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To all of us mortgage originators, new and old... I Hope you enjoy this and take it to heart...
The more business you originate, the more time you must spend on taking care of the business. There is no breaking this cycle. This leaves a minimum amount of time to spend on marketing for busy producers. According to Dave Hershman, industry author and trainer, the only real solution is to make sure that every action achieves maximum results through the use of synergy. Maximum synergy refers to the increase in effectiveness of your marketing activities through the linkage of objectives, tools, and targets. Here are seven rules to help increase your marketing effectiveness with maximum synergy marketing:
1. Every marketing activity must achieve two results. The goal is to perform activities that achieve secondary goals whenever possible. Perhaps a direct mail piece can be used to build your customer database as well as generate immediate business. 2. Anytime you are marketing by yourself, you are wasting synergy. Who would want to market with you? Those who sell a non-competitive product. Examples of partnership-oriented activities are referral relationships, cross-marketing, or joint events such as seminars and trade shows. 3. Certain targets are more effective than others. Your efforts can be spread too thin if you direct all marketing strategies to all targets. When ... more

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