There is a lot of debate at the moment as to which bait is best. A-paper borrowers and sub-prime borrowers each have their own advantages and disadvantages. Regardless of the bait you're using, it's all worthless if you can't get them in the boat once you got them to bite. In other words, your fishing net has holes in it.

The most successful companies in the world spend a large part of their revenue building systems to develop and nurture a relationship with their customers. For example, Amazon sends regular emails with coupons and purchase suggestions and American Express uses membership upgrades. Why should a mortgage company (or individual) be any different?

A mortgage office that desires to exist long term should seriously consider implementing systems to develop relationships. Consider the profit margin on each closed loan. Then consider that most Americans refinance once every 3-4 years. Even if you spent $5 a month per person, keeping your relationship with your borrower is infinitely cheaper than finding a new one.

At a bear minimum, a monthly newsletter or postcard will keep your name in front of past customers. There are many excellent companies on the net. I recommend www.hotleadmachine.com because of their low cost and 50 customer minimum requirement. The newsletter comes in full color with your picture or logo included.

More advanced marketers would benefit from a short term system designed to ensure the customer moves forward with their home financing. The costs of finding new qualified borrowers is increasing daily as competition increases. With the availability of trigger leads, the need to keep marketing even after the sale is undeniable.

My Lost Borrower Campaign, which is fast becoming standard operating procedure in many offices, provides a multi-step marketing campaign designed to eliminate borrower fallout. As of this post, there is no other program like it available anywhere.

"Make a sale and you'll make some money. Make a friend and you'll make a fortune." -Jeff Gitomer.

For more articles by Brian Diez check out http://MortgageMarketingProgram.blogspot.com