Academy Mortgage is “Climbing”

Posted on February 15, 2012 by Doug Kaller

As we embrace the opportunities of 2012, we want to ensure that as a company, we are doing all that we can to support our customers and referral partners. To that end, we at Academy Mortgage are taking steps to better align our internal resources with our Vision and Mission. In order to accomplish this, we’ve gone through a planning process to identify and prioritize key initiatives for 2012.  A sampling of these key objectives and initiatives, along with a Big Hairy Audacious Goal (BHAG), are as follows:

Key Objectives and Initiatives for 2012

  • To increase our funded unit count in 2012 to 20,000 – Big Hairy Audacious Goal (BHAG)
  • To establish a “Gold Standard” customer support and service
  • To improve our Business Support and On Boarding Processes to increase productivity
  • To establish measurement benchmarks for what it means to be “BEST”
  • To standardize and provide a more reliable and scalable IT infrastructure

 

 

 

 

 

 

 

 

 

 

 

 

 

“A” Vision -“A” Mission

At Academy we have “A” Vision to become the Best Independent Retail Mortgage Banker in the Country. We also are on “A” Mission to be the 1st choice home loan lender with every Realtor, contractor and homeowner that shares our commitment to sustainable home ownership.

What we mean by being BEST? Is it about size? Is it about quality or service? It’s a fair question, and not one that we’ve done a very good job of answering. If we can’t define what it means to be BEST, it’s difficult to know how to measure where we stand in achieving our vision. Therefore, in an effort to provide more clarity, allow me to define what it means to be the BEST Independent Retail Mortgage Banker in the country.

Best Means:

  • Best in Class in quality, service, and industry knowledge when it comes to serving our partners.
  • Best in Class in attracting, developing, and retaining top performing LO’s.
  • Best in Class when it comes to “Places to Work” for people in our industry
  • Best in Class when it comes to Corporate Citizenship (contributing to our communities)
  • Best in Class in our fiduciary responsibility to our owners and employees

Being the BEST doesn’t necessarily mean being the biggest. In fact if you look at companies who are perceived as being the best in certain areas (Lexus = Quality, Nordstrom = Service, Volvo = Safety) they are often not the biggest but they are often the most sustainable.

As we push forward, being the BEST in the above-mentioned areas should naturally lead to being 1st choice with Realtors, builders and homeowners who share our commitment to sustainable homeownership. However, it will not happen if we are not “A+” in all of the above – the Gold Standard in the industry – the standard by which everyone else is compared and valued.

“A” Value Proposition

In order to achieve our Mission and Vision, we’ve crafted a value proposition that will help us stay on course. This value proposition will act as a filter in making the right decisions to achieve our goals. Simply put our value proposition is as follows:

To Realtors and Builders, Academy Mortgage is the Gold Standard in loan origination and ease of doing business. Our Loan Officers and Employees are easy to access; provide timely response, clear communication, and absolute follow through. We do what we say we will do. Everything we do is “A+” Quality”. Our behaviors and actions as a company provide confidence and assurance to our customers that we can be counted on to consistently deliver loans “on time every time” without compromising core values or reputations.

What does all of this mean for you?

What does it all have to do with you? Simply put, this business is about people and relationships. People without “A” vision and without “A” mission are often left without purpose. Purpose, without people, is an idea. People and purpose are essential in driving performance.  Let’s help 20,000+ people achieve their dream of homeownership this year.  “A” Vision and “A” Mission without you is a dream.

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Instantly Gain More Website Drop Ins

Posted on February 6, 2012 by Doug Kaller

Everyday we see another article about the power of the Internet. The national Association of Realtors reports that over 90% of all homebuyers start their search online. With thousands of Realtor websites, how can you drive more traffic to your and improve your placement on the major search engines?

Here are 3 ways you can instantly and quickly increase the chances of gaining more website drop ins. Ones that may become that most valuable visitor of all.

1. Simply include a call to action to bookmark your site, but be sure to give them a strong, compelling reason to do so!  As with your squeeze pages and opt-in boxes, be specific. Tell them what valuable advantage or irresistibly attractive incentive they’ll receive, if they do.

2. Make good use of your C-Panel. Check your log file stats, to find out strong keywords that are regularly attracting traffic.  Find out these, and you’ll know the search terms people are using to find you. Take advantage of these; include 2 or 3 keywords (as long as it is a natural fit) per page. Perhaps even add a couple of pages, with the html title being your exact top keyword phrase. Then sit back and watch that traffic increase!

3. Use a Favicon (short for favorites icon) to visually bookmark your site. A Favicon is a multi-resolution image included on nearly all professional developed sites. Within Internet Explorer the Favicon is displayed on the Address line and in the Favorites menu. The Favicon allows the webmaster to further promote their site, and to create a more customized appearance within a visitor’s browser. Like a logo, a Favicon identifies you to people.  You can create them easily; either in Adobe Photoshop, if you use it; or using a free Favicon generator (just use that as your search term, and you’ll quickly find one.)  If you’re using Adobe Photoshop, check your file extension drop-down menu. The (ICO) extension can be down loaded for free at photoshopsuppoert.com. Just remember that Favicons can be no larger than 16 X 16 pixels, use an image to brand your site (like your logo, if you have one) and you’re away!

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How to Get Prospects to Take Action on Your Emails

Posted on September 30, 2011 by Doug Kaller

Real estate marketing continues to change. We’ve all seen the studies. According to NAR, 94% of all homebuyers are starting their search online. How are you reaching these buyers? Your company website or a personal blog? Activerain, Facebook, Linkedin, or Twitter? A recent study shows that only 1 in 10 Realtors have a blog site. If you are not part of this 10%, you need to be.

Once we have the lead, what will we do with it? Converting Internet leads is a source of frustration for both Realtors and loan officers. 10% of you inquiries will have phony contact information and 10% will be duplicates.  The remaining 80% are people who are really interest in purchasing a home from you. Your initial goal is to make the client like and remember you.  If the client doesn’t like you first, how can you build trust and build a relationship.

Next, we need to make them remember us. We need to be unique, pique their interest, and set our self apart from our competition.  The strategies in the article “5 Secrets + Bonus to Get People to Take Action on Your Prospecting Emails” by Sue Hershkowitz-Coore will help make your clients both like and remember you.

 ”5 Secrets + Bonus to Get People to Take Action on Your Prospecting Emails” Sue Hershkowitz-Coore

Is there anything more frustrating than getting no response — nothing — from customers and prospects? Apply these 5 secrets from Power Sales Writing: Second Edition and only your competition will be saying:

“He won’t answer my email.”
 “She won’t agree to an appointment.”
 “No matter what I do, I can’t get them to respond.”

1. Be more appealing. There is a huge difference between writing, “I can help you with XYZ,” and “you can be more successful with XYZ.” Do you see it? The first statement focuses on what you, the sales person, can do, and the other on what the buyer gets. This is way more than nuance —- it’s proven to work! Most sales professionals are so passionate about what they sell that they think they’re being appealing when they write: “Here’s what I can do for you,” “I’d like to introduce myself,” “How can I earn your business?” Each of those statements is about the writer, not the buyer! Be passionate about the other person’s success. Make it clear that you’re writing about their success and not about what you want. Make this one simple change and you’ll transform your emails into revenue-driving machines! Want examples you can use? Keep reading.

2. Don’t make them work. When things are (mostly) equal, buyers choose the path of least resistance. The easier you can make the next step for them, the more likely you are to get the business. Make them work — even something as simple as asking them to “Please let me know when it will be most convenient…,” and you lessen the likelihood of ever hearing back from them (and you also lose control of the sale). Don’t make them work. Instead, tell them exactly what the next step is, how you’ll take it and why they should want to be a part of it.

Here’s a quick example: I’ll call you Tuesday morning to talk about innovative options to help your team achieve X and Y.

See how easy you’ve made it for your buyer? Your reader doesn’t have to do a thing. There is no doubt about what the next step is or who is taking it. Even more, you’ve made it clear to the prospect that you’re a professional sales person; when you call they can expect to talk about how their team can successfully achieve X and Y, rather than having to deal with a sales person who thinks the way to sell is to feature dump.

3. Help your buyer feel safe and smart. One of the worst things you can do in a sales email is to end with a procedural next step such as: I’ll call you later this week to see if you would like me to email the sales agreement. Buyers want to feel confident that they’ve made the right choice and they need you to help them feel comfortable with that choice. Help them feel safe and smart about their decision. In the just released Second Edition of Power Sales Writing, I call this statement the “delighter.” End every email with an authentic delighter, a sentence that reminds your buyer how or why she will be delighted taking that next step toward full commitment.

Here are 3 examples of “delighters” you can use:

You’ll be delighted with your choice. (Will they be? Then tell ‘em!)

Your team will thank you for giving them the tools they need to _______. (Will they? Point it out to them!)

You can count on a great result. (True? Then, say it!)

4. Get your head clear. When I ask my sales training workshop attendees what they want to achieve in their emails, invariably they shout, “Close the sale, book the business, convert the lead, and get the agreement.” And though that is eventually true, in thinking about it, they agree that not every email can or will do that.

Example: Right now, do you have an email you have to write to a prospect or customer? What exactly — specifically — do you want to get them to do when they read your email? Do you want to persuade them to take your call? Call you back? Email you? Sign and fax an agreement? Click on your website? Link In with you? Figure out exactly what you want to get as a result of the email before you write. Then, write to make it happen.

5. Skip the parts they won’t read anyway. If it doesn’t matter to them, don’t bother them. Save time and show respect by writing a sales message that is brief and to the point. The more you write, the less they read. Be brief (not blunt) for best results.

Bonus: The updated and expanded Second Edition of Power Sales Writing is loaded with examples you can use immediately to sell more, more easily. Here is an example:

A hotel sales manager wrote this email and loved it! What do you think?

“I wanted to touch base with you to introduce myself as your new local sales manager for the ABC Hotel. I know that you have worked with us in the past and I just wanted to offer my assistance to you should you need anything. I also wanted to mention to you that we just completed a $XX million dollar renovation to all of our meeting space, guest rooms and public areas and would love for you and your colleagues to come down and see everything! 
Thank you for your time Sophie and please do not hesitate to give me a call should you need anything!”

After Power Sales Writing training, she wrote: 
“Hi Sophie, 
Wait until you see the amazing changes at ABC! Your attendees will be even more comfortable and productive than when they met here in 2010. I’ll call you Tuesday morning to discuss how we can help you accomplish your meeting objectives and stay within your meetings budget. 
All the best –”

 

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The 10 Commandments of Real Estate and Business Productivity

Posted on August 2, 2011 by Doug Kaller

Ed Diamond sent me the 10 Commandments of Real Estate and Business Productivity. I hope these hallmarks of productivity will help you close more deals, make you more money, and allow you more freedom and free time:

1. Value Your Time

It’s cliché, but true, you can make more money, but you can’t make more time. Value your time. That means, don’t waste it…they’re not making more of it.  Treat it like it’s the most valuable currency you have, because it is.

Here is an example, a well-meaning student offered to help us at an upcoming event in Las Vegas for a few days for free. NO, NO, NO, NO, first of all, you need that time for your own business and family and should be PAID when you do work. If you work for free you are doing your family and community a disservice.

2. Plan Your Day 

One of our coaches remarked, “I’m running the day, the day is not running me.” What she meant was that she planned out each day and stuck to her plan rather than letting little, unimportant tasks, eat up her precious time.

Do what is important, not what is urgent, this is critically important; little nonsense tasks will eat up your life if you let them. How many times to you finish a day and have a clean desk, clean car, talked to a bunch of people but accomplished nothing of significance? Put the important things on your calendar (I use iCal and Google Calendar and SCHEDULE the important things).

3. Have a Schedule

Some real estate professionals, especially investors, have this desire to do what they want when they want each day. That’s the opposite of productive. Have a schedule and stick to it. If you want to wake up at 11AM each day, that’s fine, but have a schedule during your awake hours of how much time you are going to spend working, with family, etc.

I actually schedule review of Customer service from 7-8 the sales team at 830-930AM, Financial review from 11-12, and then have the rest of the day to do what comes up as important.

4. Recharge Your Battery

Christians and Jews call it the Sabbath; it’s the day each week that you are not working (both mentally and physically). Your mind and body need a day to recharge…it makes you more productive the other 6 days of the week.

Real estate can be a 7-day a week business since the weekends are when most buyers and sellers are available, so you must be diligent in following this or you risk being less productive the next 6 days.  Your day of rest does not need to be on Sundays, but it needs to be at least once a week. Shut off your Phone, email, and do something that makes you feel great and does not involve working. Workout, play tennis, spend time with God, your family whatever gets your mindset straight.

5. Avoid Distractions

Distractions destroy real estate productivity. Set blocks of time each day whereby you check email and pick up incoming calls and set other times when you don’t. Certainly allow for the occasional emergency call but be aware how insidious distractions can be. One of our coaches exclaimed when talking about those who have a full time job and are also in real estate on the side, “Never turn on a TV.”

6. Prioritize

This is one of the biggest mistakes real estate professionals make; they don’t prioritize their actions. The night before, write down the list of the items that need to get done the following day and then prioritize them in order of completion, starting with the most money producing action first. If you never get to the other ones, oh well, at least you got to the actions that are going to get you paid.

20% of your actions produce 80% of your results. Always be adjusting your actions to the most money producing tasks first; do the 20%.  And keep this in mind as well, the most uncomfortable conversations you need to have, are usually the most important, so don’t procrastinate uncomfortableness! I can assure you of this, you will never regret having addressed (attacked) a problem head on and fast, you will regret procrastinating.

7. Get It Out of Your Head

Instead of trying to remember everything, get it out of your head and into a place where you can retrieve it. Contacts, notes, to-dos, everything needs to be written down, and by written, digitized so you have access to it anywhere. The more you get out of your head, the clearer you can think and the clearer you think, the more creative you are to finish tasks faster. We use Google tasks for this, and also, have your daily plan typed into your smartphone so it’s easy to access and adjust. The Apple Me program is great as is Outlook and everything else, HAVE A SYSTEM.

8. Work with “Successful Positive” People

Working with un-motivated sellers or the wrong team members can be a time vacuum, sucking your life away. Be very selective of your team (mortgage people, closing company, agents, contractors, etc) and only work with those who are solutions driven and don’t waste your time. One of our coaches refers to them as, “cool people” that “get it” and don’t have to be taught every little step of the way.

Let me be direct here, 5 people who are serially unsuccessful who bond together to work together have no chance at success because they have bad habits or bad mindsets or both, protect your mind, spirit and time.

9. Choose Your Deals Wisely

Although this does not apply to beginners, since they should just be getting “reps in” by working on any deals until they get over the fears of talking to people, getting contracts signed, managing deal flow, and the like; for the intermediate and advanced real estate professionals, heed this advice: choose your deals wisely.

You may love short sales and hate long-term rentals.  You may love rent to own landlording and hate short sales.  You may want to just wholesale junkers in the ghetto.  You may want to just take on listings.  Do what makes you the most money and is also the most enjoyable and then assign the other deals to someone else.  We teach on all real estate styles for a reason…everyone is different!  Beginners won’t know what they want to do yet until they experiment so for beginners; work with any motivated seller and then over time, it will become strikingly clear what you want to do and what you don’t want to do.  Choose your deals wisely.

10. Get Your Life Priorities Straight

God, Family, Physical Health then Financial Health. Limited time is NOT an obstacle. In fact, it can be a blessing. Studies have shown that humans will complete a task in the amount of time they have been given to finish it. It’s not how much time you have; it’s how you use that time. When your life priorities are in line, you will operate at maximum capacity and your working hours will be the most productive.

 

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Everyday is an Open House with No Cost Virtual Tours

Posted on June 10, 2011 by Doug Kaller

I recently ran across the blog “Open House Visitor Arrives In Nothing But Bathrobe And Slippers”  by Joe Manausa. Joe addresses the fact that homebuyers are on line and want to view the home’s interior. Although an open house may be the ideal way to view the home, the open house may not coincide with the buyers schedule. With a virtual tour, potential buyers can view your listing’s interior day and night 24/7.

In the past, Virtual tours required a professional. Real Estate Agents used them selectively due to the cost.  With today’s technology, Realtors can produce their own high definition virtual tours with an inexpensive digital camera equipped with a “fish eye” wide angle lens.

The “Epropertysites” real estate marketing system allows you to create virtual tours in seconds. Simply drag and drop your photo file and click to upload your images. You can edit the order, add a caption,  and add music or voice over for your tour.

You can crate professional High Definition Panoramic Virtual Tours using the Microsoft Image Composite Editor (ICE). With this is a free download,  you will have the ability to stitch your images and create panoramic virtual tours. The program provides automatic cropping and exposure blending for the professional virtual tour you desire.

High definition Virtual Tours are only a small part of the  ”Epropertysites” real estate marketing system.  Instead of rate sheets and donuts, I provide state of the art marketing tools to help you build your business. You can create your free account by clicking on the Free Agents Access tab to your right. If you would like additional information about this incredible tool, please call me at (775) 250-4421. How much would a few additional sales this year impact your life?


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FHA MIP to Increase Monday

Posted on April 15, 2011 by Doug Kaller

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The Best Real Estate Marketing System

Posted on March 30, 2011 by Doug Kaller

http://www.youtube.com/watch?v=ilBxaXHa56E

 

I call Epropertysites the agent’s advantage. This is a complete marketing system I sponsor for real estate professionals to help you list more homes and sell your listings faster. Some of the features included in the Epropertysites System are:

  • A complete professional property website
  • “Texting for” property info with call capture
  • Mobile phone website QMLS.mobi included
  • Complete HD dynamic virtual tour created
  • Unlimited HD pictures and HD Panoramic pics
  • A complete showings feedback system
  • Quick and fast online printing of flyers
  • One-Click classified postings to Craig’s List
  • Feeds to popular classified real estate sites
  • Easy to use online browser control panel
  • Quality CUSTOM PVC sign riders in full color
  • 24 hour access to all marketing information

Instead of rate sheets and donuts, I provide state of the art marketing tools to help you build your business. You can create your free account by clicking on the Free Agents Access tab to your right. If you would like additional information about this incredible tool, please call me at (775) 250-4421. How much would a few additional sales this year impact your life?


 

 

 

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Imagine All Of Your Blog Content Gone

Posted on March 1, 2011 by Doug Kaller

Do you have a “Limit Login Attempts” plugin on your WordPress real estate blog? When first told this plugin was necessary, I laughed. Why would anyone want to hack into my mortgage blog? If someone did, what would it matter?

The first attack on my RenoMortgageCoach.com blog was last October. It was a one-time attempt and the “Limit Login Attempts” plugin prevented access. Over the past 3 weeks, there have been 180 attempts made to access the admin section of my blog. The attempts have come from 16 different IP addresses. Even though the “Limit Login Attempts” plugin has worked effectively, it is unnerving to know someone trying to access my blog.

What could happen if someone did get into your admin page?  In the WordPress Forums, a post by ponchito147 reports “I found that everything was different: Blog name (It was changed to Shit), passwords, the Post were gone…………” Can you imagine having to rebuild your website or blog?

It is important to have a strong login (username) and password for your real estate blog or website. Admin is the most popular and worst of all possible logins. The person trying to access my control panel has always used Admin for a username.

WordPress allows unlimited login attempts. As a result, your blog can be hacked with relative ease. The “Limit Login Attempts” plugin is fully customizable and limits the rate of login attempts, including those by way of cookies for each IP address. The basic features include:

  • Limit the number of retry attempts when logging in (for each IP). Fully customizable
  • Limit the number of attempts to log in using auth cookies in same way
  • Informs user about remaining retries or lock out time on login page
  • Optional logging, optional email notification
  • Handles server behind reverse proxy

If your real estate blog isn’t protected by  the “Limit Login Attempts” plugin or a similar product, go to the plugins page of WordPress and download this great tool. Not only will it protect your work, but also it’s Free.

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Using WordPress for Real Estate

Posted on February 24, 2011 by Doug Kaller

Are you using WordPress for your real estate site or blog? If so, then congratulations – This platform seems to be one of the most search engine friendly, easy to use platforms available! I use it myself. During my use, I’ve stumbled across several great plugins that I believe may be of use to you:

Real Estate COD

The Chart of the Day plugin does exactly what it says: It allows you to display a real estate specific chart within your sidebar widget area. No fuss, no mess… Once you install this plugin, you can have everything setup within 60 seconds or less. It’s that easy! COD will rotate between: Existing home sales, mortgage rate trends, new home sales, housing market updates and more.

http://wordpress.org/extend/plugins/real-estate-chart-of-the-day

Great Real Estate

This plugin seems to have it all! Drip feeds to Trulia and Zillow, panorama displays, random “featured” home displays, home listing templates… This plugin is the Swiss army knife of real estate plugins! It takes a bit of setting up right out the box, but once you have your settings where you need them, it’s one heck of a powerful plugin. Just about any WordPress theme can be turned into a real estate site with this plugin.

http://wordpress.org/extend/plugins/great-real-estate

Next Gen Gallery

While this may not be a real estate specific plugin, I still recommend that you put this one to use! The Next Gen Gallery plugin allows you to display large photo galleries anywhere you like on your WordPress site. You have complete control over how many images are displayed, size, background, and even image click redirects. This works beautifully for featured home sections on your site!

http://wordpress.org/extend/plugins/nextgen-gallery

Click to Call Me

Here’s another plugin that can add a new way to interact with your website viewers – Click to Call. This plugin allows you to create a button on your site that will automatically dial your number when the visitor clicks. In other words, he/she can contact you directly without even needing to leave your site! I’d place these next to featured properties to arrange a showing…

http://wordpress.org/extend/plugins/click-to-call-me

We work hard every day, so why not take a few moments to consider some of these “strange but true” facts:

-       To qualify as a “drizzle” there must be no more than 14 raindrops per square-foot per second

-       Each year more than 200 billion gallons of gasoline are burned in the U.S. to fuel vehicles

-       A group of 12 cows or more is called a “flink”


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FHA Announces Annual Mortgage Insurance Premium Changes

Posted on February 18, 2011 by Doug Kaller

The Department of Housing and Urban Development announced changes to the Annual Mortgage Insurance Premiums this past Monday. In Mortgagee Letter 11-10, HUD announced a 25 basis point or .25% increase to the Annual Mortgage Insurance Premiums for forward mortgage amortization terms.

Given the legislative mandate in section 202 of the National Housing Act for ensuring that FHA’s Mutual Mortgage Insurance Fund (MMIF) remains financially sound, it is imperative that the MMIF is further strengthened to ensure that FHA will continue its historic role of providing a home financing vehicle during periods of economic volatility and its mission of helping underserved borrowers.

The higher premiums will apply to all forward mortgage amortization terms for case numbers issued on or after April 18, 2011. The FHA Systems will require mortgagees to certify at the time of requesting a case number that they have an active loan application for the subject borrower and property.

In the example above, if interest rate is 5% (APR 5.893) and the property taxes and insurance total $200 per month, the monthly PITI payment would be about $1,162. To qualify based on a 31% housing allowance, the borrowers would need a gross income of $3,748 per month. With the new MMI premium factors, the monthly payment will increase to $1,195. As a result of the new premiums the gross qualifying income will increase to $3,855. To qualify, the buyer will need to earn and additional $1,200 per year.

As of April 18, 2011, the FHA system will automatically cancel any uninsured case number where there has been no activity for 6 months since the last action except for loans where an appraisal update has been entered, and/or loans where the Upfront Mortgage Insurance Premium (UFMIP) has been received. Last action includes:

  • Case number assigned
  • Appraisal information entered
  • Firm commitment issued by FHA
  • Insurance application received and subsequent update
  • Notice of Return and resubmissions

Last action does not include updates to borrower names and/or property addresses. For example, making changes to the number of borrowers on the loan will not reset the 6-month timeframe for automatic cancellation.

FHA insurance has expanded home ownership to millions of Americans and it is imperative for the program to remain financially sound. Unfortunately, higher FHA premiums will slow any economic recovery. The Mortgage Bankers Association (MBA) released its Weekly Mortgage Applications Survey for the week ending February 11, 2011 two days after the HUD announcement. The survey reported the “seasonally adjusted Purchase Index decreased 5.9 percent from one week earlier. The unadjusted Purchase Index decreased 0.9 percent compared with the previous week and was 18.2 percent lower than the same week one year ago.” If this trend continues and fewer people are able to qualify for a home loan, there is little chance of a housing market recovery.

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