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By Tom Emmerson
Vice president of sales
and marketing
Premier Advantage Marketing
Send the
Right
Message
Present your value and
expertise through direct
marketing
Economicconditionsarenotgo- ing to change overnight, but how mortgage brokers reach
out to their clients in this economy can
turnaround the business within a short
span of time. To improve your results,
you must evoke a real sense of value in
the consumer’s mind. Direct marketing is
one way that can help you present your
business and make potential customers
think of you as a reliable resource when
they decide to buy.
Communicating with clients via di-
rect marketing is based on delivering
good messages that allow individuals
to converse and engage with your prod-
uct. yes, it’s true that people cannot
converse with a message, but they can
actively listen. a message crafted to
speak directly to an individual can be
highly effective.
• target your audience with consistent
direct marketing. a steady flow of
direct-mail marketing is necessary to
stay on top of their minds when the
opportunity to buy becomes possible. Don’t fall into the trap of marketing only when the lead flow slows
down. Consistent direct marketing is
necessary to maintain healthy lead
generation.
• • •
When you drive value into the minds
of potential consumers through qual-
ity direct marketing, people will see
real value in the loan and service
you provide. Then it will no longer
be a matter of the customer wanting
a loan; they will simply want to work
with you. •
Tom Emmerson is vice president of sales and
marketing for Premier advantage Marketing,
where he oversees strategic direction and
business-development activities. Emmerson
has 18 years of experience in mortgage and
financial direct mail. His leadership and experience help Premier advantage Marketing
generate innovative direct-marketing ideas.
He has designed and written mailers for GNC,
american Express, Merrill Lynch, Quicken and
Prudential. reach Emmerson at (888) 799-
3959 or tom_emmerson@budco.com.
By Gary Opper
President
Approved Financial Corp.
Being Optimistic in
a Depressed Market
Discover new ways to improve your body and mind
The mortgage industry may not be in recovery yet, but there are still many reasons for mortgage professionals to have an upbeat and positive attitude. an optimistic outlook on
your life and your industry will keep you
going during these trying times. you’ll
feel better and be a beacon of light to
your family, friends and colleagues.
you may feel that you aren’t at your
best right now, but there’s a variety of
measures that you can take to help motivate and reenergize yourself. bear a few
of the following concepts in mind as you
and your business weather the storm.
Undoubtedly, there are plenty of activities in your town or city that will boost
your spirits as well. Tour your city’s landmarks or visit its museums, libraries and
parks. attend local film festivals, art festivals or even food festivals. Do anything
you can to stay active and upbeat; a vibrant, happy personal life often leads to
a happy professional life as well.
Positive attitude
Don’t dwell on the past. Instead, try to
live in the “here and now.” Think about
implementing a new rule in your office:
once employees are through the door,
they can’t dwell on how poor the mar-
ket has become. any mortgage profes-
sional knows exactly what’s happen-
ing in the market; however, there’s no
sense in getting caught up in negativ-
ity. Instead, try to surround yourself
with upbeat employees and friends.
Pessimism consumes precious time
and drains needed energy.
Healthy body
Once you’re in the right frame of mind,
you should consider making your body
match your renewed attitude. Taking
vitamins can ensure that you’re receiving all the proper nutrients to keep your
body and mind in top shape. Most importantly, eat healthy foods and limit
your alcohol and calorie intake.
Exercise can be an excellent antidepressant. Walking and stretching are
two easy ways to fit some exercise into
an otherwise busy routine. Even if your
life as a mortgage professional is still
as busy as always, don’t underestimate
the benefits of finding a place for exercise in your schedule. Instead, treat exercise as if it were an important meeting — complete with a penciled-in spot
on your calendar.
Getting plenty of sleep is also a key
to maintaining a healthy frame of mind.
be sure to get approximately eight
hours of rest each night. Not sleeping enough can decrease your performance at work and hinder your ability
to adequately concentrate.
• • •
None of these ideas should surprise
you. Hopefully, you engage in some
of these practices and activities now.
To compete in this market, you need to
have your mind and body in the best
condition possible.
So, pick yourself up and get motivated. The market may be down, but
that’s no reason for you to be, too. •
Gary Opper is president of approved financial Corp., a licensed mortgage lender in
Weston, fla. Opper has been a mortgage
lender and note buyer since 1984. He’s the
managing member of Levie-Opper LLC, a
mortgage-fraud litigation-support company. He’s a certified public accountant
and certified financial planner. Opper is
past president of the florida association
of Mortgage Professionals, Miami Chapter,
and the florida Institute of CPas, Gold Coast
Chapter. reach him at (954) 384-4557 or
Opper@approvedfinancial.com.
