WHY YOUR BUYERS AND AGENTS DON’T TRUST YOU

WHY YOUR BUYERS AND AGENTS DON’T TRUST YOU

We are bombarded each and every day with commercials, emails, and ads for mortgage companies and Realtors.  Just turn on the radio, watch TV, or go to your favorite website or social media platform and there are these ads.

The challenge is that we are all saying the same things to the same people and so the result is that we all sound alike.  This leads consumers to feel that we are all in fact the same.

Yesterday, when I arrived home I decided to test this out and pretend I was a consumer. I turned on the TV to watch the news and there they were 3 different mortgage company ads. Then I decided to just check my Facebook, Instagram and Linkedin  pages and guess what. More ads and videos for agents and mortgage companies.

THE HEAD OF LETTUCE SYNDROME

I have coined the phrase Head Of Lettuce Syndrome which simply means we are all viewed as a commodity by the general public and unfortunately by Realtors as well.
Think about this for a second. You go into a grocery store and you see 2 heads of lettuce. Both look green and fresh and they are sitting right next to each other.
One has  sticker for 89 cents and one has a sticker for 99 cents.

WHICH ONE WOULD YOU CHOOSE?
The answer of course is obvious but this is the dilemma we must all deal with each and every day. Compound this with the fact that there are more of us now in the industry since the crash, and we are all facing inventory shortages in every market and shrinking profit margins.

LET’S GET BACK TO BASICS FIRST.
I hate to be the one to break this to you but fancy script or marketing piece will fix this issue. Instead, you have to understand some very basic concepts that I will share with you here.

 

FIRST People Must KNOW -LIKE AND TRUST YOU BEFORE THEY WILL WORK WITH YOU
This may sound very basic but it’s true. People need to feel like they know who you are and like you. They also must feel they can trust you. The issue is that most ads are simply trying to tell people to call someone they don’t know or go on line and reveal all of your personal information before a relationship is even established.

The better way to establish this bond of Knowing -Liking and Trusting would  be to do a series of on-line informational videos. Write a short book or report that provides information. Record a seminar or webinar for first time buyers.

Your ads should be sending buyers to these types of information before you even ask them to call you. To say it a bit differently, buy them a drink first or go on a date before you ask them for a commitment.

 

SECOND- NO ONE BELIEVES ANYTHING YOU SAY ABOUT YOURSELF… BUT

All of the ads I referenced above did not pass the average consumers BS meter. You know we all have one right? People don’t believe us and when I say people  I mean consumers and agents or other professionals.
But they will believe what others like them say about you. Take a minute here and digest that.
Go ahead right now and start collecting reviews from your agents and your customers. Take a video of you with them at closing. Ask them to do a video for you of their experience or answer a quick survey. In fact in my book 48 Proven Ways To Close More Loans I dedicated 4 of the strategies just to this idea.

THIRD- SUCCESS IN BUSINESS AND IN LIFE IS ALL ABOUT WHO IS CHASING WHO.

Here’s a reality that most of us simply ignore and I am not sure why. When you chase business  you lose control. Whoever is being chased has more power then the person doing the chasing. I actually have found 48 Proven Ways to Attract business and many of them don’t cost you a penny to implement.
Check it out here https://48waysbook.com/sales-letter

Yet I consistently see guru’s in our industry sharing tactics that are all very creative ways for you and I to go chase business. The reality is that your job is to attract business to you. To go even further, your job as an originator is to create more demand for your services than you even have time for.

That leads to growth and stability in your income and production goals.

Position yourself as an expert and teacher. Then go ahead and teach and provide valuable information everywhere you can. Stop advertising and start attracting by providing value. When you do this your levels of “KNOWING- TRUSTING AND LIKING” will immediately increase, consumers will seek you out and your business will grow!

 

Brian Sacks is a branch manager with Homebridge Financial in Owings Mills Maryland. He has been originating for 35 years with career closings over 1.5 Billion Dollars and 5833 transactions.
Brian is also the creator of the Top Originator Secrets Blog and has recently published an originator success manual on 48 PROVEN WAYS TO IMMEDIATELY Grow Your Production. You can learn more at https://48waysbook.com/sales-letter

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WHETHER YOU THINK YOU CAN … OR YOU CAN’T … YOU ARE CORRECT

WHETHER YOU THINK YOU CAN … OR YOU CAN’T … YOU ARE CORRECT

I just shared this post with my Top Originator Mastermind Members but I believe it’s so important to your success
that I wanted to make sure you saw it here as well.

This morning I woke up at 5 am and headed over to my local NBC affiliate for a live mortgage and real -estate segment on the morning news. 
 
What’s important to understand about this is 
 
I am not a college graduate and barely graduated high school.
I am not exactly the best looking guy – my hair is turning grey and I am a little overweight
I don’t know everything about mortgages or real -estate and am still learning new things every day.
I went to bed at 1am because of a long holiday dinner.
I am an introvert and extremely shy as a person.
 
OK- Now what is your excuse for not being where you want to be?
 
Success comes from stepping outside your comfort level and doing what you may feel uncomfortable doing.
 
Sounds so simple right?
 
But it does all come down to you and whether you think you can or you think you can’t.
 
What are you NOT doing that you should and could be doing because you are limiting yourself?
 
Let me ask you a question ok?
 
What is the worse that could happen to you? 
 
If for some reason I totally flubbed my appearance what really is the worst that would happen. I would be embarassed for a very short period of time and then people would forget. But the other truth is that even bad Publicity is better than no publicity at all.
 
Think about that actor in Chicago who just created and staged his own attack. There are numerous other examples of high profile people who have fallen out of view and stage something to get back in the public view.
 
So go ahead do two things.
 
1. Think about what you think you CAN”T do and just go and do it !
2. Leave a comment on what you have done that was uncomfortable and what your results were
 
Dedicated To Increasing Your Production 
Brian Sacks
 
Have you seen the newest quick win in the member area?
It’s an alternative and more effective way to network.
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3 BORROWERS WHO WILL NEVER SHOP YOUR RATES AND WHERE TO FIND THEM

One of the things we all wonder about as originators is how to compete with on-line and other lenders who simply buy the market. There are a number of strategies for dealing with this like positioning yourself as the Obvious Go To Celebrity Originator in your market.

But one of the best ways to deal with rate shoppers is to not deal with them at all.

HUH?
Yes, you read that correctly. If you know that your rates are never going to beat the on-line lenders just stop competing with them. You can do that by using these 3 sentences.
PICK A NICHE
BECOME THE EXPERT
LET EVERYONE KNOW ABOUT IT.

 

TO PUT IT MORE SIMPLY.
Work with buyers who can’t shop. There are 2 major groups of buyers who simply can’t shop rates and points since they don’t qualify. There is also a third group of buyers who generally won’t shop since they are under a time constraint and will follow the guidance of their attorneys.

The first 2 groups are buyers who have income or credit challenges. There are a number of Non- QM programs now available to these buyers who don’t fit FHA /VA/Fannie Mae guidelines.

THEY WANT A LOAN AND REALIZE THEY DON”T QUALIFY WITH STANDARD PROGRAMS.

There are now programs for buyers with very low scores. Buyers who have had a bankruptcy , foreclosure or short sale. There are also programs for buyers who are self employed or commissioned and have large write offs.
If you are interested in having a step by step way of generating new business with boomerang buyers check out this training http://boomerangexpert.com/special-offer

Here’s the formula.
Learn these programs by meeting with your NON QM reps.
Let everyone know about your expertise by writing about it and teaching agents and builders about these programs.
Go to the media because these programs are a great story that will get you exposure on TV , Radio and print publications. You could even place ads for these buyers on-line and off line.

THE THIRD GROUP OF BUYERS WHO DON’T SHOP.
This group of buyers are those that are referred to you by one of their trusted advisors like a CPA , Attorney, or financial planner. One of the best groups of clients I have found are those going thru a divorce.
Generally, when a client is going thru a divorce there is often a home involved and one of the spouses will be leaving the home. The spouse leaving the home may want to buy while the spouse remaining in the home may be legally obligated to refinance and get the other spouse off the mortgage and deed.

These buyers can be referred to you by their attorneys and their agreements often call for the refinance to be done within a certain time frame.

If you are a member of the Top Originator Mastermind I will be hosting this months training with the Director of the Divorce Lending Association. This is where I learned how to work with these buyers and also market my services to the attorneys. You can learn more about the Top Originator Mastermind at http://toporiginatormastermind.com/optin   

Or you can take a 5 day trial for just a dollar at http://toporiginatormastermind.com/onedollar
Start thinking about ways you can be unique and not only be judged by what your rates and points are. Doing this will immediately help you close more loans, make more money and finally have the time to enjoy life.

Dedicated To Increasing Your Production

Brian Sacks
Author of 48 Proven Ways To Immediately Grow Your Production and the Top Originator Software
available at https://48waysbook.com/sales-letter

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