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DO YOUR CLIENTS RESPECT YOU?

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PEOPLE WANT TO WORK WITH EXPERTS!

Do you know why consumers shop rates and points? It’s because they don’t want to be taken advantage of. They believe they can only separate the good from the bad based on prices.

But if you are the expert in their eyes- instead of “just another loan officer” everything changes. You finally get the respect that you need and deserve. The rate issue goes away and life as an originator is fun again.

SOUNDS SIMPLE DOESN’T IT?

Well it’s not simple but it is attainable. Look at me- I barely graduated high school- no real college education and I am on TV- Write Articles for publications and appear on Radio.

I’m only telling you this because YOU can too. But only if you think you can. I am staring right now at a saying that says “IF YOU THINK YOU CAN OR YOU THINK YOU CAN’T YOU ARE RIGHT”

Let that soak in for a minute.

This weekend the Your Home Your Money radio show is starting on FM here in Baltimore on CBS. The guest will be the executive director of the Baltimore Board of Realtors.

Now to be fair- there is a lot that goes into having your own show- I covered it with a special group of clients and there are now almost 30 shows in the country I have helped put together-
You can watch the replay at www.RadioShowProfits.com/replay
Don’t worry- nothing for sale- the program is actually sold out but the webinar alone will give you some good ideas.

Why not be a guest on one of your local shows-
That gives you INSTANT credibility- and RESPECT !!!!!

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Brian Sacks – Top Originator

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Do you have the Dr. Phil Syndrome?

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You may know that my Loan Officer Tips Newsletter is one of the fastest growing groups in our ​industry on LinkedIn. But as I watch the posts on social media, I am starting to see something that is very disturbing.

There are lots of “Gurus” in our industry providing advice and I see many originators who are struggling to find ways to consistently grow their production with purchase deals.

So who do you listen to?
Over the years I have learned a few important things:

1. If you try to do everything you will wind up doing nothing.
2. You MUST be careful who you listen to.

WHAT DOES THIS HAVE TO DO WITH DR PHIL? …. EVERYTHING

If you have ever watched the Dr. Phil Show you will see he is not exactly skinny right? But he offers weight loss advice.

For years I studied Napoleon Hill who is the author of Think and Grow Rich. This is supposed to be the manual on how to build a business and lead a successful life. One day one of my high level coaching members gave me a special present. The Napoleon Hill Autobiography.

GUESS WHAT- Napoleon Hill lived most of his life broke and with a family that absolutely hated him.

So who should you listen to? Here are some criteria.

1. Does the person DO (not did) what they are telling YOU to do?

2. Can they show you the success they are having or mistakes to avoid?

3. If they are selling a program or system- Do they guarantee it?

4. Are they true to their mission and acting and speaking consistently with it.
Often you will find “Guru’s” just saying a number of things- none consistent with each other just to see what resonates with their group.

So what am I ABOUT?

  • I originate every single day just like you.
  • My beliefs are built on 30 years of originating and here’s what I have learned.
  1. You MUST control the buyer- when you do agents will chase you and you will control your income – not put it in the hands of someone else.
  2. You must Pick a Niche- Become the Expert – And let Everyone Know about it so you are not always price shopped. Stop trying to be everything to everyone which only turns you into a commodity.
  3. You must have systems in place that provide a consistent flow of new leads who are already sold on using you BEFORE they even speak with you.

If this is resonating with you – leave us your thoughts.

In fact- the two systems I am working on right now- and using successfully in my own business – meet all 3 of the criteria above and will be guaranteed and showing real life samples of what works ( today!) and what mistakes to avoid.

I hope to have the first of these systems available soon…so stay tuned.

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Brian Sacks – Top Originator

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Do You REALLY Care?

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Take a trip up the main street in any big city and you will notice a few interesting things.
Look at the gas stations that have been there for many years. There are probably one on each of the 4 corners on the major intersection right?

Now look at their signs- They are all different and one of the them is usually significantly cheaper than the other 3. Once you have filled up your tank keep driving.

You will see a Walmart and a Costco if you live in a city with any sort of density. Not far away – usually a mile or two you will see a store that sells upscale jewelry- upscale clothing- upscale appliances etc.
Please stay with me here- This has EVERYTHING to do with your own mortgage business.

In my own town Baltimore you can drive up YORK RD and see a mall full of cars shopping at Tiffany’s -Burberry and Nordstrom. Drive 3 miles down the road and you will see Dollar General and Walmart along with a Men’s Warehouse and other discount stores.

ALL OF THEM ARE BUSY – ALL OF THEM ARE DOING BUSINESS- ALL OF THEM !

I mention all of this because of all of the noise the past few weeks over the CFPB rate checker and the new company that is trying to eliminate us and have “robotic” on-line originations.

That’s fine. Why waste energy and time debating it???

NONE OF US WILL EVER HAVE THE BEST RATE – AND WE DON’T NEED TO ! ( READ THE LAST PART AGAIN)

If you know me at all then you realize that being successful has NOTHING to do with rates and points.

It’s all about expertise and marketing.

It’s all about “PICKING A NICHE = BECOMING THE EXPERT- LETTING EVERYONE KNOW ABOUT IT!”
My clients rarely even ask me about my rates and points. They want to know what their payment will be and how much cash they will need at closing- that’s it!

Yes- I realize that sounds easy but let me give you a real -life example-

I regularly mail to apartment complexes with a systematic way of generating new deals. I also mail directly to renters who I know are eligible and have had foreclosure and are now able to buy. One of the clients that came from this mailing was ready to buy and I got her pre-approved. I then called an agent in an office I had no relationship with and turned my buyer over to one of the top agents in that office who I had never met or spoken to.

That agent- has already sent me 2 new deals- both conventional 20% down with 800 scores !!!!

(Did you follow that recipe- I gave the agent what she wanted- a pre-approved buyer ready to buy and used that to build our relationship– much better than donuts huh!)

My niche- and the one that will be exploding this year – are buyers who have had a bankruptcy or other credit issue. Some have had a foreclosure 3-4 years ago or more.

THEY ARE NOW ELIGIBLE FOR A MORTGAGE– BUT THEY DON’T REALIZE THAT!

As an industry- we have even given them a name- Boomerang Buyers and the last estimate was that there are close to 7.5 Million of them who are now eligible to buy.

Are you talking to them? Didn’t think so! But they are ready and willing to get back in the market!

Stop worrying about pricing so much and start worrying about marketing and the niche you will become the expert in.

 

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Brian Sacks – Top Originator

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