Carl White is a branch manager at Success Mortgage Partners,
founder and chief strategist of The Mortgage Marketing Animals
and the host of the popular podcast Loan Officer Freedom. He helps
originators implement proven marketing strategies that can accelerate results. He is a husband as well as a father to three grown
children. White is passionate about traveling the country on his
Harley Davidson while master-minding new ideas for the mortgage
industry. Visit the website MortgageMarketingAnimals.com. Reach
White at (727) 787-2275 or firstname.lastname@example.org.
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74 Scotsman Guide Residential Edition | ScotsmanGuide.com | January 2019
riginators know that a good
business and marketing strategy
builds bridges. Social media marketing, for example, is a strategy
to attract new potential customers, so an originator might start
implementing a social media marketing strategy.
Then, they hear from their mortgage brokers association that
mining their database is perhaps an even better approach to
generating leads. They drop the social media marketing strategy
to start working on the database.
Then their friend says that video marketing has been working
well, so the originator stops working on the database plan to
learn about video marketing. That is, until they read an article
that says they can really kill it by teaching classes or calling real
estate agents or posting properties online.
Chasing new strategies like this can create a perpetual loop of
busy activity that does not get the originator the desired results.
Each strategy can get results, without question. Being an intelligent bunch, mortgage professionals recognize that fact.
Too often, the originator will stop building the bridge they are
currently working on to start pursuing that new strategy and
begin building a new bridge. Now they have put in a lot of work,
time and resources but only have a bunch of half-built bridges
to show for it.
How many trips can be made across a half-built bridge?
Zero. Half a bridge does not allow money to cross it because it
is impossible to cross a half-built bridge. Even a bridge that is
98 percent finished is still only an incomplete bridge, because it
Every originator has done this at some time in their career.
It happens because this concept — finishing your bridges one
at a time — does not get taught in loan-officer school. The
hardest teacher is lived experience; ideally, learning about this
one-bridge-at-a-time concept here will reduce time in the
school of hard knocks.
Stay the course
More than that, the originator is risking their chance for business
opportunities because of this stopping and starting on different strategies. It is far less productive to change focus than to
simply stay the course on one consistent course of action until
In fact, a person can lose up to 40 percent of their productivity when they multitask, according to the American Psychological Association. This behavior means people are slower
when task-switching and can be more prone to making errors,
especially when it comes to new or complex tasks.
So why do mortgage professionals believe that starting a
new strategy is better than finishing a current one? In some
cases, originators are looking for a greater perceived reward.