In the movie “Field of Dreams” Kevin Costner as Ray Kinsella, an Iowa farmer hears a voice in his cornfield telling him, “If you build it, they will come.” Ray interprets this as a message to build a baseball field on his farm. When the voices continue, Ray seeks out a reclusive author to help him understand the meaning of the messages and the purpose for his field. We all remember how the ghosts of Shoeless Joe Jackson and the other seven Chicago White Sox players banned from the game for throwing the 1919 World Series appear.
Then the miracle of the masses appearing to watch the game and how that was the saving grace for Ray financially. This was one heck of an inspirational, touching and goose-bumpy movie. The ‘vision’ was fulfilled and in a sense that’s probably worked for you, up until recently!
So many mortgage brokers we speak to have the “Build It and They Will Come” thinking.
Like most brokers you have a few good affiliations with some real estate agents, insurance brokers and accountants and the like so you have that steady stream of new deals coming through.
The trouble is that your business is dependent on someone else’s business… and you’re in a vulnerable position.
When you first went into business you probably thought your specialised knowledge and skill was all that you really needed to be successful. You knew that your expertise and professionalism will be the keys to your success in your mortgage broking business and once people heard how good a broker you were you knew that your business would simply flourish.
You knew there were some areas where you would need specific help such as – accounting, taxation, bookkeeping and the like. That’s par for the course in business. You can’t know everything about everything.
Marketing and Advertising? That’s not rocket science. What’s to know?
Surely it’s simply a matter of running a few ads, maybe some ad campaigns, get in the Yellow Pages maybe and oh, we come up with a really cool logo and stuff too so that people will get to know who we are.
We are really good at what we do, people will talk about us and we will be fine. Once people know how good we are…
Your business is growing, albeit a bit slower than you visualised but the momentum is picking up. Or is it? Cash flow is becoming a bit of a issue, but you’re confident you’ll squeeze through. Things might be a little tight right now but you know it will improve… you hope!
And it may improve, for a season, but …..how successful do you want to be in business?
Do you want an ordinary business or an extraordinary business?
So, why isn’t this going according to plan? Is it our location? Is it our staff? Is it our service? Our referral structure?
It has to be them – the clients! Right! Uneducated gits.
No… we doubt if this has anything to do with your clients, gits or otherwise … or your location… or your staff… or your service.
You need a Mindset Shift!
Maybe you are the best in your field. Maybe you’re right, maybe nobody can do it quite like you but until you shift your mindset it is doubtful that your business will reach its full potential and be as profitable and successful as it can be.
So what do I mean… Mindset Shift?
You are not in the business you think you’re in… your real business is in the Marketing of Your Business!
You are really in the business of marketing. Well, that is how you should be thinking about your business. It is this mindset that will take you to the next level and make you more successful than you ever imagined.
If you’re serious and want to transform your existing business into an extraordinary business then you need to have an open mind on this.
If you’re don’t agree or are struggling with this then the next post “New Millennium Marketing” will open to eyes to a healthier “Entrepreneurial Mindset”. To find out what our members know that you don’t go to our Mortgage Broking Lead Generation on Auto-Pilot System NOW!