Unconventional Broker Breaks “Da Vinci” Code Of Subprime Refi Marketing

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“It is the art and science of getting the right message to the right people at the right time, in contrast to the usual method of ‘cold prospecting’ for borrowers.” “The strategy is powerful enough that it routinely returns a profit of $52 for every $1 he invests in it.”

Maverick Chicago mortgage broker Scott Tucker is celebrating after being voted the winner of the 2006 Glazer-Kennedy Inner Circle Marketer of the Year award at the Chicago 2006 Moneymaking Superconference. The votes from the 520 attendees, hailing from as far away as Eastern Europe, Australia and New Zealand, left no doubt about the winner.

GKIC members are advocates of direct marketing, a style of marketing dating right back to the late 1800s that has fallen out of favor with mainstream businesses in recent years. But Tucker’s success – in his mortgage business as well as at this Superconference – shows direct marketing is still the most effective marketing there is. And it’s making a huge comeback.

Direct marketing focuses on presenting subprime mortgage brokers and their offerings in terms of the benefits the borrower will enjoy from them in such a compelling way that the marketing is ‘magnetic’ and draws borrowers in. It is the art and science of getting the right message to the right people at the right time, in contrast to the usual method of “cold prospecting” for borrowers.

Tucker concentrates chiefly on 3 direct marketing strategies:

1.    Rather than trying to serve the whole market, Scott targets his efforts on a very small niche market of mortgage borrowers, specifically aiming all his marketing at reaching and selling only to people in the subprime refi niche. By doing this, Scott is the only person marketing exclusively to over 30,000 Chicagoland homeowners. The strategy is powerful enough that it routinely returns a profit of $52 for every $1 he invests in it.

2.    With Google Adwords, Scott is able to target his sales message at the subprime refi niche exclusively. And only people who are searching in his geographic area, right at the time they want to borrow are presented with his Adwords advertisements. He maintains a ranking high up with the big lenders at a low cost. The ads are so precisely and accurately targeted that 17% of visitors to his web site complete an entire mortgage application.

3.    Often called “junk mail”, direct mail is notoriously fickle and tricky. There is traditionally much resistance to it and a large proportion ends up in the wastebasket unopened and unread. Tucker uses many “insider secrets”, such as using a “live” stamp instead of bulk mail and a hand-addressed envelope, to get his letters delivered, opened, and read. This, combined with expertly-written “long copy” sales letters, makes his direct mail very successful.

His direct marketing approach has paid huge dividends in both the number and quality of the borrowers he gets. It has in fact proven so successful that he now coaches and mentors other mortgage brokers and loan officers in how to use his unique and secretive marketing system.

And as the many success stories of the SuperConference goers show, direct marketing is enjoying a massive revival in businesses all over the world. Much as Da Vinci’s own code has been unlocked, Tucker is finally sharing his.

Direct Marketing strategies are simple and universally applicable – meaning that with a bit of imagination and planning they can be used very effectively, especially in subprime refi’s.

Scott Tucker is a mortgage broker, loan officer, and the No.1 educator in direct marketing for subprime mortgage professionals in the country. To learn more about Scott and his mortgage and coaching operation, fax your request to 773-327-2842 or go to http://www.mortgagemarketinggenius.com.

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