Mortgage Marketing Tips

By: jeffn
Having trouble getting in to see real estate agents? You may find yourself hardly getting past your introductions before you are tuned out and it is almost impossible to change their minds long enough to give you a chance.

There is a way to overcome this invisible wall that comes up between you and the agent. It is a simple method refer to as focus on receptivity.

Basically, you need to focus on people that are receptive to you and your business. That person could be another agent in the office, a broker, the office manager, or even a receptionist. But the challenge is finding someone that is receptive.

Many industries have tried methods to build receptive connections, one great example is the headhunting business. Headhunters have it down to a science. Imagine getting a call from a headhunter. They immediately launch into their pitch about a great position with a six figure salary and complete medical and dental benefits with a company car included. Then before you can respond, they ask you if you know of anyone that might be interested in the job.

They have certainly got your attention, and they have taken the pressure off of you by giving you the out. Of course, by this time, you do not want to pass on this great opportunity.

You can use the same technique with your mortgage business. Start off with something like this:

Hi Steve, my name is Jeff and I have something important that I hope you can help me with. I am looking for a agent who is trying to find a lender that consistently produces referrals, helps double traffic to open houses, offers marketing assistance and always closes loans on time. Do you know of a agent in your office, or even have a contact from another office, that might be interested?

When you use an approach similar to this, you avoid creating a confrontation issue, instead it seems merely conversational. You are asking for their assistance or input, which is far less threatening, and makes them much more receptive.

Ultimately, you will get either get a referral for another agent, or the agent will jump in and ask for your assistance. There are other options for finding receptive people.

Find A Sponsor

Another option for establishing receptive relationships is to seek a sponsor. When you have a sponsor in the office, that person is far more likely to introduce you to others in the office and those people are far more likely to listen to you.

Do not overlook the support staff in the office. A receptionist can be your best friend. They know exactly what is going on in the office. Develop a friendship with the receptionist based on respect and genuine admiration and they will be an important asset.

The receptionist in most real estate firms watches a lot of high profit business go by, while they are on the low end of the totem pole. They can be very appreciative of attention, praise, and even occasionally small gifts. Do not push the friendship, let it unfold and they will be more than happy to support your efforts by giving you the names of the agents, along with their cell phone numbers and emails.

Give a Peace Offering

Whether it is a receptionist or an agent most people respond to a gift and consider it a peace offering. There are lots of little gifts that are inexpensive, while still being of value and putting a visual reminder of you and your business in an office space. One example is a small motivational book (these can be small enough to fit in a jacket pocket and only cost a couple dollars each), informational articles on marketing and real estate, and desktop items such as pens, paperweight, etc.

When you invest in creating receptive people, you earn interest that can yield big rewards for your business in the future.
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