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. And studies show that consumers will make decisions one of two ways.

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. It’s the same when you go to a restaurant with a hungry appetite. You’re instantly paralyzed when you’re handed a 10-page menu from the waiter. There are too many choices.

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.

Promote Today’s Special

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.

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.

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 entr

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Filed under: Mortgage Advice by admin