analyze website traffic Network Online Land more referrals Team up Seize open houses Host classes Issue press releases Be a guest speaker Writing to be the expert Ask for the testimonials Answer questions online Customize your website Leverage text messaging Rethinking business cards Use business cards creatively Bust into niche markets Give them what they want: cash
Free resources
1 2 2 2 3 3 4 4 5 5 5 6 6 6 7 7 7 8 8 8 9 9 9
10
TO AGENTS: Thanking them for helping your client and asking for referrals Thanking them for the referral Introducing yourself Introducing yourself
11 12 13 14
TO PAST CLIENTS: Asking them to look at a refi Asking for a testimonial
15 16
TO RADIO PRODUCERS: Pitching your services as an expert: difficult market Pitching your services as an expert: good market
17 18
Press release template Sample press release Homepage customization worksheet
19 20 21
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Free (or nearly free) marketing ideas you can try today
We’ve all heard it before… the tired old mantra that “it takes money to make money.” And after a few short months of feeling penniless in a down market, sometimes we start to believe that it’s true. As with all clichés, there is some truth. But now more than ever marketing is about what you DO and not what you SPEND. We’ve compiled a short list of new and proven marketing techniques you can use without sacrificing your hard-earned cash as you experiment. Just remember… at the end of the day, your marketing is only limited by the extent of your imagination and your willingness to try new things.
TRY ONE OR TRY THEM ALL, BUT DO TRY SOMETHING NEW TIP Go the extra mile By over delivering on customer service you’ll impress your customers and get them referring people without even realizing it. Be sure to offer clients something to drink when they arrive at your office, it’s inexpensive and the thought means a lot.
1.
Get very, very local. “The sky is falling” real estate stories are all over the national media, but you know that there are areas of every city that continue to grow and appreciate. Right now is a great time for those areas to consider a home equity line or refinance.
Real estate bust? Hogwash! Values in Cedar Ridge Farms have gone up 12% in the last 12 months! The national media is reporting a “housing crisis” across the country, but some areas are actually booming. Your neighborhood, Cedar Ridge Farms, has seen values increase by an average of 32% in the last 12 months alone. With your value up, it’s a great time to refinance or get a home equity loan.
Why refinance?
Why get a home equity loan?
UÊ,>ÌiÃÊ>ÀiÊ>ÌÊ ÃÌ À VÊ ÜÃÊ> `ÊÞ ÕÊV> Ê V Ê Ê ÜÊ>ÌÊ>Ê ÜiÀÊÀ>ÌiÊÌ >ÌÊV Õ `Ê save you tens of thousands of dollars off the price of your loan
UÊYou can do the improvements you’ve Ü> Ìi`Êv ÀÊÞ ÕÀÊ iÊÜ Ì ÊÌ `>޽à ÜÊÀ>ÌiÃ
Neighborhoods rising in value Create a flyer that is very specific to the neighborhood you are targeting, explicitly saying the neighborhood name and the relevant statistics about that neighborhood’s values. For example, a headline could be, “Real estate bust? Hogwash. Values in Cedar Ridge Farms have gone up 12% in the last 12 months.” MortgageWorks Explain how easy a refi or HELOC can be and point out that the home improvement business is slower now than it has been in years. These potential borrowers can take advantage of low interest rates and they may get faster work and cheaper prices from home improvement contractors. Yes, it’s a bad time for some in this real estate market, but every down cycle brings great opportunities for others. Let them know it. UÊ i«i ` }Ê ÊÌ iÊ > Ê«À }À> ]Ê Ì½ÃÊ possible to cash out some equity so you have some extra money to pay off credit card bills, take a vacation or do some home improvements
UÊ iÊ «À Ûi i ÌÊV ÌÀ>VÌ ÀÃÊ>ÀiÊ Ã ÜiÀÊ ÜÊÌ > ÊÌ iÞÊ >ÛiÊLii Ê Ê years, so you may see huge savings > `Êv>ÃÌÊÜ À
For more information, please contact:
Have a “fun box” available. If clients bring kids when they come to meet you, have a box full of crayons, coloring books, and toys. It will keep the kids occupied while you discuss business, and your clients will appreciate the extra thought you put into the entire experience.
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High-end apartment complexes No matter where you are, it’s likely a wonderful time for buyers. A flyer with specific local statistics can be delivered door-to-door in an apartment complex or posted on the bulletin board. Make sure to clearly state credit score minimums to weed out the deals that won’t fly. It may sound strange to state minimums on your advertising because we haven’t been in the habit of doing that lately. But the exclusivity conveyed sets your offers apart from those “too good to be true” offers that subprime markets have all seen before. Those who meet the minimum will know you’re offering a legitimate opportunity. When you choose locations to target, select higher income neighborhoods or apartments with better chances of good credit ratings. Loans are harder to get funded than they have been, so keep that in mind when prospecting and only go after the most likely possibilities.
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2.
It’s an easy and inexpensive way to increase your exposure and drive repeat traffic, plus you’ll build strong relationships with agents by featuring their properties. You can do it with an inexpensive tool called “Listings XPress”. Go to www.alamode.com/ListingsXPress to learn more about it.
If you listen to talk radio, make a list of your favorite local hosts, go to their websites and collect their contact information. If you don’t listen, pick a station to monitor for a couple of weeks to get a feel for the format. Also get contact information for the news directors and assignment editors of your target stations. If you know any reporters, producers, or public relations consultants, take them to lunch. Don’t pitch them. Just ask them how they would approach the problem of getting on the radio. What interests local audiences? What are assignment editors looking for? Have two pitches; one that works anytime, offering yourself as an expert, and another for when breaking news hits. Don’t know what to write? Don’t worry — we’ve provided customizable pitch letters and more details on page 17 & 18.
TIP It’s hard to know exactly what to say. Let the experts say it for you with XSellerate One of the best features of our automated mortgage marketing product, XSellerate, is the pre-written, fully stocked library of ads and letters. They’re professionally designed, too. Having the ads already written and easily customizable to suit your exact needs is a huge time saver and can mean the difference between enthusiastically kicking off a new campaign in just minutes and languishing in front of your computer for hours and then just giving up. You can see some samples of the ads at www.alamode. com/MortgageXSellerate and many of the concepts in the “Resources” section of this eBook came straight from our ad library. You can get a free trial of XSellerate www.alamode.com/ MortgageXSellerate.
Make a pitch to talk radio. You may have looked at radio ads in the past and thought, “No way can I afford those!” But you might be able to get on the radio for free. Leverage your experience and knowledge as an expert for your local talk radio stations.
Add listings to your website
Make sure to stress on the phone or in your letter that you are available any time, at a moment’s notice. The news cycle and programming are very unpredictable. Radio producers and hosts are sometimes left scrambling for interviews or guests. Give them your cell number and put their news line and general lines into your address book so you’ll know to answer when they call.
3.
Look for advertising opportunities in HOA newsletters (They’re cheaper than postcards and residents read them). In any given neighborhood, there is always someone refinancing or looking to buy, even in a down market. Some HOAs will let you run an ad for the cost of photocopying. You can photocopy the newsletters yourself in a few minutes, or let the HOA newsletter editor come in and do it. This can be a great way to keep “top of mind” without spending a ton. Or eliminate spending altogether and offer to speak or give free advice at their next HOA meeting in exchange for an advertising run. Do you have a great conference room in your office? In exchange for an ad, offer to let nearby HOAs use it for their meetings. Provide cookies and refreshments, and leave your card, a pen, a notepad, or a refrigerator magnet at every seat.
4.
Try sending an e-mail marketing campaign instead of traditional mail — this will let you cut out some printing costs and postage. As a marketing professional for years, I can tell you that e-mail works. We depend on it for new business and so do thousands of mortgage originators nationwide. The key is managing it. With XSellerate, the automated mortgage marketing program, you can set up campaign schedules to span weeks or even years. It really is “set it and forget it”. You can upload your contacts into the program, so you can be up and running in just minutes. (But be sure to go through your contacts carefully to weed out people that aren’t in your state or don’t want to receive your e-mails.) With XSellerate, you can easily set up separate lists for past customers, potential new customers, REALTORs, and referrals. And XSellerate handles unsubscribes automatically, so you don’t have to manage your “list hygiene,” one of the most important aspects of e-mail marketing. Build your list by asking web visitors to sign up on your web site for market updates and other useful information. Mention your e-mail list when people ask you for mortgage advice, or when you speak at HOA meetings or other gatherings.
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HINT There’s a fully stocked professionally written ad library with hundreds of e-mail ads you can choose from (there are paper postcards, too), and you can fully customize any of them. They release new ads all the time for free, too. With XSellerate, you can even track your e-mail results so you can see if it’s working for you.
Buying a list is usually very cheap Most mailing services in your city will have lists for sale, and you may be shocked at how affordable they are. If you know a particular neighborhood or zip code that has seen rising values, send a postcard or letter to that area discussing refis. You’ll find ready-made postcards in our automated marketing program called XSellerate. Just slap on your mailing labels and postage and drop them off at the post office.
Download the fully functional free trial of XSellerate here: www.alamode.com/mortageXSellerate. One of the best things about it is the flat fee pricing, You pay once all year and there are no per-use or per-recipient fees. So you can experiment endlessly, tap into niches and try different strategies with no additional investment. Yes, it’s my company’s product, so I’m a little biased. But it’s helped thousands of originators and it’s backed by a 100 day refund guarantee, so you should at least try it and see what it does for you.
5.
Attend webinars. Whether you use our products or not, we offer free webinars that can show you how to make the most of your marketing dollars. In the past, we’ve hosted webinars with Mr. Internet, Michael Russer®, and Internet marketing expert Amy Chorew. Chorew and Russer showed us how to quickly turn leads into business. While both specialize in real estate sales, their marketing tips and tactics are equally applicable whether you’re refinancing homes or selling widgets. You can use their hints with an XSite or any website to close more business. You can watch both of those webinars live right now, for free! Go to www.alamode.com/mortgagewebinars to see them. To see upcoming live webinars, go to the link above and then click “Live Webinars.”
Go to www.alamode.com/ mortgageXSellerate for more info on XSellerate. You can get a free trial with no obligation.
6.
Capture leads from your website. When prospects visit your website, do they just bounce out of your site without contacting you? Or does your site seem to consistently generate bad leads? If so, your site may be in need of some lead capture help. There are three things you can do to quickly improve the leads coming through your site. • Target your website. Most mortgage brokers try to target everybody. After all, you don’t want to sacrifice all of those potential leads. Ironically, though, by trying to catch all kinds of leads through your website, you usually wind up catching nobody. Think about your local area. What kinds of people live in your area? Military personnel? Baby-boomers? College students? Pick a target group for your area and reorganize your site to convert that target group. • Strategically place offers on your site. Without a call to action on your website, only the most motivated prospects will take the extra steps to contact you. Whether you offer a free credit report, credit repair tips, or a newsletter, make sure you have a form on your website designed to collect contact information as part of a “sign up” or “opt in” process. That opens the line of communication so you can follow up with the prospect. Just make absolutely sure that you outline a clear reason for why you ask for different types of contact information. For instance, if you ask for a phone number and your offer doesn’t involve a phone call, you may inadvertently send signals to your prospect that they’ll receive an unwanted phone call. • Follow-up. A lot of mortgage brokers tell us that they only want “serious” leads. But the reality is that most Internet prospects are at least 5-6 months out from any kind of real estate transaction when they come to your site. They’re not what we typically think of as “serious” leads. Just be sure that once your targeted offer generates the lead, you enroll your new lead in an appropriate automated follow-up campaign. For example, if you generate a lead from your “credit repair tips” offer, enroll that lead in an e-mail campaign that sends different tips about credit repair about once a month. When your prospects are ready for a transaction, they’ll remember you just because you kept in touch. You can manage these campaigns manually or try our XSellerate automated marketing system at www.alamode.com/MortgageXSellerate.
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7.
Brand your e-mail address It’s critical you have a professional e-mail address. Think about the different impressions you would convey with these two e-mail addresses: Dan3435@yahoo. com or Dan@WalkerMortgage. com. If you own an XSite, you already have free access to your own branded e-mail service. Just create a CertMail account for yourself in your XSite’s user manager. To learn how, visit www.alamode. com/mortgageCertMail.
That’s where website analytics tools come into play. Analytics tools give you a bird’s-eyeview of your website so you can see what kinds of traffic your site is generating, what kinds of keywords are effective, and whether your prospects are actually sticking around once they get to your site. When it comes to analytics tools, there are only a few REAL options out there. Google Analytics (www.google.com/analytics) is by far the best free option. Not only can it tell you how many people come to your site, but also what parts of the world your traffic is coming from, what sites are referring the most traffic, and whether your lead generation pages are causing people to bail out. All you need to do is sign up for a free GoogleTM Analytics account, plug a small code snippet that Google provides into your existing website and then sit back as Google starts collecting and analyzing a wealth of information about your site’s traffic. And then if you own an XSite, you can take it a step further by reviewing your site’s built-in web statistics. Just go into your site and click XSite, Stats to blend in a wealth of other stats with your Analytics reports. Once your analytics tools have some information about the visitors on your site, you can make informed changes to your site that will produce results — whether it’s fine-tuning the offers on your lead generation pages, fleshing out the content on your site with popular keywords, or making the “Apply Online” button on your site easier to find.
TIP If you haven’t already, contact your past clients with ARMs before their adjustment, asking them to consider a refi. When rates are still at really reasonable lows, it’s a great time for them to lock in. We have a sample letter included in the free resources in the back of this eBook. You’ve already got the mailing list, so you can implement this plan in just a few minutes and postage is the only cost. If you don’t have an XSite, get one for free — no strings attached at www.originatorxsite.com.
Analyze your web site traffic. Most of us know when our website isn’t generating leads. But without a window into what’s occurring on your site, it’s nearly impossible to determine WHY your site isn’t performing and it IS impossible to know what you can do to improve your site.
8.
Network, network, network (online). Every sales seminar tells you to network. But in many cases, networking events are awkward and not helpful. These free online services can help you reconnect with people you already know — online. Sign up for all five of these online networking services today. There is no downside! Facebook, the online social networking site, is experiencing a flood of new users — not high school and college students, but older users who can buy or refinance. Facebook also has status updates, which allow you to tell friends what you’re up to. Talk about your work. If you have a difficult loan to go through, write “Just got a difficult loan underwritten! I’m so excited for my clients!” Update regularly, but don’t overdo it. LinkedIn® is Facebook for your career. LinkedIn has a great “Endorsement” feature that allows you to solicit recommendations from co-workers, former clients, and friends. Get a free account. Your LinkedIn account will also show up in searches for your name, so if you have lots of recommendations, you have instant credibility. ActiveRain is a blogging/social networking site for real estate professionals. If you like to write about mortgage issues, set up a free blog at ActiveRain and be sure to create links to your website. Plaxo® is a social networking/address book service that performs a useful feature. It will keep your address book current for you. What does this mean? You’ll always have the latest address and contact information of former clients who have Plaxo. And perhaps more important, they’ll have yours. But that’s not all — Plaxo has some other really great features. It sends a weekly e-mail to its subscribers called “Plaxo Weekly” which details what their contacts have been doing in the previous week. Spend a few minutes every day on Plaxo or one of the affiliated services and your name will regularly appear in your contacts’ updates. You’ll be top of mind, all the time.
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Finally, Plaxo is also useful because it reminds you of contacts’ birthdays a week in advance. With that kind of heads-up, you have more than enough time to write a quick “Happy Birthday” card or use your mass marketing tool to fire off a “Happy Birthday” ad. And if your one of our XSellerate customers, just include your contacts’ birthdays in their contact records and XSellerate will automatically send a “Happy Birthday” e-mail message at exactly the right time.
Self-publishing for free There are many places online where you can submit your news stories yourself. This helps your search engine rankings and your credibility. You never know what will happen as a result of someone seeing your article. So after you’ve written it, take a few minutes to post it for free at sites like these: • • • • • •
www.free-press-release.com www.prlog.com www.addpr.com www.i-newswire.com www.24-7pressrelease.com www.pr.com
TIP Don’t forget to publish your own news If the newspaper publishes your story, congratulations! But if they don’t, you can’t forget to publish it yourself on free news sites online and on your own website as a blog entry or new content page (you can do that free with an XSite). Fresh content on your website will help your search engine rankings and help you gain credibility. Plus, the published article may trigger news reporters to contact you for comments on stories they’re currently writing. A potential prospect might find you through a Google search that turned up your article. The Internet is a beautiful thing.
Twitter is a networking utility that only does “status.” Some call it a microblogging platform. In 140 characters or less, users describe what they’re doing, what they think about encounters, what they like or don’t like, etcetera. To see examples, go to www.twitter.com/public_timeline. Type in this address to be redirected to a Twitter search for “Mortgage” so you can see what folks are saying about mortgages on Twitter right now: www.tinyurl.com/5jjxwv. Twitter is up-and-coming — not yet totally mainstream. Even if you decide not to twitter, you should go to Twitter now and reserve your name in case you want to use it later.
9.
Ask for referrals from clients. It may sound obvious, but referrals are a sure-fire way to bring in new leads and they speak immediately to your credibility. It’s quick and easy to fire off a couple of e-mails or phone calls reminding your recent clients that you’re always looking for new clients and to keep you in mind. When you get off the phone or after you receive their reply, send a handwritten thank you note and include a few of your business cards. It’s just another opportunity to remind them you want to help their friends and associates, and this entire effort could take less than 10 minutes a day.
10. Team up with real estate agents. Most agents are in the same boat you’re in and are looking for creative ways to get new business, too. It pays to build a referral network with the top producers in your area and the new agents. After all, new agents are hustling for clients and they don’t have the networking contacts already built. When you start these calls or letters, what you say can make or break the deal. Don’t just call asking for referrals. Tell them what you can do for them in exchange for this partnership. Included in the back of this book, starting on page 10, are sample letters that will give you ideas on how to approach agents in a way they’ll respond to.
11. Speaking of agents, think about “Open House” opportunities. I’ve heard of two ways originators are getting flyers inside open houses. The first is through a previous relationship with the listing agent. They often appreciate having loan information on the kitchen counter of an open house and many will love it if you offer. The flyers can be clean and simple; just current rate information and what payments would be like for the featured property in a couple of different scenarios. Another way to get your flyers on the counter is to show up at the open house and discuss it with the agent in person. If the agent isn’t there, you can likely just leave them on the counter. But if the agent is there, it’s your lucky day. Schedule a real appointment with them for later that week. Something as simple as “I’d love to take you to lunch next week to discuss xyz” can open some otherwise closed doors. Working open houses with an agent is also a good opportunity. This way, you get to meet the prospects and build your own relationships from there. The agent may appreciate the help and it’s good face time to build on that relationship. After the open house, be sure to send handwritten thank you notes to the agent and to the people you’ve met. You’ll be remembered and that can be the first step to turning a great lead into a closed loan.
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TIP Sell advertising space on your website to local business. What kind of business might be interested in potential homebuyers? Here are some ideas to get you started, but remember, anyone who wants to reach potential home sellers and homebuyers could potentially be interested, such as: • • • • • • • • • • • • •
Real estate agents Termite and pest control Carpet stores Window treatment stores Home improvement stores Landscapers Banks Cleaning services Painters Interior decorators Cable and satellite providers Security system services Restaurants
TIP Start a blog A blog will help position you as the expert and helps your search engine rankings, too. If you don’t have an Office level XSite (with blogging built in on your own “.com”), there are tons of free blogging tools out there. Just make sure you direct people to your website from there. • • • •
www.blogger.com www.wordpress.com www.thoughts.com www.journalspace.com
And definitely post on your own blog at the real estatecentric portal Active Rain. Get your free Active Rain page now at www.ActiveRain.com.
12. Offer free classes on topics such as increasing your credit score, first time homebuyers, and reverse mortgages. It only takes a little of your time and you never know how many clients you’ll be able to gain! Many city governments have free meeting space available for public events or you can hold a small class at your local library. E-mail invitations, tell your agent associates to tell their clients, and hang flyers at places your potential borrowers frequent. Now more than ever, free information is in high demand (you downloaded this book, didn’t you?) and you’ll be seen as the expert. Make certain your invitation or flyers clearly state there are no strings attached and no expectations except free, expert advice.
13. Write a press release and submit it to local newspapers, TV stations and industry publications. Think press releases are only for the big guys? Think again. You can announce things like local trends, a milestone in your business like “over 1,000 loans”, or perhaps the easiest of all — announce a new technology you have that will make the mortgage process better for consumers. By “better”, I mean easier, faster, more secure, or even “greener”. You can always find inexpensive ways to employ technology, but the obvious and easiest way is to get a free Mortgage XSite (www.FreeMortgageXSite.com). Once you personalize your site, you can issue press releases with the right spin. For example, you launch your free XSite with the FleXApp 1003 online loan application. Now, write a story about how the current real estate market is perfect for first time buyers because prices are lower and there’s more FHA money available than ever before. The more specific the story is to your local market, the more likely the news media will print it. The majority of the news release can focus on why now is the time for first time buyers. Then mention how you now offer a loan application that helps those first time buyers easily understand every field with helpful explanations. Do it gracefully, with just a small mention at the end. Remember to cite yourself as the author of the piece, your qualifications and definitely your web site. There’s a press release template and a sample in the resources section of this eBook to get you starting on page 10 and you can submit articles for free with services like www.PR.com, www. free-press-release.com; or straight to your local newspaper and editors. Remember, you might not get every story published, but the one that does make it will pay off for a very long time. News publicity is the kind of advertising that money can’t buy. If you make it a habit to let the news know about what you’re doing, you’ll reap the rewards.
14. Be a guest speaker. Not many people like to speak in public, but this is a great way to get tons of business and the kind of credibility that keeps bringing more leads long after your speech is over. Offer to speak at local meetings. Think real estate boards, large real estate brokerages (they have weekly meetings), neighborhood associations, investment clubs, college economics classes, real estate schools and continuing education courses, co-op meetings, and more. The possibilities are endless and everyone’s interested in the real estate market right now, so it won’t be hard to find an audience to hear your expertise on the local market. Take plenty of business cards and a set of flyers with you.
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TIP The “10 second” Internet attention span Using a website as a marketing venue is a completely different way to do business. By the time most prospects reach your website in search of mortgage assistance, they are far more informed and far less patient than traditional prospects. In most cases, the next service provider is only a click away. In such a hightech environment, the only way to convert a casual visitor into an engaged lead is to dramatically distinguish your services from the competition. Ideally, your site will distinguish itself by “saying” that you’re the best company for the job without actually saying it in writing. To do that, you must answer 3 questions with the design and content of your site. 1. Does this company provide the services I need? 2. Can I trust this company? 3. Is this the best company for me? 4. Be sure your site answers these questions by... a. Providing content that directly answers the needs of your target prospects. b. Organizing your content around your target prospects. c. Speaking in terms of the prospect’s wants, needs, and concerns.
15. Position yourself as the expert — write! Do you have a knack for the written word? Have people told you that you’re good at explaining? You need to put that talent to work promoting yourself. Don’t worry about grammar and spelling at first. Just get your ideas down on paper. Then revise. Ask your English nerd spouse or friend to go through your writing and point out problems. Spell check, grammar check, and finally, read it out loud. If it sounds good to you — publish it. First, and easiest, start a blog. If you have an Office Level XSite, you can use our blogging tools. Or you can sign up for one of many free services mentioned on page 6. Keep focused and write authoritatively. You should add personal information to keep people interested, but don’t complain or write long stories about the minutiae of your daily life. Second, consider writing for us. The Mortgage Marketing Insider is a great way to position yourself as an expert in the mortgage field. Reprint your articles on your web site to show customers you know what you’re talking about. Have a great idea for an article? Write us at info@alamode.com Third, write eZine articles. Visit www.ezinearticles.com/benefits/ for all the reasons you might want to start writing for this third-party website. They have specific requirements you must meet to the letter, but they allow you to include your contact information and website address. If your writing is good enough, website owners will pick up your articles and you’ll find your name and website address all over the web.
16. Ask for testimonials from satisfied clients. There are two good reasons to gather testimonials. First, you can publish those testimonials on your website. Nothing adds credibility more than frank words from happy clients. Second, when you ask for the testimonials, you’ll be reminding that satisfied client of their great experience with you. They may remember a friend who’s in need of your services. Sometimes it’s hard for your clients to know where to begin, so we’ve included a sample letter on page 16 that will give them a jumpstart. It’s always easier to start from something other than a blank page.
17. Answer questions online. Answering Internet users’ questions online is another way to promote your business, get links back to your website, and position yourself as an expert. The following sites all have highly trafficked “Question and Answer” sections where users will see your name and web site address. Trulia® is a great real estate web site with lots of active users and questions to be answered. Don’t limit yourself to mortgage questions. Trulia members ask about schools, parks, market conditions, and other real estate questions. You likely know many of these answers about your community and can really improve your online visibility. LinkedIn has an excellent and very busy question and answer section. We mentioned LinkedIn’s social networking features above, but this is another great feature that will help you shine. Questions are less local and more topic-focused on LinkedIn, but if you answer well you gain instant credibility with your contacts. Yahoo!® Answers is the largest and most broad of the question and answer sites. You’ll find lots of silly questions and questions that are in no way relevant to your work as an LO. But you’ll also find lots of great questions. Answer these and you can be voted “Best Answer.” Perhaps best of all, Yahoo! questions are all highly valued by search engines. Hint: Use your real name when you sign up so you can be associated with the answers you provide.
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TIP Submit an article to the Marketing Insider… And remember, we run Agent, Mortgage and Appraisal publications, so you could get even greater exposure by writing an article of interest to one of these other professional groups sharing your expertise! Send your ideas to info@alamode.com.
Additional marketing resources: www.sethgodin.com www.marketingsherpa.com www.the-dma.org
18. Customize the content on your website. Update it to be fresh and relevant to your area. We provide some great pre-written content in our Mortgage XSites, but customizing it for your market is critical. Whether you use one of our XSites or not, it’s especially important that you completely customize your homepage. Even if you don’t think you write well, just sit down at the computer and don’t get up till you’ve completed the worksheet on page 20. It’s an easy, color-by-numbers approach to customizing your home page. Using it will ensure that your home page is unique, so search engines will like it! Come back a few days after you’ve finished your homepage to work on additional pages. If you’re using XSites pre-written pages, be sure to customize them to your market. Sprinkle the names of your service areas (county names, city names, or area names) naturally throughout your pages. Add notes at the top of pages in italics talking about recent trends. For example, I might add this at the top of a page about a credit score: Below you’ll find some great information about improving your credit score. Right now, lending conditions are tight, but don’t prejudge your credit! Lots of folks make assumptions about their credit worthiness that are completely false. Contact us (Make a link here) for help. We can pull your credit report to show you how you can improve your credit or get a loan now.
19. Get a text messaging plan and use it. You might think that text messaging is limited to high
TIP Partner with storage facility owners to host a group yard sale. This is a great opportunity to help your past clients, get new referrals, and make a new relationship with a local business. Partner with a local storage facility that has lots of open units (often the newer ones). Offer apartment dwellers, your past clients, and local residents the opportunity to rent a unit for one day to sell their excess stuff. For more details, including a complete how-to, visit our Mortgage Marketing Insider article at www.alamode.com/storage.
school students, but you’d be wrong. Guess who’s texting now? Their parents, who are in the prime age to upgrade to a new home or refinance. Put your mobile number on your business card and write “Text me!” next to it. For some people, texting feels more private and safer than calling on the phone. And if they text you, text them back — don’t call them unless they ask you to. Be sure to include your e-mail address in your text message for longer-form conversations.
20. Revamp your business cards. Experiment with different styles of business cards. You can print different messages on your cards. Try putting a customer testimonial on your cards, or something like “One hint for improving your credit score: Get a free credit report at www. annualcreditreport.com. For nine more hints, visit my website at www.something.com.” Or print your website and e-mail addresses on the front of the card with your other contact information on the back. The cost is so low for these cards, it doesn’t hurt to experiment. You could have different styles for each of your specialties. You could make one specifically for refinances, one for tough credit conditions, one for first time buyers, or one for jumbo loans. You could print different designs to see which ones generate the most calls. Use different versions in different mailings and leave them with REALTORs who specialize in the same areas. And don’t pay too much. Comparison shop. Type “business cards” into Google and look at the ads. You’ll find promotional deals for free business cards (they’ll try to upsell you) and very inexpensive cards — as low as $4 for 250.
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21. Use your business cards creatively. Do you tip well? Are you good to service people? Give your business card when you pay your bill at a restaurant. To make it clear that you’re approaching them professionally, write a note on the back, “Call me when you decide to buy! I can help.” Give your business card to your hairstylist, your doctor, your dentist, and your chiropractor. Send business cards to the seller of the property you’re financing. They may be dissatisfied with their mortgage broker or looking for a better deal. And don’t forget to send business cards to your family members who live in the area. You never know when they might have a chance to hand one out.
22. Introduce yourself to attorneys and financial planners. You’ve always looked for referrals from real estate agents and past clients, but have you considered looking in other places? In today’s tough times, bankruptcy and divorce attorneys, as well as financial planners are advising their clients on the best way to get out of interest-only loans, impending balloon payments, difficult divorce situations, and other problems. In many of these cases, new financing is the answer. Sticking to HUD’s guidelines, try a few of these tips to introduce yourself to these professionals. a. Speak to their pain. Tell the professionals what you can do for their clients: Avoid a balloon payment, remove PMI, consolidate bills, etc. b. Put on a suit and polish up your communication. Borrowers may love your friendly, informal style, but these professionals wear suits and write memos. Put your most professional foot forward when dealing with them. c. Send a postcard before you call. If the secretary has seen correspondence from you before, she’s more likely to put you through to the boss. Make sure to include your XSite address, phone number, and e-mail address. d. Use a text-only individual e-mail to introduce yourself. These professionals carry smartphones and get their e-mail at all hours of the day. Write a quick, personal note to get the ball rolling.
23. Run a promotion. Give folks who use your website contact form a chance to get something in return for giving you their information — movie tickets, a gift card for a popular local restaurant, a gas card, or a discount off closing fees. If you run a promotion, commit to it for a year and put it on ALL of your marketing materials, your business cards, your website, in the footer of your letters, on Facebook and other social networking sites, and in your e-mail signature. Be sure to check on rules legally vetted for your state. Search for “Sweepstakes Rules” on Google to find some inexpensive sources for such rules. Stumped for ideas? XSites come with a $1,000 monthly sweepstakes where a la mode foots the bill. If you have an XSite, turn that page on! It’s proven to get more leads and it’s at no cost to you at all. If you have an Office level XSite already (the sweepstakes is not included with the free XSite), all you have to do is activate the sweepstakes page to get it on your site. Log into your XSite, click on the XSite icon, then “My Content” on the left hand side. Scroll down until you see the “Win $1,000” page and add it to your site. That’s all there is to it.
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Marketing resources
We’ve included some sample letters and ideas to get you started using some of the tips in this eBook. Be sure to let us know what works for you by e-mailing info@alamode.com.
Contents TO AGENTS: Thanking them for helping your client and asking for referrals Thanking them for the referral Introducing yourself Introducing yourself
11 12 13 14
TO PAST CLIENTS: Asking them to look at a refi Asking for a testimonial
15 16
TO RADIO PRODUCERS: Pitching your services as an expert: difficult market Pitching your services as an expert: good market
17 18
Press release template Sample press release Homepage customization worksheet
19 20 21
CUSTOMIZING FOR YOUR BUSINESS Use the following templates to improve your business relationship with customers and business acquaintances. Highlight the desired text, copy, and paste into you favorite text editor. Fill in the appropriate company and contact information, adding your own touch of flair where desired. Now all that’s left is to print and send. It’s that simple.
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To: Agents For: Thanking them for helping your client and asking for referrals
Dear [INSERT AGENT’S NAME], Thank you for overseeing my customer, [INSERT NAME]’s real estate transaction. I am glad to hear they will soon be moving into their home at [CLOSING ADDRESS]. As I am sure you understand, I am always looking for more business and I hope that you will think of me in the future when you encounter a home buyer looking for a hard-working, professional originator who will help them get a good loan at a great rate. We could be a great source of referrals for each other, so please keep me in mind and I’ll do the same for you. Sincerely, [INSERT CONTACT INFO]
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To: Agents For: Thank you for the referral
Dear [INSERT AGENT’S NAME], Thank you very much for referring [INSERT NAME] to me. You can be assured I will use all of my resources and expertise to provide [HIM/HER] with the highest degree of professional service. Please keep me in mind in the future when you have a client seeking mortgage services and if there is anything I can do for you, please let me know. Respectfully, [INSERT CONTACT INFO]
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To: Agents For: Introducing yourself
Dear [INSERT AGENT’S NAME], I know the market is tightening. Inventories are up, time-on-market is getting longer, and sellers are getting antsy. Once a deal is on the table, time becomes a critical factor. Any delay or hiccup could mean that the deal doesn’t get done. There’s nothing more frustrating than having a deal that falls apart because it doesn’t seem to be a priority to the mortgage broker. That’s why I make it a habit to make your problems my problems; your obstacles become my obstacles. And I work tirelessly to get your deals funded. Please feel free to contact me at [INSERT PHONE], or e-mail me at [INSERT E-MAIL]. Sincerely, [INSERT CONTACT INFO]
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To: Agents For: Introducing yourself
Dear [INSERT AGENT’S NAME], As an agent, you know all about dedication. You’re called to do the best thing for your clients — even if it’s not in your own best interest. I understand dedication as well. And I want to assure you that when it comes to financing your buyers, I’m dedicated to doing the right thing. Whether it’s a 30 year fixed, 5/1 ARM, or one of our other programs, you and I will work together to find the right loan fit so we both have happy clients that will refer us again and again. I’d like to talk with you about working together. I know you can’t refer my services exclusively, but we can definitely build a relationship that benefits both of us AND all of our clients. Please give me a call or send me an e-mail and let’s get together. Sincerely, [INSERT CONTACT INFO]
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To: Past clients with ARMs For: Asking them to look at a refi
Dear [INSERT CLIENT’S NAME], As you know, the locked-interest rate period of your Adjustable Rate Mortgage is coming to a close. If you haven’t yet considered some of your refinancing options, now is the time to do so. There are many misconceptions about refinancing; I’d like to take a moment to explain some of the benefits, and how refinancing works for you. Refinancing is easy You don’t have to worry about mounds of paperwork. Refinancing takes much less time and paperwork than your initial loan. You can stabilize your interest rate Certain loans, like your Adjustable Rate Mortgage, have interest rates that can fluctuate based on market-related factors. Other loans, such as a Fixed Rate Mortgage, have set interest rates, giving you the comfort of knowing that your monthly payments won’t change. You can lower monthly payments Refinancing may allow you to take advantage of lower interest rates, or even different types of loans to reduce your monthly payments. You can tap into your existing equity Refinancing allows you to tap into your home’s equity to help mitigate the costs of home improvement, repairs, and even debt consolidation. You can build equity faster Refinancing into shorter term loans will help you build equity more quickly.
We offer loan options to accommodate most situations. We can work with you to find the loan that meets your needs. Give me a call at [INSERT PHONE] and let’s look at all your options. Sincerely, [INSERT CONTACT INFO]
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To: Past clients For: Asking for a testimonial
Dear [INSERT CLIENT’S NAME], First of all, I wanted to take this opportunity to thank you again for giving me the honor of being your mortgage broker. I hope that all is going well with you, your home, and your family. The second reason for my letter is to ask for some feedback as to what you thought of my services. I would love to hear what you have to say. The majority of my business comes from the referrals of my past clients. People looking to buy a new home or refinance an existing one like to have the assurance that their mortgage broker has their interests in mind. And what better way of giving them that guarantee than by letting them hear what satisfied clients have to say? For this reason, I am asking past clients for their testimonials. So could you help me out and let me know what you thought about your experience with me? What was your favorite aspect of the service I provided? What did you not like as much? It doesn’t have to be anything long or fancy, but I would definitely appreciate your input. If there is ever anything I can do for you, please don’t hesitate to contact me. And if you know of anyone else who is need of my services, I would be privileged if you thought of me and gave them my contact information. Thanks again and good luck in all that you do! Sincerely, [INSERT CONTACT INFO]
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To: Radio producers, news directors, or hosts in a difficult market For: Pitching yourself as a mortgage expert Use these two letters to pitch yourself as an expert on mortgages, in general, and the mortgage crisis, in particular. Use the letter on this page if your market is severely affected by foreclosures. Use the letter on the next page if your market is bucking national trends. If you send these by e-mail, include them in the body of the message, where they are likely to be read. Be sure to add your own insights or ideas, but KEEP IT SHORT. Radio folks don’t have time to read a long letter.
Dear [NEWS DIRECTOR, ASSIGNMENT EDITOR, TALK SHOW HOST] (use real names, not titles), The mortgage meltdown is a big topic in the news, almost daily because it affects almost everyone, especially folks in [YOUR CITY]. I’d like to offer my mortgage expertise to [STATION NAME/ SHOW’S NAME]. I am available for short interviews or guesting on a show at a moment’s notice at [CONTACT NUMBER]. I understand that some folks blame mortgage brokers like me for the current situation, so I’m glad to take questions on that as well. I get questions all the time from friends and family about the mortgage crisis. They want to know about the federal government’s new mortgage assistance programs. They want to know how the current crisis affects their ability to refinance or buy a new home, or how they can refinance to get out of difficult situations like balloon payments or adjustable rate mortgages. As a mortgage broker in [YOUR CITY] for [NUMBER OF] years, I can provide unique local insights into the mortgage market, how it affects folks in [YOUR CITY], and the ways they can cope with the problems brought on by it. People are getting loans every day even in this market, but most folks don’t know it. I deal with these questions every day, so I believe I can help your listeners as well. Please give me a call any time. Sincerely, [INSERT CONTACT INFO]
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To: Radio producers, news directors, or hosts in a good local market For: Pitching yourself as a mortgage expert Use these two letters to pitch yourself as an expert on mortgages, in general, and the mortgage crisis, in particular. Use the letter on the previous page if your market is severely affected by foreclosures. Use the letter on this page if your market is bucking national trends. If you send these by e-mail, include them in the body of the message, where they are likely to be read. Be sure to add your own insights or ideas, but KEEP IT SHORT. Radio folks don’t have time to read a long letter.
Dear [NEWS DIRECTOR, ASSIGNMENT EDITOR, TALK SHOW HOST] (use real names, not titles), The mortgage meltdown is a big topic in the news, almost daily because it affects almost everyone. Hearing the national news, you’d think we’re all running for cover. But the market in [YOUR CITY] is not the national market. We’re bucking the national trend, but most of your listeners don’t know that. I’d like to offer my mortgage market expertise to [STATION NAME/SHOW’S NAME]. I am available for short interviews or guesting on a show at a moment’s notice at [CONTACT NUMBER]. I understand that some folks blame mortgage brokers like me for the current situation, so I’m glad to take questions on that as well. I get questions all the time from friends and family about the mortgage crisis and they’re usually surprised to hear that we’re doing OK in [YOUR CITY]. Our foreclosure rate is below the national average and people are buying and selling homes every day. As a mortgage broker in [YOUR CITY] for [NUMBER OF] years, I can provide unique local insights into the market here in [YOUR CITY]. I can talk about how the mortgage market affects (or doesn’t affect) [YOUR CITY], and ways folks here can cope with the problems brought on by the national mortgage meltdown. People are getting loans every day even in this market. I deal with these questions every day, so I believe I can help your listeners as well. Please give me a call any time. Sincerely, [INSERT CONTACT INFO]
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Press Release Template
Contact: [YOUR NAME]
[COMPANY LOGO]
[MORTGAGE COMPANY NAME] [YOUR CONTACT INFO] For Immediate Release: [MORTGAGE COMPANY NAME] now specializing in first time homebuyers (this is your headline — get your message across quickly) Name of City, State, Date: When writing a press release, include the who, what, when, where, and how in this first paragraph. It’s crucial to get all of the key facts up front in case your reader doesn’t get to the supporting paragraphs. Call to action: What do you want them to do next? Direct them to take action — include your e-mail, website, or phone number for further inquiries. About you: Be sure to summarize your press release with a synopsis about your company. How many years you have been in business, how many clients you have served, etc. All of this information supports your credibility as the author of the press release.
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Sample Press Release
a la mode Now Offering Free Mortgage Websites
New Mortgage XSites Users Get Free Domain Name, Free Professional Web Site June 25, 2007 For Immediate Release SEATTLE, WA. — a la mode, one of the most mission critical and influential technology companies in the real estate industry and maker of Mortgage XSites websites for loan officers and mortgage brokers, announced the release of free ‘Originator’ level Mortgage XSites at the National Association of Mortgage Brokers annual convention here. ‘Originator’ level Mortgage XSites are powerful, flexible, attractive loan originator websites including such robust features as a sleek, user-friendly online loan application, the user’s own dot-com domain name and virus- and spam-fighting dedicated e-mail. Mortgage XSites are not generic, stripped down mortgage websites. These free mortgage web sites come with a la mode’s 24x7 support, easy, anytime changes with an intuitive, user-friendly wizard, free mortgage blog, a powerful online 1003, and much more. An example of a fully functional, free Mortgage XSite can be found here: www.originatorxsite.com. More consumers today shop for mortgages and initiate applications online than ever before, and competition for their business is fierce. ‘Originator’ level free mortgage websites help small businesses and independent mortgage brokers get the kind of attractive, professional mortgage web site other companies charge hundreds, if not thousands, of dollars for. And with a great looking and easy to use mortgage web site, mortgage marketing and customer retention is easier and more effective than ever. “Time and again we’ve demonstrated that when people try our great looking mortgage websites and see how easy they are to manage, change, personalize, work with and market with, they’ll be long time customers,” commented Brad Eaton, a la mode’s Vice President of Mortgage Products. “Now a la mode is giving mortgage brokers and loan officers a truly no risk proposition: Free mortgage web sites.” ‘Originator’ level XSites join the new ‘Office’ level as current Mortgage XSites offerings, Eaton said. “’Office’ level Mortgage XSites include all the powerful marketing and business development tools Mortgage XSites users are used to, plus much more,” he said. “With robust back office tools, workflow and LOS integration and import, multilingual content with a click and automated borrower status messages, Mortgage XSites owners will enjoy many more effective, attractive, powerful features.” Eaton said the company is also working on an ‘Enterprise’ level perfect for multi-broker offices. ‘Enterprise’ XSites will be ideal for managers that need to automate the workflow for an entire company and still get all the marketing and loan management tools of the ‘Office’ level XSite. The former ‘Professional’ level Mortgage XSites have been improved to become the new ‘Office’ level. a la mode is debuting and demonstrating ‘Originator’ level Mortgage XSites at the NAMB convention at booth #614. Learn more about Mortgage XSite Originator, Mortgage XSite Office and the entire line of online mortgage marketing solutions at www.alamode.com. About a la mode Founded in 1985, a la mode develops desktop, mobile, and Web tools for the real estate and mortgage industries. a la mode’s mission-critical products are used by hundreds of thousands of appraisers, agents, inspectors, and lending professionals to complete the nation’s real estate transactions. a la mode’s state-of-the-art offices are located in Salt Lake City, Orlando, Oklahoma City, and Washington, DC. For more information, visit www.alamode.com. Source: a la mode
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Homepage customization worksheet
Don’t include the questions below, they are strictly writing guides — Add the headings provided or write your own, then write your answer. Sit down with this worksheet and don’t get up till you’re finished. (Trust us: this is the only way professional writers get anything done!) Write short sentences with plenty of paragraphs. Add periods when in doubt. (A fragment is better than a runon.) Feel free to use bulleted lists — they work very well on the web.
HEADING: [YOUR COMPANY]: WE’LL HELP YOU GET A LOAN Answer this question: Why should homebuyers come to you for a mortgage loan? (By the way, don’t bother with “Welcome to my website, etc..” Start talking immediately to your audience about THEIR needs.)
HEADING: ARE YOU WONDERING IF YOU CAN GET A LOAN? Answer this question: What do you say to a homebuyer who thinks he or she can’t get a loan in this market?
HEADING: MORTGAGE LOANS AND REFINANCING IN XYZ, ABC, AND 123.
(Names of towns/suburbs in your area)
Answer this question: How can you or your team meet the special needs of homebuyers in your area? (This is where you talk about your special services, like SureDocs online document delivery, special services, great customer service, etc..) Also mention the areas you serve and your most recent challenges. How did you overcome them?
TESTIMONIALS Ask two or three former customers to write you a testimonial, and include them here, in italics. Be sure to use the customers’ names.
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