Look:

• Classified Ad
• Kevin's Script
  

Listen:

Marketing Call, June 27, 2002 (30 mins)

Learn:

Kevin Yost is with Big Valley Mortgage in Vacaville, CA. His target market is first-time buyers. His lead generator is a two-inch classified ad with an eye-catching headline about an unusual home loan program.

The classified ad runs every day in the local paper and costs $395 a month. That’s a total of $1,975 over a five-month period from February–June 2002.

The campaign resulted in 444 hits ($4.45 a hit), 80 leads ($25 per lead), 21 appointments ($94 an appointment) and ten loans generating more than $36,000 in gross commissions — a better than $18-to-$1 return.

Kevin’s “before” business is doing so well that he’s now hired a marketing specialist and a production coordinator. Listen to the Click Training to understand why this program is so successful, and how you can model it to your area.

How it Works:

1. Listen to the Click Training interview with Kevin Yost.
2. Research home loan programs. Select the one with the biggest, “how do they do that?” factor. You want to create a, “Wow, how do they do that? I wonder if I qualify?” response in the minds of consumers when they see your lead-generator classified ad.
3. Listen to the Click Training in MORE Document #9084 for more training about how to write and test classified ads.
4. Write your classified ad using what you’ve learned on the Click Training.
5. Download the script to your hard disk.
6. Adapt your script only to accommodate variations in loan product. Leave everything else as is.
7. Prepare your ad. If required by law, franchise or regulatory agency, insert company name in the ad. Tests have shown that the more inconspicuous the company name, the greater the response.
8. Select the publication you wish to use. We recommend testing a small daily newspaper vs. a weekly shopper. Which yields the lowest hit and lead costs? Stimulate your thinking by using the checklist contained in MORE Document #9084.
9. Submit your ad and script to your Coach for review by Dean Jackson on the next Thursday weekly Ad Clinic. Reference in your cover sheet that this is your proposed campaign from MORE Document #5607. Indicate the media you intend to test.
10. After receiving Dean’s input, record your script.
11. Place the lead-generating ad in the media that you and Dean agreed on. Test it on different days in the “Homes For Sale” section vs. the “Mortgages” section. Which produces the best results for you?
12. Report your findings and results on the Thursday Marketing Call.
    
    

Download This Script:

• Word Document — Script

Samples:

Classified Ad

ATTENTION! 1st time home buyers Up to $10,000 for down payment from City of Vacaville. Call 1-888-888-8888 Ext. 11111 24 hours a day, 7 days a week Big Valley Mortgage Licensed by DRE #00000000

 

Kevin's Script

Hi, this is Kevin Yost, Senior Mortgage Planner at Big Valley Mortgage. Thank you for calling our consumer awareness resource center. This resource center was created for consumers who feel they still need thousands of dollars to purchase their first home, or to buy a larger home that meets their current needs.

Numerous programs are in existence that allow ALL buyers to purchase homes with zero or very little money down. In this message you will be provided specific guidelines concerning the Vacaville Down Payment Assistance Program. However, if at anytime during this message you feel you exceed or do not meet these guidelines, may I ask that you still listen to the entire message? At the conclusion of this message, additional instructions will be provided to you concerning obtaining information on other zero down programs for purchase prices of up to $500,000, and loans for clients with bankruptcies or less than perfect credit. Please listen to the entire message.

The Vacaville Down Payment Assistance Program was designed to expand home ownership opportunities by providing financing that would assist the buyer with the down payment and closing costs. At this time, a buyer may receive up to $10,000 in assistance from the City of Vacaville. You as the buyer must contribute $1,000 of your own funds. If you're a qualified veteran, there is no required investment.

You ask, Kevin, how do I qualify for this program?

Please allow me to outline the five basic qualifying factors:

1. You may not have owned a home within the last three tax years.
2. You have not have filed for bankruptcy within the last 24-36 months, and had no 30-day late payments within the last 12 months.
3. You may not have more than $9,999.99 in personal, liquid funds.
4. Your combined gross family income may not exceed the following income limits:
• A household of one – $44,850
• A household of two – $51,247
• A household of three – $57,644
• A household of four – $64,041
• A household of five – $69,144
• A household of six – $74,319
• A household of seven – $79,422
• A household of eight – $84,525.
5. You must purchase a new or existing single-family residence, condominium or townhouse unit in the Vacaville City limits. Mobile homes are not eligible in most cases.

If you feel that you meet these guidelines, please leave the following information: your name, your phone number, and the most convenient time for us to reach you.

If you feel that you exceed or do not meet these guidelines, please leave the following information: your name, your phone number or address, why you feel you exceed or do not meet the guidelines, and the most convenient time for us to reach you so that we can make arrangements to get you proper information.

As a professional mortgage planner, it is our desire to get information to you, therefore, assisting you in becoming homeowners or assisting you in buying your new trophy home.

Whatever you decide to do, please accept our best wishes for your home search. Here comes the beep tone.