Lender's Campaign Featuring Home Loan Finder Service

This Ad and Script Will:

Attract the attention of ready-to-buy home buyers, use pre-emptive positioning to motivate them to call you for more information.

The Marketing:

The power of this script comes from that fact that all consumers have been told that they need thousands of dollars to buy a home. They also have received conflicting information from real estate agents and lenders.

Consumers all read news articles or see TV news coverage about home loans that are available from the government. Many of these consumers are frustrated (and angered) when real estate agents know nothing about these loans.

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 dozens 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. All consumers know that nobody does anything for nothing, so get the "fee" issue out into the open right away. It makes the consumer say to himself, "Hey, this lender tells it like it is!" You have immediately set yourself apart from every other lender (or real estate agent) they have ever spoken with.

The Ad:

Use the "New Government Home Loan Program" ad as a Homes Magazine page ad or as a Money Mailer or Val-Pak "coupon" to be distributed to thousands of homes or as a newspaper insert or as a page ad in the weekly shopper or Penny Pincher. Test different media. Track your results. Using the Hotline To Hot Properties service will allow you to track exactly which ad gets you the most calls.

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. Other times the classifieds won't pull well. You don't know (and never will know) until you try.

Classifieds:

(__) Classified in your daily newspaper under homes for sale with price, ext 101

(__) Classified in your daily newspaper under homes for sale without price, ext 102

(__) Classified in your daily newspaper under homes for rent, ext 103

(__) Classified in your weekly shopper under homes for sale with price, ext 104

(__) Classified in your weekly shopper under homes for sale without price, ext 105

(__) Classified in your weekly shopper under homes for rent, ext 106

Display Ads:

Sometimes an editorial style display format works better than classifieds. You can test a small display style ad in a homes magazine or as a Money Mailer or Val-Pak "coupon" to be distributed in high rental communities. Or try it as a postcard mailed to tenants. Put a display ad in your client newsletter. Or pay the newspaper to put this inside the paper as an "insert"… this usually costs about six cents each for the paper to print and distribute to about 5,000 apartments. The key is to do something. Test different media. Track your results. Use Hotline To Hot Properties and you can track exactly which ad gets you the most calls.

To triple response, your ad must look exactly like the editorial copy in the publication. The fonts of the headline and the body copy must match the publication's format exactly, or your ad will look like an ad and be screened out and ignored by hundreds of prospects.

(__) In daily newspaper , ext 107

(__) In weekly shopper, ext 108

(__) In neighborhood newsletter, ext 109

(__) In one "slot" of a Homes Magazine, ext 121

(__) Blow up to 8 x 11 yellow flyer and send or deliver to apartments, ext 110

(__) Blow up to 8 x 11 yellow flyer and send or deliver to market area comprised of individuals who would love to "move up" to your target market, ext 111

(__) Blow up to 8 x 11 yellow flyer and place on bulletin boards in grocery stores (ext 112), libraries (ext 113), community centers (ext 114), at offices (ext 115), on telephone poles near bus stops, wherever they may be seen.

The Script:

Hi, this is Steve Anderson. Thanks for calling my free Home Loan Finder Service.

I started this service because many consumers think that they need thousands or tens of thousands of dollars to buy a home these days. In fact, you may have talked with real estate agents or other lenders who have told you that you need $5,000, $10,000 or even $15,000 to buy a home.

This just simply isn't true.

In reality, there are literally dozens of little known home loans available for a very low down payment, with low interest rates, and low monthly payments - often less than you would pay for rent! You don't know about these loans because most lenders hope you never hear about them.

You see, in the home loan business, home lenders earn large fees on some loans, and small fees on other loans. Obviously, they hope you take a loan that earns them large fees, so these are the loans that are heavily promoted and advertised. These loans are called traditional or conventional loans.

On the other hand, there are many government home loan programs designed to help people with good credit and full time employment purchase homes for very low or zero down payments.

Because these are government home loans, and the interest rates are so low, the home lender doesn't earn nearly as much if you select one of these loans... so he never even tells you about them.

I think that's wrong.

I specialize in searching out these little known home loans and making them available to consumers. I call this my Home Loan Finder Service, and it searches through 243 different home loan programs and matches them exactly to your needs so you get the lowest down payments and home loan rates possible.

If you've been frustrated by not being able to get simple information about home loans, you will love my free, no-obligation Home Loan Finder Service. With it, you will have access to inside information about the very lowest down payment home loan programs normally available only to home loan companies.

I specialize in helping consumers find home loans in the_______ to________ home loan range (insert a specific, targeted price range here. For example: $100,000 to $180,000).

For example, right now I presently have home 3 loans that allow you to buy homes for zero down payment, 4 loans that enable you to buy for 2-5% down payment, 2 loans where the lender will pay all of your closing costs and 4 loans with interest rates of less than 6 percent. These loans are also available for homes in Kentwood, Rockford, Cascade, or Northeast Grand Rapids.

Or, if you want to live in the country, I have zero down payment home loans available especially for country homes in lovely areas like Sparta Township, Cannon Township, Lowell Township and Byron Township as well as for all other suburban townships throughout Kent County.

To qualify for any of my low interest rates or low down payment home loans, you, or you and your spouse combined, must make a total of at least $??,000 per year, and have a record of paying your bills and rent "on time" for at least the last 18 months. You must have a regular, full time job and receive a regular paycheck. If you have bad credit, unpaid judgments, or a history of not paying your rent on time, I regret that we will not be able to help you.

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 (optional) you may leave your name and phone number at the end of this message and I will return your call.

So, thanks for calling! I look forward to talking to you, and best wishes in your home search. This is the end of this recording.

Copyright 2001 By Referral Only, Inc. This document is protected by international copyright laws. All rights reserved. "By Referral Only" is a registered trademark of By Referral Only, Inc. "By Referral Only Community," "Community Resource Center" and "Member Only Resource Exchange" are servicemarks and trademarks of By Referral Only, Inc. The use of this material is licensed only to members of the By Referral Only Community. Brokers: You may not distribute this material to your agents unless they are members of the By Referral Only Community.