INTRODUCTION
 

Database Organizing is critical to the beginning of a successful marketing program.  You are going to be continually reaching out to this list, so the harder you work to create a strong database the quicker your production will increase.  If you are new to the business, this is especially critical; yet even more difficult as you do not have past clients to work with.  Week 2 will follow up on this assignment to give you time to complete as best as possible.  Take this task very seriously.

1. Organize your current database.  Include current/prospective clients, past clients, referral partners (Realtors, CPA’s, CFP’s, builders etc.)  Set sub-categories that suit your needs.  I suggest the following:  Past clients, Referral partners, Friends/family, Misc.

2. Time block a sufficient amount of time this week to work on this task.  At least one hour – possibly much more if your database hasn’t been maintained.  Take off any dead names; input names sitting around your office or computer files.  All prospects, even if they can’t get a mortgage now should be in your database.  Include business contacts such as Realtors, insurance agents, inspectors etc.

3. Sphere of influence.  This is anyone not already in the other groups that would recognize your name.  Take some quiet time to brainstorm.  This could include:  neighbors, plumber, friends, acquaintances, your child’s soccer coach etc. etc. etc.  Keep a note pad and pen with you at all times this week and look for people you may have missed.   Remember, everyone has the potential to need a mortgage or be a referral source to you.

Your first mailing will be a Free Report in 2 weeks.  If you need to ask for addresses, but don’t want them to feel that you are trying to sell them something, mention that you have valuable information on how to help them protect their name and personal information and would like to mail it to them.

Business card and email signature Both these can greatly help you create a positive image and brand you as a mortgage professional.  Carefully consider every aspect of each.   Here are a few suggestions…

1.  Business cards.  Your picture should absolutely be on your card.  Remember the phrase, “a picture is worth a thousand words”?  Well, your picture may be worth thousands of dollars. Studies have shown the people are less likely to throw away something with your photo on it.  You need every advantage possible when competing in today’s market.

Utilize the back of your business card…NOT with an application checklist.   Put one of the statements listed below or a short testimonial.  Consumers are looking for a reason to trust you…. Use this space to give them one.  I consistently used "The highest compliment I can receive is a referral from a friend" and truly feel this was key to my referral-based business.  Everyone I worked with, if not already a friend, became a friend and they showed their loyalty through referrals.

Make sure your e-mail address, cell phone, and website address are on the card.   People have their preferred way to contact you…offer them the whole menu!

2.  E-mail signature.  In order to impress potential clients, you have to look impressive and that includes your e-mail.  Include your picture for the same reason as your business card.  We live in a visual word and your picture on outgoing e-mails will create familiarity – an essential part in attracting clients.

Take your e-mail signature to the next level by consistently asking for referrals in the space below your contact information.  A few ideas are: 
"The highest compliment I can receive is a referral from a friend," 
"P.S. While my business is good and growing steadily, it is important for you to know that I am never too busy to help those you refer to me:  your family, friends, neighbors, and coworkers." 
"Don't keep me a secret!  Take a minute to let your friends know the value you received from our services."

Consider adding a short testimonial after your signature.  When you talk about yourself, it’s called bragging.  When others talk about you it’s called proof.  Testimonials add strength to the brand called YOU.

You can find help through Microsoft Office to design your own signature.  You can also have your e-mail signature professionally created to look like your business card or actual letterhead.  www.stationerycentral.com/ and sjs.onletterhead.com/ both provide this service.

Last 10 closings  Look back at your last 10 closings and list where each loan came from.  If it was past client, list where the loan ORIGINALLY came from.  What I want you to see by doing this is where your strengths are.  Next week you will complete a sales plan to help you focus your marketing in a few key areas.  Knowing where your business has been originating will help you with this.

You can also use this to analyze your marketing budget.  If you are spending a large amount in one area, yet not seeing loans from that source, you would be better off moving some of those dollars to more producing streams of business.  As you focus your thoughts and energy on improving your business and income, you will find yourself easily coming up with new ideas that will keep the loans coming in.

Weekly tracking form  
This form is a powerful tool to keep you focused and on track each week.  The very act of setting weekly goals and keeping track will do much to improve your performance.  Warning:  many originators find it difficult to get in the habit of utilizing this.  For this reason, you will be given this as an assignment for three weeks.  After that, it will be listed in the tips and tools section as an ongoing assignment.

Print this form up and have accessible on your desk during the week or leave it on the computer and reference it electronically.  Use whatever system works best for you.  Each Monday morning start new.  Set reasonable goals for the week and each day jot down what you accomplished.  This can be as simple as a small mark for each item, or a name and explanation if you want more detailed notes.

The important thing is to make this work for you.  What I have provided is a template only.  Make it your own!  Modify and rearrange to fit your business.   Referral partners would be Realtors, CPA’s, CFP’s, builders, etc.  Basically anyone that has the potential to send you multiple referrals.

Three vitally important numbers to track each week are prospects, submitted to processing, closings in the second section.  The goal is to continually see these numbers improve.

Time management is something you will be spending quite a bit of time fine-tuning in the upcoming weeks.  For now, set a goal of the amount of time you want to spend marketing (activities to bring in new business) and the time spent on your education (this would include sales and marketing training as well as product training).

NOTE:  Keep a file folder (hard copy or electronic) of the prior weeks completed forms.  You will want to reference this over time to make sure you are improving and also follow up on any notes you made.

Goals Sheet  
This form is to be reviewed weekly and will be mentioned in the tips and tools sections.  Monthly, this will be listed as one of your tasks to review and update.  Keeping your goals visible will do much to motivate you to complete each task and continually improve.

Brian Tracy states:  “Three percent of adults actually put their goals into writing.  The other 97% have wishes, hopes and fantasies.  Written goals release powers within you that would have lain dormant in their absence.”

1. Production.  Write in the dollar amount of all transactions combined.  ie:  1.5 million each month or 18 million annually (for 5 year goal).

2. Number of loans.  List how many loans you will be closing.  ie:  8 loans a month or 96 loans annually.

3. Income.  State how much you want to be earning (prior to taxes).  ie:  $12,000 monthly or $144,000 annually.

4. Hours working.  What is the optimal time you work each week.  This includes time away from the office, yet still work related.  ie:  35 hours per week.

5. Assistant.  The only way to grow BIG.  State how many assistants is your ultimate goal along with the number of hours they will work.  ie:  Two assistants, one full time and one part time. 

6. Vacations.  What is your ideal number of vacations each year and how long?  ie:  6 vacations, 4 4-day and 2 week long.

7. Rewards.  What will you reward yourself with if you accomplish the goals you have set?  A day off.  Ski weekend.  Shopping.  New car.  What motivates you?

Use the note section to be more specific on items such as:  income per loan, vacations destinations, new thoughts on assistant responsibilities, what technology you need to get to optimize your hours working each week, etc.

NOTE:  As you think about each goal, use the word “WILL” rather than want, may or hope. (Yes – even when you are talking to yourself!)  State all your goals in the most positive, current tense way possible.  Tell your mind that it is already a reality….then your mind will go to work to make it happen!

Organizing your coaching  Disorganization is one of the primary reasons for failure.  Start your coaching program off right by having a plan to stay organized.  Each week you will receive approximately 3-4 pages of instructions and guidance.  There will also be specific marketing pieces, letters and forms made available.  Read through everything each week prior to beginning the tasks so you are familiar with all the materials and can move forward with confidence.

I’m a visual person and work best with something tangible to reinforce my learning.  If this is your style as well, use a 3-ring binder (click here for printable cover sheet and spine).  Every week, print off all the instructions and corresponding materials and keep in the binder.  Keep a backup copy on your computer as well.  I also love post-it notes and often use them as tags to remind me of something worthwhile or you can even use this method to mark a task you aren’t ready to tackle yet, but want to get back too.

If you are more comfortable keeping things electronic, open a new folder in your computer titled COACHING.  Many times, you are given an assignment of keeping track so I do recommend you print these forms off to become familiar with them.

It is often difficult to change habits and this program is designed to help you become more productive through new habits and systems.  NONE of the assignments are out of your reach, but many of them will require you to stretch beyond your current comfort level.  This is the best way to grow your business and bank account!