Mortgage Marketing Animals Issue 1






“Half-built bridges” is a term I like to use when people jump from one project to the next without finishing the previous one. For example, let’s say you just found out about Facebook marketing and decide you want to get started with that. You get signed up and are really getting into the process,maybe 80 percent done with it,when you see there’s a new LinkedIn ad.You immediately jump into this second project, leaving the first incomplete,

about your history and the things you’ve achieved up to this point and rationalize if it’s a strategy you are likely to complete.An excellent method to approach this step is to start out with a simple project and then move on to somethingmore complex. If I start a project and realize that I’m not going to complete it on my own, I may need someone to helpme get through each step. The third step is “Can I delegate it?” In other words, once I’ve made my first dollar, once I’ve completed it and have it up and going, is this something I can delegate to somebody else? I’m getting closings and money to hire somebody to help me so that I can delegate this out. I’m receiving the benefits from this strategy, and someone else is doing the work. I get it up and going,make it sound, and make it better, and then I can depute it. If I’m unable to delegate it, I’ve just created myself a job, and I don’t want to do that, and neither do you.We’re looking to build a business, not a job. Finally, the fourth step of the formula is “Does it look like fun?” In other words,will you enjoy working through this strategy? Let’s face it: People like doing what they like doing. If you don’t enjoy something— if it’s more of a chore for you—you’re not going to want to go through with the project. If I’m not fond of a project, I end up sabotaging it because I want to deal with it as little as possible.Go with a strategy that you’ll enjoy, and you’ll find the project as a whole will run much smoother. I tend to keep a little spiral notebook in the front left pocket of my jacket,where I keep a list of good ideas I hear. I write themdown so I don’t drop the original project that I’mworking on at that moment. I make sure that I finish bridge No. 1, then I look in my notebook and start working on bridge No.2 and work throughmy four-part formula all over again.The positive effect of this strategy is that once I finish a project I’mworking on, I get the feeling of victory in my head and have money in my pocket.

and while you’re researching this new ad, you learn about a new marketing technique fromYouTube.You hop from one stretch to the next and never finish the first one, and that leads to problems. When you never finish a project, you won’t get the results you want.You might be 3–4months down the line and think, “Geez, none of this works. I’ve tried everything, and none of it works.” That’s because you never finished anything you started.The real secret to success is to focus on one bridge at a time and not to leave your bridges half-built. What’s a strategy to fight against this? I have a four-part formula that I use so I’m not starting a bunch of projects all at once.The first thing that I do is look at all of the strategies available and decide which one is going to make me the first dollar or the first closing, not which one is going to make me the most closings or the most dollars. I choose the one that’s going to give me the first one the fastest.The reason why this is important is that once we have income coming in and we can start hiring assistants to help us out, it changes everything.Things will become much easier once you get some money in your pocket. The second step in this formula is “How likely am I to complete this strategy?” This one takes brutal honesty.You have to think

Carl White

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