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If you didn’t, plan on doing just that this coming Thanksgiving. You’re probably asking…as a Mortgage Professional, why in the world would I send Thanksgiving Day cards?

The answer is…because you want to be different! You want people to remember you! You want to stand-out from the rest of the crowd! You want to present your message at a time and place when people can and will take notice. To do that, you need to think differently than most other people in business. You need to send Thanksgiving Day cards.

Here are some facts to consider. The average family receives anywhere from 10 to 22 Christmas cards and the average business receives about 21 to 42 cards. If your card is apart of that mix, it’s just going to get lost in the shuffle. Your card may not even make it to its rightfully esteemed place…the card display on the family mantle.

But, how many Thanksgiving Day cards did you receive last year? If you’re anything like me, probably none, zilch, zero. And, this is what I’m talking about. Here’s the perfect opportunity to make a statement and have people take notice of you and your business. Send Thanksgiving Day cards to your customers, prospects, and contacts instead of the same old traditional year ending Christmas/New Year card.

I’m sure you know how to send a greeting card…but the Internet does give you a couple more options that you may want to consider.

Option #1: The traditional method - Shop and buy your Thanksgiving Day cards, sign them, address them, and then mail them.

Option #2: The electronic card or eCard (Emailed) - Just Google “greeting cards” or “Thanksgiving Day cards, choose a supplier, pick a greeting card, edit your card and message, enter the email addresses of the folks you wish to send, pay as required (remember, free isn’t always the best quality), and then send it!

The disadvantages to this option are that the card is truly electronic or digital with no hard copy, is geared more for viewing by a single individual rather than a family or husband and wife, and there’s no continuing marketing value. Your card has a very short life…once your card is viewed; it’s probably going to be “deleted.”

Option #3: The electronic card (Mailed) - Although the steps involved are exactly the same as in the previous option, in this option you would provide the names and mailing addresses instead of email addresses. The card is actually printed with your details and mailed for you.

If you hate addressing cards like I do…this is a great option and can be used for other occasions such as birthdays and anniversaries. You just need to supply a good mailing list. In my humble opinion…cards that are humorous and/or animated should probably be reserved for occasions other than Thanksgiving and the year ending holidays. In the end however…it’s your call!

Lots of websites provide free access to cards. Large sites like AmericanGreetings.com, Hallmark.com, and Bluemountain.com also offer free cards. Many of these sites have paid membership subscription areas if you’re looking for attractive and quality cards for your mortgage customers and prospects. It’s sometimes worth the addition expense for a timely, professional, and truly unique card to carry your mortgage marketing message.

Here’s hoping that you’ll continue to think outside the box, and that your mortgage business is a huge success!

Tom Domin is the author of “101 Ways to Originate Mortgages” and publisher of “Tom’s Mortgage Tips” a twice monthly Mortgage Newsletter geared for Mortgage Professionals. Put your mortgage career on the fast track and sign-up for FREE at http://www.MortgageMarketingToolKit.com/

I love For Sale by Owners (FSBOs). Why? Because, it’s like having multiple gold mining claims popping up unexpectedly all over my little piece of land (territory). Without a doubt, when you know how to work with FSBOs, they are one of the easiest avenues to mortgage success that is available.

Unfortunately, most mortgage professionals really choke whenever they have the opportunity to work with a FSBO. Somehow they always find reasons not to. I must admit that FSBOs are rarely easy or fun if you’re new to the mortgage business. Most newcomers get one good rejection, three at the outside, and they’re done with FSBOs and off to try the next origination idea.

Why do so many mortgage people fail to tap the FSBO gold mine? There are actually four reasons: a lack of knowledge, a lack of marketing tools, a lack of persistence, and a fear of rejection.

If you follow the recommendations you’ll find gold when those For Sale by Owner signs pop up. You should be warned about one thing: the FSBO marketing process won’t work overnight. You have to keep at it strongly for a number of weeks before you see the nuggets start to come out of your personal FSBO gold mines. If you aren’t willing to wait for the payoff to take place, you’ve picked the wrong career.

Here’s a few simple tips on getting started with mining your FSBO gold claims:

1. Stake your claim. Choose a target area that you’ll work with all the FSBOs. This could be a geographical area, or by property type such as single-family residents, townhouses and condominiums, etc.

2. Start small. Sharpen your skills in an area smaller than you expect to cover eventually. By starting small you’ll save time and money and when you’re working efficiently…you can expand your area of coverage.

3. Continually check for new FSBOs. This isn’t a once in a while activity. You need to check for new FSBOs every single day of every single week of every single month.

4. Document your FSBO findings. Enter the FSBO information into your computer’s contact management software or write it on 3″ x 5″ card. If you’re using the newspaper classifieds, cut the Ad out and paste it on the card. Don’t worry if you don’t have all the FSBO’s information. When you do get it, you can update your records.

5. Review each Ad and commit to your plan of action. You need to start thinking strategy for each Ad immediately. When will you call them? What will you say? How will you convince them that you are not the enemy, just a mortgage professional providing an extremely valuable service to them?

6. Continually drive (scout) your territory. You’re not looking for claim jumpers here. However, you will find a few FSBOs who place a sign in their yard but don’t run a classified ad. There’s no doubt these people need your help. Make it a habit to take different routes through your FSBO area and note the addresses and phone number of a new FSBO. You can check your local tax records for additional information.

7. Work your plan every day of the month. If you’re just getting started with FSBO marketing and you are planning on working the traditional 40-hour-a-week plan…you’re doomed to failure. Really serious FSBOs are looking for workers and not players to help sell their house. You need to let FSBOs know that you’re making things happen by working some evenings and weekends.

8. Contact your FSBOs. You can take the time and drop them a note, card, or letter introducing yourself. Chances are good they won’t call you, so why not eliminate the mailing step and just call them. The advantages are many. On the phone you’re more in control of the situation. You can refer to your notes, approach them more softly, and contact a number of FSBOs in a short amount of time. The best way to make contact with them is face-to-face if you can.

Stop by their home either in the evening or on the weekend. Bring a copy of the FSBO manual that details the plan to sell their home. Review the plan with them. If they have scheduled an open house…make it a point to attend and present your plan. Pick a time when there are no other prospects looking at the house. When you obtain an agreement they will work with you, leave the manual and follow-up in a day or two to assist them with the process.

Just so you know…you won’t get a commitment from all of the FSBOs that you contact. In fact, only a small number of FSBOs will want to work with you, or anyone else for that matter. One thing you’ll find is that new FSBOs will be added and old ones deleted from your list almost daily.

By maintaining four or five active FSBOs at all times…you’ll be over-whelmed with good solid
mortgage leads. Stake your claim…implement your FSBO marketing plan and mine the nuggets from your FSBO gold mine!

Tom Domin is the author of “101 Ways to Originate Mortgages” and publisher of “Tom’s Mortgage Tips” a twice monthly Mortgage Newsletter geared for Mortgage Professionals. Put your mortgage career on the fast track and sign-up for FREE at http://www.MortgageMarketingToolKit.com/

Target marketing is one of the keys to a successful sales marketing program and an important part of your sales training. Starting your marketing efforts without first identifying your target market is like trying to hit a target with a bow and arrow blindfolded. A very small percentage of the arrows will hit the target.

Every product or service is desirable to a definable group of people. To have greater success in less time with your marketing efforts, spend time identifying your target market.

The Three Best Ways to Target Market

The first area to consider when researching your target market is geographic, people or businesses in a certain area. Get to know the geographic area you are considering by driving or walking through it. You can tell a lot by the things you see if you pay attention. Make sure the area works for your particular product or service.

The second area is demographic. Demographics are the basic qualities and characteristics of your target market. They include age, gender, culture, employment, industry, income level, marital status, etc. Collecting information about your current or past clients may help show things they have in common which will help in future marketing.

The third is psychographics. These are made up of the emotional and behavioral qualities of your target market. They include the emotion, reasoning, psychology, logic and thought processes behind your target markets decision to buy your product. It’s really important to understand what motivates them to buy.

Gather Information on Your Target Market

Take time to do the research to find your target market. Go through the list of your past clients. List the characteristics of the clients who’ve purchased from you. What do they have in common? Take a survey of your past and current clients. Ask them questions like:

* Why did you buy my product or service?
* Why did you buy at that specific time?
* Why did you buy right away or take your time?
* What do you like best about my product or service?
* What do you like least?
* Would you refer others to me? If not, why not?
* What specific benefits do you see in my product or service?

I think you get the idea. Take your time. Get as much information as you can to develop a profile of your target market. You want to know not only who buys from you (demographic) but, more important, why (psychographics).

Take Over the Market

Now that you’ve found your target market, dominate it. When I sold real estate we called this “farming”. I visited my target market frequently knocking on doors to introduce myself as the expert in the area. I would send out a monthly newsletter, deliver suckers, refrigerator magnets, pens, anything with my name on it. Some people handed out pumpkins at Halloween. There are many creative things you can do. Is it a lot of work? Of course, however it pays back huge dividends.

By using target marketing you concentrate your marketing efforts on prospects that will most likely do business with you. You’ll also increase your closing ratio, income and stop wasting time on low profitability prospects.

Jim Klein provides salespeople with effective strategies that attract new clients, build customer relationships, and increase sales, GUARANTEED. Get free sales training by subscribing to our free newsletter “The Sales Advisor” at: http://www.fromtheheartsalestraining.com/sales-advisor.html

Let’s talk a little about marketing your products or services.

Now when I speak of marketing, I am referring to something quite separate (although complementary) to sales.

A marketing system, when it’s done right, offers you a lot of benefits. Chief among these is that your sales team only spends time talking with prospects who have indicated an interest in your programs.

But that is certainly not the only benefit.

In the world of selling high-value products and services the decision to engage your firm is seldom made after the first meeting. Staying-in-touch is crucial. Unfortunately it’s very easy for this crucial step to fall between the proverbial cracks. This is especially true if the entire stay-in-touch effort rests on the shoulders of your field sales team.

A truly effective marketing system should be designed to enable you to remain in touch with consistent messages of relevance and interest. The process should seamlessly and automatically move prospective clients from curiosity to interest to action. Best of all it should be largely automated so that one never has to worry about too much time elapsing between communications.

That’s what a highly effective, fully-integrated marketing system should do for you.

Something else we observe about the most profitable and productive companies is that the focus of their marketing is on building relationships rather than the more common transactional approach of selling services or products.

This is a fundamental shift in thinking, and not surprisingly impacts both what and how your communicate you message.

It’s been our experience that successfully building these new business relationships depends upon three important factors.

The first is having a process in place that is specifically designed to motivate prospective clients to “raise their hands”.

The second is a separate system (with some similar characteristics) that enables the firm to stay in touch with both existing and prospective clients, with messages of relevance and interest.

The third, and arguably the most important factor, is the patience to commit to a marketing effort even if results are not immediate.

Patience is key, but as with many things in life it’s something that’s easier to say, than do.

Let me share with you a quick story.

Back a few years ago I decided to take up martial arts. Lots of fun. Punching, kicking, plastic weapons, what more could a middle-aged guy want? I actually became reasonably proficient. If my wife Marian and I ever get attacked by a really slow old person, I know exactly what to do.

Anyway, after about a year I felt I had my fill of martial arts. I was ready to move onto something new. My Sensei sat me down and told me that he thought I had the potential to be a very good martial artist and he was sorry that my lack of patience was going to cause me to leave the sport.

Now this isn’t the first time I’ve been told this. And in all candor I’ve probably quit far too many things before I got really good at them because of my impatience.

As you may have guessed, the reason I’m sharing this story with you is because I think that a lack of patience is the number one reason why marketing campaigns don’t produce the desired results. It would be great if we could start a marketing campaign in the morning and have it yield results by the afternoon, but we both know that’s not going to happen.

No, marketing, like most things of value, takes time. Takes patience. Takes focus. Unfortunately most people don’t stick with a marketing plan long enough to see any significant results.

So what’s the answer? Do we magically just go out and order up some patience? I’m a big believer in positive thinking, but I also know how hard it is to change a fundamental character trait.

What tends to make me more patient, whether it’s in my hobbies or business, is having a plan. Having a system to follow. When I have a plan, when I know what the next steps are, then I’m much more likely to stay-the-course. I’ll see something through to the end. Conversely, when I’ve only figured out one step in the process, then I’m real likely to give up (or get distracted) after I do just the one thing.

Thus the importance of having a marketing system. We think that a great one focuses on these key components:
1) Targeting a hyper-responsive group of prospective clients.
2) Getting their attention by focusing on issues that are of most importance to this group.
3) Motivating them to self-nominate themselves as being interested in learning more about your services or products.
4) Moving them along a series of steps that encourages them to take action.
5) Staying in touch with them and building the relationship with consistent messages of relevance and interest.

Although the goals of marketing are simple, implementing a process to actually achieve these objectives is anything but simplistic. But if you keep these steps in mind you can begin the process of developing a very powerful marketing system.

Mark Satterfield is the founder and CEO of Gentle Rain Marketing LLC. You can find out more about how we help companies sell more products and services by visiting at http://www.GentleRainMarketing.com

Let’s spend some time on the subject of networking. With all that has been written about networking one would think that we are a nation of highly skilled networkers. Unfortunately, this is not the case.

“An important lesson in networking is that you have to keep at it. I made the mistake a few years back of thinking that I had built my network to the point where I thought I knew every one who could be of help.

What I forgot is that a network is a constantly changing group of people. People change jobs, move or die. If you do not keep building the network it will shrink and amazingly fast.” Douglas Cumberland, Shipping and Transportation Industry.

Unfortunately, many people approach networking from the perspective that the overarching goal is to meet as many people as possible. This follows the premise that everyone one meets might know someone who could be a customer.

In theory that makes a certain amount of sense.

The plumber might know an executive who might have a need for your services. While the scenario is not inconceivable, the larger question is where do you want to spend your time? With a group of plumbers or with people who are more likely to directly buy your products?

It is a matter of playing the odds and where you want to invest your time. The key to successful networking is not only working the meeting in a productive manner, but also making sure that you are going to the right events.

What constitutes the right events will vary enormously depending upon what you sell and who you sell to. Thus, success in networking is equal parts strategic-What meeting should I attend?-and tactical-What do I do once I am there?

Introducing Yourself: How to Prepare Your Log Line

In order to get the most out of the time you invest in networking you have got to be able to communicate what you do in a way that is short, concise and memorable.

Sounds simple, but it is amazing how many people aren’t able to do this. When people describe what they do it tends to be either way too technical for the average person to understand, or way too general.

A too technical description of what you do is especially harmful if you’re trying to sell to the top-level decision-maker.

Most top decision-makers are fairly far removed from the detailed technical aspects of their business. If they were once technologists, they have likely moved on and are now dealing with a myriad of issues including sales, production, finance and human resources. They have specialists on their staff who deal with the technical implementation issues.

Thus, if you approach them with a highly technical description of what you do, it’s very understandable for why they would immediately refer you to someone on their staff.

Conversely, if you’re too general, it’s difficult to visualize what you do and as a consequence the level of interest will be minimal. Thus, you have to strike a balance between being too specific or too general.

For example, I recently met a fellow at a networking event. I asked him, what did he do? “I make people productive.” What type of people? “Everyone” How do you do that? “Lots of different ways.”

As much as I might like to, I’m going to have difficulty being aware of situations that might call for his expertise. In a networking meeting you’ve got to be able to communicate what you do in a way that is short, concise and to the point.

This is what is called your Log Line.

The term log line has its roots in the motion picture industry in which a two-hour movie is summarized into a single sentence.

For example this is a log line: A South Carolina pacifist plantation owner joins the war for independence after a British officer murders his 15-year-old son. As you may have guessed, that is the log line for the movie, The Patriot.

Here is another: A fact-based sea yarn about a skipper of a Massachusetts swordfish boat that finds itself in the path of killer storms. That is the log line for the movie, The Perfect Storm.

What we need to do is to develop a log line that is specific enough, without being confusing to somebody who doesn’t have our level of technical expertise.

For example my log line is, “I specialize in working with sales teams helping them make prospecting for new business more productive and less frustrating.”

This is readily understandable and encourages people to ask me appropriate follow up questions. How do I do that? What types of clients do I work with? My log line is the first step in ensuring that the person I’m speaking with has a clear understanding about what I do.

To develop your log line write down answers to the follow two questions.

I specialize in working with…Who? What type of Industry? What types of people?

I help these people to… Do What? Satisfy what need? Achieve what goal? Avoid what consequence?

Your log line is now mostly complete. All you need to do is combine the two sentences together. “I specialize in working with (Who?) helping them (To do what?).”

You’ll notice that my log line follows this format; “I specialize in working with sales teams, helping them make prospecting for new business more productive and less frustrating.”

Remember that your goal is to strike a balance between being overly vague and mind-numbingly technical.

A too general log line such as, “We bring good things to life” is as unhelpful to your networking efforts as a too jargon laden one, “We optimize channel distribution strategies to develop linkages and enterprise performance.” (The person actually sold magazine advertising.)

Remember that your goal is to be able to describe what you do in a way that is both understandable and elicits further interest.

Mark Satterfield is the founder of Gentle Rain Marketing. Find out more about the firm at http://www.GentleRainMarketing.com

Many of you have asked about operating your mortgage business without violating the new National Do Not Call regulations. Specifically, can using a For Sale by Owner (FSBO) Marketing Program be in violation of this law?

Here’s my answer…”Be very careful.”

First of all, you need to review the law. You can do that at:

http://www.ftc.gov/bcp/conline/edcams/donotcall/index.html

Second, pay attention to current rulings and interpretations regarding the Do Not Call Registry so that you can keep informed and adjust your marketing if necessary.

It’s my opinion that once a FSBO advertises or posts their phone number on a sign…Loan Officers and Mortgage Brokers can call them.

Let’s preface this by saying, I’m not a lawyer, nor do I want to give legal advice. This is solely my opinion. You cannot call on FSBOs with the purpose of getting their mortgage on the new home they are purchasing. If they are on the No Call list…you in violation of the law.

Here’s why…

The Federal Trade Commission has ruled that Realtors cannot use the opportunity to solicit listings. Why? Probably because the Realtor is marketing a service that (1) requires a contract, and (2) will eventually cost the homeowner commission fees.

If we went after the new mortgage initially, we would be doing the same unlawful thing the Realtors might do. In our case we have a mortgage contract embedded in the loan application and we will charge for our services using mortgage fees.

Instead…the FSBO Marketing Program is free to our FSBOs. There’s no cost there. We’re providing a program that is going to help them sell their home faster, more efficiently, and at the right price, all for free!

That’s your initial thrust…the FSBO Kit…not a new Mortgage…that’s why in my opinion; you’re operating within the law. Are you going to try for the FSBOs new mortgage? Of course you are! You just won’t go for it on the first call or even the second call. Instead, dazzle them with what they will be getting for free…establish the relationship…gain rapport…then go for the new mortgage.

A word about FSBO marketing…

If you’re not working with FSBOs…you’re missing an opportunity to build and maintain a continuous lead and referral machine. You are literally missing the boat.

Why?…

First, you can immediately become an expert with your own niche. You can be the FSBO expert in your area.

Second, this is truly an inexpensive marketing approach. Great for new folks in the business.

Third, and the whole purpose of this…you’ll get lots of free quality leads. The more FSBOs you have working…the more leads that are generated each week.

Fourth, it’s an easier marketing approach. It’s much less intimidating talking to a homeowner than it is talking to a Realtor, and

Fifth, since some FSBOs give up and elect to list their home with a Realtor…you now can refer that homeowner to a Realtor of your choice…this also helps you build additional relationships.

OK…one last word on the No Call Registry…

In May of 2005 The Federal Communications Commission (FCC) issued a forfeiture notice to Dynasty Mortgage, LLC in the amount of $770,000 for 70 phone calls made by Dynasty to 50 consumers who were listed on the Federal Do Not Call List. According to the notice, Dynasty obtained the leads from a lead broker, who claimed the leads were scrubbed (checked) prior to Dynasty’s purchase of the leads.

If you’re purchasing leads…you need to question your lead company and how they screen their marketing.

On the other hand…if you have a great FSBO Marketing Program…and, it’s available at a one time cost of only about three mortgage leads…why would you even go that route and expose yourself to that potential liability?

I’ll let you answer that question…

Tom Domin is the author of “101 Ways to Originate Mortgages” and publisher of “Tom’s Mortgage Tips” a twice monthly Mortgage Newsletter geared for Mortgage Professionals. Put your mortgage career on the fast track and sign-up for FREE at http://www.MortgageMarketingToolKit.com/

Would you like a marketing idea guaranteed to increase your sales? Would you like to stop people from shopping your product or service and losing business to your competition? Would you like to reduce the amount of rejection you’re receiving? Would you like clients to understand they have nothing to lose and everything to gain by buying from you?

Then offer a guarantee on your product or service. This one marketing idea can increase your sales volume dramatically; however, few companies use it to their advantage. Look around your market and identify how many of your competitors are offering a guarantee. I’m willing to bet very few if any.

A guarantee will set you apart from your competition.

You need to promote your guarantee like any other benefit of your product or service. You need to put your guarantee in print. You need to put it on every ad, sales letter, free report, application, business card and every other piece of paper that finds itself in the hands of an existing or potential client.

You should be shouting it out for your whole market to hear.

How to Craft a Powerful Guarantee

Guarantee that your clients will be so thrilled (not just satisfied) with your product or service they’ll want to share it with everyone they know. You need to offer an unconditional, money back guarantee.

When I talk about a guarantee, I want you to be specific and tell your customers exactly what you will do if they’re not thrilled about your product or service.

What ever guarantee you offer you need to be willing to live up to your guarantee. People will be more likely to buy from you and less likely to shop around to your competition when you offer a strong guarantee. Offering a guarantee will prevent you from over promising and under delivering. If you do then you’ll owe them. If you offer a strong guarantee you’ll be held accountable for providing the quality of service in your guarantee.

You’re probably thinking if I offer a guarantee I’ll go broke. People will use my guarantee to get something for nothing. Part of this concern can be addressed by designing your guarantee to be specific about what you will deliver. Making it clear to your clients as to what they can expect from your product or service.

A second part to this concern is looking at things that you’ve purchased in the past that offered a guarantee. If your purchase didn’t meet up to the claims that were made did you ask for your money back or did you just let it go? Statistically a very small percentage of purchasers will even take you up on your guarantee. However, that doesn’t mean you should provide a worthless guarantee.

Are you still afraid that it will cost too much to give a guarantee?

It will cost you much more if you don’t. If your competition gets wind of this idea and start offering a great guarantee, then your clients will be attracted to your competition and not to you.

Teaching useful marketing ideas is an important part of our sales training programs. A great marketing idea can provide you with new clients for years to come. and with out clients you have no sales.

Jim Klein provides salepeople with effective strategies that attract new clients, build customer relationships, and increase sales, GUARANTEED. Get free sales training by subscribing to our free newsletter “The Sales Advisor” at: http://www.fromtheheartsalestraining.com/sales-advisor.html