Lack of research is a leading cause of premature death among new company owners. It's all too easy to underestimate the other players in the mortgage industry; but more important your local market.

Personally research the competition to identify their strengths and weaknesses. (CLICK HERE to read editorial about Ditech.com) Identify your very own USP, that special product, service or offer that clearly makes you perceived as different--or better--than the competition.

Read Sun Tsu’s “The Art of War” for some great advice on how to run a business! Specifically you’ll learn to “never” underestimate the enemy (competitors) or to assume that your business platform is better. Do your homework.

Once you understand the enemy, (sorry I mean your competition) adjust your business and marketing strategy to address their strengths, leverage weaknesses and develop your unique position that provides prospective customers a clear and compelling choice…You!