Re: Vyral Marketing for Mortgage Professionals
Clients,
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| Vyral CEO Frank Klesitz |
It was a great event and I highly recommended it if you’re in real estate or mortgage. Steven Marshall, the host of the event, held an excellent session on how to earn $1 million dollars in the mortgage business. He earned, at one point, $2 million dollars in his peak year.
If you’re in the mortgage business, this weekly client message is for you.
The premise behind Steven’s talk was simple. Get a list of all the top real estate agents in the area, approach them with massive value to help them grow their business, make sure they like you, and get their home loans closed with A-list loan processing talent.
You can also approach CPA’s, financial planners, homebuilders, and more who can refer you mortgage business.
The highest earning mortgage professionals at the event all held key relationships with top local real estate agents, including key referral partners in other industries.
How did Steven secure top real estate agent referral partners when they already had strong existing lender relationships?
Here are the two best strategies he used:
First, he started his own radio show. Instead of approaching a real estate agent directly to ask for business, he would invite them onto his radio show to give them marketing exposure. He got appointments by booking his perfect referral partners as guests on his show.
Second, he didn’t ask for any existing business. Rather, he offered to bring the agent home buyers so he, in return, could compete to write the loans. He worked his database to find buyers, and when he identified those opportunities, he brought them to his best agents.
These two strategies gave him the needed “foot in the door” to win the long term business.
The Vyral Marketing Plan is a powerful tool to help you secure appointments with top real estate agents and to generate leads from your past client and sphere database for them.
If you’re in the mortgage profession, you should start an “(Area) Real Estate & Mortgage Video Blog.”
Instead of hosting a radio show, use your video blog as a platform to interview top real estate professionals about the real estate market, home improvement, or home buying/selling tips.
You can certainly send out helpful Q&A videos about mortgages, too.
Here’s the script:
“Hi, my name is Frank and I’m a lender with ABC Mortgage. I host a video blog about all things real estate here in the area and I’d like to interview you about what’s going on in the local real estate market. You can also provide a home buying or selling tip. I understand you’re a top agent and our community needs your expertise. I have “x” people in my email database who are homeowners, home buyers, and more. We’ll edit, optimize, and promote the video to our database and give you the names of everyone who watches the video so you can follow up. You can also use the video on your website, too. May I book you as a guest? You’ll shoot the video with me in our office in front of my HD webcam – I have a team that handles everything, it takes about 20 minutes. I will guide you through everything.”
How powerful is that script?
This works because you’re leading with massive value. You’re helping people grow their business, and in return, simply asking for the opportunity to write any loans generated from your work. This will certainly give you the edge when working for an appointment.
No money exchanges hands and, as a client, there’s no extra cost to interview a referral partner. But of course, with all marketing, review this arrangement with your RESPA attorney so it’s structured perfectly for compliance. There’s no need to talk about mortgage rates – your videos are only providing helpful, educational real estate and even personal finance insight.
You now have a marketing plan to help you book consistent referral partner appointments so you can build relationships. It’s also easier to hire a dialer/prospector to book guests on your “show” than to cold call for existing mortgage business directly.
This same strategy can also be used to recruit existing local loan officer talent to your team. For example, Vyral Client Brett Tanner in Phoenix, AZ sends business coaching videos to local real estate agents with an offer to attend his private lead generation workshop. This same strategy will work for you as an entrepreneurial mortgage professional in need of talent.
Here’s a summary of the benefits of this strategy:
- You’re positioned as the leading authority in the area by interviewing experts
- You have a long-term nurture campaign in place for your own database
- Your expert guests keep the content fresh (mortgage-only content is hard)
- You get appointments with top referral partners as a host of your own video blog
- You’re generating leads from your database for top agent referral partners
- You enjoy an edge now to win the business away from the entrenched lender
If you’re a real estate agent and you’re working with a mortgage professional, send them this email. If they sign up for our service to implement this strategy, you’ll open up their database to send leads your way and we’ll also upgrade you to our VIP program, where you get a host of benefits for helping us enroll 1 new client this year.
If you’re a current mortgage client and you want to visit about how to further execute this strategy, give me a call at 402.515.5438 or just reply back to this email.
Make sure to listen to our podcast, The Entrepreneurial Mortgage Professional, for more tips from top mortgage pro’s and loan officers to grow your business.
So that’s my tip this week - fresh from the mortgage mastermind conference! Thank you for being a client, and have a wonderful weekend!
Sincerely,
Frank Klesitz, CEO
Vyral Marketing
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