Two weeks ago today I had an operation that caused me to lose my voice. Now before you go ahead and say, “Who cares?” Let me share the marketing lesson with you.
We are always on the prowl for that certain “something” that will help us generate business. Heaven knows there are more than enough “magic pills” being sold to us, often times by pretend experts who have either never originated a loan or have done so many years ago when things were different.
Here’ the important point—there is no such thing as a “best way” to generate new business. Before I had my operation Sue and I had planned and paid for four seminars. Now pretend that you have done the same and have now lost your voice? You are in trouble! And by the way, you have to ask Sue how it was with me losing my voice.
In the past originators used to only do direct mail, or only fax blast or only e-mail blast. If you only have one way of doing business and that method is taken away you are in trouble. Similar to how I felt when I lost my voice before my seminars.
Thank goodness it came back. I was fortunate that my voice came back and our seminars were a success. But you need to know that should never ever have only one way to generate new deals. The most successful originators have multiple ways to generate business!
Here’s what to do now: Start thinking of where your business is coming from. Here are some ideas to write down:
- Referrals from past clients
- Direct mail
- Seminars
- Referrals from professionals
- TV or radio shows as a guest or your own show
- Free publicity
- Networking
In fact as I write this Google has totally changed the way they rank sites. If you were only getting deals by using on-line methods – well the rug may have just been pulled out from under you.
Bottom line: Pick three or four different methods for generating new business so if/when something comes along that is out of your control (like my surgery), and you know they will, you still have new business coming 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
