Are you originating backwards?

Who's the expert, you or your client?

By Brian Sacks

25 Jul 2018

Most of us are, so let me explain what I mean so it’s very clear because once you understand this everything about originating changes.

Let’s start with what most of us take for granted about originating.

We work hard to make relationships with agents and other referral sources by working hard to get their attention and an appointment to meet. We have to impress them and show them that we know what we are doing and often beg for business. Then we get a prospect and we have to impress them and pray they don’t shop us to death because we are viewed as a commodity. We really have no idea how to compete with the big lenders who own all of the media ads on TV and radio and in print. So we buy leads and work hard and are often frustrated and continue to hope something changes.

Am I right so far?
So ask this question: How could I change this and what would it be like if I could?

The good news is that it can change—and it will for some—and here’s how I do it, by being the Celebrity Originator.

Agents and referral sources seek you out because they see you as the Celebrity Originator and expert. Buyers treat you like they would a doctor; they set up a time to meet with you, they feel honored to meet with you, and they automatically see you as the expert. When you suggest a program to them they don’t shop around—they actually listen to your advice and go find a home.

Since they found you through radio, TV, or other media outlets, you can now refer them to one of your agents. Oh, I almost forgot—you did not spend one penny advertising, and instead got instant credibility by being seen as the expert.

Think about what happens in your own mind when you read an article versus seeing an ad. You usually glance through online or print publications until you see an article title that catches your eye. Articles present information while ads try to sell things (at least that’s what our minds are trained to think). So an article, appearance on radio or TV, or any other free publicity will always be the best form of advertising.

There is truly no better way to explode your production and change your positioning in your market than being the Celebrity Originator. It’s a game-changer and so much more effective than any ad you could ever place.

How Do You Become the Celebrity Originator?
When I was struggling to grow my production with no marketing budget, I decided to become the Celebrity Originator in Baltimore and followed these tips:

Write a book

There is truly no better business card to give you instant credibility.

Be visible

You should appear as a guest on radio and TV in your market and discuss mortgage financing and real estate topics.

Be heard

You can actually have your own weekly radio show. Listen to the radio, especially talk radio and sports stations for ideas.

Share your wisdom

Offer your knowledge to reporters for both online and print publications in your market. You can also write articles for these publication on topics that would be of interest and value to their readers.

If you are interested in learning more about being a Celebrity Originator, there is a Celebrity Originator Closed Door Workshop that will be held in Baltimore September 13-14, 2018. For more details, contact me through my blog, TopOrginatorSecrets.com.

Brian Sacks is a national mortgage expert with HomeBridge Financial Services Inc. in Owings Mills, Maryland. He has over 30 years of mortgage experience and career closings of 8,000 loans in excess of $1 billion. A recognized leader in the mortgage industry, Sacks is the resident expert for NBC Channel 11, and he has also appeared on the CBS and ABC stations. Brian has appeared in over 42 states and is considered the national expert on working with credit challenged buyers. Brian is also a respected coach and speaker, and the founder of the Top Originator Mastermind. Watch his four-part free video series on How to Close More Loans—Make More Money and Still Enjoy Life.