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Complete Lender Refinance Campaign — Ads, Templates, Scripts
New Lead-Generating Ads and Scripts For Re-Fis
Look:
Listen:
Marketing Call, March 19, 2001 (40.3 mins)
Learn:
Refinance Marketing That Produces Results!
Consumers know that rates have fallen. They’re continually besieged with letters, postcards and e-mails telling them they should refinance. The problem with most of the marketing material they receive is that it all looks and sounds the same. They perceive it as “hype” from mortgage salespeople – and into the wastebasket it goes.
While a few consumers will respond to advertising that’s full of big claims like “lowest rates,” “save thousands,” and “48-hour approval,” the majority are skeptical. They doubt the “shouting-in-your-face” claims and don’t respond at all – and it’s in that group you’ll find a treasure trove of new business.
If your advertising looks, sounds and feels like that of all your competition, you’ll get the same results as they do – mostly mediocre. However, if you apply the simple rules taught on every Ad Clinic TeleClass by Dean Jackson (see his Seven-Step Checklist, MORE Document 5136), you’ll find that your results soar.
The ads below all follow tested and proven direct response principles. Here’s how to launch a profitable refinance campaign:
How it Works:
- Review all four ads. Select the one that best fits your target market.
- Listen to this Click-Training
that explains how to set up a totally automatic system to make your
phone ring.
- After listening to the Click-Training, determine how you wish to test
the ad you selected: As a postcard? As a flyer? In your monthly client
newsletter? As a paid display ad? As an ad in a neighborhood association
newsletter? (All these options are discussed in the Click-Training.)
- Download the ads. They’re already formatted for you in Microsoft
Publisher and ready to print.
- Make the necessary name and phone number changes to the ad you wish to use.
These Ads and Script Will:
- Primary target: Attract the attention prospects who may benefit from refinancing.
- Secondary target: Will attract home buyers as well.
The Marketing
The power of this script comes from that fact that consumers:
Feel that they have very limited options when refinancing their homes. Have received conflicting information from real estate agents and lenders. Don't feel like they have options or choices. Don't realize how much difference a half percent interest can make over the life of their loan. Fear that lenders will "gouge" them with fees. Can't differentiate between "shady" loan companies and legitimate mortgage companies.
The purpose of the ad (Step 1) is to get the call.
The purpose of the hotline (Step 2) is to capture their interest, make them want to know more, and make it easy and non-threatening to call you.
When you get the call (Step 3) your objective is to pre-qualify and, if they are qualified, explain that you need to get together in your office to really be able to help them.
The office appointment (Step 4) is where you show them your By Referral Only presentation, show them how you work, briefly cover some of the hundreds of home loans that you have access to, then zero in on their needs and wants.
This script works to create believability to your offer. The natural inclination of the consumer is to think, "Why hasn't anyone else told me about these programs?"
Your script answers these questions and injects highly plausible reasons why you do this. You have immediately set yourself apart from every other lender (or real estate agent) they have ever spoken with.
Remember the steps to any new skill: Imitate. Assimilate. Innovate. Begin by imitating the ads and scripts WORD FOR WORD. Come onto the Marketing Calls and share your results, and assimilate what is working for other members all across the country. Then, after you have tested various media, and variations of the script above, only then can you...
Test These Ads!
Test these ads in a Homes Magazine. Do they attract buyers as well as refinancers? Work with your strategic alliance Realtors and place ads in their monthly client newsletters. Test in church bulletins and neighborhood newsletters — they're very effective and low cost. Test in the (often free) weekly neighborhood or suburban "shopper" newspaper. Test the larger ads as a 5 X 7.5" postcard. Test as a flyer strategy. Track your results. Put them on the reverse side of info box flyers. Start by testing any 2 media. Which yields the lowest hit costs? This becomes your control media. Test your control media against another media. Can you beat those results?
Click here for Document 9084 — Terry's R/x For Automatic Prospecting Success
Test, test, test:
You don't know what will work for you, in your target market, in your area. You must test variables, and track response. Sometimes the ads and scripts will work for you the first time you try them, exactly as shown. You don't know (and never will know) which works best for you until you try.
Download These Templates:
- Publisher Document — Sample Half Page Display Ads
- Publisher Document — Sample Quarter Page Display Ads
Samples/Templates:
Intro Paragraph (Select the one that is most comfortable for you)
Intro #1: Thank you for calling Steve Anderson's Consumer Home Loan Hotline.
Intro #2: Thank you for calling the ABC Mortgage Company free Consumer Home Loan Help Line. My name is Steve Anderson.
Intro #3: Thank you for calling the free Consumer Home Loan service. This service is made possible through the courtesy of ABC Mortgage Company.
Intro #4: Thank you for calling the free Consumer Home Loan Helpline. This service is made possible through the courtesy of ABC Mortgage Company.
Because interest rates have dropped so dramatically over the past year, if the interest rate on your current home loan is ___% or more, you can lower your house payment and save tens of thousands of dollars of interest, with zero fees or closing costs.
You may have spoken with other home mortgage firms who told you that you would need to pay $3,000, $5,000, or even $10,000 in fees and closing costs to obtain a new loan. That's just not necessary. Our HomeLoanFinder computers are linked to a vast national network of mortgage lenders and sift daily through more than 730 home refinance loan programs to find the best loans for your home and personal situation. At the present time, 37 home loans are available to refinance your home with the lender paying all your closing costs or fees. In fact, 8 of these loans enable you to actually put money in your pocket, while you're lowering your interest rate and house payment.
(Surveys show that consumers wonder why they have never heard they have so many options before. The following paragraph addresses this concern in a "take no prisoners" fashion that resonates deeply with consumers. If you make loans for a commercial bank, simply leave the following paragraph out and use the optional banker paragraph that you'll find after this script. Tests have shown that this script is more powerful with the following paragraph included. You may wish to test it for yourself. Which yields the best results for you? By "knowing your numbers" you can do more of what gives better results and less of what produces inferior results. Because it's so "hard-hitting," the following paragraph is optional. If you have any questions, join us on the weekly marketing calls!)
You may have discovered that local banks and mortgage companies offer only 3 or 4 types of home loans with a "take-it-or-leave-it" attitude. We're not a bank. We're home loan consultants and we specialize in finding the loans that best fit your personal needs and strategies.
Do you want the lowest monthly payment? Our computers will find it for you. Do you want the lowest possible interest rate? Do you want the most money in your pocket while still lowering your monthly payment? Our computers will find it. If you'd like to know how much money you would save by refinancing, our free, no-obligation computerized HomeLoanFinder Service will search our databases to find the best home loans available for your personal situation.
The whole refinancing process is very simple – far simpler than when you purchased your home. Our specialty is presenting you with concrete options that you can compare side by side to determine very quickly just how much a new, lower interest rate loan can reduce your payments.
(The following paragraphs tells a story. It may seem "long winded" to you, but consumers are hungry for real life examples. If you have any doubts, test the script both WITH the following "illustrative" paragraph and without. Which yields the best results? Know your numbers! If you have any questions, join us on the marketing calls!)
For example, Cathy McNamara's case is typical of the many people we help. Cathy's monthly house payment was $993, a level she was comfortable maintaining. She called after noticing that mortgage rates were lower and asked if it would make sense for her to refinance. Cathy is a school teacher and is paid 10 months out of the year. It was important for her to save enough money for living expenses over the summer months, be able to contribute to her retirement plan and still have extra money to put towards her vacation fund. Our computers found eight different programs that would save Cathy money. After showing Cathy all her options, she selected a loan that would lower her monthly payments by $185 per month and put $3,350 in her pocket for her vacation fund. She was ecstatic!!
Here are some other examples of typical home owners who have saved thousands of dollars:
- Ron and Pam Kimble reduced their home loan payment by $162.00 a month and will own their home free and clear 8 years earlier.
- Ken and Susan VanderVeen reduced their home loan payment by $129 a month and got a brand new $235,000 home for zero down payment.
- Scott and MaryAnn Phillips reduced their home loan payment by $479 a month and put $17,000 cash in their pocket!
As you can well imagine, there's just too much to tell you about on this brief recorded message, but it's easy for you to get more information on loans from $80,000 all the way up to $4.5 million. Just give our team a call at (123) 123-1234. You'll obtain accurate information about what low interest rate, low or zero down payment loans are out there that best fit your needs — and you will get this information with no cost and no obligation.
Again, thanks for calling the (optional: your company name) Consumer Home Loan Helpline of (optional: your name here) you can reach us at (555) 555-1212 ext. 495. We (I) look forward to talking to you and best wishes in your home search.
Or... As you can well imagine, there's just too much to tell you about on this brief recorded message, but it's easy for you to get more information. Just give me, Steve Anderson, a call at ABC Home Loan Company at 555-1234 or you may leave your name and phone number at the end of this message and I will return your call.
Again, my name is Steve Anderson, and you may reach me at 555-1234 or leave your name and phone number at the end of this message.
This is the end of this recording. Thanks for calling, and best wishes in your home search.
Optional Paragraph For Lenders Employed By Commercial Banks:
You may have discovered other local banks and mortgage companies offer only 3 or 4 types of home loans with a "take-it-or-leave-it" attitude. Old Kent Bank has made a strong commitment to the Grand Rapids community to look all across the country to find the best home loans for our clients. Here at the Old Kent mortgage department, we specialize in finding the loans that best fit your personal needs and strategies.
Copyright © 2001 By Referral Only, Inc.
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