You can’t show me one superstar mortgage professional that doesn’t have some form of an information product that they use to educate their target market.
All successful mortgage professionals share their area of expertise by giving away free information.
Why would you want to do this?
Well, the obvious reasons are:
1. It positions you as an expert in your field.
2. You become viewed as a trusted adviser to your target market.
3. Perhaps the most important: It generates a constant flow of quality leads for your mortgage business.
I truly believe that every mortgage professional who wants to become a top producer needs to have their own lead generation information product, such as a consumer guide, report, book, etc. That should just be a given. You can’t show me one ultra-successful mortgage professional who doesn’t have some way of leveraging their time by systematically educating multiple people at once using information products.
In fact, that would be one of the very first pieces of advice I would give to a new mortgage professional.
Once you decide on your target market, I would suggest you prepare a five- to 10-page consumer guide designed to help solve your clients’ financing problems, avoid costly mistakes, etc. When someone opts in to request this free education resource -- BOOM! -- you just got a hot new lead! Then once they have consumed your valuable information, your credibility as a trusted adviser increases dramatically.
Then when the time comes that they need a mortgage, you become the only logical choice.
Information products come in all forms. They can come in a book or an ebook. They can come in special reports
or consumer guides that you send via direct mail. You could record your live seminars or webinars and create an audio version on CD or video version on DVD. You could also create a series of emails that give one financing tip every few days that’s automatically sent to your prospects on autopilot. You could write articles for your local newspaper. You could host your own educational radio show. As you can see, the possibilities are endless!
I think this one secret is extremely important, so much so, that if you are a mortgage professional and you don’t have some way of educating your target market outside of the usual one-on-one, face-to-face consultation, you need to make this your top priority!
This is a slightly amended version of an article written by Doren Aldana, considered by many to be Canada’s leading Mortgage Marketing Coach. It has been shortened to make it suitable for web publishing.