Copyright 2008 Kaleidico, LLC
I remember growing up and my Dad always talking about his secret to fishing success.
He would say, "Billy, the biggest and the best fishing is in these little private ponds." He
was on to something...
Then, in 1999 Seth Godin wrote his seminal book "Permission Marketing" that touched
off so many other innovative marketing mind altering quick-reads. But, the key concept
that may apply more today than ever before gets lost in the subtitle: "Turning Strangers
into Friends, and Friends into Customers." This is really the difference isn't it?
This concept, my friends, is the secret to BIG success.
How Mortgage Brokers Get it Wrong
Often I see sales professionals hop from one hot commodity to the next. You sell
mortgages when they are flying off the shelf, then cars, or insurance. You tell yourself, "it
doesn't matter I can sell anything." Yet, what you really know inside is: I can't sell
anything, I don't know how to create value, instead I am trying to follow the easy money.
Unfortunately, the money probably isn't really that easy, the pay certainly is not
significant, and you find yourself on a treadmill that will definitely drive you mad.
Stop the madness, step off the treadmill, and change your perspective. Stop thinking
about making $100,000 and start thinking about stocking a private fishing hole, a pond
filled with customers.
How to Start Stocking the Pond
Now that you know you need a stocked pond, how do you start?
If you have been in the business for a while you probably have some fish to seed the
pond. Dust off those old files in the corner and get them into your lead managements
system (software makes it easier and more scalable, but even index cards can get you
If you are new to the business, or even trying to jump start things purchasing mortgage
leads may be a good start. Even pond owners buy fingerlings to get their stock their
ponds started. However, don't attempt this until you have prepar