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averagejoelo
453 Posts |
 Posted - 08/04/2008 : 8:50:57 PM
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A Self Test for Loan Officers
(The most direct article you’ll ever read for loan officers)
In today’s article we’re going to deal with cold hard facts and nothing else. No opinions, no fluff, and no candy coating the truth or pulling punches! This article is going to give you a close look at the reality of your current situation. In order to get the most out of this, you absolutely must complete each step, and you must be honest with yourself. Are you ready? Are you committed? Then let’s get started!
You’re in business to make money… That’s a simple truth that no one is denying. However, the first truth that we must accept today is that most of us in the mortgage industry have run headlong into some very difficult times. Originations and income are way down for a vast majority of loan officers.
With picky underwriters and lenders putting every loan underneath the microscope, it seems almost as if you’re rolling the dice as to whether a loan (Even those with 720+ scores and good appraisals) will be approved or not. When you face a situation such as this, there are 3 things you can do:
1 – Generate more prospects (Of a higher quality)
2 – Close higher dollar loans
3 – Complain about the market (And remain stressed, broke, and angry)
Which would you rather do? If you’re serious about remaining in this business, then you must choose now between closing a higher volume of loans, or higher dollar loans. Do you have a preference? Pick one now and then we can move on. (It’s great to practice decisiveness and taking immediate action)
The business of sales is not rocket science. While the process of sales and marketing may seem complex, (It is) there’s really only a certain number of challenges you will face, and a finite number of mistakes that can be made. If you feel as if you’ve tried everything, and absolutely nothing seems to be working for you, then the problem is not with the market, and it’s not with the customers… The problem is most likely with your marketing/sales process. (This can be a bitter pill to swallow)
Remember, we’re dealing with facts here, so please don’t take offence to this statement. The only way to improve your business is to really dig deep and get to the root of the problem. After having trained thousands of loan officers across the U.S., I feel you should know that most originators have 90% of the formula correct.
It’s that small and elusive 10% that is missing and wreaking all sorts of havoc with your paycheck. Let’s see if we can help you to identify the culprit by reviewing a series of essential elements that absolutely MUST be present within your current marketing plan and sales process. (No exceptions or excuses allowed here. If even one of the following elements is missing, then you are slowing down your ability to close more loans)
Here’s what you need:
- Drip email
- Automated marketing elements (Auto-responder, web forms, etc.)
- Network of referral sources (Realtors for example)
- A minimum of 2 self-generated sources of leads (Not purchased leads, but self-generated)
- A database/lead management/CRM
- A way to establish credibility and differentiate
- A call to action you can add to your marketing
Now let’s see what you’re giving up if any of these elements are missing:
Drip Email
More leads are lost through lack of consistent follow-up than any other reason. If you do not have a drip email campaign in place for your database, past clients, current clients, realtors, FSBO, and any other niche you may be marketing to, then you’re leaving money on the table. It’s as simple as that. Email is quick and free.
Most common reason this element is missing: Procrastination, lack of confidence in writing an effective series of messages, lack of time management, lack of technology. (These should be automated, not delivered manually)
Automated marketing elements
You’re a busy person aren’t you? Chances are you don’t have a spare 10 – 15 hours available each week to complete the tasks necessary to create an effective prospecting, touch point, and follow-up campaigns needed to increase your closing ratio by 20 – 30%.
However, even with an average auto-responder or lead management system you can delegate those tasks to your PC so that a huge chunk of your day to day marketing activities get done even when you’re at your busiest. It’s like having a personal assistant that never takes a break!
Most common reason this element is missing: Procrastination (In picking out and setting up a system), not comfortable with technology, lack of confidence in ability to set up an effective work-flow, unwillingness to invest in the technology. (It’s very cost effective)
Network of referral sources
This element has become even more critical in today’s market. Whether you like realtors or not, you need to have a reliable group of professionals who are willing to send you pre-sold referrals ready to fill out an application. Last I checked, over 65% of all those who buy a home each year will do their loan with the loan officer that is recommended by their agent. If that number doesn’t get you fired up and ready to network then consider this: Every successful business in the United States is built on one major concept: leverage.
No matter who you are, or what you have accomplished, you are using leverage within your day to day life. If you have failed to embrace the concept, then you are making things more difficult than they need to be. Even 1 top producing realtor could be worth $60, $70, $80,000 or more per year income to you. That’s just one top producer! (One top producing agent was responsible for 31 closings with me in 11 months!)
If you think that marketing to realtors is too hard, (I have a plan that helps you get 6 – 8 appointments per month, but you must be willing to invest 30 days to land those) then consider this thought: What other activity do you have up your sleeve can you spend 30 days on, that will generate $60 - $80,000 income or more?
Most common reason this element is missing: Information overload, negative stigma due to poor results on previous campaign, procrastination, fear of rejection, fear of hard work, “not enough time.”
Two self generated sources of prospects
Here’s another biggie! Ever heard the old saying: “Never put all your eggs in one basket?” Much of the originator fallout would have been avoided if more loan officers would have heeded the warnings and prepared alternate sources of business for themselves towards the end of the refi boom.
Unfortunately, this did not happen, and most loan officers were caught unprepared, and were then forced to scramble for business at the same time tens of thousands of others were also scrambling. Most realtors snubbed the same loan officers who neglected them in favor of the “low hanging fruit” and easy business during the refi boom.
Stability is a wonderful thing to have in your career and the only way to secure this is to develop more than one source of prospects. You never know when things might shift a bit, and having multiple streams of business coming in will help shield you from a desperate, mad dash at inopportune times.
Most common reason this element is missing: Clearly defined marketing plan is not in place, time management, procrastination, lack of trust in the marketing plan developed, and inconsistent implementation.
(Will be continued in Part 2 - www.loanofficermarketinglab.com/blog)
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isabella2113
295 Posts |
Posted - 08/06/2008 : 04:31:59 AM
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| Just wanted to let you know this is a useful thread. Thank you. |
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averagejoelo
453 Posts |
Posted - 08/06/2008 : 05:03:49 AM
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Thank you for the kind words. Part 2 will be posted shortly. :)
Chad Weber
FSBO Lead Portal
www.fsboleadportal.com
(Phase 2 of our video training series at www.fsboleadportal.com/blog will be launched soon!)
quote:
Originally posted by isabella2113
Just wanted to let you know this is a useful thread. Thank you.
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isabella2113
295 Posts |
Posted - 08/06/2008 : 05:22:01 AM
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| Great, I am looking forward to it. |
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ritabradley01
3228 Posts |
Posted - 08/06/2008 : 08:34:33 AM
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| Thanks Chad! |
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assassin17
4172 Posts |
Posted - 08/11/2008 : 3:28:38 PM
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| bump |
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darkstar
18309 Posts |
Posted - 08/18/2008 : 05:24:49 AM
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| Bump for "real" training thread! |
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averagejoelo
453 Posts |
Posted - 08/18/2008 : 2:46:27 PM
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Part 2 is nearly ready. Posting soon.
CW - www.fsboleadportal.com
quote:
Originally posted by darkstar
Bump for "real" training thread!
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aspiring1
1315 Posts |
Posted - 08/18/2008 : 2:52:56 PM
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quote:
Originally posted by averagejoelo
Part 2 is nearly ready. Posting soon.
CW - www.fsboleadportal.com
quote:
Originally posted by darkstar
Bump for "real" training thread!
good news... |
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averagejoelo
453 Posts |
Posted - 08/20/2008 : 04:32:02 AM
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Here is Part 2 of the article: How Do You Stack Up?
A Database
Each year I speak to thousands of loan officers. Would you like to take a wild guess as to how many have a true database? (Other than sticky notes) I would guesstimate that less than 10% have a database that is marketed to, and utilized. Scary isn’t it? A true database is one of the most profitable assets you could have in your career, and yet 80 – 90% of loan officers don’t take the time to create one!
This is yet another example of how the problem is often with the loan officer, and not “the down market” as so many seem to claim. (I reiterate that yes, things are more difficult in this market, but “difficult” does not equal “impossible.” Rather, it means that you must be meticulous in your execution of a sales and marketing strategy) It is estimated that between 10 – 15% of your database will use the services of a loan officer over the next 12 months. Why should those closings end up anywhere else but in your pipeline?
Over the course of a year, adding at least 1,000 new prospects to your database (Preferably more) should be fairly simple. But assuming worst case scenario here, that’s still 100 – 150 individuals who will need a loan within 12 months! If you haven’t taken the time to capture these names, collect contact info and drip market to them, then you’ve just forced yourself to work harder than necessary; and who wants that? Why not take the time to setup a database now? (It doesn’t have to be super fancy, just an effective means to compile, sort, and market to your prospects and past clients)
Most common reason this element is missing: Many are uncomfortable with setting up or using this technology, time management, many don’t place value on building a database due to the more long term payoff (Many prefer “now” business)
Differentiator
What sets you apart from your competition? Do you truly have a unique selling proposition that you have prepared to deliver to your niche market? I once had a business coach challenge me with this: I want you to write down just 5 things that make you different from your competiton, and you cannot include “service” within that list. It must be specific, and I want to feel convinced to do business with you (Or at least to speak with you further) after reading your list… Oh yea, I want this done within the next 10 minutes!
Could you do this? Can you think of 5 convincing differentiators right off the top of your head? What are your skills? What do you do differently? If you run your business and conduct yourself exactly the same as the hundreds of loan officers within your immediate vicinity do, then how can you expect to be treated any differently than all the others?
Sales is no longer about what you say. Rather, effective sales hinges on how much of what you claim is believed by your prospects, and demonstrated. People are tired of empty claims… People want to see proof that you’re the obvious choice. What have you prepared to prove yourself?
Most common reason this element is missing: Most loan officers have not taken the time to learn proper skill sets that differentiate, Most have not taken the time to identify their strengths (You probably have more going for you than you think! Until you identify these reasons, then how can you tell the world about them?)
Call to Action
I used to avoid asking my prospects for referrals. I did this because I had convinced myself that most people would not be willing to give me the name and phone number of their friends and family members just because I asked… (And I was right too… “Most” is the key word here though…)
However, once I added this crucial element to my business plan, I found that 1 out of 12 closings actually gave me a solid referral. Now that may not seem like much. That’s less than 10% and many of you may be thinking that this is not impressive. However, I would like to point out that the time it took me to ask was less than 20 seconds, and this was the only change I had made to my closing schedule to get one of the hottest leads you can get: a personal referral.
The simple act of asking for something landed me with an extra closing each month. The point being made here is that your prospects are not mind readers. They need to be told what the next logical step is, and you need to make it easy for them to take that next step. No guess-work!
Your marketing will be far more effective when you provide credible reasons for taking action today. Use time limits, restrict numbers, make irresistible offers. There’s a lot of competition out there screaming for your prospects attention, so you need to make your message stand out.
Here’s a little technique I use often to help craft effective calls to action. Imagine that your prospect is standing right here in front of you. Write down what your top 2 competitors messages are likely to be. (Grab some of your junk mail, or listen to the radio to hear what the common advertisements are from your competition) Now your task is to assemble a message that beats out those other two.
Repeat the ads aloud and imagine how this sounds to your prospect. Is it compelling? Does it make you want to take action? It’s a simple exercise, but the act of viewing it from a new perspective can help you to improve your results exponentially.
Most common reasons this element is missing: Little time dedicated to crafting the message, Inexperience, Rush to get the message out
So how did you do? Do you have all of the proper elements included in your business? If not, why? What plans do you have in place to incorporate them? How soon? Success need not take long. Most likely, you already have a lot going for you. You will only strengthen your current situation by giving serious attention to the information provided above.
In fact, here’s a quick way to rate your current strategy. We’ve set up a self-test page at www.loanofficermarketinglab.com/selftest - Simply fill in the form with your best answers regarding why you’re different from your competition. It’s that simple! (You can also just do this yourself with a pen and paper, but if you want a 3rd party opinion, we're happy to help) A response will be sent to you with recommendations in less than 24 hours.
Good luck! Make this your best week ever!
Chad Weber
Loan Officer Marketing Lab
www.loanofficermarketinglab.com
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darkstar
18309 Posts |
Posted - 08/20/2008 : 3:17:10 PM
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| Very nice! |
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