The advice I'm about to give goes against the grain in the mortgage business where everyone likes to advertise that they offer 1200 different loan programs for borrowers with all types of credit. I'm going to give it anyway.
The very best way to make your mortgage marketing successful is to concentrate it on a very tightly defined niche and position yourself as the expert in that niche. Borrowers aren't attracted to those one size fits all ads and you are throwing away your money.
Here are three niches that an FHA mortgage specialist can use to close more loans in less time with more profit and, most importantly, happier customers that are anxious to refer their friends and relatives.
1. First Time Home Buyers.
This is the most obvious FHA niche market. After all, this was the reason the FHA program was created in the first place. In spite of what you hear in the news, a housing downturn presents the best time for smart and well advised first time home buyers to enter the market.
The key to marketing to first time buyers is to understand that they need a lot of information and guidance before they trust. Study their needs in today's market. Those needs are a little different than they were during the boom times.
Create a free report that shows how FHA mortgages can help meet those needs and put that home buyer in a position to profit when real estate values start rising again - as they always do. Create a series of follow-up letters and reports that you can send out over time. Get their email addresses and set up an automatic series of emails that can be sent out to them over a long period of time. Educate them and they will trust you.
2. Manufactured Home Refinances and Purchases
This is actually 2 niches in one and each category has slightly different needs. They are both high on the list of the most lucrative FHA markets that exist. This is because potential borrowers in these 2 areas have problems that the FHA loan program provides a better solution for than they are getting elsewhere.
Get set up with some of the lenders still offering FHA financing on manufactured homes and become a master at knowing what loan characteristics those lenders prefer. In spite of tightening guidelines, this market is still huge. Locate reputable local structural engineers and foundation contractors to help you quickly determine whether a manufactured home qualifies for FHA financing or what it will take to get it there.
Then, if you want to enter the manufactured home purchase market, get in contact with manufactured home dealers and offer them a solution to help get their homes sold. Use the same free report techniques to market your services directly to buyers. Use those buyers to help establish a relationship with some of those dealers.
You can enter the manufactured home market and have fewer parties to keep happy by locating owner financed manufactured homes in your area. In some parts of the country, many investors bought renovated and owner financed or lease purchased FHA qualified manufactured homes during the housing boom of the last few years. These loans often included very high interest rates and balloon notes which the buyer must pay off soon. You can often locate these situations through the local tax records. Keep in mind that if locating them was easy, this technique wouldn't be as profitable. A mortgage originator who has mastered the process of getting manufactured home loans approved can really help these people out of a tough situation and get paid well doing it.
3. Cash Out Debt Consolidations - With A Twist
I know every subprime call center on earth has been pounding these prospects with solicitations, and taking advantage of them, for years. Yet there is a growing group of consumers who are now realizing that they need to get rid of the debt in their lives if they ever want to make it through tough economic times. These people are very wary of mortgage brokers calling them to try to lower their payments using some sort of subprime teaser rate mortgage that traps them in a bad situation later on.
In fact, if they watch the news much, potential borrowers think every mortgage broker they meet is skillfully hiding his or her horns, tail and pitchfork long enough to get that borrower's signature on the contract selling their soul. Here is a strategy that might help get around that predisposition.
This subset of home owners who wish to get rid of debt as quickly as possible is already prepared to cut back their lifestyle in order to pay off debt. Unfortunately, a lot of their debt has crazy high interest rates. How much better might their situation be if all that debt was refinanced into one 15 year fixed rate mortgage. Yes, you did read that correctly. I'm talking about probably raising their payment. However, if they qualify I'm also talking about lowering the interest rate on that debt so they can get it paid off without the interest eating up all the payments they are making.
These are just a few of many possible niches still available to loan originators today. The mistake most mortgage brokers and lenders make is that they never realize that a specifically targeted advertisement will always draw in more prospects than those one size fits all ads they are running now. Surprisingly, marketing tests show that specific ads perform even better at drawing in prospects they were not even targeted for than general ads do.
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Reproduced with permission from Carl Pruitt. To visit Carl Pruitt's website, go to http://fhaloanadvice.com/index.php/about/ Copyright 2007 Carl Pruitt. All rights reserved worldwide.
Carl Pruitt is a 22 year veteran of the mortgage/real estate businesses who specializes in using FHA loans to get low fixed rate mortgages for borrowers who have had credit problems. He also coaches other loan officers on the best methods marketing, packaging and processing FHA loans.
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