Usually on Saturday's when I'm not traveling, I have to wake up at 6:00 a.m. to catch one of my favorite shows - High Net Worth. This show profiles entrepreneurs, and how they make their fortunes, and of course what they spend their money on. Mostly all of the entrepreneurs have made their money in real estate, whether it was luxury 100 room boutique hotels, time shares, you name it One Billionaire, who owns three of the larges time share companies, is building a 90,000 square foot house with 20 kitchens and 30 bathrooms. Another is launching a prototype hotel in space the idiosyncrasies befuddle me to no end. Like the guy building the largest house in America, yet still drives one of the first cars I used to own - a $12,000 used Lincoln Town Car. Why do they do what they do?
Because they can.
A buddy of mine, who's also a hard money lender and developer, just located a $50,000,000 (yes, million) pool of defaulted notes, then quick turned the mortgages to an investor for a cool couple of points.
Goldman Sachs mortgage department cashed in $2 Billion on the subprime fiasco . The three men responsible for the trade are expected to be paid between $5 and $15 million.
My students are regularly closing consecutive short sales dealsyou too can profit from the mortgage meltdown.
On the other side, there's tens of thousands losing their homes, countless others hanging on by the skin of their teeth. What's the difference between both sides? Well, I can tell ya, what's being said by one group versus the other. One side is complaining and whining and proclaiming the unfairness of the situation, all the while doing nothing to improve it.
A "stucked-ness" that just keeps them from becoming a successful entrepreneur. Hey, I get it. It's hard to remember your objective of draining the swamp when you're up to your elbows in alligators. I'm just about as unqualified as anybody when it comes to having the "stuff" our society requires to make money.
My parents were missionaries in Brazil, and I knew nothing about the United States until moving here at age seven (and no, I'm not a native Brazilian, my parents are from Tennessee). I never fit in at any schools, and historically made terrible grades - got kicked out of not one, but two colleges. And still, to this day, I am continually reminded that seven years ago, when people saw me launching my woeful speaking career I was undoubtedly the worst they had ever seen.
I can't spell worth a flip, don't know jack about computers, yet in the last 8 years managed to be responsible for the sale of just under $20 million in sales of products and profits relating to real estate, which over my career has launched more than a dozen successful students who now teach short sales, virally spreading my short sale techniques all over the country. Even permanently and continually changing how short sales are done in this country collectively negotiating over $1 Billion dollars in debt yet I have no formal training in financeor for that matter, the field I'm in!
It's important that you understand one thing: the result of your success will be that of decision, not qualification. Get yourself in the game in 2008the mortgage meltdown undoubtedly will have you standing on one side of the of the line in the sand.
Busted Life Inside The Great Mortgage Meltdown
But, pause here is a cautionary word. When looking to shave cost from your marketing budget avoid short-cuts and gimmicks, they will ultimately cost you more and yield little. In contrast, the key to developing an economy marketing plan is to look for pockets of inefficiency in traditional marketing. Here are a few gems most neglect:
Create and Own the Local Mortgage Web
Web technology is getting easier and easier to use. Even a non-technical person can get up and running on the web with cheap or even free blog services like:
* Blogger
* WordPress
* TypePad
Set-up one of these simple websites and start talking about your local mortgage and real estate market. Before you know it you will start becoming the top Google search listing for your local mortgage and real estate business. Add to this free professional mortgage news, information, and rates using a variety of mortgage calculators and widgets and your website will have the credibility and authority of much bigger websites.
These larger mortgage websites are forced to focus on national volume and neglect the little local markets. Yet, these are exactly the people you want to serve.
Marketing inefficiency number 1.
Buy Aged Mortgage Leads
On to the next pocket of mortgage marketing inefficiency--aged mortgage leads. Big mortgage companies buy thousands of leads a day, but mortgage lead providers often over compensate demand. This leaves hundreds of customer inquiries a day unplaced and customers unserved.
These mortgage leads quickly drop in value as they age, but the customer is still looking for help. The opportunity for your mortgage business is that as these customer request age their lead price drops dramatically. However, their interest in getting a mortgage is still very much intact.
Aged leads combined with a focused lead management strategy is a strong marketing strategy for closing more loans for a fraction of the cost of more traditional online lead generation campaigns. The extra benefit of course is helping a customer that would have otherwise been abandoned--talk about a loyal and trust-based relationship.
Marketing inefficiency number 2.
Don't Forget Your Past Clients
Here is my favorite marketing inefficiency to harvest in hard times--your own customer database. So often we forget that our own customers have changing and evolving needs. The economy has been in radical change over the last several months. I will guarantee that many of your clients have a completely different financial picture.
Call them, email them, ask them if their current mortgage financing is still appropriate. More importantly ask them if their mortgage financing can protect them from a long economic decline.
Marketing inefficient number 3.
Times May Be Hard, But Continue Marketing
Times are certainly hard, but don't forget marketing is how you touch prospective clients in need. So, don't stop doing it. Just reposition your marketing to hit pockets of value, saving money without hurting sales.
Both Jeff Kaller & Bill Rice are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Jeff Kaller has sinced written about articles on various topics from Property Investment. . Jeff Kaller's top article generates over 3600 views. to your Favourites.
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