Exposing Your BrandPlay a Different Numbers Game

• To grow a Brand like Coca Cola the brand must be exposed to millions of people every day…..repetitively• To grow a Brand like Z-Man Baits the brand does not need to reach

millions, only the people who fish, and further people who fish inshore shallow waters

• = =

• The first thing you MUST do before you start to get your brand out is Identify your Target Audiences:

Real Estate Agent Partner Prospects Home Buyers Past Clients Unclosed Leads Financial Planners Real Estate Attorneys Divorce Attorneys Title Company Reps Insurance Company Reps

• Knowing your Target eliminates the need to “Mass Market” in hopes of reaching the right person• Allows you to Focus your message in a much more concise manner and drive home

what your Brand represents• Remember the MUST haves for branding a Mortgage Professional

Expertise Trust Availability• Each target group will be a little different in what their “hot button” is• Identifying your target and determining that targets Hot Button will allow you to more

effectively drive your Brands message home

• For Real Estate Agent Referral Partners –

• Need more listings or help identifying sellers more easily• Need better communication through out the finance process• Need education on how the FHA MIP effects buyers• Need education on how 203k streamline and full differ• Need to trust that their clients best interests are in mind no matter

how difficult a deal may be

• For Home Buyers –

• Need education on ALL the options available to them• Need to trust that their best interest is in mind, not the largest

commission• Need to be communicated with throughout the finance process

• For Past Clients –

• Need to feel appreciated• Need education on opportunity’s to refinance• Need education on how to build equity• Need to trust that their friends and family will be thankful for

referring them to you

• For Un-Closed Leads –

• Need education on why buying is better than renting• Need education on how to get in position to obtain a mortgage• Need to know they can ask any questions they have and you will be

able to answer them• Need to trust that you are guiding them and providing accurate

information to achieve the goal of home ownership

• For Financial Planners –

• Need to trust that you have their clients best interest at heart• Need education on how folks can use 203k’s to create instant equity

in their home• Need education on how reverse mortgages actually work• Need to know they can communicate with you about their clients

needs

• For Real Estate Attorneys –

• Need to trust that you have their clients best interest at heart• Need to know they can communicate their clients need to you

efficiently• Need to know you will communicate any and all correspondence with

them (attorneys are freaks about this)• Need education on finance qualifications (as they change)

• For Divorce Attorneys –

• Need to trust their clients best interest is at heart• Need education on ALL programs available to their client• Need to know they can communicate their clients needs to you

efficiently• Need to know you will communicate and all with them regarding their

client

• For Title Company Reps –

• Need education for their partner prospects • Need to trust that you know your stuff• Need help identifying targets• Need to know you will communicate to them opportunity’s • Need to know they can trust you will share your success’s with them

• For Insurance Company Reps –

• Need education for their partner prospects• Need to know you will communicate opportunity’s• Need to trust you will share your success’s with them

• You have identified your Target• You have identified what is important to the target

• Nothing left to do but tell the target how YOU can deliver those needs

• There are LOTS of ways to Tell your Targets

• Your brand creates Impact in 3 stages:

1. The First Impression 2. The Initial Conversation 3. The Follow Up

• The First Impression – • Whether it is a simple email to our targets, or a video on a landing

page – make sure it looks good• Have an image of you in your email - a nice head shot • Dress nicely in your videos to send the right “message”• Use colorful cards and flyers for your direct mailings

• The Initial Conversation – • This does not mean just a face to face conversation• Your email to them is a conversation• Your videos are conversations• Your social media posts and engagements are conversations• Focus on developing rapport by addressing they viewers NEEDS

This is what I offer This is why my offer benefits you This is how you can take advantage of the offer

**Notice how this formula also covers the Expertise, Trust, and Availability factors also

• The Follow Up – • Please do not send ANYTHING if you intend to only send them something

1 time and then wait for your phone to ring. You are wasting your time• You MUST deliver you message to your targets consistently• Your Brand is how people FEEL when they see you, a feeling to take action

on your brand is built with consistently delivering the message that you can deliver on your promise to take care of their needs

• Presentations are a Great way to Brand yourself as an expert (see archive)

• Incorporate these ideas on Branding into your existing email direct mail and phone calling campaigns (See The Follow Up Formula)

• Use Social Media to promote your Personal Brand

• Remember your brand is who you are both professionally and personally, social media can help with both, but focus on the personal side (that’s why people are there)

• Connect with your targets on social sites and engage with them on a personal level• You never want people to say, “Oh there’s Paul, we get to talk about interest rates and

mortgages now. Oh boy”• Let them know you are the Mortgage expert, but let them know you are a pretty cool

person too with other interests.

• There is 1 thing, that if done correctly, does more for your Personal Branding than anything else out there………….

• The unfortunate thing about Video Marketing, is that if you don’t do it correctly, you get absolutely 0 impact from it.

• So what does doing video marketing “correctly” look like?

Consistency!!!!!!!!!!!!!!!!

• That is a lesson I have learned the HARD WAY

• For video to be effective you must:• Block out a specific day and time that YOU ARE NOT AVAILABLE to get

your video done. You must do this or you will never be consistent• Get your message delivered in as short amount of time as possible to

deliver your entire message• Put it everywhere you can post the link or embed it

• Focus on the right target• Tell those targets how you can take care of their needs• Consistently deliver on your promise

•Make Lots Of Money