Honesty - Revolutionary Marketing Approach
As you can probably guess by now, I've some strong opinions about the current state of the mortgage business - or rather all of the unproductive static that permeates the mortgage business. I'm a mortgage professional trying to make an honest living, and I have to differentiate myself - a real challenge considering the current pothole-ridden landscape.
At this point, the specific thing that is a burr under my saddle is spam email. I absolutely can not understand why anyone would read, let alone click on one of those hundreds of emails that all look alike, and tell YOU that you have been "pre-approved" for a $500,000 loan with payments of $800 per month - even though you have bad credit, bankruptcy, unemployed, etc. In spite of all the misspellings, pidgin english, and the ridiculous paragraph of nonsensical jibberish that appears for some unknown reason at the bottom of each message, many innocent homeowners DO click on the links with every intention of discovering how they can save so much money. The result of their inquisitiveness? They fill in a form on an anonymous website, and subsequently receive 100's of phone calls and emails that irritate and overwhelm. If they aren't prepared, they could easily be pressured into having everyone pull their credit, lower their scores even further, and force them to take a loan they are afraid to back out of.
So, I got to thinking, what would be the result of taking a completely different marketing approach using email as the delivery method. Let me offer my version of a prototype email that I believe would trigger action on the part of the reader, and get them the results they are looking for - without the pain:
Subject: IMPORTANT INFORMATION ABOUT YOUR REFI REQUEST
Dear Homeowner,
It is my understanding that you recently completed a form on the internet expressing an interest in a home mortage or refinancing. You have, therefore, received many more responses than you may have expected. 3-4 lenders may respond? Try 30-40 or more! A veritable feeding frenzy!
Before you delete this message, let me offer some advice:
DO NOT REPLY TO ANY MORTGAGE-RELATED EMAIL - not even this one!
DO NOT FILL IN ANY MORE FORMS ON THE INTERNET - you will open floodgates you can't shut.
DO NOT GIVE YOUR SOCIAL SECURITY # TO ANYONE OVER THE PHONE. NEVER!
DO NOT CLICK ON ANY LINKS FROM YOUR EMAIL - who knows where it will take you!
So, you are probably asking yourself "why is this guy telling me this?" Well, its because most people don't realize what will happen once they press the "submit" button on one of those forms. Because I take my profession seriously, I can only try to educate in an attempt to correct the damage that has already been done.
IF you want to take charge of the situation, here are a few suggestions:
USE THE TELEPHONE - Pick up the phone and call the mortgage companies you wish to do business with, when it is convenient for YOU. And call the ones you DON'T wish to do business with and have them take you off their call list.
CHANGE YOUR VOICEMAIL - If you want the calls to stop, record a message to the effect "if you are calling about refinancing, this has already been taken care of ; so please remove me from your call list." Believe it or not, this will work wonders at reducing the number of calls.
BE HONEST AND GET IT OVER WITH - If you happen to take a call at work or at home and have no interest in talking now, or in the future, don't ask the caller to call back later. Guess what? They will and it will always be the wrong time. Tell them to take you off their call list. Tell them you have their name and number and will call them in the future when you are comparing programs. Or, tell them not to call you again.
In closing, if you have read this far, you probably realize that I am not "selling" you anything. Honestly, I am offering you information, and my services. If you would like to discuss anything I have said here, or would like to explain your refinancing goals to me, I would be more than happy to speak with you. I am a CA licensed mortgage professional, and work with a wide-variety of lenders, offering hundreds of loan programs that can be customized to fit your situation.
You can reach me toll-free in Southern California at 888-457-1777 x227.
Let me wish you all the best,
Steve Weidemann
www.mortgageandlending.com (don't click this, right?)
15331 Barranca Pkwy, Suite 200
Irvine, CA 92618
By the way, while this was offered as a prototype message, if you are seriously interested in discussing the refinancing of your home in California, Oregon, Colorado, Wyoming, contact me at the phone number or address listed above. I would love to speak with you.
At this point, the specific thing that is a burr under my saddle is spam email. I absolutely can not understand why anyone would read, let alone click on one of those hundreds of emails that all look alike, and tell YOU that you have been "pre-approved" for a $500,000 loan with payments of $800 per month - even though you have bad credit, bankruptcy, unemployed, etc. In spite of all the misspellings, pidgin english, and the ridiculous paragraph of nonsensical jibberish that appears for some unknown reason at the bottom of each message, many innocent homeowners DO click on the links with every intention of discovering how they can save so much money. The result of their inquisitiveness? They fill in a form on an anonymous website, and subsequently receive 100's of phone calls and emails that irritate and overwhelm. If they aren't prepared, they could easily be pressured into having everyone pull their credit, lower their scores even further, and force them to take a loan they are afraid to back out of.
So, I got to thinking, what would be the result of taking a completely different marketing approach using email as the delivery method. Let me offer my version of a prototype email that I believe would trigger action on the part of the reader, and get them the results they are looking for - without the pain:
Subject: IMPORTANT INFORMATION ABOUT YOUR REFI REQUEST
Dear Homeowner,
It is my understanding that you recently completed a form on the internet expressing an interest in a home mortage or refinancing. You have, therefore, received many more responses than you may have expected. 3-4 lenders may respond? Try 30-40 or more! A veritable feeding frenzy!
Before you delete this message, let me offer some advice:
DO NOT REPLY TO ANY MORTGAGE-RELATED EMAIL - not even this one!
DO NOT FILL IN ANY MORE FORMS ON THE INTERNET - you will open floodgates you can't shut.
DO NOT GIVE YOUR SOCIAL SECURITY # TO ANYONE OVER THE PHONE. NEVER!
DO NOT CLICK ON ANY LINKS FROM YOUR EMAIL - who knows where it will take you!
So, you are probably asking yourself "why is this guy telling me this?" Well, its because most people don't realize what will happen once they press the "submit" button on one of those forms. Because I take my profession seriously, I can only try to educate in an attempt to correct the damage that has already been done.
IF you want to take charge of the situation, here are a few suggestions:
USE THE TELEPHONE - Pick up the phone and call the mortgage companies you wish to do business with, when it is convenient for YOU. And call the ones you DON'T wish to do business with and have them take you off their call list.
CHANGE YOUR VOICEMAIL - If you want the calls to stop, record a message to the effect "if you are calling about refinancing, this has already been taken care of ; so please remove me from your call list." Believe it or not, this will work wonders at reducing the number of calls.
BE HONEST AND GET IT OVER WITH - If you happen to take a call at work or at home and have no interest in talking now, or in the future, don't ask the caller to call back later. Guess what? They will and it will always be the wrong time. Tell them to take you off their call list. Tell them you have their name and number and will call them in the future when you are comparing programs. Or, tell them not to call you again.
In closing, if you have read this far, you probably realize that I am not "selling" you anything. Honestly, I am offering you information, and my services. If you would like to discuss anything I have said here, or would like to explain your refinancing goals to me, I would be more than happy to speak with you. I am a CA licensed mortgage professional, and work with a wide-variety of lenders, offering hundreds of loan programs that can be customized to fit your situation.
You can reach me toll-free in Southern California at 888-457-1777 x227.
Let me wish you all the best,
Steve Weidemann
www.mortgageandlending.com (don't click this, right?)
15331 Barranca Pkwy, Suite 200
Irvine, CA 92618
By the way, while this was offered as a prototype message, if you are seriously interested in discussing the refinancing of your home in California, Oregon, Colorado, Wyoming, contact me at the phone number or address listed above. I would love to speak with you.
posted by epiclectic at 12:40 AM
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