Before you read this article I want you to truly clear your thoughts, because what I am about to share with you WILL change your business forever.
There is no dispute that our business gets more challenging each and every day with the constant changes in media and advertising methods. We are also challenged by the constant competitive environment from institutions who are literally buying the market and the online lenders who most of us can’t compete with in regards to price.
Do you just buy mpre Zillow and Facebook ads and hope for the best?
The average originator—or company for that matter—doesn’t have the funds to buy ads on TV, radio, and every website on the internet, like some of the bigger lenders are doing.
When I started originating almost 35 years ago, I was told to “get your name out there.” The problem is that I was never told how to do that, other than meeting realtors and telling them how wonderful I was. (Of course, I was also at their offices to drop off rate sheets and bring doughnuts and other food.)
These days, we’re told to get on social media. I am all for social media, however I don’t like paying for leads and I also don’t want to be available 24/7/365 to be one of the five lenders these leads are calling. This is honestly just not a great business model, whether or not you have the money to buy online leads.
You can also just go out and meet people. This is always a great method of getting business—except I bet you find it challenging to get these people to meet with you, right? And really, why should they meet with you? So you can sell them on how great you are?
What is the solution?
Years ago, when I was truly struggling to generate new relationships and business I finally discovered the Celebrity Method and it has changed my business and life forever.
There is a big difference between you chasing someone and them chasing you. The person being chased is always in the power position. So the question becomes how do you as an originator put yourself in that position?
Become the celebrity originator in your market
Think about what happens in these situations:
- You are reading an online or print publication and see an article versus an ad
- You are watching TV and see someone being interviewed on the news versus an ad
- You hand a realtor or prospect your book versus handing them your business card
- You are listening to the radio and tune into a radio show versus hearing an ad
The dirty secret is …
Everyone wants to speak with and work with the celebrity in their area, and celebrities are generally viewed as the obvious expert. That means rates become less of an issue. It also means that doors that were previously closed are now open. In fact, people will track you down and want to associate with you because of your status as the local Celebrity Originator.
Best of all, these strategies cost ZERO dollars to implement and are truly 10 times more effective than traditional marketing methods. I am not sure why others in our industry have never shared this; perhaps because they have never done this themselves.
Before you say: "Of course Brian can do this, but can I?”
I had that little voice in the back of my head too, so I know what it sounds like. But I want to tell you a few important things.
- I am not the most handsome guy out there (a little overweight and grey).
- I barely graduated high school, and have no college degree.
- I have a bad voice from being a smoker.
- I had a burning desire to succeed!!!!!
The truth is that #4 is truly the only thing you need to become a Celebrity Originator, along with a systematic way to generate this type of celebrity status in your own city. I had to figure it out the hard way by doing it and learning from it. You can learn more at celebrityoriginator.com, as well as register for my two-day workshop in Baltimore in September that will explain the steps of how to become a Celebrity Originator.
Go back and re-read this article, then get to work making yourself the obvious Celebrity Originator in your city right now—before someone else claims it for themselves.
Brian Sacks is a national mortgage expert with HomeBridge Financial Services Inc. in Owings Mills, Maryland. He has over 30 years of mortgage experience and career closings of 8,000 loans in excess of $1 billion. A recognized leader in the mortgage industry, Sacks is the resident expert for NBC Channel 11, and he has also appeared on the CBS and ABC stations. Brian has appeared in over 42 states and is considered the national expert on working with credit challenged buyers. Brian is also a respected coach and speaker, and the founder of the Top Originator Mastermind. Watch his four-part free video series on How to Close More Loans—Make More Money and Still Enjoy Life.
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