Let Me Tell You All About…

By Doren Aldana

If you market to everyone, “your client will be no one.” This is an old saying that is as true today as it was when it was first spoken. Mortgage professionals waste an immense amount of their marketing dollars on ineffective advertising that blasts their general message to the entire marketplace. This is commonly referred to as “spraying and praying” in the marketing world.

Your Solution: Find out how to narrow your marketing focus. The result is a more effective use of your precious marketing dollars and a much higher prospect to client conversion rate for your mortgage business called Niche Marketing.

Why Niche Marketing?

Niche marketing allocates a smaller portion of your marketing budget on building a list of likely prospects and then investing the rest on converting those prospects into clients. The result is a more effective use of your precious marketing dollars and a much higher prospect to client conversion rate. The end result is a significant increase in referrals.

By definition, niche marketing is narrowing your marketing efforts to a group(s) of prospects that have a high likelihood of being interested in purchasing your product or service.

Basically, there are three types of niches, (1) business occupations such as revenue property owners or general contractors and (2) “sub-cultures” such as people who love to play golf or people who love their Harley Davidson motorcycle and, finally, (3) credit scores such as A, B or C business.

Once you come to intimately know the niches you’ve selected to market to, your ability to convert prospects into clients becomes infinitely easier.

Your 6 Step Niche Marketing Program

Setting up your own mortgage niche market software program is simple using the following six step process. Each step in the process is important to the ultimate success of your niche marketing program. There are no shortcuts to niche marketing success.

Step 1 – Choose a Niche

When choosing a profitable niche to market to make sure that it’s one that you can easily contact by mail. A good choice would be a niche in which mailing lists are readily available. If at all possible, your niche should be one that communicates amongst itself through community groups or events. It helps if your niche suffers from problems that a mortgage professional can solve. Lastly, ensure that your niche has the money to purchase a home.

Perhaps the easiest method of choosing a niche is to review your client list and look for groups of people in the same occupation or subculture groups. The beauty of this method is that the niche you choose has already proven that they want a mortgage.

Potential niches that you might consider are self employed business owners, first-time home buyers or people with damaged credit. Each specific niche has a unique set of problems and aggravations that they have to deal with when trying to get a mortgage.

Step 2 – Develop your Brilliant Marketing Message

Once you’ve chosen your niche, your next step is to develop the marketing message that you will deliver to your prospects. To develop your message you’ll need to know: What problems or issues they are facing? What results are they looking for? And what is it about your service or approach that is going to interest them and make them remember you?

Materials you should expect to develop are a lead generation special report or financing guide. The guide can be 5-10 pages in length and should, (1) identify your prospect’s problem, (2) create a mental picture of the negative effects of the problem, and (3) talk about the benefits your financing solutions and how you will solve their problem. This financing guide can be in written form or better yet, a CD or video.

You’ll also need to create two sales letters. One sales letter will be for promoting the free financing guide and the other for leading them to take the next step and complete their application. You should also create a “What People Are Saying” testimonial book that contains endorsements from clients in your niche with accompanying pictures of them standing next to their newly purchased home.

Lastly, you’ll need a brochure. But not a standard mortgage brochure — one that is custom developed for your niche. So if you chose to market to renters and general contractors, you should develop two different brochures that include messages specifically targeted to the needs of your niches. The brochure doesn’t have to be glossy and expensive. But it does need to talk directly to your niche and address their unique problems.

Step 3 – Obtain or Generate a List of Prospects

Your list of prospects is the most valuable element of your niche marketing program. First, look for existing lists of niche prospects. For example, if you’re targeting business owners you might buy a membership list from your local Chamber of Commerce.

If you chose renters and couldn’t find an existing list, consider doing a deal with a local financial planner to do mailings to each other’s respective client lists.

To obtain a list of professions and subcultures to consider in your niche marketing program, send a blank email to nichelist @ mortgagemarketingcoach.com with the subject: “Niche List”.

Step 4 – Contact your Niche

It’s time to assemble your marketing message and send it to your niche market. This will be done in two steps. First, send your sales letter offering your free report or guide. Ask your prospects to respond by calling you to order their free financing guide. The next step is to send the guide to those who responded to your mail out and combine it with a note stating the benefits of taking the next step with an application.

WARNING: The next step is a common area where many mortgage professionals either cheat or skip altogether by just sending a one-step offer to the list. People are tired of one-step, “in your face” marketing. They want to be courted first. By sending good, non-sales type valuable information you’ll be establishing a warm relationship, which will prepare your prospect for your offer.

Step 5 – Follow up

Following up with your prospects is key! 98% of all mortgage professionals rarely follow up after their first mailing yet studies have shown that a prospect needs to see you and your offer at least three times to make a decision.

To dramatically increase response to your direct mailings you should consider following up by phone, introduce yourself, ask if they received your guide, and ask if they had any further questions.

Step 6 – Develop a Niche Referral Program

Now that you’ve taken the effort to establish your niche marketing program you should leverage your efforts by implementing a systematic referral program. Remember when I mentioned that it was important to choose a niche that communicates amongst itself? This is why! If you’ve created a happy client they will begin to talk to others in your niche.

For example, if you’ve targeted business owners in your city, they will start to talk about you in their monthly meetings and informal get-togethers. You can multiply this by rewarding your clients in some way when they tell their friends.

Be sure to make your referral program “systematic” so that it is an established process in your business that gets measured and for which people get rewarded for closed deals.

For instance, you might consider awarding a free dinner for two certificate or move tickets when your clients write a personal endorsement letter to two friends. You provide the endorsement letter template and they share their testimonial with two of their friends.

Conclusion

There is a misconception that if you narrow your target market that there will be fewer prospects to market to; however, you’ll find the opposite to be true. Once you begin to tailor your message to the specific needs of your niche and you begin to receive word-of-mouth advertising within your niche, new clients will come out of the woodwork . In fact, your client base will actually expand.

To be competitive in today’s economy you need to consider new methods and marketing techniques to reach more high quality prospects. Niche marketing is a proven way to uncover new prospects, increase closing rates, and boost referrals.

Doren Aldana, the nation’s leading Mortgage Marketing Coach, is dedicated to helping mortgage professionals attract more clients with less effort. Aldana is also the author of a 21-part Audio Seminar, “21 Secrets of Superstar Mortgage Brokers and Loan Officers!”

To pick up your copy of this special free resource visit: http://www.mortgagemarketingcoach.com

Article Source: Ezine Articles.

Golf is a genteel sport that has become a global passion, especially in the business world. Golf trophies carry the reward of instant fame and fortune. Golf tours of certain regions are avidly followed by fans worldwide, and toughly contested for. Legends like Jack Nicklaus and Tiger Woods have captured international attention.

Golf is a game where individuals or teams hit a ball into a hole using several clubs. It involves manipulating the ball with a club from the teeing ground to the hole with a series of strokes, according to certain rules. Golf is played on a tract of land called a course, which consists of a series of holes. A hole represents the distance between the tee (the starting point) and the green (where the actual hole is). Most golf courses have 9 or 18 holes. Experienced players take fewer strokes to manipulate balls into the holes. Courses also have impediments like bunkers, sand traps and water hazards (like rivers or streams).

Par is the theoretical number of strokes which an expert golfer needs to get his ball into any particular hole. Every game of golf is based on playing a number of holes in a given order. The two major forms of playing golf are match play and stroke play.

Golf is regarded as a Scottish invention, and has been played in British Isles for centuries. It has also its origins in the Netherlands in the seventeenth century, where golf clubs were used to play balls into holes. The term golf is evolved from the Germanic word for club. The oldest course in the world is the Old Links at Musselburgh, where the game has been played since 1672. The links at St. Andrews occupy a narrow strip of land along the sea. Golfers on that course established a customary route through that terrain playing holes suited to the topography.

Golf is viewed as an elite pastime but is attracting more players from all golf backgrounds. In the U.S., golf is the unofficial game of the business world, so much so that business schools train students in golf. In 2005, Golf Digest found that there were nearly 32,000 golf courses in the world, with half of them in the U.S.A. Some other golf-loving countries include Scotland, New Zealand, Australia, Ireland, Canada and Sweden. Japan and South Korea are catching up.

Golf is a major professional sport with many coveted tours and trophies. There are at least 20 professional tours, each run by a PGA or an independent tour organization responsible for organizing the tournament. The most famous is the PGA Tour, a leading men’s tour which carries a prize of around US$800,000. The PGA Tour also brings endorsement and advertising deals, and the fame that comes with beating the best of the best. The PGA European Tour is only second to the PGA Tour, and is equally attractive to professional golfers worldwide.

Golf is unique for having lucrative competitions for older players. The US-based Champions tour is one among tours for senior citizens. There are five major tours for women golfers. The most coveted is the US based LPGA Tour.

The major men’s championships are as follows: the Masters, the U.S. Open, the British Open and the PGA Championship. Golfer Tiger Woods made sporting history by winning all four majors in one season and earning the name Tiger Slam.

Each of Hawaii’s six islands offers an abundance of unique things for you to see and do. To make the most of your Hawaiian vacation, a visit to each one of the islands is a must. Since there are a broad assortment of vacation rentals on Maui to meet your particular needs and budget, one of these can be the perfect base from which to explore all that Hawaii has to offer on each of its islands.

Maui is the second largest island and has some truly unbelievable beaches: many discerning vacationers think the island’s beaches are the world’s best. You’ll want to return again and again to Maui’s pristine and beautiful sandy shores. If you look to interior of the island, you get an eyeful of lush greenery and a lung full of fresh, unpolluted air.

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If you are vacationing in Hawaii, you would be amiss if you did not stop by Kauai. Kauai is better known as the ‘Garden Island’ and the home to unspoiled beaches and amazing sea-cliffs. It is nothing short of a tropical wonderland. The toughest choice is where to choose a Kauai rental to enjoy your holiday.

Does hiking along the Napali coast or taking a helicopter ride over the 3000-foot cliffs sound like fun? Would you like to explore Waimea Canyon, the ‘Grand Canyon of the Pacific’? You can do all of this and more in Kauai, Hawaii! Wailua River, Hawaii’s only navigable river, beckons fishermen and those who love to kayak. Kauai offers many beaches for sun and fun, golfing for the enthusiast, and picnicking in beautiful, lush tropical gardens.

To enjoy all the many beaches of Kauai would require more than one vacation — such are the charms of Kauai’s vast and super-clean beaches. An oceanfront cottage, located on one of the beaches, is unsurpassed in comfort and coziness for a honeymooning couple. They will have sweet memories to cherish over the years. Kauai’s many attractions are a major reason many couples come to the island to have their wedding and honeymoon.

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Photo Booth rentals are the best entertainment and are so much FUN. They are the perfect personalized party favor. Photo Booths are great for Weddings, Bar and Bat Mitzvahs, Corporate Events, Holiday Parties, Sweet 16’s, Post Proms, Graduations, Reunions and Birthday parties.

At Corporate events, your employees will enjoy some fun down time. A photo booth brings out the silly side in people. Even the most reserve employee will have fun behind the curtain. After your event, your employees will have the fun strips hanging in their cubes, for a fun memory of your spectacular corporate event.

Bar/Bat Mitzvahs, Sweet 16’s, Family Reunions and Birthday Parties are only a few events that are milestone in ones life. What a way to preserve memories of those special occasions than with a Bar Mitzvah photo booths present at your next event. Your guest will cherish their pictures for years to come.

Weddings Photo Booths go perfect together. You will capture pictures that the photographer might miss. A photo booth is a great way to keep your guest busy while the wedding party is taking pictures. Fun Strips are the most popular for weddings. Your guest will receive two sets of four pictures. They can take one set home for a wonderful memory of your special day, and the other can be placed inside of a scrapbook with a personalized message to the bride and groom. Instead of the traditional boring guest book with autographs and best wishes, the bride and groom will take home a book of candid pictures and sentimental heart felt messages that they will cherish for years to come. This will be a book that they will leave out on display on a table and show their company for years to come.

Cheap Pet insurance is an essential part of being an animal lover and owner, and can help enormously as there is no free health service for our pets. Vet’s bills can unfortunately be very high, so to ensure that our pets can get the best treatment they need, many people decide that taking out cheap pet insurance is a sensible way of helping to cushion these costs.

Cheap Pet insurance is an affordable way to make sure your pet gets the best possible medical care, and it is very easy nowadays to obtain a competitive quote online.  Pet Insurance is designed to help pet owners cover the cost of vet’s bills, because, as all animal lovers know, your pet’s health is paramount.

Like most things in life, vet’s fees are becoming increasingly out of reach for many animal owners, pet health insurance is the most essential and convenient way to ensure that the health of your pet is never neglected.

One in three pets need veterinary treatment each year, so pet insurance is an important consideration.  Usually people think pet insurance is only available for cats and dogs only but this is certainly not the case , most of our beloved pets can be insured and insurance is available for horses too.

It doesn’t matter if you need to insure your dog, cat or rabbit etc. Cheap Pet insurance is simple to arrange and can provide a range of policies tailored to fit your pet and your pocket.  Shopping around for pet insurance is no exception to the normal rule of price checking any insurance quotes, but is so easy to compare pet insurance online these days.

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