Loan officers use the wrong approach. They meet real estate agents and give up all their mortgage marketing material by telling their whole story on the first visit. It's the same as asking someone to marry you on the first date.

If you want prospects to look forward to future correspondences, you can't tell them everything on the first visit. Rather, you wet their pallet with a good appetizer and then serve the meal over several courses.

It's how you structure a good introduction and is how the Introduction Campaign in the Quick Start System is designed. When a real estate agent clicks the opt-in link in your permission email it triggers a seven messages series that is dispersed over a period of 25 days. Learn why most mortgage marketing brochures fail.

Sequels Carry Out the Storyline

Dripping a storyline is a strategy for keeping your mortgage marketing material alive in the mind of the prospect. A storyline is a series of messages corresponded over time. If it's compelling, your future messages become anticipated and stand out from the competition.

The highest grossing movie franchise of all-time, Star Wars, has done exactly that. We enjoyed the first movie and waited with anticipation to see the sequel. We rushed to the theater each time the new sequel hit the screen. Instead of trying to tell the whole story in one movie, it's been told over several.

The Introduction Campaign consists of seven messages connected over a storyline. Each personalized message builds on the previous message and answers a question to a problem.

A Better Approach

The Introduction Campaign changes your fundamental approach to real estate agents. Instead of using a sales approach, which is based on taking, the Introduction Campaign reflects the relationship process, which is based on giving.

It's much easier to turn strangers into friends when you give them items of interest first. Just like a peace offering, giving first declares your intentions better than the colder approach of soliciting.

Each message in the Introduction Campaign carries an attachment such as a report, flyer or marketing tool. Agents find this mortgage marketing material helpful and even useful. It changes their perception of you. They see someone offering assistance first unlike your competition that is only concerned about getting referrals (taking). Avoid the same costly mistakes many loan officers make.

Conversation Not Confrontation

How do real estate agents react? Agents will start paying attention to your emails if they feel the information helps their business. They will respond by email, contact you by phone and even request to meet in person and further explore possibilities of working together.

Unlike cold calling where you're trying to convince a stranger to have a conversation, the Introduction Campaign fixes it. Each message in the Introduction Campaign is designed to stimulate a reaction - getting agents to respond. When it happens the Introduction Campaign has achieved its primary goal. It's easier to speak with an agent because they want to talk to you not because you're harassing them with mortgage marketing material about the latest loan program.