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Turning the Broker into a Marketing Master By Anthony Garritano There's always pressure to market a small business accurately and drive new business. In the current market that's an even bigger concern. As a result vendors like Mortgage Coach are offering some assistance. It has launched the Mortgage Coach Marketing Machine, a new suite of online tools, sales proposals and marketing brochures that empower loan officers and brokers to reduce rate shopping and differentiate themselves from the competition by educating borrowers on the benefits of mortgage planning. Accessed over the Internet, the Marketing Machine provides tools to offer a suite of services: the Personalized Mortgage Plan, the Annual Equity Review and the Periodic Mortgage Review. Each of these is supported by advice-delivery tools and printable marketing pieces that include easy-to-understand explanations of Mortgage Coach's patented reports, which have been used by over 25,000 mortgage originators. "The Marketing Machine serves two main purposes," stated Dave Savage, founder and CEO of Mortgage Coach. "First, it puts valuable, pertinent information directly into the hands of the borrower-not just the originator. Second, it makes the originator a referral magnet. Mortgage Coach users state that clients are five times more likely to conduct their next mortgage transaction with them as a result of using our Periodic Mortgage Reviews, and loan originators who present their borrowers with a mortgage plan using the Mortgage Coach Total Cost Analysis close an average of two extra loans per month." Using the Proposal Creation Assistant, the user can create sophisticated, customized and printable proposals that make it easier than ever for mortgage planners to demonstrate the value of mortgage planning to potential clients. These proposals provide simple yet concrete information on how different variables, such as interest rates, points, fees and additional payments, affect that specific borrower's short, mid, and long term financial standing. All of the Marketing Machine's documents can be easily customized for the loan officer and the borrower. Mortgage planners simply input the client's name and financial findings from the customer's Mortgage Coach analysis, and the system automatically can produce reports to compare loan options, lifetime savings from one loan versus another and more. "The Marketing Machine was designed to remove the friction and reduce time from the process of becoming a mortgage planner," stated Mr. Savage. "With a few keystrokes and clicks of a mouse, the loan officer can provide a borrower with the valuable financial information needed to make a sound decision, and the originator stands apart from those who simply compete based on rates." In addition to the Proposal Creation Assistant, the Marketing Machine includes assistants for Mortgage Planning Brochure Design, Client Discovery, Presentation Creation and Services Delivery to help you generate more referrals from partners like Realtors, financial planners and CPAs.

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