Mortgage Originator Marketing – Differentiate or Die按揭发端营销-分化或死亡

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I just found the answer to my long hours of Web 2.0 promotion.我刚刚找到的答案我很长时间的Web 2.0促进。 It's called Web2Submitter and it is a life saver.它叫做Web2Submitter这是一个生活的程序。 I am going to save at least 5 hours of submission time per week with this thing.我要节省至少5个小时提交每星期的时间与这件事。

Article source: http://www.aktiwealth.com/ . 文章来源： http://www.aktiwealth.com/ 。 Used with author's permission. 用作者的许可。

One of the best ways to attract more clients is to quit marketing the same way your competitors do. Because when all mortgage originator marketing is essentially the same, it becomes nearly impossible to distinguish one loan officer from another. 的最佳途径之一，吸引更多的客户退出市场以同样的方式做您的竞争对手。由于抵押贷款时，都发端营销基本上是相同的，就几乎不可能区分贷款从另一个军官。 And studies show that consumers will make decisions one of two ways.研究表明，消费者将作出决定两种方式之一。

First, if all competitors appear the same and there are too many to choose from, consumers won't make any decision. Instead they'll continue procrastinating. 首先，如果所有的竞争对手出现相同的，有太多的选择，消费者将不会做出任何决定。相反，他们会继续拖延。 It's the same when you go to a restaurant with a hungry appetite.这是相同的当你去一个餐厅，一个饥饿的胃口。 You're instantly paralyzed when you're handed a 10-page menu from the waiter.你立刻瘫痪当你递交了10页的菜单从服务员。 There are too many choices.有太多的选择。

Secondly, if the consumer doesn't procrastinate and all competitors appear the same, they'll choose based on price (rate, fees, etc). This is the worst component to compete on because there's always some desperate loan officer who is willing to bid lower. 其次，如果消费者不拖延和所有的竞争对手出现相同的，他们就会选择基础上的价格（利率，手续费等） 。这是最糟糕的部分竞争的，因为总有一些绝望的贷款官员谁愿意出价更低。

Promote Today's Special 促进今天的特别

Does your marketing promote these items; debt consolidation, refinance, purchase, home equity line, home improvement, VA, FHA, bad credit ok, apply online, free pre-qualification. 请问您的营销推广这些项目;债务合并，再融资，购买，家庭资产线，家庭装修，弗吉尼亚州，联邦住房管理局，信用不良玉，在线申请，免费资格预审。

Consumers get confused with too many choices. Just like the example about the restaurant and having a menu too thick when you're craving a meal. 消费者困惑太多的选择。就像例如有关餐厅和一个菜单太厚，当你渴望一餐。

A good waiter uses "Today's Special" to his or her advantage. If the waiter has scripted his or her presentation, they deliver a wonderful picture of a single entrée that helps cut through the decision-making. 一个好的服务员使用“今天的特刊” ，他或她的优势。如果侍者已剧本他或她介绍，他们提供一个精彩图片一个单一的主菜，有助于降低通过决策。

If you want your marketing to stand out, communicate a single idea. Let your competition beat each other up while promoting everything they have to offer under the sun. 如果您希望您的营销脱颖而出，沟通一个单一的想法。让您的竞争打败对方，同时促进了一切，他们所提供的在阳光下。

If you're not sure, you can test the validity of my suggestion by opening any publication and comparing advertisements. Scan the publication for advertisements and mark the ones that grab your attention. 如果您不能确定，您可以测试的有效性，我的建议开放任何出版物和比较广告。扫描出版物广告和纪念那些拿起你的注意。 Chances are you'll select ads that display images, have fewer words than compared with others and that deliver a single message.电视，你会选择广告，显示图像，有较少的话比其他人相比，并提供一个单一的讯息。

Consumers read advertisements that speak clarity. Your eyes will be attracted to simple messages that aren't cluttered by unnecessary words or stress too many points. 消费者阅读广告，讲清楚。你的眼睛将被吸引到简单的讯息，不是堆满了不必要的字词或应力太多点。 You're more motivated to read ads that are quick, too the point and convey a single idea (preferably with images).你更主动地阅读广告，快速，也点，并转达一个单一的想法（最好的图片） 。

Don't Offer the Whole Elephant 不提供全体大象

You eat an elephant - one bite at a time. This means your marketing should offer smaller, bite-size decisions. 你吃大象-一个咬的时间。这就意味着您的营销应提供更小，一口大小决定。 Don't ask your client to do too much, especially if they don't know you very well.不要问你的客户做太多，尤其是如果他们不知道你得非常好。 Here are some examples that ask too much:下面是一些例子，要求太多：

- Blah, blah, blah….call for a free pre-qualification -布拉赫，等等，等等. ..。呼吁免费资格预审
- Blah, blah, blah…order online -布拉赫，等等，等等. ..在网上订购
- Blah, blah, blah…call today -布拉赫，等等，等等. ..今天呼吁

Instead, offer something of value with no strings attached. For example, if you're marketing an Interest Only Program to first-time investors, create a simple report called, "3 Critical Investment Mistakes to Avoid," and give it away for free. 相反，提供有价值的东西没有任何附加条件。举例来说，如果你是一个利益的营销计划，只有第一次投资，创建一个简单的报告称， “ 3重大投资失误，以避免” ，并给予免费。

Of course the report is a brochure for your services, but it's a bite-size step in the decision-making process for the client. 当然，该报告是一本小册子为您服务，但它是一种咬大小的步骤，决策过程的客户端。

Use Side-By-Side Comparisons 使用并排比较

Before I got married, my pastor shared with me his greatest wisdom for a happy marriage and avoiding disagreements. He said, "Jeffrey, I will give you the secret to a happy and fulfilled marriage?" I waited with notepad in hand! 在我结婚，我的牧师与我分享他最大的智慧幸福的婚姻和避免的分歧。 他说： “ 杰弗里，我会给你的秘密快乐和满足的婚姻？ ”我等待着与记事本在手！ He went on with, "Anytime you take your bride out to dinner, to avoid in-decision, always offer her three restaurants to choose from."他还同“ ， 无论什么时候，你需要你的新娘去饭店就餐，以避免在决策，始终为她的3个餐厅可供选择。 ”

Offer different choices using side-by-side comparisons to avoid in-decision. This strategy is commonly used in the high tech industry. 提供不同的选择，使用并排比较，以避免在作出决定。这一战略是常用的高科技产业。 When you buy new software there is always a comparison on the back of the box. It has comparables against the older version, or against a competitor's product or a list of product features.当你购买新的软件存在始终是一个比较后面的方块。 它可比对旧版本，或对竞争对手的产品或清单的产品功能。

For example, if you're marketing Interest Only loans, demonstrate the loan using a side-by-side comparison. You can show three different examples of an interest only loan with specific outcomes. 例如，如果你只有营销利息的贷款，贷款证明使用并排比较。您可以显示三个不同的例子，有兴趣的贷款只与具体成果。 For instance, how will each scenario affect cash flow, deliver a 1, 3 and 5-year return on investment and affect future investments, etc.举例来说，将如何影响到每个情景的现金流，提供1日， 3日和5年的投资回报率，并影响未来的投资，等等

By the way, my pastor's wisdom was right on. I've been married for more than 7 years without an argument about where to have a meal together. 顺便说一下，我的牧师的智慧是正确的。我已经结婚超过7年没有理由在哪里吃饭都在一起。

Use Infomercial Selling 使用信息广告销售

"Lose it with the gut-be-gone," screams the infomercial lead-in. Is it unbelievable - of course! “失去的肠道即将过去了， ”尖叫领先的商业信息中。是令人难以置信的-当然！ But as you watch the story unfold, it shows dozens of people who have achieved the miraculous result.但是，你看的故事展开，这表明数十人谁都取得了奇迹般的结果。 Before you know it, you're pulling out your credit card for a new thigh master.在您知道，您退出您的信用卡一个新的大腿的主人。

Create your own infomercial with dignity. An infomercial tells the reason, "why" your solution is the premiere choice. 创建自己的商业信息与尊严。讲述一个商业信息的原因， “为什么”是您的解决方案的首映式选择。 Testimonials demonstrate that people are getting results, but didn't believe it was possible until they decided to take a chance.鉴定表明，人们越来越结果，但并不认为这是可能的，直到他们决定采取一个机会。

You can build an infomercial using testimonials. You probably have many happy clients who would tell their story about how you helped solve one of their problems. 您可以建立一个商业信息使用鉴定。您可能有许多快乐的客户将谁讲述自己的故事，关于您如何帮助解决他们的一个问题。

Click here to get a free copy of the Marketing Planning Guide, a 20-page workbook designed to help you outline a strategy to becoming an Agent Magnet . 点击这里得到免费的营销规划指南，长达20页的工作簿旨在帮助您纲要一项战略，以成为一个代理磁铁 。

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