Mortgage Marketing Tips: #36
Have you ever used a guarantee for your mortgage products and services? Part 2

In the previous article we talked about the importance of providing your prospects with a specific and clear guarantee.  In this article we will discuss the rules for creating a powerful guarantee that will move your prospects to action.

The Mighty Guarantee

What you need to do is build a guarantee with some power, with some muscle behind it.

•Rule #1: As you may have guessed by now, never guarantee `satisfaction` only, to your clients.

Let your competition do that. You want to guarantee that your clients will be so thrilled with your service and the program you put together for them that they`ll want to share the news with everyone they know. You need to offer an ironclad, unconditional, money-back (in some way) guarantee.

At one mortgage company they guaranteed that if, after they took an application, if they couldn`t put together a loan that was helpful, they would buy them a steak dinner for 2 at a favorite restaurant in town.

Do you see the power in that kind of promise?

•Rule #2: Live up to your guarantee.

Consumers are willing to employ your services in the matter of their mortgage and other finances if they trust you and believe they are getting top-quality work and service from you.

They are also infinitely LESS likely to shop you around with your competition when your service is strongly guaranteed.

You have to do an excellent job; otherwise, you owe them. You will be the one to walk away with nothing.

The guarantee has a two-fold purpose. You get clients to use you for your services and their mortgage needs, and it forces you to live up to the standards set by your guarantee.

Now, isn`t that a gorgeous system?

`But, I`ll Go out Of Business If I Do That!`

Three!  That`s the number of steak dinners the mortgage company bought in 3 years. Are you shaking in your boots right now and thinking, `I can`t make those kinds of claims. I`ll go out of business if I do that.` That will happen if you guarantee you will get a 7% fixed loan to a person in the midst of bankruptcy and who owes 120% of his home`s value already. Then you might lose a little money.

The key to your guarantee: prequalify, prequalify, prequalify.

Notice the guarantee was once they `took an application, if they couldn`t help you, then they would buy you a steak dinner.`

Before you accept someone as an applicant, ask questions about their income, their credit, their needs and wants. Communicate to your customers exactly what kind of results they can expect.

This means going over any areas of concern and, if necessary, telling them, `if your credit is as
you say it is, then yes I can help you lower your payments, but, if after I pull your credit, things
are not as you say, then I will not be able to offer you this loan.` That`s all your clients expect.

Even with your guarantee, clients are not expecting you to resurrect them back from the dead. They just need to be guaranteed that you will do the best job and offer them the best deal possible, and give them incredible service, or otherwise, they`re not obligated to do business with you. They just want to trust you.

Many times people will not take you up on your guarantee. If they do, you will learn where you need to improve. If they just do it to be a pain, they will complain whether or not you have a guarantee. You do not want these clients anyway, and you gladly should hand them their gift
certificate and send them quietly on their way.

Are you still scared? Are you still afraid you would be paying out too much, that you could go
out of business, if you give your clients this kind of power?

Remember this: you may go out of business if you don`t do this. You see, many of your competitors will catch on and start offering consumers the kind of guarantee they yearn for. Pretty soon all prospects will begin gravitating toward those companies. Ironically, the very thing you cannot afford to do will become the very thing you cannot afford NOT to do.

Your unconditional guarantee will have your clients doing back flips because your service is
the stepping-stone in taking your business from mediocrity to greatness. Maybe you already live by these philosophies, but you just don`t feel comfortable putting them in print. You need to get over that and just do it.

Put your guarantee down on paper and show it to all your clients — old, new and potential clients.  Become one of the `greats` in the mortgage industry and help raise the level of work and service offered to people who are tired of getting burned by bait-and-switch mortgage broker scumbags.

Put it in print, and your business will step up to new heights — guaranteed.

Part 1


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