Art of Mortgage Marketing

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3 BIG Reasons Why Most Marketing Plans Don’t Work (And How To Fix It)

Most of us are looking forward to a new year and hoping that our marketing strategies will be successful in helping us grow our businesses. The problem is that many of these aspirations and goals don’t get achieved because of how we approach our marketing. How do we make sure we’re setting our marketing up to win and succeed? What kills the effectiveness of our marketing plans? On this episode, we discuss 3 things that are hindering the effectiveness of our marketing plans, and how we can improve for a more successful 2020.  

Until our champion level goals have a champion level execution plan, and champion level daily routines, chances are they won’t happen. -Doren Aldana


Takeaways 

  • When a marketing plan is too cerebral and too “in-your-head,” it won’t work until your heart is in it and you feel like it’s tied to your BIG why.
     

  • If a marketing plan is too complex and complicated, we end up doing nothing. Simplify marketing by focusing on database marketing, Realtor marketing and consumer direct marketing. 
     

  • Having a caveman type marketing strategy makes it hard to achieve any success. We have to set up systems for automation and delegation, and we have to be able to get to the outcome taking the easiest path possible.

At the start of the show, I shared why our marketing plans have to be backed by execution and daily routine. Next, we talked about how to connect our plan with our BIG why. Next, we discussed the 3 types of marketing that we need to have in our plan, and how to align our activity with our energy.

We also discussed: 

  • Why cerebral marketing plans don’t succeed
  • How complexity kills execution
  • The difference between a “should” and a “must”

AOMM - 3 Cash-Eating Gremlins In Your Business That Cause Griping Instead of Gratitude

For many of us, our businesses are robbing us of peace, gratitude and precious dollars, and it’s because of some of the approaches we are taking. What are the 3 things that are making it hard for us to have breakthroughs in our businesses? What are the more effective things we can do instead? On this episode, we talk about 3 things that are causing stress and strain in your business and how you can fix them so that you can glow with gratitude. 

There’s only one true way to consistently grow your business, and that’s having a proven system for getting top agents to make you their exclusive. -Doren Aldana

 

Takeaways 

  • If you’re spending time cold calling, you’re wasting your time. The better and more effective way is to target top producing agents and use tech to reach out to them. 
  • Stop being passive and waiting for the phone to ring. Do proactive lead generation on a daily basis, and also implement effective follow-up. 
  • Stop trying to reinvent the wheel on your own. Use a proven system and plan by someone who has succeeded in order to become successful yourself.

At the start of the show, we talked about how the wrong approaches in business lead to us having less joy and peace. Next, we talked about the 3 things we need to steer clear of in our businesses, and shared how to be more proactive and why we need to stop trying to reinvent the wheel. 

We also discussed: 

  • Why you need to drop old school cold calling methods
  • The power of having a proven system and plan
  • How to do more effective lead generation

How to Fix Not Hitting Your Income Goals

As 2019 draws to a close, many loan officers are beginning to question why they haven’t met their income goals for the year. What are the key things holding us back from our targets, and what can we do to start the next decade on a more successful note? What are we missing that can be easily fixed to ensure a more prosperous future? On this episode, we learn how to reach our income goals.

 

Most people don’t get what they want because they don’t know what they want. Get clarity on the desired outcome. -Doren Aldana  

 

Takeaways

  • Get clarity on the outcome. Often we don’t reach our goals because we don’t have specific goals in mind. Break the cycle by thinking of a number and working towards it. 

  • Feel the victory in advance. To attract success into our lives, we have to start envisioning the outcome we want.

  • One of the simplest ways to start reaching goals faster is by nurturing our databases. Stay in contact with spheres of influence and past clients, as the results will be huge.

At the start of this episode, we heard how not reaching goals can have a devastating effect on loan officers, both financially and mentally. After learning the key areas mortgage professionals can address to see better results, we heard how to get onto the fastest path to success.

We also discussed:

  • Why it’s important to think about the impact success will have on our lives
  • The benefits of mentorship and accountability
  • Why we need to aim for the top dog producers

5 Steps for Attracting Top Producing Realtors as Exclusive Partners (Webinar)

Many LOs feel like they aren’t getting anywhere or achieving anything when it comes to working with the best Realtors, and it’s because of repeating the same outdated and lack-luster methods. In order for us to overcome this, what are the 5 shifts that need to align in our businesses if we want to start attracting the top dogs? What are the things we need to stop doing immediately if we want our businesses to do better? In this webinar, we talk about the worst strategies for recruiting Realtor partners and what we can do instead, as well as a rejection-free equation for getting business.  

The idea is to stop being a “Joe Schmoe” LO offering great rates and service, and start adding unique value that no other mortgage professional is offering. -Doren Aldana 

 

Takeaways 

  • Everyone is clamoring for the same real estate agents, so the competition has increased immensely. Rates and good service aren’t enough to differentiate us anymore. 

  • Stop cold calling the same people over and over with the hope that you’ll wear them down. Instead, use automation to get people pre-sold in advance. 
     
  • Diagnose first; prescribe second. Ask questions, discover their pain points and then come up with a solution.

At the start of the show, I talked about the importance of becoming more like the people we want to attract to work with us, how to determine the right bait to bring Realtor partners in, and how we can bring value to them. We also discussed the difference between prospecting and positioning. 

We also discussed: 

  • LOs who completely changed their businesses
  • Why cold calling doesn’t cut it anymore  
  • The value of mentoring

The Risk of Not Taking Risks

All of us want to live more effective lives, but when it comes to doing what we need to do in order to achieve greater success, we often find ourselves shrinking back into fear. Does avoiding risk have any benefits, or are we shooting ourselves in the foot by playing it safe? How can taking risks help us progress, and why is it so important for us to tackle our fears head on? On this episode, we learn why the biggest risk we can take is not risking anything at all.

 

The biggest risk of playing it safe is regression of advancement.
-Doren Aldana  

 

Takeaways 

  • With no risk, there can be no reward. Everything worth having comes at a price - whether it be relationships or business. We have to stop letting fear hold us back.

  • Taking risks is vital for moving forward. If we don’t take risks, we’re stagnating. In other words, by not progressing, we’re allowing ourselves to rot.

  • The reason we’re hesitant to take risks is exactly why we need to take them. If we feel inadequate, it’s because we’re not nurturing ourselves. The quickest solution is to take care of ourselves.

 

At the start of the episode, we learnt that as human beings, we’re more prone to protecting ourselves than actively looking for more. We heard that, while a survival instinct, defense will not help us move forward, and that in fact, only defending ourselves without taking any risks puts us in danger of stagnation. 

 

We also learnt:

  • The importance of investing in ourselves strategically
  • Why we need to focus on what we want more than what we’re afraid of
  • Why taking fewer risks will lead to more regrets in the long term

 

The Cost of Delaying on Your Dream (Doing It The Hard Way)

When we don’t equip ourselves to win and succeed, we miss out on so many great things we could have in our lives and businesses. If we aren’t employing the right tools to mine our databases, attract agents, leverage technology, and build good systems, we will delay our own progress and success. Why is it important for us to stop blaming the results we get on our circumstances? What do we stand to lose when we aren’t showing up for success with the right mindset, attitudes and actions? On this episode, we talk about why doing things the long and hard way will make us lose key results, and what we can do instead to get the results we want in our businesses.

Opportunity is not lost, it just goes to those that are committed and aligned with victory.
-Doren Aldana 

 

Takeaways 

  • The biggest costs of being ill-equipped to go after our dreams are lost revenue, time, opportunity, impact, adventure and legacy. 
     
  • Your circumstances are a reflection of our thoughts, feelings, habits and behaviors. We are the common denominator of every result we get. 

  • If we don’t have a solid plan for our mortgage businesses, it can cost us up to $15k a month in lost revenue.

At the start of the show, we talked about how we can connect with the most powerful versions of ourselves, and why we should view challenging circumstances as setups and not setbacks. We also discussed how to avoid losing out on great business and financial opportunities. 

We also touched on:

  • How to surrender to our purpose without surrendering to our circumstances 
  • The importance of avoiding softening self-talk

3 Limiting Beliefs (You Think Are True) That Kill Your Success

Many of us believe that what gets in the way of our success are the circumstances and external limitations in our lives, whether it’s a lack of opportunity or the real estate market. The truth is, very often, we’re held back by our own untrue thoughts, ideas and beliefs about what we’re capable of, and what it takes to become successful. What are some of the beliefs that limit our ability to manifest our dreams? How do they stop us from being effective and productive? On this episode, I share on the erroneous limiting beliefs that hold us back, and how to make a bold, intelligent, and strategic investment in our breakthroughs.  

The most precious and valuable reward for success isn’t what you get, it’s who you become.
- Doren Aldana

Takeaways 

  • Everything we have right now is a result of our current comfort zone. It’s impossible for us to go beyond that if we don’t get out of our comfort zones and stretch ourselves.

  • Before we do the activities that will make us successful, we have to become people who can attract that success. We do this through things that feed our minds and souls, like prayer, meditation, studying, visualizing and affirming. 

  • Attracting top Realtors is not hard, but if we believe it is, we will struggle. If we have a formula and the right mindset, we can attract agents pretty easily. 

  • The metaphysical realm is the source of our power to create and manifest the lives we want.

At the start of the show, I talked about how having the wrong foundational thoughts about ourselves and ability to succeed set us up for failure. Next, I talked about why greater levels of success never take place in our comfort zones, and why it’s non-negotiable to work on ourselves before our businesses. Towards the end, I shared on the danger of thinking that top producing agents don’t want to work with us. 

I also shared;

  • Why we have to think and operate differently if we want to level up 
  • How reinforcing the status quo kills our growth
  • The importance of owning our victory in advance

Success doesn’t happen by accident, it happens by design, through mindset and taking the right action. One of the most important things we need to do in our path to success is get rid of the mental and emotional stumbling blocks that trip us up.  These beliefs will take away our power, productivity, peace and profits, so we need to replace them with a belief system that builds us up. Once we lock in the correct mindset, the actions become easy, and the massive effort we inject into our goals will pay off in a huge way.

Why Realtors Hate Average Joe LOs (And How to Flip the Script)

A lot of loan officers dread reaching out to Realtors because they’re under the impression that Realtors instinctively hate dealing with them. How can we stop acting like the average loan officer Realtors abhor, and start flipping the script? Should we be less selective or is being too inclusive harming our chances? In this episode, we discuss how to stand out from the pack of average loan officers

Strive to come across as a welcome guest, rather than an annoying pest.
-
Doren Aldana

Takeaways 

  • Stop being a loan leech. Realtors can tell when we’re approaching them looking for business without anything to offer in return. Make sure Realtors know we’re coming to give, not just get.

  • Offer value by showing Realtors how they can make more money. If we show Realtors how they can get more business, they’ll see us as valuable. 

  • Make Realtors feel special by offering them exclusive benefits for working with you. By being more exclusive, we boost our profile and instantly become more attractive.

In this episode, we discussed why it’s so important to set ourselves apart from the rest of the loan officers in our markets. We explained why we need to offer exciting, unique value to Realtors, so they know we’re their only option if they want to be successful. 

We also discussed: 

  • Why we should be positioners, not prospectors
  • How confidence makes all the difference
  • The importance of behaving like a winner

Reaching out to Realtors doesn’t need to be anxiety-inducing, as long as we know we hold their key to success. To do this, we have to stop acting like the average loan officer: a leech who wants to get more than give. If we can show Realtors how to make more money in less time, we position ourselves as winners in their eyes. We also show them that we are willing to offer the Realtors that work with us outstanding benefits. No one likes being around the average Joe LO, so let’s start separating ourselves from the pack.

5 Reasons Why Buying Leads is Stupid (And What To Do Instead)

 

Buying leads has become extremely popular with loan officers who think they’re saving time, but in reality, they’re actually doing it the hard way. Why is buying leads a bad idea? Could they be doing more harm than good? In this episode, we discuss why buying leads is a bad investment of our time and money, and could end up damaging our positioning within the industry. 

 

 

Takeaways 

  • Avoid wasting money paying for the same leads as competitors. Bought leads are not necessarily exclusive, so they’re definitely an unwise investment.

  • By spending our time chasing bought leads, we miss out on opportunities elsewhere. Don’t waste time on leads that may not even convert at all. 

  • By buying leads who are probably being pursued by our competitors, we fail to set ourselves apart. If we approach them at the same time as everyone else, we risk competing on cost alone. 

At the start of the episode, we learned that most bought leads are poor quality and not exclusive. We discussed that bought leads are a poor allocation of our money, and spoke about why it’s important to upgrade our thinking and stop doing it the hard way. 

We also discussed: 

  • Why we should be hiring an expert to find leads for us
  • The importance of a third party endorsement
  • Why we should aim to be authorities, rather than prospectors

We may think that buying leads will save us time, but they actually do little to help us and our businesses. They are a poor investment of both our time and money, and stop us from showing potential clients what makes us unique. Buying leads is a poor choice, and one we need to stop making soon.

3 Traits of Top Producers (That Separate Them from the Mediocre Majority)

 

The vast majority of loan officers are earning under $75 000 per year, while the top earners are earning upwards of $500,000 annually. What is it that separates the top earners from this mediocre majority? Do they have a secret recipe that the rest of us don’t know about? On this episode, we’re discussing the traits shown by top producers.

  

 

Takeaways 

  • Commitment and decisiveness are vital traits. We need to go all-in on achieving our goals, and refuse to entertain back-up plans or option B’s. Top producers don’t even consider failure an option.
  • Top producers don’t automatically have a secret recipe; they learn it from other high achievers. To be successful, we need to be willing to learn from others and leave our egos at the door.
  • We have to be resourceful to win. That means finding a way to achieve, no matter the circumstance.

 

At the start of the episode, we spoke about the vast difference in income between top producers and the mediocre majority. We discussed the importance of mindset in cultivating success, and learnt that being a top producer doesn’t mean sacrificing more. In fact, if we believe that sacrifice is needed for success, we’re only holding ourselves back.


We also discussed: 

  • Why staying true to our values is necessary
  • How we need to accept that success doesn’t always come easily
  • How to view big obstacles as a prelude to big successes

The massive disparities in income between the average, mediocre loan officer and top producers all come down to mindset. Top producers are in the 1% of loan officers because they’re unwilling to compromise on their dreams. However, no one has all the answers right at the start. If we want to get ahead in the mortgage business, we need to be willing to listen to those who have achieved our goals. We can separate ourselves from the mediocre majority, but we have to be willing to find a way to win regardless of our circumstances.