Jeff Rickard

Continued from Monday February 25th. ( Remember I am going to go through the exercises from The Seven Minute Difference to develop a story of how my service is different from my competitors)

Part 1 of finding and developing a story that differentiates me from my competitors. 

The first step is to define what I like and don’t like about the mortgage business.  

Like: 

• Helping people buy their dream home.
• Helping people obtain and experience success.
• Educating people - teaching the mortgage and sales business.
• Giving people options.
• Helping people understand the mortgage process and making them aware of “the tricks of the trade.”
• Having people appreciate me for the knowledge I have and share with them.
• Teamwork
• Embracing new technologies and concepts.
• Motivating people.

Don’t Like:

• Brokers who take advantage of unsuspecting borrowers.  (because they do not understand the process or their credit is less than perfect so they feel they are at a disadvantage)
• No knowledge
• Working a “bait and switch” marketing concept.
• No real understanding of the consequences of the programs they suggest. 
• Too good to be true advertising.
• Loan “structurers”  ( do what it takes or remove what it takes to get a deal done).
• Not building a business - transaction driven.

In going through this process it was interesting to see why the mortgage business for the last few years has been challenging for me.  The Don’t Like list was running rampant and knowledge was not a necessary commodity for the last few years - it is now a MUST and I like that.  It is also why February was the best month I have had in the last 3 years.

Also, people buying their dreamhome.  That still seems to be missing in the market today.  People use to fall in love with a house and just wanted it.  Now they seem to be looking for ways to get out of the deal as soon as they write an offer.  I guess that is better business savvy but the lack of emotion is sometimes a little disappointing. 

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