| -- End Ad Box ---> | | | | search for homes and mortgages. In contrast, the |
| Refinances are down, new home sales are off, | | | | morning newspaper is usually in the trash by dinner |
| lenders are closing their doors, loan programs are being | | | | time. |
| eliminated, and credit requirements are being | | | | Supporting the proposition that newspaper readership |
| tightened...it's no wonder we're not quite as optimistic | | | | and advertising is not as important as it used to be, |
| as we once were. | | | | consider these facts: In every age group, newspaper |
| It's against this backdrop that your on-line mortgage | | | | readership is down. In the 30-45 age group, less than |
| presence and Internet marketing takes on a whole | | | | 35% of people read a newspaper. Even in the 45-55 |
| new importance. There is mounting evidence that if | | | | age group, only slightly more than 45% of people read |
| you are not on the Internet bandwagon and if you | | | | the newspaper. People are turning to the Internet in |
| can't be found by people searching for mortgages on | | | | staggering numbers. |
| the Internet, you are completely "missing the boat" in | | | | Many publications including the New York Times are |
| the mortgage business. | | | | transitioning as fast as they can to Internet publication |
| Many of you have told me "I just don't get that | | | | and advertising as they fear for the future of traditional |
| involved with online marketing. I've been very | | | | newspapers in America. |
| successful the traditional way for many years." Here's | | | | Have you tried to get a teenager to read a book, |
| my response...My sincere congratulations on all of your | | | | lately? They are probably too busy Instant messaging, |
| past success and my profound empathy for the | | | | text messaging friends on their cell phones or watching |
| frustration you will suffer in the months and years | | | | videos on YouTube. Our next generation will be even |
| ahead as your prospects leave you at the station | | | | less paper friendly and even more Internet friendly. |
| while they board the express mortgage train called the | | | | Mortgage professionals that have already committed |
| internet. | | | | to online marketing have been able to expand their |
| Here are a few points about this trend to the Internet | | | | marketing area and remain effective due to online |
| that you should ponder: | | | | communication; people find you on the Internet, call you |
| Both Search Engines and web sites are considered | | | | or email you, and use you to help them secure a |
| "referrals" and "trusted sources" by those doing the | | | | mortgage in an area they may not know. |
| search. Being directed to your web site by organic | | | | So, unless you are in a state of denial about the |
| search engines is a valid referral, just as a phone call is, | | | | Internet's importance to your future mortgage |
| or a referral from a friend or associate. People consult | | | | transactions, you need to take action immediately. |
| Google, Yahoo, MSN and AOL with inquiries and their | | | | You do need the Internet...today and in the future...to |
| most delicate questions over a billion times a week! If | | | | succeed in the mortgage business. If you are |
| Internet referrals constitute a "trusted source," shouldn't | | | | welcoming and ready to exploit the changes you need |
| you be one of those "trusted sources?" | | | | to make, you'll be more successful in your online |
| The Internet is alive and on duty 24/7, and you would | | | | mortgage marketing and that's where the money will |
| be amazed at what time of day (or night) people | | | | be in the future! |