It is my intention that these marketing tips will help you avoid common mistakes made by the majority of loan officers. Heed this advice!

Mortgage Marketing Tip #1

Make your advertising and print media more effective by having a headline on everything: letters, greeting cards, ads, everything.

Headlines are what get the reader. They make them want to read more. They tell the reader what benefit he/she will get from reading more. And that’s exactly what you want them to do.

Make the headline powerful and include a benefit.

Examples:

3 things you can do today to improve your credit
Here’s something you might enjoy?
I started thinking of you when I read this article?

Make sure to include a headline in all your media and it will increase your results.

Mortgage Marketing Tip #2

When you do something for a client, brag about it.

What I mean is, if you accomplish something, make it a big deal.’

“Mr. Hity, I was holding my breath for a while, and that collection on your credit report made it real close, but I fought for you and got the lender to approve your loan!”

That’s a lot better than saying, “Hi, your loan was approved today. Congrats.”

Make yourself out to be the valuable professional you are. Make sure that your clients know exactly what you do for them.

Mortgage Marketing Tip #3

Write thank you notes to people everyday.

This one mortgage marketing tool can make you so much money your head will spin. Everyone loves to be appreciated and acknowledged. Being nice and having manners are a thing of the past. But when you take the time to thank someone, you connect to them on deeper level.

Get yourself some thank you cards from the stationery store and thank people who did something for you today. It could be for anything,

Thank your mailman for bringing the mail up to the office
Thank the underwriter for a speedy decision
Thank your client for calling to say they would be late
Thank the realtor for the referral.

These cards can make someone’s day. And you really stand out from the crowd as a caring mortgage professional when you use them.

Mortgage Marketing Tip #4

If someone answers your phone for you, have him or her use the following line.,

“He/she is working with a client right now, let me see if he can take the call.”

This does a couple things,

1. Makes you seem busy even if you are not. This shows the client that you are in demand and confirms that he made a good decision by choosing you.
2. Allows you to not talk to people you do not want to talk to
3. Allows you to say to the caller, if you pick up, that they are important enough to you to interrupt an important client meeting.

This might not be a “traditional” mortgage-marketing tool, but it will make you more desirable. And while it will not make the phone ring more, when it does, you will get respect from those on the other end of the line.

Mortgage Marketing Tip #5

CANI

Constant and Never Ending Improvement
Do something everyday to improve your business. 1 small change everyday can make a huge difference in a couple months. Implement one mortgage marketing tool at least once a week. At least.

Over the course of a couple years, the results will be dramatic.

Just one small thing is enough. Examples are:
· Hanging a certificate of completion on the wall
· Hanging a testimonial on the wall
· Adding a signature to your emails
· Adding a small consumer article to your website
· Subscribing to The Millionaire Loan Officer Newsletter at http://www.mortgagebrokertraining.com/newsletter.html
· Reading the FREE articles on mortgage broker marketing at http://www.mortgagebrokertraining.com/mortgagemagic.htm

Mortgage Marketing Tip #6

Look at other businesses for great ideas to adapt to your business

Most innovations come from other businesses.

Like the drive thru window. Who knows who started it, but fast food places use it, banks use it, pharmacies use it, and even restaurants are experiencing success with it.

What new services do you use that make your life easier? Can you adapt these to your business? How about emailing potential customers the interest rate everyday if they request it? Or Providing a Post-Closing Kit with items clients will need when moving?

You can use the marketing tools from other businesses too. If you see a marketing piece that really gets your attention, think about how to adapt it and use it in your business.

Mortgage Marketing Tip #7

It doesn’t matter how good a loan officer you are – if you suck at marketing, you will starve.

Knowing how to get clients is infinitely more important than any other knowledge you may attain.

Tony Robbins is not the best NLP trainer out there, but he is the richest because he knows how to market himself.

The Men-Mars, Women-Venus guy is not the best marriage counselor out there, but he sure made a killing in books, tapes, and seminars.

The best mortgage lending marketing tools are available at MortgageBrokerTraining.com’s Mortgage Bookstore.

How much money you make has very little correlation to how much you know. Of course you must know the basics, but other than that, it makes very little difference at all.

He who markets best, makes the most money.

House buying has become quite a regular activity. People everywhere are cashing in on the real estate boom. Some are making the most of the opportunity and buying their dream homes. Others are looking at house buying as a lucrative investment option. Still others are hoping to purchase real estate in order to let it out on high rent. There are hundreds of reasons for a person’s wanting to buy a house, and the actual process of collecting the money is not half as difficult. Whatever your reason for buying a house might be, there will definitely be cheap mortgage loans to help you out.

Financial institutions had become aware of the need for mortgages a long time ago. Loan providers these days are quite aware of the cut-throat competition between mortgage sellers. That is why they have managed to develop a variety of different mortgage loan plans. If you want to find out about the various different plans, just look around and compare mortgages. The mind gets boggled by the various types that are available.

To add to the popularity of mortgages, loan providers have come up with a number of borrower-friendly plans. In the traditional mortgage, the borrower has to pay the interest amount and part of the principle. However, this tends to be rather costly in the long run. To combat this, mortgage sellers have come up with the interest-only mortgage. In this kind of a mortgage, the borrower repays only the interest amount every month. The principle can be repaid in one go at the end of the term or at a time specified by the borrower. In interest-only mortgages the monthly repayments are lower. However, a negative of this type of mortgage is that the final payment will be a large one.

House buyers can try to secure mortgages that allow borrowers to repay the loan in one single installment or before the expiry of the term. Some mortgages charge penalties on early repayment. However, if you are expecting to win some major cash prize, it makes sense to find a mortgage that allows early repayment.

Some loans and mortgages necessitate the creation of repayment vehicles to help pay the loan at the end of the term. These repayment vehicles may include endowment funds, pensions, and savings accounts. One of the advantages of using repayment vehicles is that many of them are tax-free.

Thus, there are many kinds of mortgages that you can find. Ensure that you choose the best one.

Perhaps you have seen a television commercial or billboard advertising super low mortgage interest rates. If you have good credit, you are likely a good candidate for such loan programs. On the other hand, if your credit score is low, obtaining a prime loan rate is not very feasible. In this case, a subprime loan is the best option.

Subprime vs. Prime Mortgage Loans

Individuals familiar with home loans are likely aware of two loan programs. Those with a good credit rating will generally qualify for prime loan rates. Moreover, homebuyers who have cash for a down payment and closing costs will also qualify for prime rates. If your home buying situation is slightly different, you may qualify for a subprime loan.

What Are Subprime Mortgage Loans?

Subprime mortgage loans are primarily offered to individuals with low credit scores. These persons do not qualify for traditional financing. Mortgage companies and other financial lending institutions have exact lending requirements. If an applicant does not fit their criteria, the loan application is denied.

While getting approved for a mortgage loan with bad credit is a major feature of subprime loans, there is one main drawback to subprime loans. Because large portions of the loans are granted to individuals with poor credit, the odds of these loans defaulting are high. Because of this, most subprime loans have a higher interest rate. Of course, rates depend on credit. Applicants with fair credit may get approved for comparable rates, whereas those with extremely low credit scores can expect rates with a two or three point increase.

How to Choose a Subprime Mortgage Loan Lender?

Some lenders specialize in subprime loans. Furthermore, many traditional mortgage companies have begun offering subprime loans. The fastest and easiest way to locate a reputable subprime lender is through a mortgage broker.

Everyone’s situation varies. Some bad credit applicants have funds for a down payment and closing, whereas some prime applicants do not have extra money to cover these costs. A mortgage broker is able to find the best loan program for your situation.

To begin, applicants will need to submit a quote request. You must include information such as income, credit rating, home price, etc. Based on your profile information, lenders will compete for your business and submit detail quotes. Thus, you are able to review mortgage rates and terms before choosing a loan package.

Buying a house, or refinancing, means that you have to apply for a mortgage, or loan on the house. There are many different forms of loans available, but selecting the right one can be more than a little difficult – since so much money rests on that choice. Here are some tips that will help you to make that right decision.

Know The Terms And Types

This one thing could definitely save you some money. By understanding how mortgages work, and what kinds are available, you can avoid a lot of mistakes and extra expenses. It would also be worth your while to learn about scams that are out there, and how to recognize them, since they seem to be on the rise.

Traditional Types Of Mortgages

All mortgages will basically come in one or the other of these forms. They will be either a fixed-rate mortgage, or an adjustable rate mortgage. If they are fixed rate, then, like its name suggests, the interest is set and so are the payments. They will stay the same for the life of the mortgage. In times of an unstable economy, this is the better of the two.

The adjustable rate mortgage is one that “adjusts” with the times. Generally it has a fixed rate portion, often 3,5,7 years or more, and then becomes adjustable – changing periodically according to the economy. This means that your payment changes every period, whether it is yearly or monthly. When the economy is good, this is the cheaper way to go, and is often used to obtain a larger house than what you could normally afford. In tough economic times, however, your payment could double.

Other Types of Mortgages

Recently, a lot of “new” types of mortgages have sprung up. These appeal to different groups of people in various situations, and often cater to their needs – but more often to their wants, and give them products that are not in their best interests.

The first example of these is the 125% mortgage. Certainly, it does allow the borrower to consolidate debts and buy a larger house. On the other hand, many who have recently used this new product, suddenly discover that they have negative equity on their house, and that it will take years just to break even.

Another type is the interest only mortgage. While sounding good, its value is questionable. With many people having adjustable rate mortgages and this option, when their rates become adjustable – the rate is based on the principal owed, and after many years – it will still be 100%, or near it!

Finally, there are the 40 and 50-year mortgages. Being given the ability to greatly reduce the payment, people are actually trading up to owe more ? much more. Forgetting that the greatest joy of debt is to be rid of it, they set themselves up to be in debt forever. It would be wiser to buy a little less house, at an affordable cost, and then be free of debt to enjoy life debt free ? later on.

With all of the options available to homeowners today, adjustable rate financing is a common topic of discussion at our offices. The 3 most popular Adjustable Rate Mortgage (ARM) types today are Hybrid ARMs, Option ARMs, and Hybrid Option ARMs. Sound pretty similar don’t they? There are similarities, that’s for sure, but there are differences as well.

Hybrid ARMs

Hybrid ARMs are a cross between a traditional fixed rate mortgage and a classic ARM. They generally come in varieties indicating how long they are fixed for, and how often they adjust thereafter. For example, a 3/1 ARM will have a fixed rate for the first 3 years, and can then adjust once every year thereafter. A 2/1 would be fixed for years and adjust every year thereafter, a 5/1 fixed for five years, 7/1 for seven and a 10/1 for ten.

All adjustable rate mortgages are calculated using an index, such as the MTA, the COFI, the COSI or the LIBOR. MTA and LIBOR are most popular. These rates indicate a basic borrowing cost of capital for the lender, this is how much it costs them to lend money in a perfect world. They also have a margin, which is like a risk premium, their profit for making the loan.

Hybrid ARMs have basic characteristics including:

1. Start Rate which remains fixed for X amount of time, so a 3/1 lasts 3 years and adjusts every year thereafter

2. Adjustment Cap Structure which dictates how much the rate can change when the loan begins adjusting. A 5/1/5 adj. cap structure means that the 1st time the rate adjusts it can go up or down 5 points max, any subsequent adjustments are limited to 1 point up or down, and the rate can never go up or down more than five points.

3. Floor: a rate which the note rate or fully indexed rate can never be lower than. (usually the initial fully indexed rate)

4. Ceiling: a rate which the note rate or fully indexed rate can never go higher than (usually 9.95 to 11.95 depending on lender and index)

The minimum payment on a 100,000 dollar regular Hybrid ARM with a 7% rate would be a bit over 665 dollars, and borrowers of all credit levels qualify for Hybrid ARM type mortgages.

One Month Option ARM

Option ARMs are one of the most popular loan types in today’s market, and for good reason. Option ARMs are like regular ARMs, but they have 4 payment options instead of just the one fully amortized payment option on a regular mortgage. The minimum payment option is the main point of attraction for majority of the Option ARM customers in the USA today, because it allows them to make smaller payments when cash is tight. The minimum payment for the initial period of the loan for 100,000 dollars would be 322 dollars, versus 665 dollars for the full payment on a conventional mortgage. A great option for the self employed, the small business owner.

On 1 month option arms, they adjust every month after the initial period, so if the initial period is 6 months or 1 year, then every month therafter the rate adjusts. There are 6 month and 1 year option arms wherein the payment adjusts every 6 months or 1 year thereafter as well, however 1 mo arms are most popular. They have additional features in addition to standard Hybrid ARMs:

6. A Minimum Payment: a payment which like a credit card allows you to stay current on the mortgage without paying the full amount of interest due, referred to as deferring interest

7. A Minimum Payment Adjustment Cap: the maximum amount that the minimum payment AMOUNT can increase or decrease in a given period. Typically 7.5%. So if your minimum payment is 1000 dollars, then in the next period it can not go higher than 1075 dollars.

8. a Negative Amortization Cap: This is the maximum the loan balance is allowed to increase due to deferral of interest (making the minimum payment only) before the loan is re-cast and the minimum payment option goes away. Depending on state and LTV this is 110% to 120% of the loan amount.

Option ARM Example: On a $100,000 Option ARM with a 1% start rate, a base or index rate of 4% and a margin of 4%,

- Minimum Payment = 322
- Interest Only = 667
- Deferred Int. = 345 (IO minus Min Pay)
- 1 Year Neg. Am. = 4140
- Recast Balance = 115000 (assuming 115% neg-am cap)
- Months to Recast= 43 (assuming you only make the minimum payment)

When a regular option arm exceeds its negative amortization cap and recasts (typically in 3 and half to 4 years if you’re only making the minimum payment) the minimum payment option goes away, and you are left with the fully amortizing payment, although some products are beginning to extend the availability of the interest only option for up to 10 years. Because of the incredible flexibility of these loans, they are limited to higher credit borrowers (generally a FICO score of 660 is required, however certain programs are available for borrowers with FICOs of 600 or better).

Hybrid Option ARMs or Fixed Rate Option ARMs

Hybrid Option ARMs combine some the best features of Hybrid ARMs, such as medium term fixed rates, with the best aspects of Option ARMs, such as low minimum payments, while solving a lot of the problems with both for the average borrower. They are most popular with homeowners who want the stability of a fixed rate mortgage but the option to make very, very low minimum payments, and are considered an ideal compromise between “safety” and “flexibility” in the mortgage world.

Hybrid Option ARMs are generally based on normal Hybrid ARMs, in that their initial period is usually 3/1, 5/1, 7/1 or 10/1 meaning 3, 5, 7 or 10 years where the rate and minimum payment stays fixed, and 1 adjustment per year afterwards.

However they have Option ARM like features such as a minimum payment, minimum payment adjustment cap, and neg am cap.

Using the above example the same loan amount in a typical hybrid option arm package

- Minimum Payment = 449 (assuming 3.5%)
- Interest Only = 583
- Deferred Int. = 134 (1/3 of regular option arm)
- 1 Year Neg. Am. = 1608
- Recast Balance = 115000 (assuming 115% neg-am cap)
- Months to Recast= 112 (assuming you only make the minimum payment)

Also, when hybrid option arms recast, most of them allow for an Interest Only option instead of forcing the borrower into a fully amortized payment they might not be able to afford. Along with the long recast timeframes and the fixed rates for the initial period, this substantially reduces payment shock on recast.

Wrapping Up

So we’ve discussed Hybrid ARMS, Option ARMs, and Hybrid Option ARMs, and will provide a variety of real world examples and detailed treatment of relevant topics in other articles in this series. And as always we welcome your questions and calls.