On September 9th, an ad appeared in every major newspaper in the Mid-Atlantic Region where Long & Foster does business. In this ad, which appeared in the Sunday Real Estate Section of the Washington Post, Baltimore Sun, etc. Wes Foster stated that he guarantees that if Prosperity Mortgage fails to fund a loan at closing, the buyer will receive up to $5,000 toward their mortgage payment.
Having been out in the Long & Foster branch offices recently teaching classes to L&F agents on building a web presence, I am surprised at the number of agents who don't seem familiar with this ad or with this offer from Prosperity Mortgage. It makes me wonder how many consumers know about the offer. It's actually an awesome marketing tool, but like so many other things at Long & Foster, it seems to be woefully underutilized as such.
What was even more interesting about the ad that appeared in the paper is that it simply directed the consumer to "Ask your Long & Foster agent to put you in touch with a professional Prosperity Mortgage loan officer today." No website address, no phone number, no email address. So I've been asking Long & Foster agents if they know what it looks like to try and find a Long & Foster agent on the web. Or more to the point, I ask how many of them have searched for themselves on the web. It's been interesting to see what Long & Foster agents really know about what the company has to offer, and how many have actually gone to the trouble of trying to duplicate an actual consumer's experience in finding a Long & Foster agent.