How Dr. Phil Did It!

Introduction by Karen Deis – I recently read an article by Will Dylan on how real estate agents can market themselves more effectively using Dr. Phil as the role model on how to be considered an EXPERT. (Mr. Dylan has given us permission to reprint his article for you!)

Will Dylan’s advice to real estate agents is to become the Dr. Phil in their local real estate market by unconditionally providing the public with real estate trends in their local community.

Wait! Don't quit reading quite yet! Hear me out on this idea!

What if you, as a loan officer, provided local real estate AND interest rate trends—and became the one resource the public goes to for both trends? Would that make a difference in your business?

Read your competitors’ mortgage ads! Now, compare yours to theirs? Does it look like a “me too” ad? Do you hawk every loan known to mankind? Why would someone call you?

Do any of your competitors offer a local real estate trends report? Why not you?

Read this article only if you want a bigger share of the real estate sales in your area.

No, you don’t have to be a real estate agent to provide market trends. Most of the info can be obtained from your local MLS, websites, and state and national reports. You can even “quote” the real estate agents you do business with.

Will Dylan, is a corporate marketing manager and Author of “Marketing Like the Pros-Real Estate Edition” a 2-CD audio presentation designed to adapt the successful marketing and advertising strategies of major name companies and put them in the hands of real estate agents and loan officers to help them build their business. Visit www.MarketingLikeThePros.com.

For years, loan officers and real estate agents have offered free stuff—free credit reports, pre-approvals, free appraisals, free market analysis! However, most of the free info is “one-on-one” lead generation.

What if you, as a loan originator, could provide local real estate information (just like real estate agents do) and turn it into a “one-to-many” lead generation tool?

You can, if you follow what I call the “Dr. Phil Rule”.

Dr. Phil McGraw is, by most accounts, a pretty good therapist. He also happens to have achieved celebrity status and a remarkable level of professional success in his field.

If Dr. Phil were like most loan officers, you might expect him to run an ad that might read something like “Free Family Therapy Consultation by calling my toll-free number.” He’d be using the old ‘One-to-one” model — that is trying to generate one phone call from one prospect at a time.

Of course, that’s not at all what Dr. Phil does. Part of his success can be attributed to the fact that he uses the “one-to-many” model. As early as the mid-80’s, long before he was a celebrity, Dr. Phil is reported to have been giving group seminars and making all kinds of public speaking appearances, spreading information about family therapy to many people at once, as opposed to one at a time.

It is worth noting that Dr. Phil wasn’t giving away top-secret information as he built his profile. There are hundreds or maybe thousands of therapists with similar training and a similar ability to help people—all armed with similar information. He simply took the same information that other people wanted to dispense on a “one-to-one” basis and gave it away on a “one-to-many” basis—on stage, in group forums, and eventually on radio and TV. (Of course, it helps that he has packaged that information up using an appealing delivery and style.)

The result is that millions upon millions of people regard Dr. Phil as an expert—even though most of those people have never met him.

If the Market Perceives You as the EXPERT -
You ARE the EXPERT

Why don’t you provide useful information, market statistics about the local real estate market, housing prices, etc and combine that with interest rate trends? Why aren’t you using the “one-to-many” model by proactively spreading the information as far and wide as you can, and gaining recognition as THE expert in the process?

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