Know-How Exchange : Strategy

I would never recommend email blasting - that is a sure-fire method to get blacklisted and denounced as a spammer. Consider a ride-along email campaign -- you will have to find a broker for a list.

As far as a message - you are going to have to create a hell of branding message which will distinguish your new service. You may even consider coming up with a separate subsidiary company and brand to market these new services under considering its a whole new product and to make waves in an already tight industry it is going to take something with a lot of magnitude to move heads in your direction.

I'm not sure how your new service would benefit the consumer. From their perspective, you'll writing the loan (or telling them who to go to for a loan). How the loan is resold through the market doesn't matter to them. What they care about is: rates and service. If you can create a unique package (loan + something else), guarantee a low rate/turnaround time, you have something worth talking about.

I agree that your client doesn't care where the money comes from, so being a "lending resource" instead of a "lender" should cover that part.

Now...what does your prospect actually care about? Given what's been in the news, here are some ideas:
1) Low rates that don't suddenly inflate; 2) Honest, upfront disclosure of all costs to avoid getting into a loan/mortgage you can't afford; 3) Ethical lending practices without kickbacks or undisclosed ties to builders, etc.; 4) Easy to understand basic budgeting to get out of debt or stay out of debt; 5) Courteous, personal service customized to their situation.

In a tight market, it comes down to rates and service. Even if you can only provide competitive rates (not the very lowest possible) but you have exceptional service and you can offer quick, easy and fun consumer education (think of the life transition phases--first home, first home with kids, second home trade-up, vacation home, empty nest downsizing, retirement), you will be leagues ahead of most "me-too" lenders who have a cookie-cutter approach and move people through like cattle.

What about creating 1 minute video segments for YouTube about getting the best mortgage for your stage of life? Create a blog about budgeting and money management. One broker I know has even created a services referral program so she can refer homebuyers to all of the other types of service providers they need, giving them a trusted resource.

How good is your network? What are you doing to build relationships with the other people homebuyers are most likely to interact with? (I mean real relationships, not referral fees.) Getting a mortage is a high-stress situation even for an experienced homebuyer. Whatever you can do to make the experience pleasant and less stressful helps a lot.

What's the office environment like in which you transact business? Is it crowded and cramped in a cubicle? Can you make it a nice living room feel with serene music, comfortable chairs and coffee in china cups and a relaxed discussion of their options or choice or mortgage that doesn't feel rushed? Do you send a nice 'thank you' gift after each transaction and ask for referrals? Do you stay in touch with your customers to encourage future referrals and/or be top of mind for their next life transition money need?

Now would also be a good time to get as many testimonials from referral sources and satisfied customers as you can and post them prominently on your web site to differentiate you from the people who are getting into trouble over handling their lending. Reputation, honesty and customer service go a long way in a tight market.