CD Scripting
CD-ROM technology has become a standard communications media for all kinds of different messages ... to name a few: interactive training, video appearance, and marketing presentations. It is compact; inexpensive to duplicate and mail; has shelf-life; and, enjoys broad access because of the proliferation of computers. The following is a script written for a video sales presentation for a national mortgage banking company. Its purpose is to recruite salespeople into their organization. QuillPro conceived the marketing concept, crafted all of the staging, wrote the script, and co-directed the production. Initial targeting was to over 20,000 practitioners nationwide. The production and packaging was completed under budget.
Thanks for being a part of this important event.
As you know, there are many changes sweeping the mortgage industry.
And how you respond will be the difference between your business limping along or being a roaring success.
I’ve asked [ ], president of [ ] to talk about these changes.
His expertise will inspire you.
You’re going to learn a lot about aggressive, positive, and profitable responses.
As you may have read, [ ] is one of the fastest growing Mortgage Bankers in America.
Please welcome [ ]. [ ], thank you for that fantastic introduction.
You’re right-on when you say there’s lots of changes impacting our industry.
In fact, there has never been a time when more is happening … faster.
I want to turn your attention to 3 comprehensive studies that give us a view of the dynamics. First, is the StratMor research engaged by the Mortgage Bankers Association.
These are the folks that told us, and I quote:
"Every lender should not be concerned about ‘the future’ . . . but rather, if it has ‘a future’."
With all of the consolidations and meltdowns since this study … well, they certainly had a good crystal ball.
Their conclusions affirm what we experience in the marketplace:
Borrowers demand broad access to information and products … from people they trust … delivered at laser light speed.
To be in the race, lenders have to adopt pioneer-edge technologies and innovations.
You can be sure this pressure is only going to accelerate.
We know achieving consumer confidence is not easy. And count on it getting harder and harder because of intense competitor build-up, and Internet access to about anything the public wants to know about our business. Next is the Weston Edwards study contracted by the National Association of Realtors.
Here we’re told that prospective borrowers don’t much care who their lender is as long as the price is very competitive.
Beyond the pricing challenge, this has stirred the belly of RESPA, and it’s aggressively looking for ways to bundle services to lighten closing costs.
You can well imagine this will further compress margins, which could dramatically affect your commissions and profits if you’re not involved in the right mortgage system.
And we can count on RESPA to keep raising the disclosure bar, particularly for those that are not Correspondent Lenders.
Companies that have the financial strength to weather the storm of these trends … and the volumes required to achieve economies-of-scale pricing … will become a “beacon of light” to loan Originators.
Now to the third study, which comes to us from the futurist, Faith Popcorn.
Really, that’s her name, and maybe you know her most popular book, “Clicking.”
She tells us too many people are unhappy with their work environment, and they want to take back control of their career lives.
And she tells us too many people feel suffocated by corporate bureaucracy and conflict-laden politics.
But they hang in there, many times only for the employee-benefits package.
If there were a viable alternative for autonomy, they’d seize it.
In our industry, the amount of capital … and human resource … you need to run a competitive Mortgage Bank borders on outrageous.
The consequence is many who have the passion … and dream … of their own origination business can’t put it together because of these changes and pressures. When we started our business in 1988, we knew technology … access to information … and new entrants into the marketplace were going to have a dramatic effect on the mortgage industry.
We could see that the way a mortgage loan is sold, priced, processed, and funded was about to radically change.
And it was then we started looking for a business model that married economies-of-scale Investor access, while preserving entrepreneurial independence and spirit.
Frankly, we couldn’t find it.
So we built it.
After years of research, design, and investment, [ ] rolled out its [ ] program in 1988.
Our growth has been nothing less than awesome.
Which tells us we’ve created a production system that is near Utopia for mortgage lending professionals.
The business model is brilliant.
We take the full gross revenues produced by your closings, and subtract a small fee for all of Primary Residential’s services.
You then cover your overhead … which you control … and the rest is yours.
When it comes to your compensation, this formula certainly offsets the compressions we talked about earlier. And this relationship encourages Originator autonomy, without big-company bureaucracy and politics.
We believe … and vigorously support … that loan Originators know their clients, markets, and “best-methods better than some Executive VP in some far away land.
As such, they should be the one to make the core decisions about the conduct of their business.
We invest heavily in leading-edge technologies and products.
This gives us the ability to offer every formula of loan, A through Z.
Our people can confidently say to their clients, “If we don’t have it, you don’t need it.”
We are aggressively committed to light-speed service, and know Originators can’t provide it if they don’t control underwriting and funding.
Our Correspondent facility, backed by massive warehouse lines … and full delegations … give our loan Originators this control.
When you align these supports with our proprietary Internet-based origination system, you become a force to be reckoned with.
And every tool an Originator needs is available 24-7, anywhere in the world.
This is very relevant because we’re able to lend in almost every state in the U.S.
Getting all of this to synchronize is no small endeavor.
Our large support staff boasts literally hundreds of years of combined experience, demanding on-going training, and a sincere “we want to help” attitude.
Phone calls are answered. Phone calls are returned.
They take the massive number of pieces associated with the “back-office,” and stitch them all together.
Our people constantly tell us how wonderful it is to have such a talented team behind them.
As we identified, one of the most important things to the consumer … and loan Originator … is pricing.
Without question, pricing improves with volumes.
To be competitive, Originators need to be with a mortgage company that can achieve razor-sharp rates and fees.
More often than not, these “best rates” are not disclosed to the Originator.
The industry actually calls this strategy, “closed-book.”
I find it humorous when I read recruiting ads that proudly announce, “100% commission splits.”
We all know better.
These relationships are “closed-book” … a pricing shell-game.
When we designed the [ ] system, we committed to a very important value:
Our Originators will get what the company gets.
No smoke and mirrors. No padding. No misunderstandings.
Our [ ] get it all.
Pure base pricing. Service-release premiums.
And yes, even incentive pricing.
Our research confirms this powerful component of compensation is hardly known about by Originators, much less shared with them.
Only big-volume companies get it.
We’re big volume … and you get it!
As best we can tell, we’re the most “open-book” relationship in the marketplace.
And it’s Correspondent-Lender pricing.
Now let’s talk about something that borders on revolutionary.
After months of hard work and design, we’ve developed a unique relationship with America’s largest Correspondent mortgage Investor. This results in our ability to credit revenues and commissions to a [ ] profit center right after loan funding.
Not when the loan is purchased by the Correspondent Lender.
The benefits are immediate and substantial.
This means instant revenues for Branch operations, marketing and payroll processing.
By all standards, this facility is remarkable for a company that offers full open-book pricing. It’s so exciting to be a part of the two most important industries in the world: money and real property.
And it’s never been said better:
“70% of our planet is covered with water, and the rest with a mortgage.”
As we’ve seen, mortgage lending is really, really changing.
To stay in the race … and win the game … you must as well.
What’s even more exciting is nested in all of these changes are seeds of incredible opportunity.
And becoming a [ ] is definitely one of them
Whether you’re an Originator for an institutional lender, the owner of a Mortgage Brokerage, or already a part of a net-branch operation, a [ ] relationship will give you power. The power of your own business; the power of large-platform employee benefits; and the power of Correspondent access to the markets with super advanced technologies.
Just imagine the opportunities.
Just imagine what you can accomplish.
Think of how your life … and earnings … will improve with “no-limits” products, open-book pricing, and your back-office taken care of.For hundreds, their production has gone off the charts, and they’ve taken control of their time.
What they see in the changes is things only getting better.
Being a [ ] can do all of this for you.
I sincerely invite you to talk to us about a relationship.
We are the future of mortgage lending … today!
Direct-Response Marketing and Copywriting that is ...
 Innovative
|
Creative
|
|
|
Reliable
|
Meticulous
|
|
|
Fast
|
Competitive
|
"When It's Got To Be Write"
After a number of interviews, to include some high-powered advertising agencies, we engaged you. And oh so glad we did ... your skills at writing are simply exceptional.
Mike M., communications executive
You are the Jedi of writers!
Jeff Z., national company VP
JB ... the Board of Governors absolutely, entirely, unabashedly adored you!!!!!!! They were all so thrilled!
Leslie P., national trainer
In my 25+ years in business I have attended numerous marketing seminars. This is the best $149 I’ve ever spent on marketing.
Jon D., company president
Thanks for sending me your article. I loved reading it and the style in which you write.
Ron K., Ph.D. and university professor
The entire article is extremely well done, a 'good read,' interesting, and informative.
John B., editor
I loved your article, you are such an interesting writer, you always compel the reading.
Linda, author; 12-year radio-show host