Mortgage Marketing: The Easiest Way to Solve Your Prospects’ Most Difficult Dilemma

I'm sending the following article to my mortgage marketing list tomorrow morning. However, since the topic is relevant to just about any industry, I thought I would also post it here.

The Easiest Way to Solve Your Prospects’ Most Difficult Dilemma

I think you will agree …

Funding loans has become a challenge, especially now that the number of qualified prospects has seemingly dwindled. For this reason alone, brokers and loan officers are leaving the mortgage industry in record numbers.

For people like you still searching for leads during this well-publicized downturn, the outlook might seem bleak. However, for a copywriter like me who helps people promote their products and services, these troubling times mean only one thing: unlimited opportunity.

No, not for me … YOU!

After all, fewer people in the mortgage industry means less competition for those prospects who need loans, right?

A couple of weeks ago, during a meeting to discuss some new website material, a real estate client of mine declared, “Now is the perfect time to double my market share.” Here in Phoenix where foreclosures are soaring and real estate sales are far below the peak numbers of 2004 and 2005, her statement might seem absurd – but I couldn’t agree with her more!

The one constant throughout this mortgage crisis is confusion. Due to infrequent purchases of mortgage products, most prospects already consider securing funding for their homes a daunting task. Unfortunately for you, confusion often leads to indecision or, even worse, false assumptions.

A low interest rate or monthly payment in your promotional materials won’t look appealing if your prospect thinks he can’t qualify.

So what are you currently doing to educate your prospects? Are you presenting them with written solutions to common misconceptions related to securing a loan? Have you provided information that details frequent mistakes people make during the lending process?

Offering this type of information is a simple solution to your prospects’ most difficult dilemma. What’s more, when you provide information your prospects perceive as valuable, they view you as an expert. You build instant credibility!

We are a society that thrives on knowledge. Your prospects crave easy-to-find information to eliminate confusion and make their lives easier.

Need proof of how much people are seeking information to solve a problem? Look at the explosion of the online eBook industry. These valuable resources offer instant information on virtually any topic. What’s more, they’re offered in a compact form that is accessible at any time simply by opening a file on your computer.

Heck, I even have an eBook specifically focused on quick and easy tips for mortgage marketing. (You can find out more about Do-It-Yourself Mortgage Marketing Made Easy: How to Profitably Promote Your Mortgage Services Using Simple Writing … Even on a Limited Budget by visiting www.diymortgagemarketing.com.)

Once you gather your responses to your prospects’ most common mistakes and misconceptions, I encourage you to put them into an article or report format that is accessible for free on your website. You can also use them as a bonus incentive in your direct-mail pieces or newsletter.

Not only is providing your prospects with educational information an effective marketing technique, it’s guaranteed not to break your budget.