What does your marketing look like?  Is it the same old thing, or a slight variation of the same old thing?  Grabber marketing effectively captures attention by using a variety of objects to reinforce a message and brand you in a memorable way. 

People like to be surprised and efforts to differentiate yourself from the competition will be rewarded with stronger referral relationships.  Grabber marketing can quickly open doors and create connections.

Start a campaign to a core group of Realtors.  Give them a small toolbox, explaining your dedication to helping them build a strong, profitable business and mention that you will be bringing by a few things over the next couple of weeks to fill their box.  Each week take a tool and message. For example:  Measuring tape with “Does your lender measure up?  My goal is to EXCEED expectations.”   Small level with “I’ll always be level with you.  I keep you informed so there aren’t any surprises.”  Hammer with “You won’t have to use this to get my attention.  I will always be available to answer questions and resolve problems quickly.”  There are even tools made in pink for the women on your list.  Remember to place a label on each item so you are remembered long after the campaign.

Brett Glendahl of Tidalwave Capital has had great success using large red envelopes to send out promotional information to prospects.  Brett often includes unexpected items such as an audio cd about credit or other information that applies to their situation.  He tells them to look for the big red envelope he’ll be sending and feels this technique has contributed to his continued success with turning prospects into closed loans.  

Put together a report on “5 Ways to Blow Up Your Business” for Realtors and include individual wrapped bubble gum.  Follow up with more messages around this theme over a specific period of time.  You can even have promotional wrappers made with your logo and contact information.  Place a candy jar on the receptionist desk with your gum inside and fill it up each time you visit the office.

Carol Tuttle with Cherry Creek Mortgage purchased small locking metal boxes, placed a payday candy bar inside and put it on the desk of her target Realtors (without the key) when they were not in the office.  They were, of course, motivated to have her come by with the key. She was able to present her case for having a strategic partner and emphasized, "I am your payday!"  Carol also uses the candy bars during training sessions with new Realtors to reward a question answered.  She explains the importance of a preferred lender and the power that person has to help their income increase, thereby being a Realtor’s “payday”.

If you are trying to get that first appointment with a Realtor, builder, attorney, CPA, etc. try sending a gift card to a coffee shop asking that they meet you for coffee - on you!  As with all marketing, the success often comes in the follow up.  Make sure you are consistent in your efforts to actually sit down with them for a few minutes. 

The possibilities are endless, so get your team involved.  At your next sales meeting bring a variety of things and have a brainstorm session to come up with taglines to accompany each item that will promote you to potential clients.  You may just come up with a home run!

Very few originators use this type of marketing, which is another great reason to utilize it.  You may feel some trepidation at trying a something new, but this technique has been proven to work.  If you want to stretch yourself, get people talking about you, and be remembered, then try some grabber marketing and have a little fun in the process.

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