I’m so excited to make 2007 “THE BEST YEAR YET” and the only way to make this happen is to BELIEVE what you can Conceive! Once you do this, you CAN ACHIEVE. I absolutely and positively believe this to be the truth. I have read A LOT of business and motivational books this past year and the one commonality that I find to be VERY COMMON is that the “most successful” believe in this, teach this and live this.

Do you BELIEVE that you can make EVERY POTENTIAL CLIENT say yes to you? Maybe you are the lucky ones that no one can say no to. This type of loan officer is far and few and I have yet to meet him or her. I’ve learned that “no” means “not yet” and I then figure out who this person is, learn what kind of “buyer” they are and what kind of marketing they are more app to respond to. A really good book that can help you identify who your clients are and how they respond is “The Closer’s” by Jim Pickens. A must have in your business library.

Another idea (and this is a BIGGIE) is to look at “YOUR LAST 10” sales/loans you have made and “scrub” this list of people. Find a “bias” between your clients. Finding this out can make you thousands and even millions in your future. I found one bias in the last 10 closings I had and it happened to be a middle class, husband/wife, 2 _ kids, one W2’d and one self-employed. I COULDN’T BELIEVE it when I found this. For whatever reason, this is who I attract. My perfect customer is all of those biasis with less than perfect credit . (I’m going to be laughing to the bank this year). It’s AMAZING how our last 10 sales will show us our eleventh! This will save me a ton of money in marketing this year and help me know EXACTLY who to market and what to say. I’m also building “mini me’s” within my company and can now train my people to talk the talk that my clients need and want to hear. (VERY POWERFUL!)

CAPTURE and REPEAT your success habits.
This seems like such an easy concept but how many do it? I don’t know but I dare say that because it’s so easy, it’s probably rarely done. Loan officers continue to battle the same battles, sale after sale! “Your fees are too high, your rate is too high, Joe Blow can do it faster and cheaper, blah, blah, blah.” So here is an idea for you. STUDY HISTORY! I’m not talking about American history. You don’t care who President Carter’s Vice President was, do you? I’m talking about your own history!

Go Back to:
_ Your last 10 leads
_ Your last 10 appointments
_ Your last 10 sales
_ Your last 10 referrals
_ Your last 10 lost sales
_ Your last 10 complaints
_ Your last 10 testimonials

This is enough history to predict your future. Actually, it’s enough history to ALTER the future! That’s enough information to cure all your ills, and double your income AND sales!!

This sounds like a lot of work, I KNOW, I did it! (so did Ken and Brad after Brian encouraged us to do so) You see, because it’s a lot of work, most people won’t do it. They aren’t willing to do what it takes to be more successful. “It’s NOT A PILL therefore, I can’t do it!”
B-O-L-O-G-N-A. We need to wake up and learn that the only “magic pill” out there is HARD WORK!

This concept has certainly opened my eyes to the probability of making the next 10 appointments, referrals and leads say YES!! It’s a strategy I have implemented and admittedly fought for awhile but now I can see why this is such an important STRATEGY and should have done it years ago.

I ENCOURAGE all of you…right now, to make this a priority in January and when you do, I encourage you to write me and let me know what bias you found and what you are going to do to turn this bias into your paycheck for the rest of your life! See you at the bank!!

By Brad Cooper

Brad Cooper is a nationally recognized mortgage expert and is the managing owner of Cooper Financial Solutions.