Maximize Your Sales Power with Advertorials!

Written By: Karen Deis & Danny Poulos

Danny Poulos, President, Elite Lending, began testing the concept of ADVERTORIALS several years ago. The concept was extremely successful, generating thousands of phone calls, after each of them appeared in the local newspaper, Penny Saver-type publications and client flyers.

Learn from his mistakes. He has tested hundreds of titles and content and knows what works and what doesn’t.

The advertorial titles and concepts you are about to review tell stories about financial problems or situations that are happening today. They are designed to showcase you as the mortgage expert in your area, regardless if you pay for the advertorial or it’s published at no charge.

What is an advertorial?

It’s basically an advertisement that looks and feels like a newspaper article. While some publications will insist that you have the word “advertisement” printed at the top or bottom of the page, others will not and it will look like a real news article written by you.

It can be used in newspapers and real estate magazines, client flyers, websites or your affinity partners so they can send out to their clients too.

According to Danny, “Most of my advertorials include quotes from local experts (insurance agents, divorce attorneys, financial planners, etc) and it’s important to customize each one with your own local expert.

For example, I have printed the “Escrow” column in many different versions, changing the name of the insurance agent each time so they would share with their clients.

I have also used them in client newsletters and on my website and offer it to anybody (and I mean anybody) to use as interesting copy in THEIR newsletters and websites.

How can I duplicate?

All advertorials are created in Word document format so you can add your picture and contact information. You can also edit if you wish—but I wouldn’t change too much because they are tested and they work. A couple of them can be used to cross-market/quote divorce attorneys and insurance agents. (Order 17 advertorials for $119 here.)

Read the titles, a short description of the content and how to use them!

Newly Single? Dealing with the Debt Dilemma

Content: Credit & Debt Issues when Going Thru a Divorce

Marketing Ideas:

Send to divorce attorneys
Publish in newspaper on "Public Records Page"
Send/Fax to prospects who call you and fall in this category
There is a place to add the name of a local divorce attorney

Hey...Your Mortgage...Fix It!

Content: Increasing adjustable rate mortgage rates and what to do about it now.

Marketing Ideas:

Send to past clients with ARM mortgages
Get a list from the title company of ARM loans closed within the last 3 years
Publish in newspaper/Penny Saver/local business journal

To Escrow or Not to Escrow

Content: Pro's and Con's of escrowing for insurance and co-marketing opportunities with insurance agents. Designed to add your insurance agent's name. Be sure to have the agent read the quote and agree to its contents.

Marketing Ideas:

Give to clients at time of application when discussing escrow accounts
Send in the mail to prospects that are concerned about this issue
Give a supply to your insurance agent to send to his/her clients
Publish in Real Estate Magazine (cost of ad split between you and the agent)
There is a place to add the name of local insurance agents

It's Not Too Late...to Consolidate! (Free Advertorial to subscribers - see end of article to download)

Content: Talks about the new law increasing credit card payments and increasing interest rates on HELOC's. Encourages refinance business.

Marketing Ideas:

Publish in newspaper/Penny Saver/local business journal
Send to all past clients
Send to financial planners

No Closing Costs? Don't Believe the Hype!

Content: Easy-to-understand explanation of "no closing costs" loans

Marketing Ideas:

Publish in real estate magazines
Send to clients who call and ask about closing costs and quotes from your competitors
Publish on your website

Internet Mortgage Deals...You Can Check-In, but You Can't Check-Out!

Content: Talks about "when banks compete for your loan" how your name gets sold to every loan officer in the world and how you will get hounded by telephone for your business.

Marketing Ideas:

Publish in real estate magazines
Newspaper - consumer or real estate section
Send/Fax to clients who tell you they found a better deal on the Internet
Publish on your website

Mortgaging for Wealth

Content: How to use the equity in the home as a financial planning tool

Marketing Ideas:

Send to past clients
Send to Financial Planners
Local business journal or business section of the newspaper

Disaster Preparations for Your Mortgage

Content: Mortgage management strategies to consider before clients lose their jobs; their home is damaged due to a natural disaster and why you need a HELOC, regardless if they are going to use it or not.

Marketing Ideas:

Send to past clients
Send to Financial Planners
Local business journal or business section of the newspaper

Exotic Mortgage - Pros and ConMen

Content: Educating clients on unique loan programs in the market today. It tells them the dangers of some of the new programs. Details more stable programs - like a 40-year fixed rate mortgage.

Marketing Ideas:

Real estate magazines
Financial Planners/CPA's
Send/Fax to clients who ask about exotic loan programs
Newspaper - consumer or real estate section

The 1% Mortgage...Available by Prescription Only!

Content: Educating consumers on how the 1% ARM works. How to make an informed decision and if it's the right program for you.

Marketing Ideas:

Real estate magazines
Financial Planners/CPA's
Send/Fax to clients who ask about 1% ARM loan programs
Newspaper - consumer or real estate section

Here's the recipe for Credit Crunch Soup:

1. Top 10 credit card issuers have raised their minimum payment requirements in 2006.
   
2. Home Equity Lines of Credit (HELOC) that were at 4.25% less than 2 years ago are now as high as 9.5%.
   
3. You had a very Happy Holiday on credit.

The $10,000 in credit card debt that used to cost you $200/month could now cost you $400/month. Granted, the higher minimum payments means it won't take 58 years to pay off your living room furniture, but the extra $200 each month has to come from somewhere.

Maybe you paid off a load of debt with a Home Equity Line of Credit for the tax advantages and to lower your monthly payments. Chances are your HELOC is tied into the Prime Rate, which has gone up 75% since June 2004. That means that even if you are making interst-only payments, your manageable $200 payment of on your $60,000 HELOC may now be $375, or much worse if your margin also went up after the first year.

Here's the suprisingly good news. Long-term mortgage rates haven't changed much at all in the last 2 years! In fact, now you can even extend your term to 40 years. Combine that with interest-only options on fixed rates or deferred interest arms based on a 1% start rate and you can...

Consider consolidating all your debts with a new first mortgage or fixed rate second mortgage. Don't let your situation deteriorate to the point where your credit scores are affected or your options will be limited and unattractive. Meet with a mortgage professional NOW before you miss your last chance to lock in a long-term payment that first your budget comfortably.

If you would like to enjoy the confidence of knowing that the most qualified mortgage specialists in the business are working on your behalf please call (Fill in your company name here) at (Fill in your phone number) in (City) and make an appointment for a FREE consultation.

Subscribers, click on "Get the Full Story" to download your free copy of the Advertorial "It's Not Too Late...Consolidate!"

Copyright - 2006 - LoanOfficerMagazine.com

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