This is really two mistakes wrapped up in one. It seems you can't open an email or publication in our industry without being bombarded with solicitations and ads offering you the next "magic pill." Heaven knows that in this market very few have the time or hard-earned money to "piss away" on more boxes of information. What you really need is an edge that works, and works NOW!
Please Don't Misunderstand!
If you want to be successful, you MUST invest in your education. Notice I used the word invest. It really is an investment that will pay off with future business and tactics. But, there are a few really important things to think about first.
Number one, you need to think about WHO you are listening to. Next, you need to think about WHAT is being shared. Will it get you close to your goals, or set you off on another wild goose chase you can ill afford that will cost you lost time and money and force you to lose focus? Lastly, there are really only three or four topics you must master, and I will share them with you too!
I'll Give You Some Practical Guidelines
Be careful who you listen to. Heaven knows there are a ton of "experts and gurus" in our industry. Many are good and have valuable information to share, but many are not. They may have never ever originated a loan, (I closed more then 6,120 during my 24 years) or they did so very long ago. I know it's not a news flash, but the market has changed. What works during a refi-boom doesn't work during a "crash" and vice versa- The one thing you can count on is the market being volatile.
It's now time to get down to real business tactics that work. It has always bothered me that many of these one trick pony gurus only have a few old tricks in their toolbox that they keep repeating over and over again.
Lastly, and maybe most importantly, you need to see if they are willing to put their money where their mouths are. Meaning, are they willing to GUARANTEE results? If it works as well as they claim it does, then they should have no issue with this. You deserve and must demand the ability to actually field test the information for yourself to see if it really does work or if it is just pure theory, or even worse, stuff that worked twenty years ago but is so old the manual belongs in an antiques auction instead of your library.
Think about What is Being Shared
If they are just selling you templates, then you need to run away QUICKLY! There is no one size fits all solution. Worse, they could be sending you on a wild goose chase that will cost you lost time and loss of your hard-earned dollars that you set aside for education.
Then there is the whole issue of lost focus. Once you go down the wrong path and lose your focus while chasing the next shiny object, it becomes more difficult and even impossible for some to get back on track. PICK ONE OR TWO and get going getting them implemented and perfected BEFORE you do anything else !!! Than and only than build on it with new ideas.
In your next Loan Officer Formula Marketing Tip I will share with you the top 3 skills you MUST HAVE if you want to not only survive but really thrive!
Brian Sacks is the CEO of
