marketing past clients: Why Metaphors Are Such Powerful Sales Tools - 06/22/07 03:31 AM
What makes the use of metaphors such a powerful communication tool? In my humble opinion, it's because they simply drive home a point with a short, memorable, and emotional punch that information and logic alone do not have.
I have repeatably witnessed the use of metaphors by some of the top superstar Realtors and mortgage professionals as a teaching tool, or to convey difficult concepts to their clients.
The flood of information coming at our clients daily is increasing, not decreasing.  More information is not the answer.  In this environment, we need new tools and strategies to get our messages heard … (5 comments)

marketing past clients: What Is Mortgage Planning? - 06/18/07 06:12 PM
Over the last few years, the term or title "mortgage planner" has been growing significantly in its use by mortgage originators.  While sounding impressive, what does it really mean?  Is it possible for someone to actually plan a mortgage?  After all, don't lenders simply establish the terms of various mortgage products and at that point let the consumer merely select the one they figure best suites their needs? 
For the consumer, where, what and how does the so called mortgage planning actually occur?
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marketing past clients: Generating Unending Referrals Through Affinity Marketing - 06/10/07 05:10 PM
Came across a great article regarding Affinity Marketing at one of my favorite sites; Top Producer Strategies.
Affinity marketing  simply means forming mutually beneficial business relationships and the continuing process of  nurturing and growing the referral trees that stem from them.
Affinity marketing relationships could be a relationship between a financial planner and mortgage professional, a Realtor and mortgage professional, a corporation and a mortgage professional and/or Realtor and/or financial planner, etc. A sword has two edges. Just as you will only refer your clients to professionals you know, trust and respect, you will only receive referrals from those who know, trust … (3 comments)

marketing past clients: How One Client Turned Into 72 Closed Transactions - 06/01/07 12:59 AM
We always hear about building a 100% referral based business. While I don't think very many can claim 100% of their business is referral based, I know numerous superstar mortgage and real estate professionals who's business is in fact at least 90 to 95% referral. The Best Time To Get A Referral
What do people talk about with their friends when they're buying a new car? About new cars! Better yet, what do people talk about when they are buying a new house or refinancing a mortgage? That's right...houses and mortgages.
More importantly, when they talk about mortgages, are your customers talking … (51 comments)

marketing past clients: Customer Satisfaction versus Loyalty - Mining Your Acres of Diamonds - 05/30/07 04:42 PM
Jeffrey Gitomer makes a very interesting distintiction between "Satisfaction" and "Loyalty." In fact he will ask salespeople if they would rather have their spouse be "Satisfied" or "Loyal?" Think about the question and turn it around from a client standpoint. 
Now the million dollar question is how to build customer loyalty?
How can you be assured of the best possibility of capturing those repeat and referral customers? Research has shown that 85 to 90 percent of mortgage customers are "very satisfied" with the service they received. However, only 10 to 15 percent of past customers are typically loyal and come back or give … (2 comments)

marketing past clients: What Makes A Good Mortgage Blog - 05/29/07 03:43 AM
What makes a good blog? Given that mortgage and real estate blogs are starting to proliferate, I get this consistent question from my readers. First, I do not claim to be an expert...far from it. I can however give my my opinion on what I enjoy in a blog.
Honesty Readability Transparency Sense of the bloggers voice and personality Non corporate and making sure it doesn't sound like a PR machine Fun, interesting and relevant content BrevityAdditionally, I have compiled a list of informative and helpful links you should find interesting and helpful while providing you an excellent overview of what makes … (0 comments)

Tony   Gallegos (Cognicorp Mortgage Banking Advisory)

Tony Gallegos

Marietta, GA

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Cognicorp Mortgage Banking Advisory

Address: Marietta, GA

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