There is a rule of nature commonly known as the "Rule of Seven." This appears in grouping situations, where control is optimized around the number seven. It appears in a wide number of situations, from the grouping of leaves on plants, to the number of chunks of information that the short-term memory can comfortably handle.



Whether you're new to the Mortgage Business or an old experienced hand...the marketing "Rule of Seven" applies equally and unmercifully to all of us. We all know that mortgage marketing is hard work and, as a good marketer you need to base your marketing program on some well established principles.

The marketing "Rule of Seven" has it's origins in the motion picture industry in the depression era where movie moguls learned that it took seven messages to get people in front of their silver screens.

As it pertains to your mortgage business...the marketing "Rule of Seven" states that a new contact on your list needs to be exposed to your marketing message, on average, at least seven times before they are ready to make a significant decision in your favor.

The following statistics from the "National Sales Executive Association" seems to support this premise. Their study found the following to be true:

2 % of sales are made on the 1st contact

3 % of sales are made on the 2nd contact

5 % of sales are made on the 3rd contact

10 % of sales are made on the 4th contact

80 % of sales are made on the 5th through the 12th contact

Does that mean that people will automatically choose you as their mortgage person if you have plopped your name in front of them seven times? Absolutely not!

If you fully understand and apply this rule...you'll probably change your marketing approach when dealing with new contacts. You'll be more relaxed because you'll realize that your objective is not necessarily to originate a mortgage immediately on the first call, but to continue to build a positive relationship. You'll find ways to be more creative and continue to add value, establish trust, and show people that it's in their best interest to choose you as their mortgage advisor.

So what does this all mean? Well, that's totally up to you. But, think about how you can connect with both your clients and prospects in such a way that your mortgage business comes to you as you perform the role of trusted adviser by honoring the marketing "Rule of Seven."

Reach out, touch, and create positive experiences for your customers, clients, and prospects and you'll be in total control of your mortgage future.