This Ad and Script Will:

• Attract qualified renters who want to own a home, but because of all the mis-information they have received feel that home ownership is out of their reach due to down payment or monthly payments.

The Marketing:

The power of this script comes from the fact that renters have no clue that they can buy a lovely home for zero or a very low down payment.

Most real estate agents are poorly equipped to give first time buyers factual information about the availability of home loans. Consequently, thousands of people are presently renting, if they only knew about it, would own homes.

At best, most consumers receive conflicting information from real estate agents and lenders. They read news articles or see TV news coverage about home loans that are available from the government, and become frustrated when real estate agents and traditional banks 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 the interest of the caller, 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 do a quick pre-qualification over the phone to see if this is a prospect worth spending time with. If the answer is yes, then you tell the caller that: Yes, it looks like you can help him, and the next thing he should do is stop by your office so that you can make photo copies of his pay stub (etc, etc, etc) so that you can get him a free pre-approval, in writing, so that he will know exactly, to the penny, what his down payment and monthly payment would be.

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.

Since many of these callers will not presently be working with a Realtor, you can refer them to your By Referral Only Realtor. As Joe says, can you imagine a better way to get 100% loyalty from a top Realtor than by giving him super-qualified, motivated buyers?

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 provide the service. 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:

Run this ad in the classifieds under "Homes For Rent":

KENTWOOD – Lovely homes for sale. Zero down payment. $900 - $1,500 monthly. Free recorded message. 1-800-555-5555, ext 495.

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:

Thank you for calling the free 24-hour Consumer Home Loan Hotline to find out how you can buy a lovely home for as little as $1000 down payment, and enjoy monthly payments of less than rent.

My name is Bill Adams. I'm a home loan consultant and I specialize in helping people who are currently renting for $900-$1200 (or insert the price range you wish to target in place of the $900 to $1,200!) per month to own their own lovely homes with super-low down payments and low monthly payments.

I started this Consumer Home Loan Hotline because many people are told by banks and real estate agents that they need thousands or tens of thousands of dollars to buy a nice home these days. In fact, you may have talked with your bank or a real estate agent who told you that you need $10,000, $20,000 or even $25,000 to buy a home.

This just simply isn't true.

In reality, there are always at least five to ten types of home loans available for very low down payments, with low interest rates, and low monthly payments – often less than you would pay for rent! The reason you don't know about these home loans is because most lenders hope you never hear about them.

You see, in the home loan business, home lenders earn large fees on some home loans, and small fees on other home loans. Many times, the bigger the down payment and the higher the interest rate, the more money the lender earns.

Since many banks and other home lenders are only interested in earning the biggest fees they possibly can, they never tell you about the loans with low down payments and low monthly payments.

Consequently, many people who can afford a home never get one. Other people who do get loans have to borrow or save thousands of extra dollars first, and pay high payments, all because they were never shown all the information on all the home loans truly available.

For example, we presently have 3 home loans that allow you to buy executive 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 to you for other homes in the $250,000 to $500,000 price ranges.

I specialize in searching out these home loans and making them available to consumers. I call this free service my Home Loan Finder Service, and it searches through 237 different home loan programs and matches them exactly to your needs so you get the lowest down payments and home loan rates possible.

To qualify for any of my low interest rate or low down payment home loans, you, or you and your spouse combined, must earn 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 judgements, or a history of not paying your rent on time, I regret that we will not be able to help you. These loans are only available for individuals with full time and employment and a record of paying all of their bills on time for the last 3 years.

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, Bill Adams, 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.
*************************************************

New Home Loans Enable Home Buyers To Buy
Lovely Homes For Zero Down Payment!

Grand Rapids, MI – With all of the ups and downs in the real estate market over the past several years, finally there is good news for home buyers.

A free service is now available that provides buyers with valuable information about how to buy a home at the best price to obtain the home loan that best fits their needs.

Computers Search For The Best Home Loans

No longer are consumers forced to select from only 2 or 3 home loan options offered to them by banks.

Thanks to a new computer system called the Home Loan Finder Service, National Home Funding searches through 237 different types of home loan programs to identify the loans that best fit the needs and circumstances of all types of consumers.

Zero Down Payments

At the time of this article, National Home Funding had three different types of zero down payment home loans for homes in the $80,000 to $250,000 price ranges, six types of home loans requiring only one or two percent down payment, and four home loans with interest rates of less than 7%.

Free Home Finding Computer Services

National Home Funding also offers, through it's Realtor affiliates, a free no-obligation Home Finder service. Every night the Home Finder computers search through the entire Multiple Listing Service to find the best home buys. That information is then delivered to you automatically as often as you wish – daily, every other day, or weekly – by fax, mail or e-mail.

Save Thousands Of Dollars Even If You Already Own A Home

If you already own a home and are paying more than 8% interest, National Home Funding can give you a new loan that will save you literally thousands of dollars in payments and interest.

Details 24-Hours A Day

For more details about the free, no-obligation information services available from National Home Funding, services that can save you thousands of dollars, call
1-800-123-1234, 24 hours a day, for a free recorded message.

An Equal Opportunity Lender