The Cornerstone of My Business

The Cornerstone of My Business

One of my favorite “Sales” teachers is Dan Kennedy who has taught me so much about how to build a business of “raving fans”.  Dan does not believe in trying to “convince” people to buy your product.  Instead, he teaches you how to provide value and information to people who need you so you can “help” them buy your product.  There is no “selling” involved in this method.  Instead, you focus on helping people and the sales will follow naturally.

He also preaches the need for becoming an expert in small segments of your business.  “Niches to Riches” is phrase used often and I’ve come to believe in that idea wholeheartedly.  Even though I can do most types of loans in this arena called Mortgage Origination, my own niches are Credit Improvement and First Time Homebuyers.

I create a regular stream of business by finding people who need help fixing their credit and helping them become homebuyers.  Along the way, I find plenty of folks who are ready to buy their home now or want to refinance their homes to take advantage of lower interest rates, but it’s the folks who aren’t ready right now – and all they have is a dream and the desire to do what they need to do – that are particularly satisfying to work with. 

Guiding them through how to raise their credit scores and how to deal with collectors so they can get ready to buy a home is the “value and information” I provide, and when they finally get to the point of qualifying for a mortgage loan, who else are they going to go to for their loan?  I get to help people who other mortgage places turn away, and when we’re done, they become my best future-client lead sources.  It’s smart business that has benefitted hundreds of families over the years.