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Maximizing Mortgage Marketing

More Income With Less Stress targets mortgage sales

November 14, 2005

By PAULA PARISOT


photo of Paula Parisot
Paula Parisot

Maximum synergy is the process of getting the most done out of the least amount of work. And there are many ways of applying this process that can help increase sales volume with minimal effort, according to one sales book.

More Income With Less Stress: Maximum Synergy Marketing, Sales and Leadership offers many insightful ways to take present actions and make them more effective. Its author, Dave Hershman, is the founder of OriginationPro.com Mortgage School, a mortgage industry speaker and a contributing writer for MortgageDaily.com.

"Every activity has the potential for additional benefits," Hershman writes. "In the process of opening our eyes a little wider, we are able to identify additional results from activities we are undertaking everyday."

A simple example of applying maximum synergy Hershman gives readers is the use of voice mail. Instead of leaving the typical, "You've reached...leave a message," Hershman suggests taking this opportunity to capture the caller's attention.

"Why not use the message to tell them something about yourself or your product...the key is to be able to pinpoint a value-packed presentation without making your voice-mail too long."

A way to use maximum synergy in coordination with other salespeople is to find "synergy marketing partners," the book says. Points to consider when searching for such partners would be that they are non-competitive, they have the same general target market and a significant relationship with this audience, and they deliver value to their audience.

This can lead to referral reciprocation and increased promotion.

One maximum synergy rule is that "every action can be made more effective through additional doses of synergy" the book says. A single transaction can multiply one's efforts by creatively thinking of how it affects everyone as a whole.

For instance, a mortgage originator might give a gift to his borrowers at closing. Instead of giving flowers or other novelty item like the competition does, the book advises to find a gift of value such as a free consultation from a synergy partner who is a financial planner, or offer an appliance warranty for their new home -- they will remember it much longer than a bouquet of flowers blooms.

The idea is to take the efforts put forth already and apply them in more than one way.

"Do not change what you are already doing -- just integrate a few synergy ideas into your present activities," Hershman recommends.


Paula Parisot is a MortgageDaily.com feature reporter and a blogger at CloserBlog.com who has also worked in the mortgage industry.

e-mail Paula at: [email protected]


Mortgage Industry Books
Read about books reviewed by MortgageDaily.com reporters. Book subjects include mortgage banking, loan originating and selling.




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