BUSINESS DEVELOPMENT GUIDE
Written by: Gib Holloway, Vice President
Last Update: March 2008
16000 Dallas Parkway, 8th Floor • Dallas, Texas 75248 • (214) 420-2700
TABLE OF CONTENTS
The purpose of this Business Development Guide is to assist our Branch Partners with
marketing, lead generation and business development ideas. We want to help you grow
your business and therefore have negotiated many discounts with third parties to assist
Introduction Pg. 2 – 4
Step 1: Writing Life, Business, Client and Time Plans. Pg. 4 – 15
1. Benchmark’s Strategic Alignment with Todd Duncan Pg. 4 – 7
2. How to Write a Life Plan Pg. 7 – 8
3. How to Write a Business Plan Pg. 8 – 10
4. How to Write a Client Plan Pg. 11 – 12
5. How to Write a Time Management Plan Pg. 13- 15
Step 2: Why Become a Mortgage Planner? Pg. 15 - 23
1. “Missed Fortune” by Doug Andrews Pg. 16
2. “Stop Sitting on Your Assets” by Marion Snow Pg. 17
3. Free Strategic Equity Power Point Presentations and Newsletter Templates
4. “Mortgage Planner” Magazine Pg. 18
5. United First Financial Pg. Pg. 19 – 23
Step 3: Recommended Tools, Services and Resources Pg. 24 - 38
1. The Mortgage Coach Pg. 24 – 27
2. The Mortgage Market Guide Pg. 27 – 32
3. Certified Scripts for Success Pg. 32 – 33
4. Loan Toolbox Pg. 34 – 35
5. PitchSIMPLE Pg. 35 – 36
6. Glance Pg. 37
7. Hello World Pg. 38
Step 4: Marketing – Branding your Professional and Personal Identity! Pg. 39 – 62
1. Business Cards & Brochures Pg. 39 – 41
2. Benchmark’s Customizable Loan Program Flyers! Pg. 42 – 43
3. Lender Design Pg. 43 – 44
4. Benchmark Websites Pg. 44 – 45
5. GetMePlacement.com Pg. 46
6. Search Engine Optimization Pg. 47
7. Creating Your Slogan Pg. 48
8. Specialty 800# Phone Numbers Pg. 48
Step 5: Short Term Business Generation Solution – Internet Leads Pg. 49 - 62
1. Lending Tree Program Pg. 49 – 52
2. Get Smart Pg. 52 – 55
3. Really Great Rate Pg. 55 – 56
4. Net Lead Solutions Pg. 57 – 58
5. Other Recommended Lead Aggregators Pg. 58 -62
Step 6: Long Term Business Generation Solution – Referral Systems Pg. 63 – 95
1. The Benchmark “Client for Life Program” Pg. 63 – 64
2. The Retention Department Solution for Mortgage Coach Pg. 65 – 68
3. www.RECAMP.com Pg. 69 – 70
4. Front Runner Resources Pg. 70
5. Sue Woodard Pg. 71 – 76
6. Marketing to Realtors through your local Realtor Association Pg. 76
7. Monthly Realtor Orientation Marketing Talks Pg. 77
8. HR Dept. Marketing Pg. 77 – 78
9. Workplace Mortgage Solution Pg. 79
10. FSBO Marketing Strategies Pg. 79
11. Print Newsletters Pg. 79
12. eNewsletters, eAlerts & Graphic Design Pg. 79
13. Call Capture Marketing Strategies Pg. 80 – 81
14. Registered and Non-Registered Mail Pg. 81
15. Direct Mail Sources Pg. 81
Additional Recommended Business Development Resources – Not Already
Mentioned and Used By Existing Branch Partners Pg. 82 – 95
1. Call Capture / Voice Broadcast Pg. 82
2. Collateral Material Pg. 83
3. Client Contact and Appreciation Programs Pg. 83 – 84
4. Direct Mail / Lists Pg. 84 – 86
5. E-mail Marketing Pg. 86 – 87
6. Software Pg. 87 – 89
7. Newsletter / Postcard Companies Pg. 89 – 92
8. Rate Guide Programs Pg. 92
9. Referral Systems Pg. 92 - 93
10. Telemarketing Pg. 93
11. Education / Financial Literacy Pg. 93 – 94
12. Other Recommended Training Service Providers Pg. 95
13. Additional Websites Pg. 95
Branch Partners, we all know how vitally important Marketing is to our
success. The late and great management guru, Peter Drucker, once stated,
“The two driving forces of any business are Marketing and Innovation.
Everything else is an expense.”
According to Gary Keller, co-founder of Keller Williams Realty®, Lead
Generation is the first and foremost activity in any business. Gary states,
“Brand recognition is the name of the game when it comes to positioning
yourself in your local markets.” Just like national companies compete to be
number one in the public consciousness, we must systematically market
ourselves, our “personal brand,” to earn precious mind share among
potential home buyers and borrowers in our chosen markets. This is where
lead generation comes in. Unfortunately, many Loan Consultants make two
costly mistakes in lead generation: They underestimate the importance of
building their personal brands and they are not consistent and systematic in
their approaches as well as follow up.
Gary Keller shows how important personal branding is with his statement,
“The National Association of Realtors® 2002 Profile of Home Buyers and
Sellers clearly states that more than 90% of sellers select agents based on
their reputation, their marketing, and their prospecting and less than 8% of
sellers chose an agent because of their company affiliation. These
percentages haven’t changed substantially in the last 10 years. So more than
anything else, your personal brand matters!”
One of the absolute keys to building our personal brands is making regular
contact with our personal databases of clients, referral partners and
prospects throughout the course of the year. It’s amazing how many Loan
Officers have no consistent lead generation plans. In fact, according to the
Mortgage Bankers Association (MBA), less than 10% of Mortgage Consultants
ever contact their past clients again after closing. And, more than 80% of the
time a borrower will refinance an existing home loan or finance the purchase
of a new home with the current servicer of their existing mortgage. Why is
that? It’s because the servicer is the only entity staying in touch with the
borrower and building mind share! Staying in touch with our past clients,
prospects and referral partners is vital to our success as Mortgage
The first people to be targeted are people we have personally met or have
done business with. It’s a two-step process. As soon as we get into a
relationship with these people, it’s best to touch them with at least eight
meaningful contacts (personal notes, calls, etc.) over eight weeks. It’s what
some call the “8 x 8” program. It really cements relationships. And, nothing
stands out more than a personally hand written note! After eight weeks, they
move into your larger personal database and something like Keller’s “33
Touch” program where they are saturated with newsletters, emails, calls,
notes, and invites—with 33 touches each year. It’s all about cementing and
saturating. It may seem like overkill, but it works.
To drive this point home even further, let’s consider the first two of the
classical “22 Immutable Laws of Marketing” by Jack Reese:
1st Law – It’s better to be first in the mind of the consumer than to be
2nd Law – Marketing is not a battle of products, it’s a battle of
Another age old maxim in marketing is, “Perception is reality.” And
perception is the result of marketing your personal brand.
People buy from people with whom they have relationships. Or to say it
another way, people buy from people and people want to buy from friends.
Who do consumers remember? Do they remember the persons who
performed admirably for them in the past or the persons who captured a
small slice of their imagination?
Regretfully, most Mortgage Consultants have a “deal mentality.” They don’t
look past the present to position themselves for the future. A common term
used in the mortgage industry is “next.” The MBA has published this statistic:
“If you don’t ‘touch’ or communicate at least 7.8 times per year with your
past clients, you will lose name recognition.” In order to build “mind share,”
8-12 marketing pieces should be sent to your past clients each and every
So here’s the question: What does your lead generation plan look like? Do
you have a personal brand and are you marketing yourself to your potential
clients in a consistent, systematic fashion? A great lead generation program
is neither difficult nor expensive to implement. Like any good habit, it just
takes a little patience and discipline over time.
Here’s another interesting real estate statistic: According to the NAR and
MBA, about 85 percent of sellers and buyers only meet with one or two
agents before they select a REALTOR and about 90 percent of borrowers only
meet with one originator before they select their Mortgage Consultant. So,
don’t underestimate the importance of your lead generation program and
never neglect it. If you haven't secured mind share with potential clients,
you’re likely out of the running and out of their minds. And incidentally, don’t
even think that you can do all your business over the Internet and simply by
buying leads. The most successful Originators in our industry do well over
half their business with previous clients…all built on relationships. Buying
leads may help you to build your database of past clients and referral
partners but the goal should always be to one day no longer need to buy
leads. Your cost per closed loan and profitability per closed loan will increase
dramatically once your business is based on referrals!
We Mortgage Consultants can’t just become loan product experts and expect
to succeed in this environment of rising rates and quickly changing loan
program guidelines. We must also become experts in marketing and lead
generation…it’s the lifeblood of our business. Without attracting clients…new
leads…we can’t deliver loan products or programs. Marketing is paramount to
Step 1: Writing Life, Business, Client and Time Plans
Benchmark’s Strategic Alignment with Todd Duncan:
Benchmark has aligned with the mortgage industry’s premier
trainer and motivator, Todd Duncan. Todd is acclaimed for his
seminars, books and programs featuring relationship building,
“High Trust Selling,” preserving values and leading balanced,
generous and abundant lives. Todd has become the source for
relationship building origination success strategies and tools.
His Mortgage Sales Mastery Conferences are the premier
training and motivational events attended by America’s top
producers—many of the Mortgage Originator Magazine’s “Top
200” in America. You can learn more about Todd at the
following sites: www.MortgageMasteryClub.com and
● Mortgage Mastery Club: This organization, founded by Todd
Duncan, offers a balanced approach to success: Helping you to learn
how to define your life's purpose, vision and mission, and how to make
sure your daily activities reflect them personally and professionally.
The club teaches you how to build your business by design with
strategic and tactical direction and programs. Every important
initiative is street-tested and proven, thereby giving you the best
possible return on your time and investment.
● Mortgage Mastery University: In our opinion, this site is the most
interactive training testing system available today for producing
managers in the Mortgage Industry. Have you ever wanted to have
access to a web site that you could have your new loan officers log
into to learn everything they need to know to be successful in our
industry from industry superstars like Barry Habib and Jim McMahan
instead of investing your time and teaching them yourself personally?
This site offers you that option and even the ability to track the
progress and retention of your loan officers as they make their way
through the training!
Special Pricing – Mortgage Mastery Club and Mortgage Mastery
Todd’s phenomenal origination and training tools are sold on a yearly
subscription for $1,395. However, he has provided all Benchmark Branch
Partners with an opportunity to sign up for his service for only $485 per
year! That over a 50% reduction! His Website is loaded with tools for
success, including: A “Knowledge Vault” with audio interviews Todd has
conducted over the years on various topics with new ones each month. A
recent topic was, “Making New Choices/Self-Leadership/Superstar
Spotlight/The Gap Between Learning and Doing;” and “the 90 Day Burn”
which transforms Loan Officers into Trusted Mortgage Advisors. Todd has
every tool imaginable including life plans, business plans and exercises that
teach you how to align with the best real estate agents.
● Here are Cover Shots of Two of Todd’s Best-Selling Books:
As a member of the www.MortgageMasteryClub.com, you will have access to
all of the tools and resources you need to build a successful business plan,
continuously grow both personally and professionally and take your business
to another level!
Below, you will find sample instructions on how to build your life plan,
business vision, business plan, client plan and time management plan from
the www.MortgageMasteryClub.com website. Also, please click on the
following links to download the full Life Plan, Business Vision and Business
Plan building guide provided to Benchmark by Building Champions as well as
the complete business plan of Linda Davidson, a successful Branch Manager
here in Dallas, that you can use as a template when writing yours:
How to write a Life Plan:
A Life Plan, Defined
If you are serious about your life, you must get serious about your choices.
Henry David Thoreau said:
“If one advances confidently in the direction of his dreams and endeavors to
live the life which he has imagined, he will meet with success unexpected in
In order to live the life you imagine, you must first spend time understanding
what that life looks like. Only you know what fills your heart with a sense of
satisfaction and purpose. Only you know the direction in which you want to
go. Only you can define success for the rest of your life. Your life plan is the
vehicle for clarifying your values and vision and taking concrete steps to
achieving your life purpose. Remember: Focus Precedes Success.
Key Elements of a Life Plan
Values: Values are the very reasons you do what you do. They illuminate the
path between your purpose and your fulfillment. If your values are consistent
and well-maintained you will remain on the path for which you were
designed. Some of your values will slowly shift as you mature. This is why it
is so important to set aside time to clarify your values on a regular basis.
Vision Statements: Everyone can be a visionary in their own life, and a good
one at that. You must envision the ideal embodiment of each of your core
values and develop a clarifying vision statement that describes what your life
in that area is going to be about.
Mission Statements: Your mission statements are the bridges between your
vision statements and the daily acting out of your values. Your mission
statements outline what you are committed to accomplishing over the next
several months or several years.
As you develop these elements, it is helpful to have an accountability partner
or partners who can keep you on track.
Steps for Building Your Life Plan
Develop Your Vision: Vision is critical! Your vision is at the heart of
everything you will ever accomplish. Most people lack vision – not the
capacity to vision – but the answer to “where am I going?” This is the first
point in which focus becomes the driving force behind what you accomplish.
Mostly all great accomplishment occurs AFTER you get clear on your purpose.
Begin by developing your vision for each key area of your life (i.e., family,
physical, professional, financial and spiritual).
Gain Knowledge: Knowledge helps facilitate the speed and efficiency with
which you accomplish the visions you set forth. Knowledge should be
obtained before any major action is taken. If you know where you want to
be, but lack the knowledge, there is a good chance that when the first
challenges arise, you will abandon the vision for the comfort of complacency
because you don’t know what to do.
Create a Plan: It’s hard to succeed intentionally without a plan. Follow this
two-stage process: (1) Decide on the plan to accomplish the vision in the
major areas of your life. (2) Execute the steps or activities of the plan
repeatedly, making “in-flight” corrections, and do something regularly to help
you stay committed and focused on the plan.
The Benefits of Having a Life Plan
People yearn to be in control, have the upper hand, share their expertise,
and demonstrate their leadership abilities. However, situations and
experiences often leave them feeling out of control, overwhelmed, uncertain
and inept. A life plan is your vehicle for achieving Life Mastery and
experiencing every part of your life to the max. Having a life plan ensures
that you always know (1) what is important about success to you, and (2)
what you need to do to achieve success in every area of your life.
You are uniquely gifted. You deserve to live a life filled with enjoyment,
fulfillment, passion and energy. Having a life plan makes having the life you
desire possible for you.
How to write a Business Plan:
A Business Plan, Defined:
An age-old adage says that if you fail to plan, you are planning to fail. To
achieve lasting success and satisfaction, you must construct a plan for how
your business must be run to achieve high trust sales. A successful business
plan embodies your answer to this question: What do I want my
origination business to look like three years from today? If you don’t
know where you want to be in the future, you will never get there. Your
business plan gives you a sense of predictability because it lets you measure
your performance so you can judge if your business is becoming more
efficient rather than just growing in volume. Your business plan helps you
determine if you are doing what you need to do today so your future will
match the future in your vision.
Key Elements of a Business Plan
• Volume Goals
• Daily Numbers
• Lead Generation and Management Strategies
• Standards for Your Prospects and Clients
• Prospecting (Target Marketing)
Steps for Building Your Business Plan
Answer the Question: What do I want my origination business to look like
three years from today?
Determine Your Volume Goals: Determine your income first and then make
the numbers work. Here’s an example, based on an average loan amount of
Average Loan Amount $100,000
Annual Closings Goal $20,000,000
Annual Units 200
Pull-Through % 90%
Annual Origination Goal $22,000,000
Annual Units 222
Pull-through is the percentage of loans that close compared to the loan
applications you take. A highly efficient business does not have a lower pull
through than 90%.
Determine Your Daily Numbers: Your ultimate goal is best accomplished with
a consistent effort. Chunk down your big goal into smaller units. Remember
to tie your daily goals to your purpose.
Annual Units 222
Monthly Units 18.5
Weekly Units 4.625
Daily Units 1
Establish Lead Generation and Management Strategies: With your
predetermined daily sales needed and your conversion goal in mind,
determine the required number of sales attempts you must make each day to
meet your numbers. Remember: If you are looking for loans, you will miss
leads. If you are looking for leads, you will get loans. You must shift your
thinking from originating loans to managing leads.
Daily Units 1
PAC Conversion %* .25
Leads Needed 4
*The High Trust Interview is the Pre-Application Consultation (PAC), and it
includes the confirmation of financial profile, core values interview and
highest value needs interview which occur in one 20-30 minute conversation.
Establish Standards for Prospects and Clients: Determine how many leads
per client you need to receive. Ultimately, if you want more business, see
less people. Your standards must include: (1) a minimum monetary return
for your investment in a prospect, (2) the minimum number of sales or
referrals required per year from current clients, and (3) your necessary
actions for establishing high trust with clients and prospects to see that they
produce the appropriate number of sales.
Monthly PACs Needed 80
Minimum PACs Per Client 8
Clients Needed 10
Prospecting: You must employ an efficient recruiting process that channels
prospects into high trust clients for life.
The Benefits of Having a Business Plan
In over 50,000 interviews conducted, less than 2% of salespeople admit to
having a business plan that they use as a daily guide. And only 10% follow a
disciplined selling process to ensure a higher probability of establishing trust
with customers. Salespeople who have an undisciplined sales process and no
plan lack both consistency and stability in their careers. Without a business
plan based on your own expectations (versus those of your manager or co-
workers), goal setting and time mastery are shallow hopes that will never
If you don’t have an effective business plan, any business you get is
accidental. The trust you receive from customers will be as temporary as
their business. When it comes to originating, hope is not a strategy. Sales
consistency is not about consistently being in the right place at the right time
with the right attitude.
How to write a Client Plan:
A Client Plan, Defined
Most originators spend their time trying to work with every type of client and
end up spending more time selling to clients they shouldn’t be and less time
selling to clients that warrant their time. Most originators also believe that
they have no control over how their clients respond and perform. These
statements couldn’t be further from the truth. An effective client plan is
designed so that you control (1) what clients you sell to and what clients you
don’t, and (2) how your clients respond and perform. There is nothing more
frustrating than trying to earn the trust of someone who is not worth your
time. Your client plan saves you from experiencing this frustration by helping
you identify the right prospects and clients and approach them in a way that
earns their trust and secures their business for life.
Key Elements of a Client Plan
The Law of the Bull’s Eye: “If you don’t aim for the best prospects, you’re
likely to do business with any prospect.”
The Law of the Scale: “If you want more business, have fewer clients.”
The Law of Courtship: “For a relationship to be right on the outside, it must
first be right on the inside.”
The Law of Incubation: “The most profitable relationships mature over time.”
Prospects: A person, group, company or organization that has the need for,
the desire to, and the financial means to acquire your product or service and
can make the decision on all three. Successful originators treat prospecting
as a way of life, an integrated discipline that fulfills their greater purpose,
and therefore do it as regularly and as naturally as breathing.
High Trust Interview: An effective procedure by which you can move
prospects from low to high trust, decreasing their tension and increasing the
likelihood that they accept your product or service.
Unique Value Proposition: The very tool that makes strategic partner
prospects want to meet with you. The key ingredients are: (1) it provides a
high perception that there is something different about you as compared to
the competition, (2) it is used early on in any attempt to gain an
appointment with a prospect, (3) it adds more value to the prospect than you
would get from the sale, and (4) it puts you in a position where the prospect
needs you more than you need them.
Steps for Building Your Client Plan
Identify Names: You must build a daily discipline for identifying names of
prospects you’d like to work with. Sources include loans in process (business
conduits from the borrower like the listing agent, CPA, financial planner, etc),
strategic partner luncheons, centers of influence, newspapers and
magazines, and local associations.
Know What You Want and Who Can Refer You: You must have a profile of
standards that outlines what you require from the people with whom you do
business. Prospecting to the right people the right way is the blood that will
keep your origination business alive. Your goal is to build relationships with
low maintenance clients who will also bring you high profits. Learn about
your prospects ahead of time by asking, “Who do I know who knows who I
want to know?” This question will save you hours of time and stress because
you will never again prospect someone if someone you know tells you not to.
Approach Prospects With a Value Added Approach Letter: Set the stage for a
face-to-face High Trust interview by sending a Value Added Approach letter
that captures the prospect’s attention with a short and captivating opening
statement, tells the prospect who you are, lets the prospect know how you
got his or her name, and piques his or her interest with your unique value
Make The High Impact Approach Call: Follow-up your letter by calling the
prospect and professionally introducing yourself, making reference to your
approach letter. Convey that your referrer or center of influence asked you to
call and introduce the prospect to a possible solution for a need in his or her
life or business. Your goal is to schedule a 30 minute face-to-face
appointment to explore the possibilities of partnering together. Learn scripts
so that you can effectively manage voicemail and objections.
Conduct the High Trust Interview: This series of questions that include a High
Impact Opening, Values Discovery Questions (intrinsic needs) and Highest
Value Needs Questions (extrinsic needs) is an effective procedure for learning
your prospects’ values, needs, desires and expectations so you can
determine if there is an essence match for building a relationship.
Consistently Add Value to Your Partners and Clients and Maximize the
Potential of Your Relationships: Develop a three-tier ranking of your partners
and clients, commit to a specific investment for each tier, decide your annual
contact plan for each tier and collaborate regularly.
The Benefits of Having a Client Plan
Would you rather see ten prospects and get one sale, or see one prospect
and get one sale? Of course that’s an easy answer. It never feels good to
have nine prospects say no. When you understand that prospecting is a
productivity game, not a numbers game, you can develop a client plan
centered on the quality-motto, “Less is best.” A client plan helps you
maximize your time by identifying, courting and capturing the right prospects
who will in turn become clients or partners that reap high returns for life. A
client plan helps you identify the type of relationships you want your business
founded on, thereby avoiding prospects that will bring you unrealistic
expectations and unneeded stress. A client plan helps you build a fulfilling
career based on initiating and preserving loyal relationships and consistently
adding value to clients and partners for life. Victory is not just in convincing a
customer to do business with you once. True victory comes from not only
giving people a reason to buy from you, but also making sure they never
forget you. Your client plan helps you do just that.
How to write a Time Management Plan:
A Time Management Plan, Defined
Have you ever tried to have a perfect day and it didn’t work out as you
planned it? Top producing sales professionals who get the most done, and
who earn the most money, don’t work harder, they work smarter. They don’t
manage or control their time but rather they manage and control the events
they perform during the time they have, or have been allotted. Your time
plan lets you master event management so that you tame time today and
transform your opportunities tomorrow. With a time plan, you can heed the
words of Benjamin Franklin, “Dost thou love life? Then do not squander time;
for that’s the stuff life is made of.”
Key Elements of a Time Plan
THE LAW OF THE SHAREHOLDER: “Successful sales people buy stock in
The CEO Mindset: Understanding that you are an originator who is running a
business versus a business person trying to originate loans.
THE LAW OF THE HOURGLASS: “You must make your moves before your
time runs out.”
Hourly Rate: The value you assign to an hour of your time.
80/20 Rule (Pareto’s Principle): A small number of causes are responsible
for a large percentage of the effect.
The 100% Question: Focus on doing what you do best for the greatest
possible amount of time and let everything else be handled by a system or
person managing a system on your behalf.
THE LAW OF THE BROOM: “To build your business up, you must first clean it
Proactive vs. Reactive: Establishing clean systems and tight procedures so
you are the one running your business.
Green Light Activities: Activities that produce the greatest return for your
Yellow Light Activities: Activities that allow you to evaluate your business’
efficiency. This is time for working on your business (on-time) not in it.
Red Light Activities: Activities that don’t build high trust or increase your
Time Blocking: A system for structuring your time so that you (1) schedule
your priorities instead of prioritizing your schedule, (2) predefine the green
activities necessary for your business to excel, and (3) incorporate green
blocks of time into a daily schedule that helps you maintain a sense of
predictability and certainty.
Not-to-do List: A list of all the things you shouldn’t be doing.
Steps for Building Your Time Plan
Adopt the CEO Mindset: You must stop thinking of yourself as an employee
and start seeing yourself as a business owner. YOU are responsible for your
own growth and the growth of your business. When you shift your thinking in
this manner, you begin to consistently use your time in ways that maximize
your productivity and profitability.
Determine Your Hourly Rate: Getting clear on the value of your time will
make you mindful of how you are spending every minute. When you frame
your days with a predetermined hourly rate that complements both your
business and life plans, your actions become purposeful, confident and
Make the 80/20 Rule Work For You: Determine what 20% of your efforts and
resources are worth your time so you can then focus on the actions and
activities that can best help you achieve your hourly rate. For example, focus
your attention on your top 20% clients by first identifying and ranking your
clients in order of profits and then focusing your efforts on them. Do this for
all key activities and areas that utilize your time.
Answer the 100% Question for Your Business: Get clear on the things you
enjoy most and that produce the greatest impact on your business. Define
activities according to the green light, red light and yellow light definitions
described above and create your not-to-do list. This clarity will help you
spend time doing what you do best and delegating or disposing of the rest.
Develop Your Time Blocking Schedule: The fundamental rationale for time
blocking is the knowledge that if green activities don’t get scheduled, they
usually get done feebly, fruitlessly or not at all. By scheduling specific blocks
of green activities and committing to not spending time on red activities until
your green activities are done, you will become more efficient and
productive. Be sure you schedule time for important personal activities
FIRST, like time with your family or time at the gym. Life balance and your
life plan must be reflected in your time plan. A good way to begin time
blocking is to commit the first hour of your day to green activities and then
alternate an hour for red activities and an hour for green activities the rest of
the day. As you continue to clean up your business doing the first four steps
above, you will be able to expand your green blocks and decrease (and
eventually eliminate) your red ones.
The Benefits of Having a Time Plan
Have you ever had a game plan for your day and by about 9:30 it was
thoroughly messed up? Have you ever then stayed messed up the remainder
of the day? At the end of that kind of day, have you ever felt like the day was
a waste? Having a time plan helps you avoid wasted days. With a time plan,
YOU are in control of the events that happen in your day. With a time plan,
there is no saying yes to interruptions, marginal deals and high maintenance
customers. With a time plan, there is no waking up early to handle the stuff
that didn’t get done yesterday. With a time plane there is no becoming a
courier, copy mechanic and coffee maker in one. Lord Chesterfield said,
“Take care of the minutes, for the hours will take care of themselves.” Your
time plan is your way of doing just that. It lets you best use your time on the
job so that your time off the job is always maximized.
Step 2: Why Become a Mortgage Planner?
We believe there’s a tremendous need and opportunity that exists right now for Mortgage
Planners that put together wealth creation teams. Why?
• 75% of all workers aged 55-64 have less than $56K saved for retirement, excluding
• Social Security average benefit is $963 per retiree
• Pensions are down from 85% in 1982 to 34% today
• We are living longer and medical costs are increasing; the average life expectancy
for a person born today is 100 years 77% of workers say they will work during
retirement but only 12% do so
• 97% of US families do not have college savings plans in place for their children
• 38% disparity for college educations 20 years ago related to incomes but 75% now
• 65% of Americans need their next paycheck to meet their expenses
• 20% of Americans have reached the maximum limit on your credit cards
• 13.9% is the average cost of credit for all credit card purchases
• 94% of Americans do not have a will
• In 2005, personal savings for Americans dipped into the red for the first time ever
• 1/3 of all homes are paid free & clear
• Home equity in the US outweighs the total value of the US stock market
• It is estimated that total mortgage debt in America exceeds $10 trillion dollars
while total home equity exceeds $12 trillion dollars.
What can we do?
You can create a Wealth Creation Team that you can refer your clients to when the need arises.
Find a CPA, Estate Attorney, Insurance agent and Financial Planner. Your clients need their
advice! Call your past clients for annual mortgage reviews or to adopt their mortgage as a debt
manager. Be sure and talk fiscal literacy news to your clients/prospects and leave it on your VM
so your clients are always being informed by you as their mortgage professional. Practice
explaining or teaching fiscal literacy to your clients as well as referral partners. Find the financial
problems or issues your clients are experiencing and try to help them solve them with your
Wealth Creation Team’s help. However, in order to do this you have to ask the right questions:
when would you like to retire? How much wealth will you need in order to retire? How have you
done so far? How are you planning to get there? How long do you plan to stay in your home? Is
your income rising or falling? What is your investment mindset: Conservative, Aggressive or
Do not forget to read with a purpose so you can share with your referral
partner's and clients because value always tends to hide price!
If you provide wealth creating financial solutions to your clients and
referral partners, then you will receive more referrals than you ever thought
In order to get the highest possible return on investment with the tools and
services described in the next section, we believe you need to be
knowledgeable of the concepts of Mortgage Planning and Strategic Equity.
“Missed Fortune” by Doug Andrews.
This is an outstanding “New Your Times” best selling book on the subject of
“Equity Management” and we recommend that you purchase and
read it in conjunction with purchasing the tools and subscribing to
the services listed below. By doing so, you
will learn the concepts of Mortgage Planning
and Strategic Equity as well as learn how
Universal Life Insurance works and can
complement a mortgage in its various forms
such as Fixed, Indexed and Variable
Universal Life Insurance. These insurance and investment products can be
utilized by your clients to accumulate wealth tax free, distribute wealth tax
free and transfer wealth to future generations tax free.
You’ll also learn why equity in real estate does not satisfy the 3 main criteria
of any wise investment:
1. Liquidity – The ability to access principal as well as investment
returns tax free in the form of loans.
2. Safety – Guaranteed protection of principal.
3. Rate of Return – The compounding return on principal as well as
By learning and understanding these concepts as well as utilizing the tools
and services listed below to present/explain them, you’ll be able to show
your clients how their home(s) and mortgage(s) can be used as financial
tool(s) allowing them to build wealth faster and retire earlier than they ever
thought possible. Utilizing these concepts with your clients, you will also be
able to generate referrals for your Financial Planner & CPA referral partners!
Here’s an audio link you can click on to hear Doug Andrews personally share
with you the concepts contained within his book as highlighted above.
“Stop Sitting on Your Assets” by Marion Snow.
This is also a great “New York Times” best selling book we recommend you
read by Benchmark Branch Partner Marion Snow on the concept of “Equity
Please see below for special pricing details and click this link to download
the audio message: http://www.benchmarklogin.com/Marian.html
“2007 Mortgage Planner’s Book of Best Practices” by Dave Savage.
In this publication, you’ll learn the secrets that the best Mortgage Planner’s
know. Specifically, you’ll learn how to implement the five elements of the
Mortgage Planning Compass™ to achieve a level of success you’ve only
By integrating these key principles – purpose, goals, practices, services and
strategies – you’ll learn several invaluable lessons including:
1. How to transition from being a loan officer to being a Mortgage Planner.
2. How to use advice to help your clients integrate their mortgage into their
3. How to substantially increase your residual income and referrals by
developing client relationships over the long term.
4. How to help homeowners achieve their freedom point faster by making
more informed decisions.
Please click here to download the book:
Here’s a screen shot:
Free Strategic Equity Power Point Presentations and Newsletter
Did you know that people only retain 6% of what you say when making a
presentation, if you only communicate verbally? If you use a presentation
when explaining your proposal, people retain 86% of what you say!
Below, you will find some power point presentations and flyers that
Benchmark has created for you so that you can effectively communicate the
concept of strategic equity to your clients and referral partners.
Power Point Presentations:
Email or Newsletter Templates:
Please visit www.benchmarklogin.com and click on the Business
Development Tab. You will then be able to click on the “Benchmark
Flyers” link to download the following newsletter templates and
insert your picture as well as contact information into them.
“Mortgage Planner” Magazine (www.strategicequity.com)
Benchmark has decided to cover $30 of the $59 subscription price for
“Mortgage Planner” Magazine on behalf of our Branch Partners. You will get
the magazine for only $29! Please contact Natalie Witt at
firstname.lastname@example.org or at 214-420-2735 for more information!
Step 3: Recommended Tools, Services and Resources
Benchmark has negotiated deep discounts on some phenomenal tools,
services and marketing resources that will help you stand out as a “Trusted
Mortgage Planner” in your market and increase your closure rate regardless
of whether or not you are working leads or referrals. And, when getting
started as a Benchmark Branch Partner, we recommend the following tools
and services in order of importance.
THE MORTGAGE COACH (www.mortgagecoach.com)
Benchmark has been able to secure deeply
discounted group pricing for this highly
recommended mortgage planning software.
Here’s the URL: www.MortgageCoach.com
Mortgage Coach Will Set You Apart!
The Mortgage Coach is the presentation software we
recommend to our Branch Partners! And, as a company we are
one of the largest subscribers with Mortgage Coach in the
Maybe you think you just sell loans. Perhaps your outlook is that
the loan business is a game of rates, fees, and different loan
But the fact is you can be more than a number-crunching "loan salesperson."
You are a life-changer. As a mortgage professional, you have the power to:
• Make your customers' retirement come sooner
• Help them achieve personal wealth
• Help them increase their savings habits
• Help them reduce financial stress
• Stop them from wasting hundreds of thousands of dollars on the
• Stop them from selecting the wrong type of mortgage debt-debt that
is not suitable or appropriate to their personal situation
Mortgage Coach Membership will give you a competitive advantage over
typical loan officers that only present Good Faith Estimates to their clients.
Mortgage Coach Membership includes:
1. Mortgage Coach Professional Edition
2. MC Marketing Machine
3. Strategy & Training Action Packs
4. Personal Success Coaching
5. Special Discounts on MC Education, Events and partner services
Mortgage Coach Professional gives you the power to provide high-value
tangible results to clients through visual presentations, elevating your status
to a “Trusted Financial Advisor.” Each report created within this application
shifts the prospect's focus away from rates and fees, and onto the long-term
advantages of multiple loan options. Some reports that we highly
recommend are RateWatch, Total Cost Analysis and the Equity Repositioning
Also, the Mortgage Coach Marketing Machine is your personal virtual
marketing department. It will clearly illustrate the impact of your advice to
clients and create a unique brand for your business. Here are some sample
reports that were created in just minutes using the MC Marketing Machine
A wide array of service is also available to you to ensure that you’re using
the Mortgage Coach solutions to the fullest.
Some features include: Personal Success Coach training, weekly case
studies, webinars, product training & strategy action packs, live software
support, community collaboration chat/blogs, free upgrades, over 29 hands-
on training videos and more.
Mortgage Coach will help you:
1. Increase Your Per Loan Profits
2. Reduce Rate Shopping
3. Increase Your Referrals from Past Clients
4. Increase Your Referrals from Realtors, Builders, CPA’s and
Respected figures in the mortgage industry such as Tim Braheem, Ron
Quintero, Barry Habib and Todd Duncan all either utilize this tool or
recommend it highly.
The Mortgage Coach will give you a competitive advantage over typical loan
officers that only present Good Faith Estimates to their clients. This Software
has incredible Visual Presentations that will elevate your status to a “Trusted
Financial Advisor” in the minds of prospects and referral sources. Each
presentation module within Mortgage Coach shifts the prospect's focus away
from rates and fees, and onto the long-term advantages of multiple loan
Here are some additional benefits: (1.) Free training; (2.) Free 800# tech
support; (3.) Free software upgrades; (4.) Free sales and marketing
materials, and (5.) Free recorded phone conferences with 40 of the top
producing mortgage professionals in the country using The Mortgage Coach.
Here are some neat links that will take you to hard-hitting articles by
Mortgage Coach Founder and CEO, Dave Savage: The first is entitled
“The Art of Referrals.” Dave explains how you can use The Mortgage
Coach to form new Referral Partnerships with CPA's and Financial
Planners. Dave reveals in precise detail how he targeted, and
persuaded over 394 out of 793 top CPA's and Financial Planners in
his area to refer him 252 closed loans, which generated over
$962,500 in commission income in one year!
Here’s a second link to an article comparing the differences between
operating as a Transactional Loan Officer vs. a Mortgage Planner/Trusted
Financial Advisor utilizing the Mortgage Coach.
Mortgage Coach Power Point Presentation:
Here are some other links to articles that will share with you the additional
benefits of operating as a Trusted Financial Advisor using the Mortgage
Please visit www.MortgageCoach.com to demo the program. Once there,
please click on the site map link on the very top right side of the screen.
Please look under the Products section and select Demo Center to learn
Special Pricing – The Mortgage Coach:
The normal price for The Mortgage Coach and The Marketing Machine is
$1,500 per license and $1,500 per year to renew but Benchmark’s special
group price is $990 to sign up and $600 annually! If you decide to purchase
a copy of The Mortgage Coach, please call 800-951-2696 and let the sales
associate you speak with know that you are a Benchmark Branch Partner.
Here’s a slide that breaks town our special pricing structure with Mortgage
Here’s an example of a Total Cost Analysis created using the Mortgage
The following is an example of an Equity Repositioning Analysis created using
the Mortgage Coach:
The Mortgage Market Guide (www.MortgageMarketGuide.com)
With over 20 year’s experience, Barry Habib has consistently been
recognized as one of America’s Top Loan Originators. He has
averaged close to $100 million dollars per year in individual
production amassing almost $2 billion in individual production. Barry has
achieved these levels with only one assistant and is still an active loan
originator. He is regularly featured on the CNBC
television network. Additionally, Barry is often featured on NBC, CNN and
FOX television networks. Barry has been the keynote speaker for 50 different
state Mortgage Banking Associations.
What Are the Benefits of the Mortgage Market Guide?
You’ll be able to stay attuned to market conditions with Daily Market
Updates…comprehensive, informative advice from the industry’s leading
expert, Barry Habib. You’ll avoid costly mid-day re-prices with Alerts
delivered directly to your phone within minutes of market swings. You’ll
monitor the real driving force behind interest rates…mortgage backed
securities…not the 10-year U.S. Treasury Note…with real time bond quotes.
Take this short quiz and see where the Mortgage Market Guide can help
• Where is pricing headed since you received your rate sheets this
• Can you accurately anticipate when your lenders are about to issue a
mid-day re-price for the better or worse?
• Can you react accordingly and protect your pipeline?
• Do you know what index causes LIBOR to move?
• What is the Fed Funds Rate?
• Where is it headed and why does it matter?
• What is the current unemployment rate in your local market and
what impact does it have on the so called "Housing Bubble"?
• Is the "Housing Bubble" a true fact or simply a media fabrication?
• Are you a Trusted Advisor to your clients or are you just faking it?
If you are the least bit unsure how to answer any of these questions then
chances are you aren't a Mortgage Market Guide member.
It's no coincidence that 80% of the “Top 200 Originators” listed in
Mortgage Originator Magazine are members of The Mortgage Market
Guide. 14,000 of America's top originators use this service to stay abreast of
the current market conditions, out perform their competition and maintain
their fiscally literate "Trusted Advisor" position with their prospects, clients
and relationship partners.
The Mortgage Market Guide is an interest rate forecasting service that
provides a 92% accuracy rating in predicting the movement of interest rates
over the short term. This service will enable you to confidently tell your
clients when to lock and when to float their new mortgage interest rate once
you have identified with them which loan program best contributes toward
their long term financial goals.
The Mortgage Market Guide offers the following benefits:
● Stay attuned to market conditions with Daily Market Updates,
comprehensive, informative daily reports on the condition of the
financial markets and advice on whether or not to lock from the
industry's leading mortgage interest rate forecasting expert, Barry
● Avoid costly mid-day interest rate re-prices with Instant Mortgage
Re-price Alerts delivered directly to your phone within minutes of
● Monitor the real driving force behind interest rates... Mortgage
Backed Securities, not the 10-year US Treasury Note... with Real Time
Bond Quotes. Quotes are available on the Mortgage Market Guide
website and delivered by text messaging to your cell phone or pager
● Provide your clients and referral partners with a Mortgage Market
Guide Weekly update on where the markets are going, a recap of the
last week’s activity and a detailed commentary on a topic relevant to
their financial health.
Below, please find an example of MMG's Real Time Bond Quotes Page as well
as the Mortgage Market Guide Weekly Newsletter.
Special Pricing – The Mortgage Market Guide:
The regular price for a subscription to The Mortgage Market Guide is $899
annually. Thankfully, Benchmark has been able to negotiate special pricing of
just $599. For the supplementary product, “The Mortgage Market Guide
Weekly,” Benchmark has been able to negotiate a discounted purchase price
of $399 annually, down from $579.
Additionally, we have been able to negotiate a free 30 day trial of the
Mortgage Market Guide and The Mortgage Market Guide Weekly for all
Benchmark Branch Partners! Simply click on the following link, fill in your
account information and you will have access to the full system:
Certified Scripts for Success (www.certifiedscriptsforsuccess.com)
Did you know that Adjustable Rate Mortgages (ARMs) are
expected to make up nearly 40% of all loans originated in
Here’s a tremendous Website and resource that offers scripts for
selling ARM’s and an “ARM Evaluator” Tool that will really assist you in
presenting these powerful loan programs: http://www.certifiedscripts.com/
Jim McMahan is one of the mortgage industry's leading authorities on high
trust consulting. And now, with more than twenty years experience, Jim is
revealing the secrets, systems and scripts he has honed and refined to
generate more than a Billion dollars in closed loans during his career.
Jim McMahan’s Certified Scripts for Success is a complete package, jam-
packed with easy to understand and simple to implement tools and systems
guaranteed to help you become an expert in selling ARMs.
Become ARM’ed and Dangerous with:
• Jim’s very own scripts, charts and tools used to propel him to the top
level of the industry every year since 1992.
• Detailed and thorough explanations of ARM indices to help you
confidently articulate the various options available to your clients.
• Audio versions of Jim’s scripts, delivered just as he would to a client,
so you can listen to the expert and develop your own style of
• Brilliant full color charts to support your position and illustrate the
history of major indices.
“Dealing With Rate Shoppers:” Here’s a link to a PDF article by Sue Woodard,
one of the highest volume originators in America, that has some excellent
tips on dealing with “Rate Shoppers:”
Special Pricing – Certified Scripts for Success:
The regular price for a subscription to Certified Scripts for Success is $399
annually. However, if you are a subscriber of The Mortgage Market Guide,
you will enjoy a price of only $90. Please contact 800-963-1900 if you have
Special Combo Subscription Discount for The Mortgage Coach, The
Mortgage Market Guide and Certified Scripts for Success!!!
We have been able to negotiate very special subscription terms with both
The Mortgage Marketing Guide and Certified Scripts for Success on behalf of
our Branch Partners! And, they have agreed to throw in many additional
educational DVD’s and CD’s to help you grow your fiscal literacy.
These special discounts add up to $789 a year in savings for you as follows:
Subscription Services Normal Prices Special Discounts Benchmark Prices
Mortgage Market Guide $ 899 $ 300 $ 599
MMG Weekly Newsletter $ 579 $ 180 $ 399
Certified Scripts $ 399 $ 309 $ 90
Totals = $ 1,877 $ 789 $ 1,088
Please click on the following link to learn more about this special offer and to
Further, we have been able to negotiate a special free 90 day free trail for
The Mortgage Coach for you when you become a subscriber to the
Mortgage Market Guide. And, as a Mortgage Market Guide subscriber, you
will not be required to provide Mortgage Coach with a $295 at the start of
your second year utilizing The Mortgage Coach!
Loan Tool Box (www.loantoolbox.com)
Features & Benefits of Membership:
Personalized Templates - You probably aren’t a design or marketing
expert. And that’s okay—because we are. Dig into over 500 marketing
templates and personalize them with your name, photo and logo. Create your
own personal brand that will resonate with both leads and clients. Cultivate
your brand and use it to establish trust and confidence among your
customers. Once you accomplish this you will be well on your way to
mastering the Marketing level of the Pyramid.
Automated Marketing Campaigns - With Platinum Plus membership, you
will receive our Business Booster and Mortgage Rate Update programs—just
a few of our automated marketing campaigns—all personalized and delivered
straight to your inbox. And once you setup your client database, our
automated campaign editior will send out materials for you. You save time
and get valuable face-time with your clients.
Online Rolodex - Keep your online database updated with your clients’
latest contact info. We’ll send out automated marketing campaigns on your
behalf (all of which you can edit and monitor online, of course). So let us do
the busy work while you enjoy your day of fun in the sun. (Just promise to
send a postcard.)
You Magazine - Ever wish you had the time to create a monthly newsletter
to email your clients? Don’t bother—we already did it for you. You Magazine
is a professionally-written newsletter packed with timely and informative
articles that we’ll send to your client base. The best part: most clients find
You Magazine so informative that they’ll forward it on to their friends and
colleagues—and you grow your database without doing a thing!
Special Alerts - So the Fed just raised rates. Wouldn’t it be great to keep
your client database up-to-date with this sort of important market news?
With Platinum Plus you will. That’s because we—or make that you—send out
timely market alerts to your entire database. Your clients will now have their
fingers on the pulse of the industry—with only you to thank.
Monthly Online Reports -Your marketing might look great and make your
clients say “Wow!”. But if you aren’t looking at the results, how are you ever
going to get better? With Platinum Plus that’s not a problem, because you’ll
have online access to all of your ongoing—and already finished—marketing
campaigns. See what worked (and what didn’t) then run an automated
campaign to replicate your best results. See, isn’t marketing easy?
Special Pricing – Loan Tool Box:
We have been able to negotiate over $1,400 in discounts with LTB on behalf
of our Branch Partners. Please click the following link to learn more and to
sign up for the Loan Tool Box!
PitchSIMPLE gives you a quick and extremely user friendly web-based
platform to create customized visual loan presentations that your sales
force can use to better communicate their loan offer to prospects/clients
while also differentiating themselves from the competition.
Conceptually, pitchSIMPLE was designed for the "Mortgage Planner",
however, it's much more simplistic than Mortgage Coach. Thus, giving you a
great way to present loans to the average borrower that's colorful,
informative, and well-organized, but at the same time --- easy to digest,
understand, and relate to from the prospect/borrower's point of view.
A pitchSIMPLE loan presentation can be created in less than 3
minutes. Upload your file directly from your LOS, choose the pages you want,
and your proposal is created! It can be printed out to mail, fax, or for face-
to-face meeting. Or, simply email the presentation directly to the
prospect/client. In addition, pitchSIMPLE gives your sales team a structured
and uniform sales approach. In fact, the inexperienced members of your
sales team can instantly improve their sales pitch by simply using the
presentation as a "road map" for selling a loan.
Benchmark Mortgage has received special pricing (as much as 40% off the
retail price). PitchSIMPLE will happily provide live demonstrations of their
product for those who are interested.
The following links contain samples of a refinance and purchase presentation
for your review.
Refinance presentation example:
Purchase presentation example:
Special Pricing – PitchSIMPLE:
The discount is a flat 40% off the retail price for any package paid upfront in
full. And, we were also able to negotiate a discount of the monthly rates by
approximately 20% off their retail price.
# of users Package Description Retail cost Your cost Discount off Retail Price
1 Single User $279.99 $168 $112
4 Silver $799 $480 $319
15 Gold $1,499 $900 $599
30 Platinum $2,499 $1,499 $1,000
50 Diamond $3,999 $2,400 $1,599
# of users Package Description Retail cost Your cost Discount off Retail Price
1 Single User N/A N/A N/A
4 Silver $99 $80 $19 per month
15 Gold $190 $150 $40 per month
30 Platinum $300 $240 $60 per month
50 Diamond $499 $399 $100 per month
Please feel free to learn more by clicking www.pitchsimple.com/pitchsimple-
summary.shtml. In addition, their phones are open for questions by calling
Glance is a simple, quick desktop sharing tool for hosting live web demos.
Using this technology, you will be able to show your live computer screen to
anyone anywhere. Your customers connect instantly, right from their
computer to your web site or customizable Glance web page. They can use
nearly any PC, Mac or Linux computer, even from highly secure
Everything you see, your customer can see. You can review their credit
history and present to them their home financing options in full 24-bit color
while talking to your customer by phone. You can also review documents
without being present with the customer. This saves the expense and time
of face to face meetings and makes the customer feel more in contact with
Your customers will be “wowed” because this is their first experience with a
live web demonstration and it is so easy.
Please go to www.glance.net today for more information and to sign up for
a free trial subscription.
Pricing – Glance.net:
Glance Personal (For Individuals) = $49.95 monthly or $499 per year
Glance Corporate (For everyone in your Branch) = $119 monthly or
$1,199 per year.
Hello World (www.helloworld.com)
Hello World is a web based technology platform that will make it possible for
you to send out video Emails to your borrowers, referral partner and past
clients. All you need is a web camera that you attach to your computer
monitor and you will be able to upload short 2-4 minute videos to the hello
world website and Email them out. The Email recipient then clicks on the link
in your Email that looks like the link above with Todd Duncan and opens up
your video on the www.helloworld.com website. There are no complicated
programs to download or install and the video streams instantly!
Also, these Video Emails can be used to introduce you to new clients as well
as separate you from the competition when working internet leads. As a
multi state lender working deals over the phone and computer you will be
able to stand out to them in comparison to the competition as a real person
who cares enough about them to want to connect with them on a personal
level. Not just over the phone.
Pricing – Hello World
Membership pricing ranges from $9.95 to to $39.95 depending on how many
video Emails you would like to send per month and how long you would like
the videos to be. Please visit www.helloworld.com to learn more!
Step 4: Marketing – Branding your Professional and Personal
Our source for business cards is www.TexasBusinessCardFactory.com, Bob
Mahon, Principal. They are very responsive and can be reached at (972)
447-0677. They print beautiful Benchmark Business Cards at discounted
rates. Please visit: www.texasbusinesscardfactory.com/benchmark, create
a new user account for yourself and you will be able to view samples of the
cards and place an order.
Here’s a screen shot of my cards to give you better perspective: (Note that
the back sides of these cards can be printed.)
We have special discounted pricing as follows:
500 cards, single side print = $50, printed both sides = $75
1,000 cards, single side print = $65, printed both sides =
BROSHURES & SPECIALTY ITEMS (www.retailcomm.com)
RetailComm is very responsive and can be reached at 972-934-8686 x12.
RetailComm prints beautiful Benchmark brochures and provides access to a
wide range of specialty items at discounted rates.
You first must go to Benchmark’s designated website at
www.benchmarkcommunity.com and create your account by clicking
on the “create your account” button. Once you have done so, you can order
brochures or specialty items by simply clicking on either brochures or
specialty items under the browse by category section on the left hand side of
Once you have selected the applicable category (brochures or specialty
items), you simply scroll down the page until you see the item you wish to
purchase. Click on the item you want and it will ask you to complete the
information page. Fill it out and when you have it completed, click on the
“red preview” button to view your proof. You MUST proof the information
and make sure it is correct because once you checkout and pay for it via
credit card, it cannot be changed. Delivery time is 8 – 10 business days.
The discounted pricing is as follows:
500 brochures: $370 for print, $100 for scoring / folding, $30 for
customization + shipping (ground rates / service) – this comes to
$500 + shipping.
1,000 brochures: $500 for print, $100 for scoring / folding, $30 for
customization + shipping (ground rates / service) – this comes to
$630 + shipping.
This is very economical if you have ever priced out brochures. Please place
orders directly on our website with RetailComm. If you have questions call
972-934-8686 x12. RetailComm will be glad to answer your customization
A copy of the first page of the brochure template follows:
Here’s the reverse side or page #2 of the tri-fold:
Benchmark’s Customizable Loan Program Flyers!
Benchmark provides many different marketing pieces and loan program
specific flyers right on the virtual office website at www.benchmarklogin.com
at no charge. These marketing materials include flyers detailing various loan
programs in the name of Benchmark Mortgage, Benchmark Lending and also
Benchmark Home Loans. These marketing materials are customizable and
once you have inserted your contact information into them, you will be
able to print them and start handing them out to potential clients and referral
Here are two examples:
Lender Design (www.lenderdesign.com)
Lender Design provides hundreds of personalized marketing materials,
• News Cards (newsletter postcards)
• Loan Scenario Worksheets
• Open House Flyers, etc.
Also included are customizable flyer and postcard templates which allow you
to create great-looking marketing pieces with the content of your choice.
As a full subscription member of Lender Design, you will be able to download
any of the materials offered in the Lender Design "library". The materials are
all provided in high-quality PDF format and are automatically personalized
with your photo, logo and contact information as you download them, so you
DON'T need to manually enter your data into each item separately (they are
ready-to-print). The system is easy to use even if you're not a computer wiz.
Benchmark Mortgage has negotiated a 70% discount (off the first year) for
the full Lender Design subscription (it is normally $365 for the first year and
then $145 per year to renew). Get your subscription for just $105 for the
first year and then $145 per year to renew. Make sure you include
"Benchmark" in the company name field of the sign up form to receive the
If you have any questions about Lender Design, or if you would like to view
samples of all the materials offered by Lender Design, visit:
Having a hot Website with both the short and long applications capability is
crucial. We have developed a very special program with
www.GetMePlacement.com in DFW, at (888) 382-3501. Todd McCally is
Benchmark’s Web Designer / Search Engine Optimizer. He’s done a
phenomenal job for Benchmark corporate raising us to #2 on Yahoo and #5
on Google…both on the first page of the search engines out of hundreds of
thousands of mortgage companies. Todd’s very capable assistant is Cassie
Feo. They have posted up several Benchmark template Websites on
GetMePlacement.com that you can evaluate. We’re writing mortgage content
for the opening page that will tie into the Title and Description keyword meta
tags to give the page “search engine relevance.” You won’t believe the
bundled package Todd offers on these beautiful sites.
Here’s a screen shot of one of our prominent branches in Orange County, CA.
Todd has several template Websites that he can quickly construct for our
Branch Partners at phenomenal rates. You can view them at
The following is a very special Benchmark Bundled Pricing Program:
by BringMeBiz, Inc.
Special Website Discount Pricing
BENCHMARK MORTGAGE BRANCH PARTNERS
Oct. 5, 2006
People are looking for you in the search engines - let them find you!
Generate your own mortgage leads!
G BASIC WEBSITE / SEARCH ENGINE OPTIMIZATION PACKAGE:
2-3 page Website build $395.00
Optimized for 20 keyword phrases $500.00, then $49/mo
Special Discount Benchmark $895.00 $750.00, then only $49/month!
Plus: First year of Hosting free! $99.00/yr thereafter!
BEST WEBSITE / SEARCH ENGINE OPTIMIZATION PACKAGE:
2-3 page website build $395.00
Optimized for 50 phrases $900.00, then $99/mo
Special Discount Benchmark $1295.00 $999.00, then only $99/month!
Plus: Free Hosting Forever!!!
(888) 382-3501, ext. 101
221 W. Pecan Street
Celina (DFW), TX 75009
Normally, quality Websites sell in the range of $1,200 to $5,000 or much
more. This package is excellent. Many of our branches are raving about the
free hosting too. Hosting usually costs $30 monthly or more.
If you don’t have a URL or “domain name” yet, we recommend visit
www.godaddy.com and use their easy search tools to find an available name.
Also, please be sure to include the word Benchmark in your domain name
where possible as we are spending a lot of money corporately to elevate our
name within the search engines through Search Engine Optimization (SEO)
and including our name will help you receive more traffic.
SEARCH ENGINE OPTIMIZATION
Todd McCally and Cassie Feo of www.GetMePlacement.com are our SEO
experts too. Benchmark’s special bundled pricing offer for SEO / Web
Design / Hosting is listed above. Here are some additional details about
GetMePlacement’s SEO services to our branches:
● Optimization of your home page plus one or two additional pages
plus the creation of a site map.
● Monthly submissions and reporting for up to 20 keyword phrases
on the Basic Package, and 50 keyword phrases on the Premium
● Monthly monitoring of your site to see that it stays at 90-95%
● Potential traffic increase of 100+ visitors PER DAY within 60 – 90
Websites/Hosting/Search Engine Optimization
239 W. Pecan St., Suite 100
Celina (DFW), Texas 75009
(888) 382-3501 Toll Free
(972) 382-3501 Local
(972) 382-3514 Fax
CREATING YOUR SLOGAN
Your personal / professional slogan is an essential part of your company's
identity an image. Hobbs and Herder Advertising research studies have been
published within the National Association of Realtors (NAR) which state that a
63% increase in recognition of your marketing materials will result if you
have a personal slogan. It's much more than telling your clients that you
provide great rates or service. A thoughtful slogan is an intelligent and
original short statement that will have a powerful influence on your audience,
affecting the way they perceive your performance and market position. It will
differentiate you, give you exclusivity and be a source of pride. Here are just
a few to stimulate your thinking:
“Smart Financing and Service That Exceeds Client Expectations”
”Total Satisfaction from Finding to Financing Your Dream Home”
”Doing Everything to Make Your Dream Home a Reality”
SPECIALTY 800 PHONE NUMBERS
High impact 800, 888, 877 and 866 toll-free vanity numbers attract new
clients! Seen or heard once, these numbers can be remembered for a
lifetime. Level the playing field with Fortune 500 giants such as 800-GO-FED-
EX, 888-BEST-BUY, 877-MY-EXXON and 866-SBC-DIAL. Provide your clients,
prospects and wealth creation team with an 800 toll-free vanity number
they’ll never forget. Then watch your transactions take off. You’ll be
perceived as “bigger,” “better established,” and providers of “superior
Exclusively license a mortgage power number for your market… a number
such as 1-8-MORTGAGES, 1-877-WE-SAY-YES, 1-866-PRE-APPVD,
1-866-FHA-PRO’S, 1-877-LIFE-LENDER, 1-877-5STAR-REV-MTG or
1-877-QUIK-REFI. These numbers are inexpensive and can be “turned on”
in minutes. Your number will be permanent—not affected by new area codes
or your move to a new location. The numbers are portable, the commitments
are short-term and the monthly fees are surprisingly affordable. Visit:
Step 5 - Short Term Business Generation Solution - Internet
There are many providers of internet leads available in our industry.
Some offer high quality leads while others are a waste of money. We have
partnered with a few companies that we believe offer high quality leads
and better than market average closure rates. Also, below you will find a
listing of lead aggregators that other Benchmark Branch Partners have
found success with. Further, prior to taking leads, you will need a solid
Lead Management Solution as well as Relocation Referral Partnership.
Benchmark’s Marksman Lead Management, Pricing
Comparison and Product Search System: (www.mortech-
"Prospects, products, pricing... precision."
Marksman is an all-in-one solution to performing product searches, getting
accurate pricing, and managing prospects. The system combines the market-
leading pricing service offered by Mortech with the integrity of the Merit
Matrix product eligibility service and a robust prospect management module.
Key Product Features:
• Automated “all-in-one” rates and pricing
• Product eligibility and guideline search
• Prospect management and tracking
• Rate change notification
• Prospect “Rate Tracker” daily automatic Email updates
• Email templates sent daily, weekly and monthly automatically
• Leads can be received by both Email and text message.
• Prospect information can be uploaded into your LOS system
• Reduce error
• Stay in front of prospects
• Increase profit
How does it work?
Lead Management - Persistence pays. Marksman’s prospect tracking
features ensure that your leads never get lost or neglected. Enter prospects
manually, import existing prospects or feed them automatically from your
favorite lead sourcing service into the system. Marksman is compatible with
any and all lead sources. The system will send rate quotes, Rate Tracker
Emails and Follow Up Emails on a daily, weekly and monthly basis to your
prospects automatically on your behalf. Then, track your prospect pipeline
without ever dropping the ball!
• Instant Rate Distribution: The system can respond to electronic
leads via Email with live pricing for up to three separate loan products.
• Rate Tracker: Use a high-tech approach to prospect follow-up by
sending rate updates by Email for up to three products of interest.
Scheduled quotes can be sent out daily or when rates reach a target
specified by the consumer - automatically.
• Auto Emails: Benchmark has built 25 template Emails into the
Campaign Manager Module contained within the Marksman System.
Please click on this link to download the template Emails and learn
how by just updating the status of each prospect, within your lead
pipeline, you will trigger the Emails to be sent to your prospects
Pricing Engine - Marksman’s pricing is automated, outsourced and
complete. No need to spend time gathering or downloading investor rate
sheets each day. The Marksman team pulls rates from the rate sheets of the
Benchmark Bank Line as well as many of our Wholesale Lender Partners each
day and loads this information into the pricing engine. Real-time rates and
pricing are then available in one place.
• “All-in-One” Pricing: Pricing includes SRP and loan level
adjustments, bonuses and incentives, loan criteria adjustments and of
course, your profit, all incorporated into every price quote.
• Rate Change Notification: Pricing can, and does, fluctuate
throughout the day. Intra-day changes are immediately reflected in
the system so you’re always using the most current information to
determine best price. Loan officers are automatically notified by email
or text messaging when rates change.
Product Engine - Marksman’s loan product eligibility service is maintained
by industry experts who analyze product guidelines on a daily basis. The
interface is designed for ease of use, with loan officers in mind. After finding
the products that meet the specified criteria, Marksman allows you to
compare pricing for up to five products simultaneously. Product guidelines
are included for the Benchmark Bank Line and many of our Wholesale Lender
• Search & Compare: Highly-innovative searches and product views let
you find the products that meet your borrower’s needs, fast.
• Loan Summary & Guidelines: Investor guidelines are displayed in
an easy to read summary format or you can view the investor’s guide
in-depth, by chapter or topic. No need to login to individual investor
websites and search through seller’s guides until you find exactly what
you’re looking for.
Special Pricing – Marksman System:
Benchmark has already paid the upfront set up costs of $2,500 associated
with the Marksman System on behalf of our Branch Partners and based on
the number of Benchmark Branch Partners who are currently using the
Marksman System, we have been able to drive down the individual user cost
per month to $50 per month plus $1 for each Instant Rate Distribution.
If you would like to learn more about this system and sign up to use it,
please contact me, Gib Holloway, at 214-420-2731 or
Benchmark’s Relocation Program: (www.c21bowman.com)
1. Increase borrower retention
2. Build nationwide Realtor referral partnerships
3. Develop repeat and buyer referral business
Why you need this service:
When you work purchase leads that are outside your home state and/or even
outside your local area, the probability is high that your borrower will be referred
to a competing mortgage consultant by the Realtor they work with, even if you
referred the borrower to that Realtor in the first place. This program makes it
possible for you to refer your borrowers, who have not yet identified a Realtor
that they would like to work with, to a respected and professional Realtor in their
market who signs an agreement with Century 21 Mike Bowman stating that they
will not refer the borrower to a local mortgage consultant. Further, you are able to
provide the borrower with an additional benefit in the form of a rebate schedule
based on the size of the home that they purchase.
1. Competitive advantage over competition
2. Promotes Borrower loyalty
3. Creates team effort and better communication
4. Strengthens Lender/Realtor relationship
5. Provides exceptional customer service
Program Manager Mike Hirrlinger - Realtor
How does it work?
1. Loan Officer refers Borrower to C21 Program Office
a. Pre-Approved Borrower
i. E-mail with Borrower information and Pre-Approval Letter
b. Pending Pre-Approved Borrower
i. E-mail with Borrower information and expected approval date
2. C21 Program Office (Pre-Assignment)
a. Pre-Approved Borrower
i. Within 2 hours of Loan Officer notification, Borrower is contacted for pre-
ii. After pre-placement interview Borrower is assigned to RE Broker
1. RE Broker assigns Agent to Borrower and notifies C21 Program
b. Pending Pre-Approved Borrower (1003 and credit)
i. Within 2 hours of Loan Officer notification, Borrower is contacted for pre-
ii. Borrower is put in queue until receipt of pre-approval letter from Loan
Officer is received by C21 Program Office
iii. Upon receipt of pre-approval letter, Borrower is assigned to RE Broker
1. RE Broker assigns Agent to Borrower and notifies C21 Program
3. C21 Program Office (Post-Assignment)
a. Assigned Agent
i. Contact assigned Agent and welcomes them to the team, reinforces that
the lead is a “Lender Lead”, and reminds the Agent to contact the
ii. Pre-placement interview information, Loan Officer contact information,
and pre-approval letter is e-mailed to Agent
i. Contact Borrower by e-mail to reinforce with the Borrower that they are
receiving the rebate because of the business with BenchMark and
provide them with contact information for their assigned Agent
ii. A follow up call with Borrower is made 24 hours after the agent
assignment to confirm that Agent has been in contact. If not, then calls
are made to the Agent and contact is then confirmed again with the
4. C21 Program Office (Maintenance)
a. Assigned Agent
i. The assigned Agent is called one week after the initial assignment, with
periodic calls made on an as needed basis
i. The Borrower is called one week after the initial assignment, with
periodic calls made on an as needed basis
c. Loan Officer
i. Updates C21 Program Office periodically of any changes to Borrower’s
status, especially in the event of 1) Buyer obtains contract for purchase,
2) is not approved, 3) putting plans on hold, or 4) terminates buyer/lender
Benchmark’s LendingTree Program (www.lendingtree.com)
LendingTree, LLC is the nation’s number one
online lending exchange, providing a
marketplace that connects consumers with
multiple lenders that compete for their
business. Since inception, LendingTree has facilitated more than 20 million
real estate transactions and $200 billion in closed loan volume since its
inception in 1998. LendingTree provides access to mortgages and refinance
loans, home equity loans/lines of credit, auto loans, personal loans, and
credit cards via www.lendingtree.com and 800-555-TREE.
With headquarters in Charlotte, North Carolina, LendingTree, LLC is part of
IAC Financial Services and Real Estate, an operating business of
IAC/InterActiveCorp (NASDAQ: IACI), which also owns or operates
LendingTree Loans, LendingTree Settlement Services, LLC, GetSmart®,
RealEstate.com®, Domania®, and iNest®.
LendingTree currently spends more than $90 million per year in
marketing initiatives and advertising (about $100 million in 2007) in
an effort to generate leads for it’s Mortgage Banker/Broker business
partners. LendingTree currently receives in excess of 90,000
completed qualification forms or long form applications (1003’s) over
its website per month. Further, LendingTree is known in the Online
Lead Aggregation Industry to offer the highest quality leads as well
as the highest average closure rates available.
What Can LendingTree Do For You?
LendingTree is a unique lead generation company that will connect filtered
consumers with you for mortgage loans, home equity loans, and home equity
lines of credit. These consumers fill out a complete application (1003) on the
LendingTree website, not just a short form application, and these leads will
then be routed to you within 2 minutes.
The average closure rates associated with LendingTree Leads are
about 13% for home equity loans and lines or credit, 8% for
refinance mortgage leads and 5% for purchase leads, compared
within the industry average closure rate for online lead aggregation
companies of 1-2%!
Further, Benchmark has purchased the Automatic Decision Engine or ADE
response system that will help you to stand out in comparison to the
competition and increase your closure rate, please refer to Section 8 below to
learn more about the ADE system and the set up cost that Benchmark has
already incurred on your behalf in order to make the system available to you
if you decide to purchase LendingTree leads.
The bottom line is that by adding LendingTree leads to your Business
Development Plan, you will be able to increase your closure rate far beyond
that of Mortgage Bankers/Branch Partners working with other inferior online
lead generation companies and make more money! For instance, as
described below, under section 4, personally as an originator you could
potentially earn an additional $8,558 monthly at only a 5% closure rate,
which is LendingTree’s average closure rate for all originators currently
receiving LendingTree leads in our industry! If you are able to achieve a
closure rate of 10%, you could potentially earn an additional $15,645
monthly! And, these figures take into account Benchmark’s Transaction Fee!
Further, these figures reflect receiving 70 leads a month or 2.33 leads per
day, assuming that you would want to receive leads on the weekend and
assuming a 30 day month. By receiving only 2.33 leads per day, you will be
able to continue focusing on your other marketing/business development
strategies as well while the LendingTree leads that you purchase supplement
your pipeline and potentially provide you with consistent financial viability as
a Benchmark Branch Partner!
Additionally, as you recruit Loan Officers and provide them with LendingTree
leads, you will be able to scale up this additional potential income
dramatically. For example, if you were to recruit, train and mentor a group of
10 Loan Officers and provide them each with 70 high quality LendingTree
leads per month, at a 5% closure rate per Loan Officer and at a 50% split,
your Branch could potentially earn an additional $25,635 in revenue
monthly while providing each Loan Officer with a $5,118 increase in their
monthly income beyond the income they already make originating loans with
referral partners and past clients! Also, if you were able to motivate and
coach your team of 10 Loan Officers up to a 10% closure rate, the potential
additional revenue to your Branch would be $69,825 monthly and each Loan
Officer would receive a $8,662 increase in their monthly income as well!
Please read through Section 5 of the Program Guide below to learn more
about what the potential financial benefits of this program could be for you
as well as your Loan Officers and to find out what additional assumptions
were made in the calculation of these numbers.
Please click here to download the LendingTree Program Guide:
If you are interested in the program and you have questions, please contact
Gib Holloway at 214-420-2731 or GibHolloway@BenchmarkLends.com.
If you are eager to get started, please forward your executed agreement by
fax send to 877-217-6493.
Further, please click on the following links to download some of the
training materials we have put together to help our Branches achieve
success working LendingTree Leads:
LendingTree Program Summary:
Receive LendingTree leads through Benchmark without investing $75,000
to set up with LendingTree directly.
Control the volume of leads you receive with no minimum order
requirements or minimum commitments
Leads are filtered to originators choice of target markets, transaction types
and borrower credit rating.
Higher average closure ratio (LT 5-7% vs. 1-2%, the industry average for
online purchased leads!).
Two levels of participation (Class A provides greater profit and lower cost).
▪ Class B – Minimum closure rate 5%.
▪ Class A – Minimum closure rate 10%.
Weekly training conference calls.
Monthly reconciliation of accounts, including: number of leads delivered,
closure rate and % of closed loans on Bank line.
Deposit $500 into a LendingTree emergency reserve sub account with
Pre-fund a LendingTree cost of leads sub account in advance of receiving
leads every month at the average price per lead of $24.
Call leads promptly.
Provide excellent customer service.
Provide Benchmark AE’s with an opportunity to look over all LendingTree
scenarios and provide a competitive quote.
Close a minimum of 51% of loans originated from LendingTree leads
through the Benchmark Bank Line.
Include CLO Fee on all Funding Forms
Benchmark’s GetSmart Program (www.getsmart.com)
What is GetSmart?
GetSmart is a service of LendingTree, LLC located in Charlotte, North
Carolina, the second largest banking and finance center in America.
GetSmart provides access to mortgage loans, home equity loans and
home equity lines of credit, via www.GetSmart.com and 800-GETSMART
GetSmart currently spends more than $25 million per year in marketing
initiatives in an effort to generate leads and provides over 70,000
purchase leads, 40,000 refinance leads and 25,000 home equity leads
per month to its Mortgage Banker/Broker business partners. Further,
when prospective borrowers visit LendingTree.com and fill out an
incomplete application, these incomplete applications are routed through
GetSmart and sold as leads. Approximately 40% of the leads provided
by GetSmart come from the LendingTree.com website.
GetSmart is a leading online financial marketplace, focused on smart
consumers in a hurry. GetSmart provides a convenient, simple, secure
way to save money for savvy consumers -- fast. They make a
borrower’s life easy by providing a short form that only takes two
minutes to fill out and immediately matches them with up to five
GetSmart has developed a simple, easy-to-understand process that
provides their lenders with quality leads…and their consumers with
• GetSmart delivers highly motivated, internet-savvy borrowers.
• GetSmart leads are sent to a maximum of 5 lenders.
• GetSmart leads are delivered in "real time" - allowing lenders the
opportunity to speak with the customer quickly, while their interest
level is high.
• GetSmart partners have FREE access to 10,000 real estate agents
nationwide, so they can close more purchase loans.
What Can GetSmart Do For You?
Benchmark recommends GetSmart as an alternative to LendingTree for
our Branch Partners who would like to select the states they would like
to receive leads in as well as establish their own filters for those states.
Under Benchmark’s LendingTree Program, we are only able to offer
universal segment groups of states as well as filters to all of our Branch
Partners but under the GetSmart Program, you will be able to define
which states you would like to receive leads in as well as the filters you
would like to have in place.
Get Smart can connect filtered consumers with you for mortgage loans,
home equity loans, and home equity lines of credit. These consumers fill
out a short form application and these leads will then be routed to you
within 2 minutes.
The average closure rates associated with GetSmart Leads are
about 3-5% and their top lenders consistently realize a closure
rate of 9-10% compared within the industry average closure
rate for online lead aggregation companies of 1-2%.
The bottom line is that by adding GetSmart leads to your Business
Development Plan, you will be able to increase your closure rate far
beyond that of Mortgage Bankers/Branch Partners working with other
inferior online lead generation companies and make more money! For
instance, as described below, under section 4, personally as an
originator you could potentially earn an additional $10,163 monthly at
only a 3% closure rate, which is the low end of the GetSmart average
closure rate for all originators currently receiving GetSmart leads in our
industry! If you are able to achieve a closure rate of 5%, you could
potentially earn an additional $16,388 monthly! And, these figures take
into account Benchmark’s Transaction Fee! Further, these figures reflect
receiving 100 leads a month or 3.33 leads per day, assuming that you
would want to receive leads on the weekend and assuming a 30 day
month. By receiving only 3.33 leads per day, you will be able to
continue focusing on your other marketing/business development
strategies as well while the LendingTree leads that you purchase
supplement your pipeline and potentially provide you with consistent
financial viability as a Benchmark Branch Partner!
Additionally, as you recruit Loan Officers and provide them with
GetSmart leads, you will be able to scale up this additional potential
income dramatically. For example, if you were to recruit, train and
mentor a group of 10 Loan Officers and provide them each with 100
GetSmart leads per month, at a 3% closure rate per Loan Officer and at
a 50% split, your Branch could potentially earn an additional $31,313
in revenue monthly while providing each Loan Officer with a $7,031
increase in their monthly income beyond the income they already make
originating loans with referral partners and past clients! Also, if you
were able to motivate and coach your team of 10 Loan Officers up to a
5% closure rate, the potential additional revenue to your Branch would
be $46,688 monthly and each Loan Officer would receive a $11,719
increase in their monthly income as well!
Please read through Section 5 of the GetSmart Program Guide below to
learn more about what the potential financial benefits of this program
could be for you as well as your Loan Officers and to find out what
additional assumptions were made in the calculation of these numbers.
Also, please click the following links to download GetSmart testimonials
and a GetSmart Power Point Presentation:
Power Point Presentation:
Please click here to download the GetSmart Program Guide: