By Doren Aldana
Successful Realtors, by nature, are incredibly busy professionals. On top of that, they’ve been pestered by an incessant stampede of “mortgage parasites”, all vying to leech loans from them. It’s no wonder they have a high wall of cynicism, resignation and resistance to your overtures. But what if you could flip the script? Here’s how to make the shift from doing it the hard way to doing it the SMART WAY, such that you can get top-producing Realtors chomping at the bit to work with you…
STEP 1: Write Your 50-stack.
Create a comprehensive list of 50 reasons why top dog Realtors would benefit from working with you. Think deep and broad—cover everything from your unique value proposition (UVP), marketing tools, case studies of your prior successes in working with other Realtors and/or borrowers, to any special products and services you offer. Make sure your reasons are compelling and specific, not generic or vague.
STEP 2: Killer Unique Value Proposition.
Craft a Killer Unique Value Proposition (UVP). This should be a statement that captures your strengths and differentiated value without the typical “sales pitch” fluff. Aim to be all cheese, no whiskers—pure value without the runaround. Remember: the ultimate “hook” for attracting Realtors is helping them get more buyers and sellers.
STEP 3: Position Emotionally Compelling Communication.
Send your UVP via text and email, using words and phrases designed to garner interest. The goal is to turn a cold call into a warm call. State clearly what benefits you bring and ask if they are open to a quick chat to explore a potential fit. Reiterate the unique value you mentioned in your initial message and propose a specific way forward, like a meeting via Zoom or face to face.
Using Fear of Missing Out (FOMO) to Your Advantage
Inform them that you’re interviewing top candidates and they are in the running, but only one Realtor will be selected in each market area. Make it clear that you’ll be filling those key spots regardless, so if they want to explore possible synergy, now is the time to do it. This urgency can be a powerful motivator.
Conclusion
Effective mortgage marketing is about making each action count. Writing that 50-stack, crafting a killer UVP, and leveraging FOMO can set you apart and turn those elusive Realtors into willing partners. Realign your strategy and start seeing the engagement you’ve been aiming for.
FREE VIDEO TUTORIAL: Watch this informative video to learn 3 simple steps for booking appointments with Top Producing Realtors (like a hot knife thru butter) without making a single cold call…
