"In September 2010, we could see the writing on the wall that the refinance market would be coming to an end and we would need to devote significant attention to building a stronger base for our purchase business. Though I have focused on Realtor relationships for the past 20 years, it was time to seek out some new relationships and we became committed to securing a strong new relationship with 10 new Realtor partners. We are well on our way of securing our goal and are having tremendous success with our plan."

Q. What is the commitment required?

A. The members should first commit to selecting 20 potential Realtor partners. Next it's important to request testimonials from current clients and Realtor partners. Now all that's left is mailing out a Cover Letter and "what our clients are saying about us" letters–and make outbound phone calls!

An easy way to be accountable to your action steps (outlined below) is to get another loan officer in your office to do this activity with you. Then, you both can hold each other accountable–which I've found to be hugely helpful.

Commit to different lists and get started immediately. This is easy and it works!

Q. What action steps would LTB Members take to execute this idea?

Step 1: Pick up your local real estate section of the paper, get online and research local Realtors or jot down info off "Home for Sale" signs and come up with a list of 15-20 Realtors.

Step 2: Ask a couple of your Realtor partners or previous clients to write you a testimonial of their success in doing business with you. Tell them that you will need this within one week and give them a due date. Let them know you are using it for advertising and it is time sensitive. We utilized testimonial letters from two top Realtors and one client. Try and secure three testimonial letters if possible. Don't be shy…ask, ask, ask!

Step 3: Prepare a personalized cover letter for each agent on your list. Remember this is to focus on new business solely and can include Realtors, Financial Planners, CPA's or any great potential referral partner.

Step 4: Send the letter, which states that you will be calling them in the next week to request a 15-minute appointment with them.

Step 5: Call each potential referral partner and request a meeting, one week after you mailed the letters.

Here is an example of a script, or what you might say on the call:

"Hi Bob, this is Cindy Ertman. I have been a mortgage originator at Platinum Capital in Manhattan Beach for the past 16 years and I have been paying attention to your success in the Real Estate world. I hope you received the testimonial letters I sent you last week and that you have had a chance to review them. I would really like an opportunity to meet you for a short appointment to see how I might assist you in expanding your business this year and see how we might be able to help each other be more successful. I am available this coming Tuesday and Thursday and would welcome a 15-minute appointment with you to learn a little bit more about you and see if there are some areas that I may be able to help you expand your business this year. Would you have time for a cup of coffee or I could come by your office, if that is more convenient?"

If the agent says "no" due to a long term pre-existing relationship, this is what I say:

"Bob, I really respect loyalty and I fully expected that you would be tied to a great lender. However, in the mortgage lending world today, it is hard to find one lender that can meet all the needs of your clients. Many lenders are more limited on products and loan choices today. I would still welcome the opportunity to come by for a brief meeting so you have an alternative in the event you are in need of a second choice lender. Would you be open to meeting with me so I can share a few of our success strategies with you?"

Bob says, "Yes!"

"Thanks Bob. I really look forward to meeting you on Thursday at 2 PM. I know you are very busy and I will be respectful of your time."

If by some chance, Bob says "no" again, then ask Bob if he can suggest another Realtor that might benefit from your services, since you have some very unique products and feel that other Realtors can benefit from your products, service and experience. Then call the other recommended Realtor and tell him Bob referred you.

Step 6: When you get to the meeting, keep it short and simple. Make this meeting more about them, not you. This meeting is about building rapport.

Here are some questions you can ask. Be sure and take notes!

Q. Could you tell me a little about your background and how you got into the Real Estate business?

Q. How are you currently generating new clients?

Q. Are you proactively marketing to your database on a regular basis? If so, are you marketing to a farm area or just past clients?

Q. What are some of the goals you have for the year to help you increase your business in 2011?

Q. Would you like me to share some of the things we are doing currently to increase our business? There may be a few things that would be helpful to you as well. Marketing is my specialty and I might be able to help you with a few suggestions of things that are working for us. (I suggest you focus on your own area of expertise and before closing the conversation, share a few of your Unique Value Propositions and a little bit about your mortgage platform.)

Here is a sample script you can use at the conclusion of your meeting:

"Before I go, I just want to share a few things that differentiate us from our competition [Insert 1-2 concise reasons WHY your company is THE company to work for]. We have an experienced team that is focused on 'exceeding expectations' and building a relationship with your client. We understand that if you refer us a client, our ability to service and manage the client's expectations is a direct reflection on you. We won't let you down and would welcome the opportunity to serve you and your clients' needs."

What results can be expected, or if this is something you are doing in your own business, what results have you achieved?

A. We have secured five new Realtor partners in the past three months. We just received a commitment from the # 1 agent in our marketplace. When I asked him why he finally agreed to move forward with us, he said, "You never gave up. Even though I did not return your calls or agree to meet with you for several weeks, you continued to send me useful information and called me to suggest a short meeting. I figured if you wouldn't give up on trying to get my business, it meant you had the same dedication to your clients."

In addition, he came to our office for our 15 minute meeting and left 2 hours later. It was a huge success story!

Q. Do you have any resources that correlate with your idea that you would like to share with members?

A. I have included an example of the Cover Letter that we send with client testimonials.

For over 20 years Cindy Ertman has maintained a passion for the mortgage industry. As Executive Vice President and National Sales Manager for RPM Mortgage in Manhattan Beach, California, Cindy manages the company's sales and operational staff and serves on its leadership team. In addition, She has been ranked by Mortgage Originator magazine in the Top 100 Loan Originators by volume for 8 of the last 11 years. To learn more about Cindy, click here.