6 Reasons Why People Will Commit To Your Mortgage...Or Maybe Not!
BATTLECALL GUEST EXPERT: Tom Domin, Mortgage Marketing
Toolkit
Have you ever wondered why someone would purchase one television
brand over another? Or why they would purchase one car manufacturer's vehicle
over another?
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.
About The Author:
Tom Domin has over twenty-five years of experience in sales and training in Real
Estate and as a Licensed Mortgage Broker. He is currently publisher of "Tom's
Mortgage Tips" a twice monthly Mortgage Newsletter for Mortgage Professionals.
You can sign-up by visiting
http://www.mortgagemarketingtoolkit.com
Got an opinion? We want to hear from you. Post your thoughts or comments here in our Mortgage Warrior Forum. Come join the conversation and say hello...onward mortgage warrior!
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