DOUBLE Your Direct Mail RESPONSE RATESwith LUMPY MAIL
From: Jon Goldman
Reveals mortgage marketing secrets for early retirement
What's the secret to generating qualified leads?
Let's be honest. Are you having fun and enjoying being a loan officer? Are you working your tail off and sacrificing your personal life just so you can close another loan? After everything is said and done are you a slave to your business?
If you’re like most loan officers the way you live is insane.
You're constantly rushing, pushing, pushing, always having more to do than you can actually accomplish. Leaving a string of broken promises and incomplete conversations in their wake. You’re probably not making the money or living the lifestyle with the freedom you’d hoped for. You’re spending most of your time doing everything except that which you’re are best at, endlessly caught in the minutia of the day.
Now for some good news.
There is a way out. Your business can be working for you right now instead of you working for it if you make the right move. Look, over 90% of all loan officer failure is because one reason. Ready? Here it is. You simply don't have the right system in place. No, it's not the people, it's not the market, it's not the rates, and it's not your company. None of these are the reason for your frustration...
It's your lead generation and conversion system that’s missing
That's right. It's your lead generation and conversion system. When you have the right system in place then all of the other business issues can get worked out. Why? Because you will have "A level" deal flow. "A level" deal flow is the right deals coming to you on a regular basis. These are the right type of deals from qualified prospects. "A level" deal flow allow you to run a more simple, turn-key operation that doesn't require the same level of stress and anxiety that most loan officers have to deal with.
The Problem of the 3 R's:
#1 – Rip it Open: Most mortgage mail doesn't even get opened. America sorts its mail over the trash can. Your mailer only has 3.5 seconds to get a person to rip open your mailer. If it doesn't do that then it's straight into the trash with your letter. .
#2 – Read it: Most prospects never even read your letter! The greatest sales letter in the world is worthless if they don't read it! So unless you can get them to actually read your letter and realize that you have what they are looking for you're sunk.
#3 – Respond to it: Even if you managed to get a prospect to open it and read it almost nobody actually picks up the phone and responds to your offer.
After analyzing of 15,000 mailings over the past 15 years and personally being responsible for millions of pieces of mail I have found the single best way to help loan officers set up a predictable lead generation machine.
But before I reveal it, ask yourself this important question.
What if you were able to create a lead generation machine that delivered a steady flow of qualified leads? What would you do with the extra time and money that comes from working only in your "core competency". If you just spent your time doing what you do best and had a team and system that took care of everything else what would your life be like? Who would you spend more time with? What would you do with more freedom and revenues? My guess is you would probably travel more, spend more time with the ones you loved. You would probably take the time to take care of yourself and improve the quality of your life.
If you are looking for more freedom and more passive revenue streams, then this just may be this is what you're looking for.
You no longer need to be effected by the rates.
Whether rates are going up or down it doesn't really matter. Why? Because there are great campaigns that you can use regardless of whether the rates are rising or falling. You see there is a silver lining in every cloud.
There are over 87 crucial leverage strategies that you must use for a successful mortgage mailing lead generation system. Now I’m going to peel back the covers and share a few gems with you.
The
BIG ZIG. You better "zig" when everybody else is "zagging
"
Don't fall into the "me too" disease. Over 92% of the mortgage companies and their mailers look exactly the same! Here's the good news, with this campaign your prospects will literally stop dead in their tracks, sit down, read your letter and say "Who is this guy? This is really different. I better check it out." That's the power of lumpy mail.
Only
target "Hungry Fish"
It's been proven that when a loan officer tries to be everything to everybody he never makes the golden dollar as those who focus on one market at a time. Only spend your time going after qualified prospects who are HUNGRY. Vow that you not spend anymore time, money or effort on prospects and networking with people who are unqualified and may or may not need your services.
Pick
a small pond and fish in it:
Look for a stocked pond of hungry fish and go to work there. The best marketing system targets "Hungry Fish" who are easily identified on a mailing list and can be replaced month after month.
Weed
out the rate shoppers:
Let's be honest if you live by the rates you'll die by the rates. If you try to be the cheapest guy in town you will eventually have a horrible business and a life of begging. This campaign is designed to position you as the expert. "The authority", in this position you command respect and can retool your business so it works for you instead you working for it. A good lead generation system will give you more time and freedom. Not just that, you'll have more profitable, qualified deals.
If
it's not leveragable don't do it!
Don't ever do another run another ad, go to a networking meeting, or run a marketing campaign that you can't use again and again. Make sure its repeatable.
Use
the right colors:
Some colors generate trust while others create skepticism. Statistically there is one color envelope that out pulls every other color. It's a certain shade of yellow. Even the paper color effects response rates. Only use colors that improve response rates regardless of how it looks to your or your family. What matters most is what works. The colors that really pull would surprise you because they're counter intuitive.
Make
sure it gets opened
This is probably the biggest challenge of all for mortgage mailers. Make sure that your next mailer is guaranteed to get opened. The enclosed mailers use over 28 different strategies to get your mailer opened. You probably never realized that there could be that many things you could do just to insure that your letter got opened. Among them are strategies like the "lumpy" factor. When people feel something that's lumpy they are intrigued and are nearly forced to open it. Add a lump and get a bump (in response rates).
Get
into the "A" pile
Everybody sorts there mail over their trash can which
is called the "C" pile, that's where almost all mail ends up
it's just a matter of time. Then there's the "B" pile which
is the "I'll think it over" pile. NO! NO! Not the "I'll
think it over!" That's like the kiss of death to your letter. Because
procrastination kills response rates.
Lastly, there's the "A" pile. This is includes personal invitations,
official documents, banking and legal notices. A lot of this stuff says
"I'm personal" or "I am really important. You better read
me." Make sure that your campaign puts your message firmly in the
"A" pile. This will dramatically increases your response rates
and commissions.
The slippery Slope Test
When your prospects read your copy it better be a like a slippery slope. Starting with your headline (yes even a direct mail letter should have a headline, and I can prove it!) Your headline better be so compelling that it practically compels them to read your subhead. And your subhead should magically draws them into reading the entire first paragraph. Continuing on in this fashion all the way to the call to action. It you can get them to read the first 55 words your response rates increase nearly 10 fold.
Shocked and disappointed
I am continually shocked at how almost all of the mortgage mail that comes
across my test totally fails the slippery slope test. They say basically
nothing. They make no promises. There's no intrigue and no overt benefit.
No wonder they are not getting any response. I'm sure you've probably
received these in your own home. Maybe you even send them out. They are
quite frankly boring and rely on the "through enough stuff against
the wall and hopefully something will stick" method. Your letter
copy should be so compelling that it's like a great page turning novel
that leads you from one paragraph to the next just to see what's going
to happen. It must be constantly peppered with notes which appeal to the
readers self interest and continually arouse curiosity while pushing their
emotional hot buttons.
Irresistible Bait
This is where most mortgage mailers totally fall flat on their face. There is nothing that is irresistible about the offer. After someone reads your letter there had better be a hell of a good reason for them to pick up the phone and call you (or click on your website). Your offer has to be literally irresistible. Consider something like the Godfather "This is an offer that you can't refuse". Consider a campaign that includes an offer for "$500 of FREE groceries" combined with a great mortgage offer. Now that's irresistible.
Emotional Triggers
People only respond to offers because they feel its right for them. If you would sit down and honestly look at all the mortgage mail that's out there you would shake your head in disbelief. Once you know these secrets you'll ask yourself as we do "How do these people actually send out mail like this?" Make sure that your mail is packed with emotion. Constantly touch the emotional hot buttons that are designed specifically to trigger a yes response only from a qualified prospect. After years of testing we've had prospects call our clients commenting on our letters saying "I really feel like you understand me and what I'm going through". The loan officer just smiles and says "Yes, we really do understand what you're going through." Then they continue to get them the loan they need.
Success
comes from repetition....
Wait a minute read that again...Success comes from repetition....that's right Success comes from repetition: Based on research from SMEI 81% of the sales come after the 4 th contact! No wonder most marketers get less than 1% response rates! Over 91% give up after the first contact. Commit to becoming one of the loan officers who are in the top 10% and end up with 80% of the deals because they used a multi step mailing approach instead of just one mailer. Consider using a 4 step campaign. Why? Would you get married on the first date? Of course not. So don't expect prospects to respond to your offer after the first contact! Mail them several times and watch the magic of multi step mailings work for you.
"If you're marketing anything to anyone, leads or customers...you are making a huge mistake by not using Jon Goldman's firm to set you up. Jon can take a normal mailing and turn it into an extraordinary profitably money-making experience! I highly recommend Jon Goldman and his company. Jon and his program is the answer you've been seeking for so long!" Jeff Paul
We did Jon’s program. It was the most successful thing we
have ever done. We got a 6 to 1 return on our investment. Tim Castrigano
“You have just ‘unstuck’ me. I always believed I was ‘unstuckable’. But what you did was incredible. You owe it to the rest of the CEO’s and leaders. It would be criminal if you didn’t share this process with them. Because this process is absolutely amazing. I have been around for a long time in business. I am actually a coach to others. If you considering doing this, you have to be nuts not to do it. This has literally changed me. What you have done is just absolutely awesome” Brian Sacks
This year our business is up 65% over last year. I attribute this to the work that we have done together with you. I have used your marketing services as well as your day launch. It was an awesome experience. Your program is a must for anyone looking to really grow their business. I definitely recommend and we will continue working with Goldman and his team. Michael Gray |
The first and easiest decision is “Who”? That is, which market do you want to target. The way to be successful is pick a market of “hungry fish” then go after them with lumpy mail and irresistible bait. Not sure which market to target. Don’t worry. Pick up the phone and speak to a mortgage marketing strategist at Lumpy Mail Inc. (800) 805-1220.
Market #1: The Pre Foreclosure Market/NOD (Notice Of Default)
This market is highly motivated. Remember for real success you only want to target markets with people who are in pain and really want your solution. These poor people are being approached by tons of real estate investors who want to buy their house out from under them for pennies on the dollar. Not just that they're also being told by attorneys that it's ok to go into bankruptcy. They're told that this will take care of all their problems, however we all know its not true. This is a real opportunity for you because as a loan officer you can help them stay in there home and get the loan they need. There are so many easy, legal and legitimate ways to stop the foreclosure and you can be a hero.
Foreclosures are on a dramatic rise and are only going to keep getting
stronger. When interest rates were so low lots of people got into homes
that they simply couldn't afford. Sometimes they simply have an unfortunate
legitimate reason like a family illness which may have forced them into
defaulting on their loans.
The Mortgage Bankers Association reported that creditors across the country
began foreclosing on nearly 135 thousand homes. That's a big pool of hungry
fish. There were about 4 -10 foreclosures out of every 1000 loans originated
in the last three months - the highest rate in 30 years! The association
said creditors have a record-setting backlog of more than 400,000 foreclosed
homes!
This doesn't mean that you should take advantage of their misfortune. Just the opposite! It means that it's a ripe market that really needs the help of good, ethical loan officers who care about them. You have the ability to literally change their lives for the better and earn a great income while doing it. It's easy to solve most of their issues once you know how. If you don't already how to do these loans and which lenders specialize in foreclosure we'll fill you when you get your campaign. There are a few lenders and programs that can make the process very easy for you. Also, we recommend that you become a card carrying member of NARLO National Association of Responsible Loan Officers. This will position you as a trustworthy source.
Market #2: The Bankruptcy Market
There are two markets to focus on here.
Chapter #13 and Chapter #7
It will vary from state to state but primarily Chapter #13 are homeowners and Chapter #7 will be renters. You will want to hit them at just the right time. If you hit them too soon you won't be able to help them. If you hit them too late you will miss the opportunity.
Market #3: The Variable Rate Market
These are all homeowners who locked in their mortgages with a variable rate loan at the worst time. Because now their rates have skyrocketed and unless they refinance they’re going to be paying outrageous monthly payments. They are hot and bothered because they are uncertain about the future feel like they are paying the price now for a decision they made a long time ago. They will be very receptive to offers that will get them out of their pain.
Market #4: Sub Prime Refinancing
The sub prime market is one of the most responsive markets today. They are in pain and are in constant need of financial help. They need financial help and need it quick. There are several great products that you can sell to this pool of "hungry fish". With the right loan package and a little education you can help them break their cycle of debt while making a nice commission.
Market #5: Debt Consolidation
This market is basically maxed out. They have too much debt and are short on cash and high on interest payments. They really need your help.
Credit Card Debt Holders: Those who are being pinched by the new laws and credit card debts and have too much outstanding credit card debt.
Second Mortgages: Prospects with second mortgages that are no longer working for them. When they needed extra cash they had to put a second mortgage on their house. But they have been carrying it long enough. Now you can help consolidate and put it all together for them.
LTV: High Loan to Value and pre screened data files. They need help and you can help them. With the new laws that have recently been passed they are feeling more squeezed than ever before.
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