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Note From The Editor:
You ARE The Expert !
Do you want leads to call you? Do you feel like clients are slipping through your hands? Did you lose anther customer to one of your competitors? Last week, I talked about the importance of keeping in touch with your clients and marketing to new ones. I mentioned that you must ... (Continued Below)
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Feature Article: Riches in Niches – Going Against The Grain
Part III in a series: The Small Commercial Niche
How to Eliminate Competition, Become an Expert and Have Clients Chasing You by Focusing on Underserved Niches
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Riches in Niches – Going Against The Grain
Part III in a series: The Small Commercial Niche
How to Eliminate Competition, Become an Expert and Have Clients Chasing You by Focusing on Underserved Niches
"Success is dependent upon the glands -- sweat glands."
~Zig Ziglar
By: Grant C. Robin
Welcome to the third article about specializing in market niches, becoming known as the expert in your market and getting rich. In our previous niche discussion, the focus was on reverse mortgages. This article will cover another specialized, yet highly profitable niche – “small commercial properties”.
While the rate of mortgage professionals delving into the commercial side of the business is rapidly rising, the percentage of experts in the field is relatively small. This side of the business is rarely taught and often
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You Are the Expert !
Do you want leads to call you? Do you feel like clients are slipping through your hands? Did you lose anther customer to one of your competitors? Last week, I talked about the importance of keeping in touch with your clients and marketing to new ones. (www.mortgagepronews.com/Newsletter/MPN-Newsletter-053107.htm)
I mentioned that you must use several forms of media to reach your clients. No one way works for everyone, you want to have several approaches in play so that you always have multiple back-ups, in case one fails. Remember, you must keep in constant contact with previous and potential customers. They will forget about you very quickly and you never know when they will be ready for your services. Wouldn't you much rather they have you, not your competitor, on their mind when they are ready? A target of at least once a month should be your minimum.
Here are some quick ideas for ways to use multimedia marketing. The obvious ones are email, fax, and direct mail - which we talked a little about last week. Other ideas include:
* Create your own blog, forum, or ezine (electronic newsletter). This is very simple and is practically free.
* Run ads in the local newspaper, in trade journals, on the radio, or on TV.
* Join local associations that are relevant to your industry. For instance, join the local Chamber Of Commerce. If you are doing reverse mortgages, volunteer at a senior citizen centers, etc. The group does not have to be the clients themselves, it can be a corollary organization. For example, if you are doing new construction loans, get in with the builders. Word of mouth is very powerful.
* Host your own TV and Radio show. It does not matter which radio or TV station you do this for. The mere fact that you are on the air can be used to your advantage. You can talk by yourself or allow callers to call in, ask questions, and participate. The show can be as short as a few minutes (have you ever listened to Paul Harvey) or as long as an hour or more. You might be a little shy at first, but this really is very easy. People want to hear someone who is conversational. Talk as if you are talking with a friend or a client. You do not have to sound like a university professor.
* Put together your own Magalog - a newspaper or magazine that you put together that highlights you, your products and services. It can include an article written by you or about you, some testimonials, some related articles, etc...
All of these techniques can be used to get your audience to view you as the expert. If you spend any time focussing on your niche, you will know more than most of the people in your arena. You WILL be the expert. People automatically assume that if they see you in print or hear you on the radio or TV, that you must be the expert. Use any material that is generated in the process in all of your marketing materials. For example, leave your magalog lying around the waiting area of your office. Post a copy of your newspaper clipping in your office. Have a picture of you in the radio studio on your website and in your direct mail pieces. Take full advantage of your popularity.
A certain percentage of potential clients will come to you to because they know you are trustworthy and they have confidence that you have the answers and can help them. These clients will be willing to pay extra for your expertise. As a result, you will be in higher demand and be able to charge a higher rate. You will be able to focus on fewer clients and have more time to spend with your family and friends, and live life on your own terms.
These are just a few ideas to help you get started. It is by no means meant to be comprehensive. In the coming months we will have articles and teleclasses that go into further details on the pros, cons, and how-to's. Please let me know if you have a particular interest or expertise in any of these.
Helping your business Thrive Now!,
Richard Lazovick
Editor MortgagePro News |
