And closer to home, why a mortgage prospect would pick one Mortgage Professional to work with on a loan versus another? Whether you're new to the mortgage business or an old hand at it...it's an interesting mind exercise.

Alex Mandossian, a well known marketing expert, has studied consumer buying habits very carefully. He identifies six (6) primary reasons why people decide to buy the products and services you are offering. Here are the six (6) reasons in all their glory:

1. People buy from you when they know you.

2. People buy from you when they like you.

3. People buy from you when they trust you.

4. People buy from you when they understand what you are offering.

5. People buy from you when they believe what you are telling them

6. People buy from you when the timing is right.

When you look at these reasons closely, all of them are under your direct control. As Mortgage Professionals it is your job to convince people of your offerings, familiarize them with your service and its benefits, and present them with your knowledge and expertise.

All of your presentations, your marketing programs, your material including your website, must be personably compelling and portray a sincere feeling of trust and honesty.

Although the sixth factor...timing...is somewhat outside of your control because it involves your prospect's readiness and financial ability to take action, your follow-up or drip marketing system should place you in the correct position when the right time comes.

If you're still with us, you've probably noticed that low price (in our world, the lowest rate) is not one of the reasons people buy. Neither is low maintenance costs (in our world, low closing costs), the size of the company, the number of employees, and lots of other reasons we come up with to help us rationalize why we lost a mortgage deal to a competitor down the street.

When the unthinkable happens, you'll know exactly why you didn't get that mortgage. When you review your six (6) reasons, chances are good you missed the boat on most of them.

You control your own destiny by the actions that you take. Your efforts, your passion and, your persistence are what influence the decisions your prospects will make. Continue to improve your mortgage marketing and your approach to dealing with people. Don't give up...keep in close contact with your list...and, you'll find yourself in the perfect position when the time is right.