In case you are just tuning in to this article we have been covering a very important marketing lesson. It’s one that might explain why your current marketing efforts may not be working.
It starts with the right market. Sue and I originate reverse mortgages only so this article will be tailored to our market, but the concepts can be applied to any market you are working with.
In order to be an effective marketer you must truly understand your market. Here are some questions you should write down and keep in front of you when you are planning your marketing efforts.
As I mentioned in the previous article, you must have the right tools for the job. Or, if you want to go back to the fishing example, you must know in advance what kind of fish you want to catch and then use the right bait for that particular fish.
So let’s sit down and really get to know our market. Here are the questions you must get answers to:
1. Who are they?
2. What do they look like?
3. What do they wear?
4. What are their major challenges and concerns?
5. What have their life experiences been?
6. Are they single or married?
7. What are their average ages?
8. Where are they financially?
9. What keeps them up at night worried?
10. What are they skeptical about?
11. Why would they do business with you?
12. Why wouldn't they do business with you?
13. Who would they typically do business with?
14. Do they prefer to meet in person or by phone or over the Internet?
15. Who are their advisors?
See the more you “really” know about them the better prepared you will be to work with them. Please don’t dismiss this as silly. It’s anything but silly. If you have ever tried a program and wondered why it didn’t work, well it could be you were just using the wrong tools or bait.
Once you “really” know your prospect you no longer have to guess. This has been challenging for me since I am not a senior. But I have spent the time to get to know them and their issues. That way I can truly and honestly help them with their issues. See, this is not something you want to fake!
In our next article we will cover the second part of the triangle, which is your message. Remember—once we have the right message to the right market and are using the right media the deals will start flowing in.
Brian Sacks and Sue Haviland are the co-founders of Reverse Mortgage Success. They have been in the industry for over 25 years and have closed over 5,000 transactions. Sue and Brian originate reverse mortgages each and every day and share their real world experiences with you at
