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Home » Marketing Articles » Theres Not A Bulletin Board In Existence That My Mortgage Marketing Program Doesnt Like

There's Not A Bulletin Board In Existence That My Mortgage Marketing Program Doesn't Like

There's Not A Bulletin Board In Existence That My Mortgage Marketing Program Doesn't Like

Yes, I love bulletin boards. Now, just so you know...I'm not talking about "electronic bulletin boards" found on the Internet. That's a different topic for another day. I'm referring to those old fashion "cork boards" that in order to post notices require the use of push pins, thumb tacks or even staples (a bulletin board no no).

Today in some cities, bulletin board marketing is so hot that there are companies that exist for the sole purpose of providing this service to people who want their signs posted on bulletin boards. These service companies also distribute your fliers in stores and shops and post them in windows and hand them out at concerts and events. In some cases they'll help design and plan your promotion and even write and distribute a press release for you.

If a service like this is not available, the bulletin board idea is still a winner. Just do it yourself! The cost is extremely low and your investment is only your time and energy. This is still one of the all time great origination ideas for Mortgage Professionals and the returns are great.

Here are a few things to think about if you're considering about implementing your bulletin board marketing program:

1. Every townhouse and condominium complex has a bulletin board. Your job, should you wish to accept it, is to find the location of that bulletin board and gain access to it. You may find it in a common laundry area or even located within the clubhouse or pool area. If so, you may need permission to gain access and post your notice. Have no fear...you'll find that this is rarely denied. Remember, you're providing a valuable financial service to the residents and the complex itself.

2. Apartment complexes also have bulletin boards. Unfortunately, you probably won't be welcomed with open arms since you're really trying to help qualified renters move out of the complex. But, I have on occasion found a forward thinking property manager that allowed my notices to be posted. Their logic: They can't prevent qualified renters from looking at home ownership as an option...so, why not allow the postings. Don't forget to remind the property manager that you track your leads and that you never forget the source of where those mortgage leads come from. I'm continually amazed at the good things that can happen when you just ask.

3. Bulletin boards can be found in hospitals, fire and police stations, Laundromats, supermarkets, local building supply stores (Are there any left?), plumbing supply, electrical supply, bookstores, company employee lounges, waiting areas, your local Dunkin Donuts (mine has a great one), and a myriad of other locations where people happen to congregate.

4. Every business has a bulletin board and it may be accessible by employees only. Should that be the case, ask an employee or the manager to post for you. Remember, you're providing a valuable service not only to their employees but to the company as well. All companies want to retain their good employees and home ownership and/or good financing guarantees they'll stay in the area for the foreseeable future.

5. The notice that you post needs to be on the small side. A full page flier is usually too big as it over powers and dominates the bulletin board. You'll probably find full page fliers removed within minutes of their placement, so don't even go there. Half page fliers are better and postcard size fliers (Avery postcards 4.25" X 5.5") are the ideal size. You could thumb tack multiple business cards or cards especially designed with your message however, your message size is severally restricted and your response will be low using this size.

6. The best responses come from fliers that have a multiple "tear offs" at the bottom. You've seen them and probably torn one off and placed it in your wallet or purse as a reminder to call. This extends the life of your little flier as it won't disappear with the first person interested in your offer. Yes, it's a pain to set up initially, but once it's done, it's done forever. Your little flier is ready to work for you for many months and years to come.

7. Lastly, visit your bulletin boards on a regular basis and treat them well. Replace notices that show wear (and tear :-) and those with only a couple tear offs remaining with brand new ones.

You've worked hard to gain access to your bulletin boards...maintain them well...and, you'll be surprised at how well they will reward you and your mortgage business with good solid mortgage leads.

And here is another random article you might be interested in...

Will and Vision

Remember Chux? The disposable diaper that took the market by storm in 1932?

Of course you don't. Chux saw its product as a luxury item, and happily kept its little throwaway business to itself for almost forty years. Then Pampers came along in the 1960s, supported by a huge, mass-consumer vision with persistence to match, and blew Chux out of the market-transforming baby rearing forever.

And everyone knows the legend of the two Steves-Jobs and Wozniak-who invented the personal computer in someone's garage. Only they didn't. The Altair MITS came to market long before in 1975. It's just that Steve Jobs had the mammoth vision of a computer on every desk; and Apple II became the first PC hit.

I just finished reading a brilliant book titled Will and Vision-How Latecomers Grow to Dominate Markets, by Grard J. Tellis and Peter N. Golder.

This book takes the concept of vision and makes it concrete, demonstrating sixty-six cases where a huge vision of value for a market combined with persistence and indomitable will, made the ingredients for blockbuster success. Along the way the authors bury the concept of first mover advantage. They offer numerous examples of companies that arrived second, third or later, and went on to dominate their markets.

So what does Will and Vision say are the key elements of success?

The authors-academics grounded in research-not than starry-eyed growth consultants like yours truly-carefully reviewed the historical record: vision was the number one element.

That's right. Big fat vision backed by persistence, will, and relentless innovation.

Today's world offers many choices. People who lack vision are apt to drift to the next appealing project as soon as things don't go the way they planned. They lack persistence to achieve anything important.

Will and Vision offers us a different kind of world. (Of course I'm biased. I've been shouting about vision and commitment for years.) We aren't talking about a "vision" that's sloganized and prettified and pasted on a plaque. We mean the kind of vision that highlights the importance and value of a product or service to many people and ultimately points the way to a new future. And, of course, requires a 100% commitment to bring into reality.

More mass-value vision examples, from high tech and low: Dell computers, not IBM or IMSAI; Sony video recorders, not Ampex-who gave up a ten year lead; Microsoft Internet Explorer-not Netscape, or its predecessor, Links; McDonalds' Ray Kroc-not the McDonald Brothers; Gillette-not Wilkenson Sword.

Mass market + high utility = big vision.

Seeing what no one else can see. Having a new world view.

Leaders in each of these companies owned a view that extended further than any of their predecessors.

And that expansive vision enabled these people to gain access and leverage the resources (Key #4), maintain the persistence to bring the vision into reality (Key #2), and sustain relentless creativity and innovations (Key #3), over a period of years.

Here are a few points about a successful vision taken from the research:

* The vision must be unique. Not uniqueness of product per se, but unique in the way your product serves the world;

* The vision must be simple and easy to grasp;

* Seeds of the vision typically exist in some form in other products or services; (Thank goodness we don't all have to be inventors or originals-only visionaries!)

The new vision may be of a thing for which there no market-yet. (This last bit is illuminating for any of us stuck in market research.)

And some important points regarding will:

* Reaching your vision may take a long time. Vision without will won't get you there. Only great commitment can;

* A misplaced belief in luck or other unseen forces hinders our ability to persist. We will find evidence that no such luck exists, and use that as an excuse to quit.

* And this great insight: persistence can manifest as a series of minor solutions, and contrarily, complacency in small successes can be a barrier to innovation that farsighted vision requires.

Some additional tips for long-term success:

* Maintain a continuous feedback loop and solicit others' opinions regarding your execution;

* Keep a sharp eye for market changes, and be willing to respond quickly;

* And as Andrew Grove suggests, paranoia drives innovation. A healthy fear of competitors sneaking up on you can keep your product or service fresh;

So how big is YOUR vision?

Is your vision big enough to drive the kind of success you seek? Is your vision large enough to sustain you? Is it important enough to mobilize the resources necessary for its realization? Is it sufficiently inspiring to partners and employees and customers and investors-and all the other people you need to be successful?

If you don't think it's big enough, it may be time to get your vision checked.