It Takes Courage to Change

When I first viewed this picture, my initial impression was that the person who installed the basketball hoop directly above a picture window-must have been truly "confident" of their abilities. However, since that time, I have changed my perception and now think that the person first had to possess "courage"...

...the courage to install the hoop in such a delicate place to begin with.

"Courage" is defined as: Audacity, backbone, boldness, bravery, daring, determination, endurance, firmness, grit, guts, nerve, luck, resolution, spirit, spunk, and tenacity.

The articles in this issue are all about COURAGE. They are about the courage to take control and having the backbone and daring to do things differently than everyone else.

"Know Your Client, Know Yourself" is realizing that EVERYONE is not your customer! People do business with people who are like them and it takes one heck of a lot of courage to face the fact that not everyone will LIKE you or even want to do business with you. So stop advertising that you have every mortgage program known to mankind. Once you figure out who your ideal customer really is-then it will be easier and cheaper to develop a marketing plan to attract those clients.

"Is There A (Financial) Doctor in the House?" Doctors recommend a "physical" once a year-regardless if you think there is anything wrong with you or not! They check your blood pressure, weight (ugh) in addition to the poking and prodding. You are also asked a series of health questions. As professional mortgage consultants, have you ever thought of offering an annual FINANCIAL PHYSICAL as part of an overall financial-health plan? It's only 60 days to the end of the year and tax time is around the corner. NOW is the time to send your clients a Financial Physical Form and cover letter (CLICK HERE to purchase for $59.00). Here's the great part-those who return the form or request a free copy of their credit report have "identified themselves" as your future clients.

"Commitment Is A Two Way Street," by Tom Ward is a BOLD, and very smart technique requiring clients give you a "commitment fee" to lock in their interest rate. Wait! Don't say that this does not apply to you in your market-because it works everywhere. After all, a true commitment works two ways-you have committed to LOCK in the rate and your client is committing to CLOSE the loan with you. You will quickly weed out the rate shoppers and close a huge percentage of the loans that you have in your pipeline. You are in business to CLOSE loans-and not just practice PROCESSING them!

"Locked, Re-locked and Loaded" by Barry Habib, shows you that it takes backbone and guts to confront clients who have locked in their rate-and now want a lower rate! Even with 1/4% decrease in interest rates, Barry tells you why it's not in their best interest to re-lock. Read his ideas! Learn the math! Practice your "script" when your clients demand a lower rate.