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What Will Make Me Stand Out?
Posted By: dennisdarnell60* on 7/11/2004 7:18 PM (CST) 250 Points
I am a Mortgage Loan Officer. Ten executives are coming into the area to purchase their home. What kind of literature can I leave for them in their hotel room to make them want to come to me for their mortgage?

Posted by: infamousmkter Accepted Answer
7/11/2004 7:27 PM (CST)
Make a simple but effective piece of collateral that clearly explains and if possible demonstrates why your services are superior to the competition.

I would stress personalized service that is fast and efficient and as timely as possible.

A personalized letter introducing yourself and telling them when you would be contacting them would also be impressive.

Good luck
 
Posted by: dennisdarnell60* Author Response
7/11/2004 7:42 PM (CST)
I like the idea of telling them when I would be contacting them, but what time would be best?
 
Posted by: infamousmkter Member Response
7/11/2004 7:47 PM (CST)
I would suggest before 9AM or after 5PM.

I am sure you will do this but I might as well mention, I would complement them on picking the area and maybe include some kind of a fact that makes their decision look smart.
 
Posted by: dennisdarnell60* Author Response
7/11/2004 7:59 PM (CST)
I wonder if that is enough to draw their attention towards me. If you were buying a home what would make you decide on a lender?
 
Posted by: infamousmkter Member Response
7/11/2004 8:20 PM (CST)
A company that is competitive in its rates, well known and is willing to go the extra mile for me service wise.
 
Posted by: Pepper Blue Accepted Answer
7/11/2004 11:56 PM (CST)
Hi Dennis,

One of the most effective marketing tools you can use with executives like this is testimonials from other prior executive customer - their business peers.

Because they are time-strapped, they don't want to comparison shop for rates, customer service etc. they just want to get the deal done and get on with life, so colleague referals is something they seek out because it means you have already been through the approval filter.

Also - very important - Don't overlook the fact that if they are married, their spouses are going to be very influential in the entire home-buying process including the mortage and in fact you may have more conversations with spouses than the executives themselves, so make sure your presentation - material, website, phone call whatever you do, includes them at all phases.

I hope that helps.
 
Posted by: Deremiah *CPE Accepted Answer
7/12/2004 12:22 AM (CST)
dennisdarnell60,

You've got some great suggestions expecially from Pepper Blue. When I worked in the mortgage industry I used a one page document that outlined three very valuable things my clients said that they appreciated most when doing business with me.

1. The type of service that your organization is most known for providing. ( A one page glossy doc of your company would be a nice attachment here).

2. The type of service that your customers say you provide. (List some testimonials extremely valuable).

3. The type of service that you provide in the industry for your clients. (Creates confidence in your ability to provide consistent performance). Make sure this document has all of your contact information and the fact that you have handled customers across many segment industries and business backgrounds (List this only if you have. Honesty and being geniune are some very valuble benefits to offer).

What pepper blue says about the marriage factor is extremely important in any sales decision process. As a rule always make sure you have all decision makers involved so that you can deal with any gray areas or indecisive clients.

More than anything as soon as you get a chance identify the most important areas of interest each executive is looking for.

You must really affirm for them that if anything ever goes wrong the one thing that seperates you from other brokers is that you make sure you disclose any problem areas by "Getting the bad news out first" and then you always resolve the problems in quesiton. (I learned this from a RE vet who told me this is the one major thing customers want to be assured of). Also remember if any body can get the job done effectively you can. Make it Happen. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE
 
Posted by: michelletrex Accepted Answer
7/12/2004 6:04 AM (CST)
Is there no way to wangle a personal introduction? Could you host a happy hour at the bar or free tickets to a show (that you happen to be at)? Do you know anyone who knows these people? You must because you know they are coming. Nothing works better than a personal introduction.
 
Posted by: ayesha* Member Response
7/12/2004 6:39 AM (CST)
Dear Michelletrex

Thanks for your valueable input

Yes - i agree to your point but trust me all my client are really really the elites of the society. Few of them are young and i tried my best to be friend with them at some points it worked and at some points it doesnot.

I'll try to take them out somewhere, i hope it doent look odd to them. I'll try my best to do as advised

Regards
Ayesha
 
Posted by: turqiz Accepted Answer
7/12/2004 7:46 AM (CST)
Dear dennisdarnell60

Everyone gave you really good tips, but you must take into consideration the prospect that you will not be the only representative leaving them papers to read. They will probably get a considerable stack. Therefore, you would need something that will push yours up to the top.

I would suggest a small symbolic gift attached. If it is a man - an exquisite cigar would do. For a woman - a quality silk flower. One nicely wrapped is enough. You don't need to overdo it. These are symbolic gestures that make people feel welcomed, persoally taken, and they can generate positive attention to you.
 
Posted by: eunonna Accepted Answer
7/12/2004 9:03 AM (CST)
I have been in this position once and the mortgage broker we selected -- apart from very competive interest rates, closing costs and company collateral the mortgage broker we selected also gave a "welcome" package with a calender /addressbook filled with important 'phone numbers -- power, cable, DMV, police, etc., a full color, quite impressive area guide put out by the local CofC with what to see, do, buy, enjoy in the area, a street map with the mortage company logo and phone numbers on the front cover, and a selction of local products -- this being Florida we were given tangerines in a basket. We were very impressed by the extra efforts made by the mortage broker to make us more comfortable and familiar with our surroundings. The only items in the package that he had to probably purchase himself were the tangerines!

So while all the formal items were useful and informative, it is the thoughtful, personal touch that makes you stand out.

Nona
 
Posted by: kwinters* Accepted Answer
7/12/2004 9:31 AM (CST)
How about not leaving "literature" won't everyone else be leaving literature?

what about if they found something in their room, like a good brandy, cognac, box of cigars (as mentioned above) or something of the sort with your name, etc on it?

I think the idea about giving useful stuff is good too, but make sure you do something that everyone else won't do....if you did do some kind of drink and/or cigar you could follow up the next day or two about how they liked it?........

How about if you gave them a choice of liqueur and cigars, have the hotel concierge ask them upon check in which brand they prefer because you are going to provide it complimentary then when they decide you get it and give it to them in person?
 
Posted by: eunonna Member Response
7/12/2004 11:41 AM (CST)
What happened?? I tried to correct my typos and posted twice, so sorry.
Nona
 
Posted by: Val (Moderator)* Moderator Response
7/13/2004 12:13 AM (CST)
Hi Nona. I deleted the dupe. Sorry about that. It happens sometimes.

Ayesha, are you also dennisdarnell60? Please let me know so I can combine the 2 accounts. That way your responses will be identified as coming from the "author".

Best,

Val
 
Posted by: myabigail* Accepted Answer
7/13/2004 10:28 AM (CST)
Why not go to the top?

If you have 10 execs coming in at once to buy houses, I'm assuming this is part of a large relocation of a major company.

Why wait until they're in your city to market to them? Go directly to the company they work for. Find out who takes care of relocation packages (execs often get perks, like moving expenses paid, etc) and deal directly with them. Come up with a package deal that works for the company. Let the company sell your services internally for you.

If you wait until they visit your city, they may already have a mortgage banker lined up. Beat out the competition by getting to them first!
 
Posted by: Val (Moderator)* Moderator Response
7/31/2004 10:12 PM (CST)
Hello all. I am closing this question. This is our standard procedure when the question asker gets busy and falls out of the conversation for a while - or isn't clear about the process for closing.

Thanks, so much, for participating!

Val (Moderator)
 


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