You have seen the ads – call this 1-800 number to obtain your FREE book, FREE report, and FREE appraisal – well, you know the drill.

The word "FREE" is one of the most powerful marketing words you can ever use in your advertising and telephone conversations with potential customers. Finding the "Free Something" (that also contains good content) is always a huge challenge however.

We recommend a booklet, written by MGIC, called "Credit: An Operator’s Manual" that provides easy-to-read explanations, that you can give to your clients. It’s available through your local MGIC sales representative at no charge and I would suggest that you hunt them down and get a supply for your office.

One of my most successful FREE offers was to offer a potential client a free copy of their credit report. No, it was not a full-blown credit report, but an in-file using only one reporting agency. This was sent to the client with an explanation that the report only represented one credit bureau and that mortgage companies require a report from 3 agencies with 3 credit scores that can vary as much as 25 to 50 points. The one-merged report was the first step in getting them in the door.

An example of a headline for you to use in your next ad in your local real estate books, post cards or direct-market mail pieces might read like this:

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