Coach Bob Williamson

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Powerful Breakthrough Guaranteed to Help You Close More Loans!

No matter how bad you think your market is, hundreds of people are buying homes there every month. What if you could make a few simple adjustments to your sales and marketing strategy and automatically become their lender of choice?

You know about the challenges facing the mortgage industry today:

More than 200 lenders have gone bankrupt or ceased lending operations since the end of 2006.
The Wall St. Journal reported that approximately 147,000 jobs were cut by financial services companies in 2007.
According to the Wall St. Journal:"Now, defaults are forcing lenders to tighten their standards, and mortgage volume has been plunging, along with home sales. The Mortgage Bankers Association has projected home mortgage originations of about $1.86 trillion this year, down from a peak of $3.95 trillion in 2003.
The number of mortgage-brokerage firms has dropped to 40,000 from 53,000 a year ago."

So, what can you do as a loan originator or manager -- not only to survive in this environment, but to prosper - and position yourself to be the market leader when the purchase market makes its inevitable recovery?

You can start by looking at your business more strategically (and a little less tactically). If you're talking with homebuyers after they've made an offer or signed a contract on a property, there's only one thing left to talk about -- and that's your loan programs and pricing. The client's decision will be based almost exclusively on price. And if you're competing against 5 other loan officers, you've got about a 20% chance of winning the business. It's really not a strategic position you want to be in. You'll often find yourself doing almost as much work on the loans you don't get as you do on a loan you take all the way to the closing table.

That was the frustrating experience of Laura Kidd, a loan officer with American Eagle Mortgage in the Philadelphia area. And then she tried my new Winning the Purchase Market System. Now she says, "I'm sold on this system! I was averaging about one loan a month. Now I'm taking three applications a week, and my clients are committing to me. I'll close three loans this month, and my pipeline is looking healthy for the first time in a couple of years."

If you're a mortgage professional who is committed to being the best -- someone who is determined to excel regardless of market conditions -- Winning the Purchase Market is for you. It will reveal the hidden opportunities within this challenging real estate market, and show you how to capitalize on them.

If you tend to resist the temptation to follow the herd; if you're not interested in being like every other loan officer in your marketplace, read on...

Why the Purchase Market Is the Key to Success Now

"Inside every adversity are the seeds of an equal or greater benefit."
--Napoleon Hill (Author of Think and Grow Rich)

According to the National Association of Realtors, there were 5,652,000 existing homes sales nationwide in 2007 - an average of 471,000 sales per month. However, inventory of homes for sale at the end of 2007 was 3,905,000 homes. This means that at the current rate of sales, we have more than an 8-month supply of existing homes on the market! (In a normal market, you would expect inventory to turn every 60-90 days or so.)

So why would a smart loan originator think that this would be a good time to focus on the Purchase Market? Because in every set of market conditions, there are people who stand to gain from those conditions, and the smart money always buys when everybody else is trying to sell. A smart, proactive Loan Originator will find a way to serve the people who can benefit most from these unique market conditions. This is a Perfect Storm of a Buyer's Market:

Huge unsold inventories (which have caused dramatic drops in home prices)
Large numbers of very highly motivated sellers (to put it mildly)
Hundreds of thousands of foreclosed and other bargain properties
Historically low mortgage interest rates

With the right approach, you can be a Hero to the following groups of people:

Current Renters who are qualified to buy
Home Sellers who will buy another home if and when they sell their current home
Investors (especially first-time or relatively novice investors)
Real estate agents

Being a Hero means they won't shop you to try to find someone with a slightly lower rate. It means you offer the home buyer a total package of services that, quite simply, blows your competition out of the water. It means you generate buzz in your local market, and your clients are so impressed with what you've done for them that they tell their family and friends about you. So, even when the pie is smaller, you are getting a much bigger piece.

Right now, your competitors are chasing after loans wherever they can find them - because that's what the rest of the herd is doing. It is truly a triumph of short-sighted desperation over imagination.

Certainly there is nothing wrong with refinancing your clients into better loans with lower interest rates.

There's nothing wrong with trying to come up with better loan pricing for a prospect who's buying a home and shopping your competition.

But if that's all you are doing, you are missing a golden opportunity to become one of the top originators in your market, and to cement your market position for years to come.

How Winning the Purchase Market Positions You as a Top Originator

Winning the Purchase Market is a complete system for becoming the lender of choice in your local purchase market. It will show you how to do the following:

How to Get Plenty of Qualified Purchase Leads. Details on 25 different methods (plus variations) for generating qualified home buyer leads - even on a limited budget. Includes examples of ads, flyers, etc. (and includes Microsoft Office files you can customize -- stored on the CD that comes with the manual).

How to Get the Appointment. Too many loan originators waste marketing dollars by failing to convert enough of their leads into loan applications. This can happen for a number of reasons, but the biggest factor is that they don't offer their prospects enough compelling reasons to take the next step.

Winning the Purchase Market teaches you a market-tested, proven way to turn leads into qualified borrowers and loyal clients. You will learn a powerful strategy for reaching people 30 to 90 days before they will buy a house, and showing them that by working with you, they will not only get the best mortgage financing, but also be able to negotiate the lowest possible price for the home they buy, and save thousands of dollars on the price they pay, which will also reduce the amount they need to borrow, lower their monthly mortgage payment, and save them thousands of dollars in interest over the life of their loan. Instead of trying to sell them a mortgage loan before they've even bought a house, you include your mortgage-related services in a bigger and more attractive package that focuses on what they really want - finding the right home and buying it for the lowest possible price.

Included with the program is a PowerPoint presentation that scripts your conversations with your leads and takes them step-by-step to the conclusion that they have much to gain and nothing to lose by meeting with you for a loan application and Homebuying Strategy Session.

Also included with Winning the Purchase Market: a new and more efficient way of turning leads into application appointments using online seminars. You'll learn how to promote and deliver your own online seminar - instantly giving you expert status to an audience of homebuyers. The program includes a PowerPoint presentation of an online seminar for first-time buyers that you can customize and edit. And the CD that accompanies the manual also includes a sample recording of an online seminar to help you learn how to use this powerful new tool.

How to Deliver on Your Offer. Surveys of home buyers clearly indicate that their number one priority and concern is not the mortgage loan, but the price they pay for the home they buy - and for good reason. When you expand your offer to include your valuable assistance in teaching and coaching them how to make the best possible deal, you will be raising yourself in their eyes to a level that is head and shoulders above every single one of your competitors. Your competitors will be trying to sell them a bicycle, and you will be offering them a shiny new Rolls Royce - for essentially the same price.

Naturally, you have to be able to make good on your offer - which is why Winning the Purchase Market contains detailed instructions on how to do just that:

A 45-slide PowerPoint presentation (that you can customize) takes you through every step of the Strategy Session appointment with your new homebuyer clients. In a 1-hour appointment (which you can do in person or in an online teleconference) you will be able to:

Show them how buying a home will improve their overall financial strength.

Help them establish a budget and set of search parameters for the home they want to buy

Show them how to efficiently shop for the right home (and refer them to one of your trusted Realtor partners)

Complete a loan application so you can get them preapproved for financing (which will strengthen their negotiating position once they find a property they want to make an offer on)

Teach them some fundamental negotiating principles so they can be confident about their ability to negotiate the best possible price for their new home

Give them a customized binder containing their 45-page personalized Strategy Session and a supply of forms they can use to organize their house-hunting research

Set up a regular time for telephone coaching sessions with you so you can help them stay motivated and focused on their goal right up until the day they close.

Winning the Purchase Market also includes a section showing you how to manage the relationship with your clients while they are house hunting and negotiating their home purchase, complete with questions to ask and scripting suggestions.

Winning the Purchase Market comes complete with an Appendix containing:

A 12-page report that provides specific and useful information to your homebuyer clients about finding the right home and negotiating the lowest possible price for it,
Sample scripts for audio reports used in conjunction with a call capture system,
Drip campaigns for marketing to home sellers and prospective home buyers,
A drip campaign for preapproved buyers shopping for a home,
An example of a Customer Care System to help you organize and manage your work flow,
A list of additional resources for information on negotiating.

Also included in the Winning the Purchase Market system is a CD containing over 50 files (which you can customize and edit) of the ads, flyers, marketing pieces, scripts & letters in the manual.

Don't know how (or don't want) to customize your own files? No problem! We can do it for you (for a fee). Contact us for details

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