Mortgage
Marketing Tip: Answering this 1 Question will Keep your Marketing
Consistent.
By JC Kadii, Virtual Assistance & Online
Marketing for Mortgage Professionals
Marketing consistently is a
challenge we all face. Jay
Conrad Levinson, the Godfather
of Guerrilla Marketing, said
that the #1 marketing mistake is lack of consistency.
Being inconsistent in your marketing can have catastrophic results in
your business. On average, when
you take a hiatus from marketing, it takes twice as much time to get
back up to speed. So, let’s say you do no marketing for 2
months. For those 2 months, everything is fine while you reap the
rewards of your previous marketing efforts. As the 2 months come to an
end, however, you see that the number of prospects in your pipeline has
dwindled to near zero. Now you find yourself in the unenviable position
of having to somehow generate enough business to stay afloat for the
next 4 months while you regain your marketing momentum.
In a previous blog post, Mortgage
Marketing Tip: Removing Marketing Roadblocks,
I shared strategies for increasing your marketing consistency.
Here’s another strategy: ask
the question “Why?”
When you make a list of your marketing activities, include a
line that explains why you chose this particular strategy. Whenever you
feel the temptation to not go through with a particular marketing task,
this question and answer will help
you stay on track.
Here are a few real life examples (names changed).
Ann is a loan originator in Huntsville, AL. She decides to launch an
email newsletter to promote her mortgage business. After deciding to
take the plunge, Ann makes this list to answer the question “Why?”
- Email marketing
is a low cost way to stay in contact with her sphere of influence. - She can track
clicks and open rates and use them to fine tune her marketing messages,
or target offers to specific groups. - She can at least
double the ROI on her direct mail marketing methods. Since everyone is
getting her email newsletter, she can save on her postage costs by
sending direct mail to a smaller group consisting of referral sources
and previous clients.
David,
an Atlanta based mortgage broker, volunteers to chair a new committee
for a community based group. Here’s his list of reasons:
- He enjoys
participating in this group, and chairing a committee means he’s made a
commitment to get more involved. - Chairing a
committee increases his exposure to an emerging market, one that he
believes will experience a lot of growth in 2010.
So,
when you make a list of marketing activities, make sure to list the
answer to the question “Why?”
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JC Kadii, Mortgage Virtual Assistance and
Online Marketing Services .
770-469-7385. Are you reaching
out to the 70% of new buyers who start their search online?
Our team provides results-driven
mortgage Internet
marketing services. Visit our
website and sign up for the More Closings
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