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Keep Your Hands Off of My Clients!
Are the loan sharks taking a bite out of your business?
Written By: Karen Deis, with an interview with Danny Poulos, Elite Lending, Florida who is considered the expert in advertorial marketing. Subscribers can download, free, Danny’s latest advertorial “Mortgage Trolling: Don’t Get Caught”. Purchase 12 Advertorials for $99 Here.
Are you sick and tired of your past customers calling you about the letters, emails and ads promising 1% interest rates? Or how about your NEW clients who get phone calls from other lenders right AFTER you have ordered their credit report?
It’s happening to everyone and, well, Danny Poulos has had enough! (Have you?) He shares what he has done in telling consumers the REAL story about what it all means.
Karen: You have been extremely successful in using “advertorials” both as a way to generate leads—but more importantly, getting the word out about how you are different than your competitors!
Danny: As a small mortgage broker, I needed a way to compete against the “big dogs” who have tons of money and can afford to send out millions of mortgage solicitation letters, buy expensive “trigger leads” and combat “false advertising and interest rates”.
Karen: Your latest advertorial is fantastic! Why did you write it?
Danny: It’s called “Mortgage Trolling: Don’t Get Caught!” and it’s an advertorial that I also use as a flyer, too (which is sent to my past customers and affinity partners), about the mortgage advertising designed to mislead the consumer. The lead sentence says:
"In nearly 20 years in the mortgage business, I have never seen so much mortgage advertising specifically designed to mislead the consumer. Lender and lead generation companies have ramped up their trolling by email, snail mail and phone. Dragging bait that all sounds too good to be true, these marketers lure in many unsuspecting homeowners. Even worse, if you’ve taken their rancid bait—just once—you may find countless solicitors all trying to reel you in.”
“Here are some of the popular, common trolling techniques and how to identify them so you DON’T find yourself getting caught in their net!”
(Subscribers can download the flyer "Mortgage Trolling: Don't Get Caught" free. Add your name and contact information. Purchase 12 advertorials for $99 here.)
Karen: A friend of mine received a letter in the mail and it looked like it was from the State of Minnesota—looked like an official notice of some kind. However, it was a mortgage solicitation letter. (Click here to read Is This Marketing Letter Deceptive?
Danny: But the point is that people get sucked into these types of letters and lies about interest rates and I want them to know that I’m their ADVOCATE in the mortgage business by telling them the TRUTH about deceptive mortgage advertising practices.
Karen: What is covered in your advertorial?
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Danny: I talk about the 1% option arms, incorrectly quoted Annual Percentage Rates (APR’s) and trigger leads. I can’t tell you the number of phone calls I get from my applicants that accuse me of giving their information to other mortgage companies and THEY ARE UPSET WITH ME. This is a way of educating them ahead of time to disregard the calls from other lenders.
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TALK ABOUT MISLEADING ADVERTISING?
Here's my personal favorite:
"This property qualifies for the Economic Advantage Effective Interest Rate Reduction Program."
WHAT A CROCK! But people fall for that!
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Karen: Danny, thanks for providing the copy of the advertorial free to subscribers—you also provide clients with “Privacy Protection” and direct them to your website to obtain a simple way to “Opt-Out” from the credit bureau selling their names.
Danny: That’s the whole point of the ad – of course, it’s self-serving – but I’m also telling the truth!
Karen: It’s a great flyer to send to your past clients who are being bombarded with letters, emails and phone calls. How else would you suggest that loan officer use it?
Danny: I recommend sending to EVERYONE you know, including family, friends, insurance agents and financial planners. Include a copy in anything you mail to new or potential clients. This group will be solicited incessantly because they are new to the process. It explains why they need to ignore other lenders. They need to discuss with you—because you’ll tell them the truth!
Karen: Thanks Danny and I have always thought your advertorials are THE BEST!
Subscribers can continue this article and read contents of the advertorial. Download and easily add your name and contact info. It’s ready to print.
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