UNITED STRUCTURED FINANCE CO.
DIRECT LENDER
www.unitedstructuredfinance.com
COMMENTS: Direct lender for SBA/USDA loans in select Michigan markets. Correspondent for all other
income-producing properties nationwide from $500K to $50M+
Nationwide: Jeff Kleinschmidt, Vice President ...................... jkleinschmidt@ubat.com ......734-926-3000
VESTIN ORIGINATIONS
DIRECT LENDER
www.vestinoriginations.com
COMMENTS: Commercial hard-money lender nationwide for income-producing properties. Broker-
friendly; no upfront fees; call us for quick approval.
Nationwide: Daniel B. Stubbs, Senior Vice President .......... dstubbs@vestingroup.com ...... 702-227-0965
WALLACE CAPITAL LLC
PRIVATE LENDER
132 Lincoln St., Suite 6L, Boston, MA 02111 ..................................................................617-423-2003
rw@wallace-property.com
COMMEN TS: Wallace Capital provides short-term bridge capital for real estate investors, builders and
developers who need immediate funding.
C T, MA, NH, RI ............................. 617-423-2003
WESTAR FUNDING INC.
PRIVATE LENDER
www.westarfunds.com
COMMEN TS: Private fund lender in ID, OR & WA
Eric Hogan, x102 ............................................................................ Cell 206-334-1579 ...... 425-778-7222
Scotsman Guide makes every attempt to ensure the quality of matrix and directory information, which all listed lenders verify or update monthly. Because of the production cycle and dynamic nature of the industry, loan product
terms and availability may not reflect the latest changes. Please contact lenders directly for the most-recent program details. If you believe data is inaccurate or misrepresented, please e-mail: matrixfeedback@scotsmanguide.com.
« articles »
By Mark Redmond Marketing and business development director NZ Power Distributors
Capitalize on
Your Strengths
Reposition your business to build
on past accomplishments
Commercial mortgage brokers who are keen to turn around their business and see results
this year should learn from how they
fared in 2011, rather than just wait and
see if recovery comes along with the
new year. This requires a close look at
what worked — and what didn’t — in
your previous marketing efforts.
You should integrate a 3-R approach
when setting your marketing goals
this year:
• review: To progress in your mar-
keting efforts, you must review
and analyze previous actions to
see what worked and what did not.
Then examine your competition and
see how many times you can look
back and ask, “Did I lose business
to rivals? And if yes, why?” Start
by looking at what you can do bet-
ter, and find the areas in which you
can improve and gain momentum
immediately.
• revise: Once you find a few areas
that worked for your business,
build on them. For example, if you
have learned that more business is
coming from two to three zip codes
or two to three cities or townships,
add a few lines on your website to
highlight how you are now serv-
“Your goal is to
bring in more
business
and to reposition your
company as an expert
in this market segment.”
ing those areas. This helps with
search engines because people
often search by zip code or city.
This might even push your website
higher on search results.
• reposition: Use this foundation to
highlight and capitalize on your ar-
eas of strength. If you’ve closed more
deals in a certain type of commercial
property market, list and mention it
more frequently. You can even mar-
ket it as a new service. Your goal is to
bring in more business and to repo-
sition your company as an expert in
this market segment.
The next step is to know how to fo-
cus your marketing efforts on target ar-
eas. Here are 10 marketing tips that can
help you increase your business and
gain more visibility in a relatively short
span of time.
1. review and update your website.
List your new services, add new
content or embed appropriate key-
words in the “home” and “about
us” pages of your website.
2. connect with nonprofit organiza-
tions and see which areas you can
give to — not just money, but time
and effort. This can bolster your
credibility and opportunities, and
add to your public profile.
3. partner with other industry players,
such as providers of services like
insurance and business brokers or
consultants.
4. start a referral program. Consider
offering a discount to anyone who
sends you a referral. Don’t forget to
thank them early and often.
5. record educational videos that
cover key topics like savings, rea-
sons to buy now, or special monthly
offers or incentives. Post them on
your website.
6. upgrade your technology to reach
and manage more people.
7. network and find ways to receive
new leads. One way is to subscribe
to a credible source for leads.
8. write a press release on the things
that set your business apart or
partner with another business to co-
author a marketing article.
“Consider
offering a
discount
to anyone who sends
you a referral. Don’t
forget to thank them
early and often.”
the network of partners with whom
your exchange referrals for closings
or loans.
A bonus point is to think about
using you co-op advertising dol-
lars for marketing. January is a good
time to discuss with your current
business partners if you can do
some co-op advertising. This one
marketing tool may nearly double
your marketing resources. •
Mark Redmond is marketing and business-
development director for NZ Power Dis-
tributors, an energy-efficient company that
specializes in helping mortgage brokers and
commercial property managers with cost-
saving initiatives for energy savings. Reach
Redmond at mark@ wessonventures.com or
call (813) 403-1062.
