The Indian mortgage and housing sector has experienced an impressive growth rates during last 5 o 7 years and a number of factors are responsible for the same. While the builders and developers have found ready buyers even before start of construction, buyers have gained immensely with ever increasing property rates and better returns compared to other sectors of the economy. Housing finance companies are also laughing all the way to their banks with borrowers queuing up to borrow to finance their purchases. The result is that all the players in the field have been benefited by the Indian mortgage growth story. The mortgage rates have risen in recent times from all time low to 6.5% to almost 11.5%, giving some torrid times to those who have borrowed on floating rates of interest. However despite that, the asset bubble which was an apprehension felt never seems to be there at least as of now.

Perhaps this is one sector where favorable policies of the successive governments and continuity of the same is one of the biggest factors responsible for the growth. The tax benefits in terms of deduction of interest and principal from taxable income has been instrumental in giving impetus to average middle class salaried person to go for borrowings and finance the purchase his dream home. Housing developers have also enjoyed tax benefits over a period of time. The decision to allow FDI in the reality sector would give more fillip to the sector and allow the best practices and standards of international players in the field. Another factor responsible for the tremendous growth is the easy availability of cement and other raw material for the construction sector, a phenomenon which was not there say around 15 to 290 years back when cement was a rare and highly regulated commodity. With impetus being given to the infrastructure sector and housing being regarded as a priority sector, the industry has never looked back since then.

Today in the regime of higher interest rates and growing concerns of defaults especially by heavy borrowers, there appears to be little correction taking place in the property scenario. However the growth story is different this time compared to the earlier times in one way. Today the growth is actually led by users of the property and not the investors and speculators. Thus even though investors seem to have vanished from the scene the consumption driven demand is still there, putting premium on quality and reputation of well known builders.

Today the housing and mortgage industry in India is a success story in itself, showing great growth and robustness in the face of growing concerns. While all sectors are open to cyclic trends and patterns and so is the housing. At least this is one sector where there can never be a glut in the long run with limited availability of land and more and more demand for homes and residential apartments especially in big cities and metros. Thus it is always a good idea to go for the dream house you have been thinking of for years. Remember the earlier you take decision, the better for you in terms of saving in rental costs and tax benefits. Even if you can afford to make a full payment, it is advisable to go for a loan to avail of good tax incentives and rebates. Happy Home!!

1. Make your advertising and print media more effective by having a headline on everything: letters, greeting cards, ads, everything.

Headlines are what get the reader. They make them want to read more. They tell the reader what benefit he/she will get from reading more. And that’s exactly what you want them to do.

Make the headline powerful and include a benefit.

Examples:

3 things you can do today to improve your credit
Here’s something you might enjoy…
I started thinking of you when I read this article…

Make sure to include a headline in all your media and it will increase your results.

2. When you do something for a client, brag about it.

What I mean is, if you accomplish something, make it a big deal.’

“Mr. Hity, I was holding my breath for a while, and that collection on your credit report made it real close, but I fought for you and got the lender to approve your loan!”

That’s a lot better than saying, “Hi, your loan was approved today. Congrats.”

Make yourself out to be the valuable professional you are. Make sure that your clients know exactly what you do for them.

3. Write thank you notes to people everyday.

This one mortgage marketing tool can make you so much money your head will spin. Everyone loves to be appreciated and acknowledged. Being nice and having manners are a thing of the past. But when you take the time to thank someone, you connect to them on deeper level.

Get yourself some thank you cards from the stationery store and thank people who did something for you today. It could be for anything,

Thank your mailman for bringing the mail up to the office
Thank the underwriter for a speedy decision
Thank your client for calling to say they would be late
Thank the realtor for the referral.

These cards can make someone’s day. And you really stand out from the crowd as a caring mortgage professional when you use them.

4. If someone answers your phone for you, have him or her use the following line.,

“He/she is working with a client right now, let me see if he can take the call.”

This does a couple things,

1. Makes you seem busy even if you are not. This shows the client that you are in demand and confirms that he made a good decision by choosing you.
2. Allows you to not talk to people you do not want to talk to
3. Allows you to say to the caller, if you pick up, that they are important enough to you to interrupt an important client meeting.

This might not be a “traditional” mortgage-marketing tool, but it will make you more desirable. And while it will not make the phone ring more, when it does, you will get respect from those on the other end of the line.

5. CANI

Constant and Never Ending Improvement
Do something everyday to improve your business. 1 small change everyday can make a huge difference in a couple months. Implement one mortgage marketing tool at least once a week. At least.

Over the course of a couple years, the results will be dramatic.

Just one small thing is enough. Examples are:
· Hanging a certificate of completion on the wall
· Hanging a testimonial on the wall
· Adding a signature to your emails
· Adding a small consumer article to your website
· Subscribing to The Millionaire Loan Officer Newsletter at www.mortgagebrokertraining.com/newsletter.html
· Reading the FREE articles on mortgage broker marketing at www.mortgagebrokertraining.com/mortgagemagic.htm

6. Look at other businesses for great ideas to adapt to your business

Most innovations come from other businesses.

Like the drive thru window. Who knows who started it, but fast food places use it, banks use it, pharmacies use it, and even restaurants are experiencing success with it.

What new services do you use that make your life easier? Can you adapt these to your business? How about emailing potential customers the interest rate everyday if they request it? Or Providing a Post-Closing Kit with items clients will need when moving?

You can use the marketing tools from other businesses too. If you see a marketing piece that really gets your attention, think about how to adapt it and use it in your business.

7. It doesn’t matter how good a loan officer you are - if you suck at marketing, you will starve.

Knowing how to get clients is infinitely more important than any other knowledge you may attain.

Tony Robbins is not the best NLP trainer out there, but he is the richest because he knows how to market himself.

The Men-Mars, Women-Venus guy is not the best marriage counselor out there, but he sure made a killing in books, tapes, and seminars.

The best mortgage lending marketing tools are available at MortgageBrokerTraining.com’s Mortgage Bookstore. Just click here.

How much money you make has very little correlation to how much you know. Of course you must know the basics, but other than that, it makes very little difference at all.

He who markets best, makes the most money.