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COMPANY NAME
1 Size of line: Minimum
2 Size of line: Maximum
3 Personal/corporate/combined net worth requirement: Minimum
4 Annual origination volume: Minimum
5 Willing to train those new to warehouse lending
PROGRAM INFO
6 Flow
7 Bulk
8 Lien position: 1st
9 Lien position: 2nd
PRODUCTS
10 Construction
11 FHA / VA
12 Fannie Mae / Freddie Mac
13 HLTV programs
14 Home equity
15 Home improvement
16 Jumbo residential
17 Mixed-use properties
18 Nonprime
CONTACT
Min
1
Max
2
Min
10 11 12 13 14 15 16
PRODUCTS
11
17 18
Gateway Bank FSB
888-210-0002 x4257
www.gatewayfsb.com
Ed McGrath
ed.mcgrath@gatewayfsb.com
4M
30M
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« tools and tips »
By Tim Davis
Sales and marketing speaker,
coach and author
The Originators Guide
5 Tips for Effective Educational Marketing
Earn more business by adding some instruction to your marketing methods
The role of the 21st century loan officer has changed. Essentially, you must become an educational marketer to flourish.
Educational marketers are brokers
and loan originators who understand
that they must educate their customers
and referral partners while also marketing their business.
If you look around, you will see all
types of new regulations, policies and
guidelines in the mortgage industry.
New federal regulations now require
loan-originator licensing, and brokers
and loan originators must pass licensing tests. As a result, there is certainly
no shortage of educational information
in the market.
“With real estate being on
the front of nearly every
local newspaper
in the country, getting
a newspaper reporter’s
Today’s loan originators must therefore understand how to take all these
changes and present them to their marketplace — in particular, to real estate
agents and other referral partners —
while also marketing their business.
Here are five ways brokers and loan
originators can become educational
marketers and stand out from the crowd.
1. Package content wisely
You must first understand how to package content, such as rules and guideline changes, so that real estate agents
and others want to know about it. For
example, agents must know the new
rules, but what they really want is to
connect with new buyers and sellers.
So how can you take the information they must know and deliver it in a
way that touches their true interests?
It starts with the packaging. Let’s look
at two headlines that would potentially
get you in front of real estate agents:
• • Local•Loan•Originator•Teaches•Agents•
the•New•Rules•of•Lending
• • How• to• Become• a• Six-Figure• Super-
star• Agent•in•the• New• World• of• Real•
Estate
Which headline caught your attention? It was probably the second.
Notice how we took the topic of changing guidelines and dressed it up. We
all know that agents must understand
the new rules so that they don’t spend
large amounts of time with unqualified
applicants. Headlines that include references to making money, attracting
buyers and selling listings often draw
larger audiences.
2. Become a go-to expert
Start a blog about housing, lending and
your local market. Doing so, you can
become your city’s go-to expert.
Blogging and video blogging are excellent ways to showcase your knowledge and credibility. Here are several
keys to creating a successful blog:
• • Write• great• headlines.• For inspira-
tion, check out other blogs and study
headlines in popular magazines.
3. Speak at agent events
As you gather information, repackage it
into ways real estate agents can make
money. Also, get involved in local real
estate associations. Ask to give presentations at association meetings. If you
bring valuable information that help
agents grow their business, you could
be asked to present at local offices.
Here are some keys to giving great
presentations:
• • Make• your• material• relevant• and•
interesting.
• • Learn•how•to•tell•great•stories. Remember: Facts tell, but stories sell.
• • Give•the•agents•action•steps based
on your presentation.
4. Get published
With real estate being on the front of
nearly every local newspaper in the
country, getting a newspaper reporter’s
attention is easier now than ever before.
Editors and reporters often need ex-
pert sources for their stories. Here are
some tips for making the connection:
5. Host a show or podcast
Several loan originators have started
their own radio shows. Most radio stations will sell you airtime on the weekends for your show. You can then sell
advertising spots to offset the cost.
Here are some tips to start your own
radio show:
• Contact•the•local•radio•stations and
ask about the cost of airtime for a local show on real estate and finance.
• Make•a•list•of•possible•advertisers.
• Plan• your• shows• at• least• a• month•
in•advance.
Above all, be persistent and consistent. Becoming the educational marketer for your city won’t happen overnight, but it can happen with a good
plan and personal commitment. •
Tim Davis is a 17-year veteran of the mortgage industry. He coaches loan officers and
agents on how to build a personal brand,
on marketing and on success. Davis has
spoken to large audiences and is the host of
The Originators Guide podcast, available on
i Tunes. He is the author of several books on
sales and marketing. Find him online
at www.theoriginatorsguide.com and
www.timdavisonline.com. Reach him at
(615) 364-9039 or timdavisonline@me.com.
