I just received a call from a loan officer who wanted to know the magic bullet of sales and marketing that is guaranteed to generate leads.

"What kind of marketing program works best?" she asked.

"I have $2,000.00 to spend on advertising, so where should I advertise to get a huge amount of leads?"

"Is consumer-direct marketing the way to go?"

"How about realtor™ referrals?"

I asked her 4 little words-"Who is your customer?"

"What do you mean? EVERYONE is my customer," she replied.

I am here to tell you that EVERYONE IS NOT YOUR CUSTOMER!

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