Written By: Karen Deis
Just like any other industry, each one has it's own "language". Take stock brokers for example - they talk about margins, calls, selling-short or trading.
In the mortgage industry - it's called "mortgagese", where we talk about the 1003, No-Doc, 103% Financing or No Point - No Origination mortgages. While we know what we are talking about - the average consumer doesn't have a clue what it means.
Make no mistake about it; your ability to write a compelling, attention-getting headline is one of the most valuable skills you could possess. It's virtually the only way to get prospects to read your ad because of its ability to "grab their attention" and want to read more about what you have to offer.
Did the headline of this article grab your attention and get you to read it so far?
The mistake loan officers make is making the headline too generic. A headline like "Find Out the Mistakes People Make Shopping for a Mortgage" is simply not compelling enough to want people to pick up the phone or continue to read your ad.
In this article, we will share with you some of the most famous headlines (created by some of the mega-media gurus of all times), why they work and show you how to translate it into an effective headlines for your mortgage ads.
Here's the first headline that made millions of dollars for its author..."They Laughed When I Sat Down at the Piano...But When I Started to Play...".
This headline is at least 50 years old but here's why it worked and how to rephrase it to attract mortgage leads for you...
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