Mortgage Marketing Tips: #53
Marketing, Training and Lead Generation for Mortgage Brokers and Loan Officers

The Best Things In Life Are... FREEE!

One portion of your marketing plan that I probably don't talk about enough is "free publicity". Publicity is an extremely important tool and should be given prominence in any marketing plan.

What is publicity?

It's getting anyone else besides yourself to talk about you (preferably in a good way) and tell about the things you do.

If you can get any of the media in your area to give you publicity it will have a tremendous effect in boosting your closings.

You see, publicity is far more valuable than paid advertising in the same media.

Why is publicity better than advertising?

2 Reasons:

1. Credibility – If you say that your loan products or services are the best in a paid newspaper advertisement, readers (who  know you are advertising to sell your products) will automatically discount what you say.

If, however, a reporter wrote an article about you, the story has built-in credibility because it is seen as the “media” making the statement and is perceived as unbiased.

2. It doesn't cost anything – One of the biggest expenses for almost any business is advertising. Advertising can eat up much and sometimes all of your hard earned $$ if your not careful.

Why would any publication want to give you publicity?

They will give you publicity only when they feel it is in their own best interest.

To keep their readers and viewers, publications and broadcasters must give them hot information that they want.  This helps them build and keep their audience – which, helps
them create higher profit-margins by selling advertising.

If you give the media something interesting that their audience wants to know about, you're helping them keep their audience and sell more advertising.

Of course, not every editor will see the value of your information but that's ok because you don't have to get all the publicity you go after to create a large increase in your mortgage business.

You only need a few free articles or stories to generate a substantial increase.

For more details and resources on how to generate free publicity for yourself or your company refer to the section on Publicity starting on page 136 of "Mortgage Marketing Secrets".
http://www.mortgage-marketing-secrets.com


Learn more at: Mortgage Marketing Tips
(Mortgage Marketing Training and Lead Generation for Mortgage Brokers and Loan Officers)



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