Another Fact-Filled, Lead Generating,
Time Saving, Money Producing
Marketing Tip From Reed Hoisington

"The Amazing Secret To Getting A Flood Of Hot, Qualified Prospects To Call You"

I am going to teach you one of the best concepts that you could ever use to generate clients. The concept is called Host/Parasite. It's also called Host/Beneficiary, endorsements, joint ventures, cross promotions, and many other interesting names.

Whatever you call it, it doesn't matter - what does matter is that you learn what it means and more importantly, you go out and use it. And by the time you are done reading this newsletter, you should have a very good idea just exactly how to use it. You are also in for a big treat! Not only am I going to teach you about Host/Parasite, I'm also going to give you the complete and fully duplicatable business system that I have used quite successfully in the past to generate for myself a lot of new clients.

What Exactly Is Host/Parasite?

It's a super strategy that involves developing a relationship with another business that already has a close relationship with a group of people you want as clients. Then you have the business with the established relationship endorse you and your service to their clients.

Let me try to paint a picture for you. If a friend or acquaintance recommends you to a movie or a restaurant, and you have a good relationship with that person, you are much more likely to see that movie or go to that restaurant. If they were to go one step further and give you 20% off, you would be even more willing to take them up on their suggestion.

That's the idea behind Host/Parasite. You need to align yourself or plug yourself into other people's business or client base and have them recommend you to their friends and clients.

For example, if you make your living doing hard money mortgages, why not go to every Credit Counseling organization, Financial consultant, tax preparer, CPA, etc. in your area and see if there are compelling ways to induce them to offer your service to their clients.

Your cost of sale, advertising or promotion could be as low as the cost of a postage stamp and a letter. Knowing this, you could afford to "gift" their clients something like one free consultation worth $150, or $50.00 off your normal fee.Notice how I used the word "gift" and not give. There is a big difference and it's all psychological. The word "give" does not seem to communicate as much value as the word "gift". Every time you offer to do something nice for another business person's clients, it makes them feel like you are offering to give a gift to all of their clients. You are.

Why Would Any Business Agree To This?

You have to convince them that their clients will be happy to receive a free gift from them. You see, even though you are providing the "gift", the clients will think that the gift is from the business that they know, not you. This is very important. This won't cost the "host" anything, yet they will look good in the eyes of their clients. That's why they will be willing to do this. In this example, you are the "parasite" and the Credit Counseling Organization or CPA is the "host". Sounds funny, but it works. Since a service like hard money lending has an excellent repeat factor (especially if you use the strategies from my manual to get renewal business), you can afford to "gift" your Host's clients something in exchange for a client that is going to use your services, at least once every few years, if you do a good job. (That is, a good job marketing and a good job getting them money.) You can use a gift certificate in which the host (i.e., CPA) gives (or gifts) away. Everyone who presents their certificate when buying from you will get a discount off your services, or a free $150 consultation. Use your imagination and offer something that does not cost you a lot of money but has a high perceived value. You can offer the "host" special certificates that are printed up exclusively for their clients. Let them know that they've already spent the money to acquire the client, then show them how you can make that investment pay off handsomely if they allow you to mail or call all their clients with the endorsement, promoting a special price offer or a gift certificate on your products or services.

What you do is get them to agree to let you access their list of clients either through the mail or by phone. I prefer mailing an endorsement to their clients or prospects first before you call them on the phone. You want them to know who you are before trying to call them and making a direct contact. You agree to pay for all the postage and printing for what is going to be mailed so it won't cost the Host any money.

Let Them Know That They Will Benefit In Several Ways:

They are getting free advertising to their clients because you will pay for all the postage and printing. So they are getting their names out to people that have bought from them before that might buy from them again if they are smart enough to allow you to remind their clients of their existence and let them know they are still in the business. You would be surprised how many businesses sell thousands of dollars worth of services to someone and never contact them again. It's the most ridiculous thing in the world, but this is how most businesses are. They are so busy chasing after new customers that they neglect the ones that have already done business with them before. These people will do business with them again and again if they would only just remind the people that they are still in business to service them.

It allows the "Host" to do something nice for his customers. This is a big benefit of Host/Parasite - it allows them to offer something of value to their clients and even if their clients don't avail themselves of the gift or order, it still makes the "Host" look good in the eyes of their clients. They appear to have gone the extra mile by offering a product or service that their clients need anyway. They just did the work for their clients by finding a professional like you. Think about what I just wrote. Do you think the Host's clients are going to really know that this entire promotion was created by you? No way. They perceive the promotion as something the CPA or Attorney organization has done because they are such good business people and really care about their clients.

I will repeat it again because I want you to use this sentence when you go to make these offers to your potential host. I want you to tell them this - "Even if your clients don't avail themselves of your offer, you will still look good and they will remember this generous offer." What follows is a letter I used with a net branch organization. What I did was ask them if they would like to make some extra money by offering a similar service to their mortgage brokers that they need anyway and would be more apt to use if this recommendation came from them. They obviously asked what I was talking about. So I proceeded to tell them that I owned a mortgage lead generation company and that I would like to offer all of their clients a gift of a free marketing consultation and report that would be sent to all the people of his choice in exchange for giving him 15% of the gross of every broker I sold. And to prove to him that I was a good marketing consultant, I offered to do a marketing make-over for the home office to let him see how spectacular my work was.

I got him to commit that if he was happy with my work, he would let me mail an offer and report to all of his brokers. We had lunch one day and I asked him if he would let me mail a special report letter to his brokers offering a completely risk free way of trying my services. He was skeptical at first because he had never done something like this before. He didn't want his brokers to become annoyed with this type of mailing. It's strange, but some business people are so afraid - they end up being completely conservative.

They fail to ever take a risk and do something that is different than everybody else is doing, and because of that type of thinking, they always end up with completely boring and ineffective marketing systems. I assured him that I would draft a letter that would not only be very well received by most people but the letter would also make him look good even if they never took me up on my marketing make-over offer. I also told him that just to convince him that I was right, all I wanted to begin with was a list of his branches that needed more mortgage leads. I told him this promotion might resurrect his pipe line weak brokers. Well lucky for me this guy was computerized and was able to pull up a list of his branches by their production. To make a long story short, not only did his people call me, but he also had some of the more discouraged less productive brokers make big turn arounds! This started a few years ago when I was first starting to get my marketing to really start working.

Since that time, I've used the letter (which is one of the dozens of lead-generation tools included in my “Magnetic Mortgage Marketing Kit” in numerous different ways.

I give the owner 15% of every fee that I get and its well worth it. Use a similar version of this letter, go out and develop relationships with CPAs, tax preparers, Attorneys and other types of similar businesses and get them to endorse you. If you want to be a "Host" to them, offer to endorse them to your client base and then you will get free advertising to your clients. Here are some examples of synergistic businesses that you could work cross promotions (Host/Parasite) with:

	CPA's
	Tax Preparers
	Attorneys
	Realtors
	Financial Planners
	Insurance Agents
	Builders

Use your imagination. Host/Parasite is one of my favorite methods of acquiring new clients. Here is the letter I used. Get out there and use it. Good Luck!

Endorsement Letter From Host To Their Customers,
Printed On Their Letterhead,
Sent In Their Envelope

An Important Message From

“New Solutions To Lead Generation Problems

Stuns Even This Savvy Ole Veteran…”

Dear ________________:

I can’t think of any time when I’ve written a letter like this. The reason I’m writing is simply to introduce you to somebody who has services of interest and value to you and your staff. I have gotten to know Mr. Reed Hoisington and his company, and I have seen him help a lot of mortgage professionals achieve “marketing freedom” in a surprisingly short time. He has helped many mortgage professionals work a “money miracle”, and he can do the same for you.

Quickly, why you should pay close attention to what he has to say. He’s been in this business for 16 years. He started out literally peddling re-fi door-to-door broke, dumb, hungry and willing to work long hours every day and into the night. Over the years, he’s had some pretty big successes. He’s personally employed as many as 300 brokers, a phone room with as many as 70 telemarketers. He’s built companies from scratch - he’s even co-founded one of the largest primarily B/C “famous name” mortgage companies that did massive amounts of TV advertising (I can’t mention their name here). Finally, he has consulted with everybody from “mom-n-pop” too big companies. Quite simply, he knows a whole lot about how to make big money fast - and easily - in this business, including “secrets” of “auto-pilot marketing” understood by very, very few.

Now, let’s talk about YOU: Competition is fierce. Everywhere brokers are running look-alike me-too newspaper ads, one stacked on top of another; they’re on radio, billboards, in coupon mailers. The big boys are on TV every few minutes. The banks and finance companies are in the game. At the moment, business IS tougher than ever - and the cadre of giant players are scooping off a lot of the cream, everybody else is fighting over what’s left, everybody’s using the exact same weapons, so when it’s all said and done, getting customers is still a painful, costly, often puzzling and frustrating process. I’d suggest to you that the time is right and conditions are ripe for a paradigm shift, a radical new approach to attracting and securing clients.

Enclosed you’ll find a Report with testimonials which includes an invitation to get sample ads and more information on how their marketing ingenuity can help increase your business. It will dramatically open your eyes to new opportunities and suggest solutions for your most frustrating marketing challenges. If you’d like to have more money in your pocket every month immediately - and to get free of marketing drudgery, I really suggest you review Reed’s information. I decided to send this letter out to our branches as a way of thanking Reed for all the help he gives us. Of course, if you want to thank me later for introducing you to Reed, I love steaks! (Just kidding.) Anyway, I recommend Reed highly.

Sincerely,

Endorser

If you would like more information on how to get qualified leads, sales and referrals for your business, CLICK HERE to get a copy of our FREE Report "How To Prosper More And Enjoy It More In The NEW Mortgage Brokering Profession."

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For more FREE articles, tips, newsletters and expert opinions on how to get more qualified leads, sales, and referrals for your mortgage business, you can visit the RHPI website at http://www.ReedHoisington.com Or, you can sign up for Reed Hoisington’s FREE “Magnetic Mortgage Marketing Tips” Newsletter which contains dozens of proprietary marketing secrets and strategies on how to skyrocket your sales and profits. To subscribe, simply send a blank email message to reedtip@zipdrip.com.

Reed Hoisington,

Executive Director, RHPI