Posts tagged: marketing in real estate

Realty and personal property terms have often been confused as to what they exactly mean. Here we will clear that right up for you. We will look at the terms personal property, realty, land, real estate, and lastly real property.

Let’s begin with personal property. Personal property also known as chattel is everything that is not real property. Example couches, TVs things of this nature. Emblements pronounced (M-blee-ments) are things like crops, apples, oranges, and berries. Emblements are also personal property. So when you go to sell your house, flip, or wholesale deal, you sell or transfer ownership by a bill of sale with personal property.

Realty.

Realty is the broad definition for land, real estate, and real property.

Land

Land is everything mother nature gave to us like whats below the ground, above the ground and the airspace. Also called subsurface (underground), surface (the dirt) and airspace. So when you buy land that’s what you get, keep in mind our government owns a lot of our air space.

Real Estate

Real estate is defined as land plus its man made improvements added to it. You know things like fences, houses, and driveways. So when you buy real estate this is what you can expect to be getting.

Real property

Real property is land, real estate, and what’s call the bundle of rights. The bundle of rights consist of five rights, the right to possess, control, enjoy, exclude, and lastly dispose. So basically you can possess, take control, enjoy, exclude others, and then dispose of your real property as you wish as long as you do not break state and federal laws.

Lastly there are two other types of property we should mention.

Fixture

Fixture is personal property which has been attached realty and by that now is considered real property. So you would ask yourself upon selling to determine value “did you attach it to make it permanent?” The exceptions to this rule are the garage door opener and door key, these are not considered fixtures.

Trade Fixtures

Trade fixtures are those fixtures installed by say a commercial tenant or can be the property of the commercial tenant.

I hope this clears up some misconceptions about personal property, realty, land and real estate and now fixtures and trade fixtures!

Even with the recession, real estate is a billion dollar market in all the major developed and developing countries. What do you think is the first thing people see when scouting around to buy property? The answer would be the pictures of the property in question. Human beings respond better to visual stimulation.

Therefore, quality and interesting photography matters a lot and if you are a property photographer you should take it seriously. Why? Because your livelihood depends on it! If you are trying to sell real estate photographs to realtors and they are not worth the dollars the realtor pays, your effort goes to waste.

Real Estate Photography Tip #1: Capturing the Best Images

The intention is to sell the property so your photography should definitely be appealing to the people who view them. Try to highlight the best features of the house; the features that potential buyers will like to see matter the most. The photography also depends on the nature of the property – residential or commercial. Actually the pictures should showcase your talent and skill. While searching for realtors to see the images, sometimes you need to provide samples so capturing the best of images will greatly help to clinch the deal.

Real Estate Photography Tip #2: Selling the Images

To earn a living in this type of photography professionally, give yourself 1-2 years of time for creating a solid base of clients. You can set up a professional website with your portfolio, current projects (if any), specialization, skills, and lots of high-definition clear pictures for prospective buyers to see. Of course, you need to do a lot of marketing for getting the clients. Begin by scouting the area you are living in and any others that you have easy access to. Contact the realtors in the area, show them sample images and if luck is on your side, you will land your first deal soon!

Real Estate Photography Tip #3: Getting High Profile Clients

Getting high profile realtor clients who will buy your pictures is not easy because there are always better photographers around you and also you lack experience in the beginning. So after working for a year or two with local realtors, think of migrating towards getting high profile clients. The pay rate is definitely higher but you need to have real skill and knowledge to get an edge over others. Question yourself – what is there in you that sets you apart from other real estate photographers? Once you answer this, build on that aspect for better projects.

Of course, getting the high profile clientele is not easy. Be prepared for sample photo shoots as part of a personalized sales pitch.

Real estate investing is all about perception. Your perception of where the market is going, in conjunction with where it’s actually going. The aim, as always is to buy low and sell high.

You want to buy a cheap tract of dirt and sell it as a high priced piece of developed real estate, after it’s appreciated enough to turn a tidy profit. Selling the property is an art in and of itself.

Buying an initial tract of dirt lends itself to some solid, rational guidelines:

First, look at trend lines for housing prices in your area. While most housing markets are in decline (and the housing markets in Florida and California are adjusting from more than a decade of over-valuation), there are markets where the housing prices are going up. This is a decent leading indicator that there’s a market for expansion.

Second, look for job related news. Home purchases require a steady source of income. New employers moving into a city, or a government branch office opening up are a strong indicator that good, well paying jobs are likely to come up. Where well paying jobs roost, home purchases follow.

Related to this, talk to your local city planning office. Are there recent purchases of “right of ways” to lay down sewer lines? Is the local telephone cable making plans to run out fiber optic lines – a “must have” trend in new home construction. These things point to areas where home growth is immanent. Other big tip offs are school bond issues (found in your local news paper) and new parks being opened up.

Before you look at the land, check out the adjacent commercial real estate usage. Look for “family friendly” or “residential friendly” commercial properties: Houses that are close to grocery and clothes shopping tend to fetch a higher price than ones that are farther away. If there’s a movie theater nearby, or plans for an elementary or middle school, factor that into the size of the homes you build, and what their amenities will be; buyers looking for those features are looking for “mover upper” homes – with a bit more floor space, and two (or three) bedrooms for the kids. Other spots to look for are anchor stores, like Wal-Mart and Best Buy. These companies spend millions on surveys of purchasing patterns before buying a store location; if they’re buying a plot of land, you’ve got about a year to a year and a half window to look into nearby real estate for single family residential and rental residential properties.

You can even flip this on its side – if you can talk to a group of commercial real estate investors, building a shopping center as the nucleus for home development is also a viable combined strategy. This also applies to highly urban areas. Many downtown areas that have been abandoned by businesses can be converted to apartment buildings, and some of the older housing projects are being torn down for mixed-use spaces with combined commercial and residential areas. In particular, you can often get block grants to help with the financing on projects like this, and there are programs from HUD that can help out a great deal with “urban renovations”.

Another source to investigate is the demographics in your area. Look at the US Census figures (and local county figures) for median age, and median birth rate per capita. You want to invest in areas where the population is growing already. High skews in the ’40s and ’50s indicate that you’ve got a bunch of people who are going to retire soon, and retirees are highly prone to selling properties off. Places to watch carefully are most of the urban parts of California, and great swaths of the rural Midwest, where demographic trends have been changing entire towns since the 1950s as the country’s population has shifted to urban areas.

If there’s a local planning council, or urban development council, make it a point to get the minutes of all the meetings from the past year. The city council offices will have them on file as a matter of public record. Also try to get into the next range of meetings as an observer. Discuss with the city and county managers where they see housing and construction trends moving. What you’re looking for is real estate that will be desirable in two to three years; look at road planning atlases, and look for all the data you can find. Also look for real estate that will be scenic – lake front property is as close to a guaranteed bet as you can get in real estate investing, particularly if there’s a lake that’s at the “far end” of a development axis. Likewise, if there’s land that the city council is looking to acquire for parks, buying the adjacent lots now means you’ll be able to sell them later.

Lastly, talk to the professionals in your communities. Talk to architects who can tell you if they’re busy or not. Maintain professional contacts with engineers, bankers and attorneys. They will usually know about projects well before the general public. Also make a habit of reading the local newspaper’s business section. Often times, the first clue that a business may move in to your area is buried at the bottom of a column on page 8.

Using the guidelines suggested above will help you to find “sleeper” raw land properties. These “sleeper” properties are perfect for the buy low, sell high strategy used by successful commercial real estate investors.

Creative Financing

When a Commercial Real Estate Investor is looking to purchase income producing property utilizing any number of creative financing methods, one of the most important keys to their success is that their ability to provide adequate, verifiable proof of funds – P.O.F.- to both the seller and the lender. The verification of funds can enhance the investors credibility with the seller as well as satisfy the lenders requirement to know that the borrower has necessary funds to complete their transaction.

Proof of Funds

There are a few ways acceptable to lenders and sellers to show P.O.F. to close your Commercial Real Estate transaction:

• Bank Statements or Bank Verification
• Brokerage Account Statements or Verification
• Escrow Account Verification

“Bank Verification” This is the most acceptable and widely used method to confirm the investors can complete the proposed deal. As such money must be put into a bank account and confirmed by statements or letter from the banker.  This is a “hard” (versus soft) method of verification, because money are deposited in an account in the buyers name to serve as proof the buyer can complete the transaction.

“Brokerage Account Verification” Similar to bank accounts, brokerage accounts show acceptable means to complete a purchase transaction. Likewise, statements or letter from the brokerage house representative will meet the requirement to prove adequate financial strength. This is also a “hard”  method.

“Escrow Account Verification” This is the one method that can be hard or soft evidence of necessary assets as the escrow agent simply needs to write a letter of confirmation attesting that the borrower has finances available to complete the transaction. It becomes hard when money is transferred  into an escrow waiting for the closing.

Companies

Finally, there are companies whose sole purpose is to provide evidence of the financial ability of Commercial Real Estate Investors to complete their transactions. Many of them provide “Proof of Funds” and Transactional Financing. P.O.F. is necessary at the beginning of the deal and Transactional Financing is for the day of closing only. Both of these methods are a necessary part of an investors arsenal when utilizing creative financing.

Real estate has several unique characteristics that affect its value. There are economic characteristics and physical characteristics. Real estate is a product to be purchased but it is different from anything else due to the characteristics that will be discussed here.

The economic characteristics that influence value are scarcity, improvements, permanence and area preference. Scarcity is simply demonstrated in the saying, “They aren’t making any more.” The supply of land has a ceiling and cannot be produced more than what exists today. This value of this supply however, is influenced by other characteristics.

Improvements, such as buildings on one parcel of land may have an effect on the value of neighboring parcels or the entire community. If a large company builds in a certain depressed neighborhood, the value of living their will probably increase because of the introduction of jobs. This value would impact on neighboring communities, thus increasing value in some ways to the real estate in these areas.

Permanence has to do with the infrastructure. As buildings, houses or other structures are demolished, the infrastructure, such as sewers, drainage, electricity, and water remain intact. Permanence effects real estate, or the type of infrastructure. If you buy a piece of land in an area with no utilities, drainage or paved streets, it will most likely be worth less than a parcel of land that has this infrastructure intact and developed.

Area preference refers to the choices of the people in any given area. This is usually referred to by most people when they talk about real estate as, “location, location, location.” The location of a preferred area, for whatever reasons, is what makes values of homes higher. Conversely, the location of a nonpreferred area, for whatever reason, is what makes the values of homes less. 8000 square foot brand new homes on the coast of Long Island’s, East Hampton will be worth much more due to their area preference, over an area with 1200 square foot starter homes in the middle of Long Island, located next to a garbage dump.

The physical characteristics of land represent its indestructible nature, immobility and nonhomogeneity. Working backwards, we’ll start with nonhomogeneity. This simply points out that no two parcels are the same. Two pieces of land may be very similar, but every single parcel is different geographically because each parcel is located in a different spot. This includes two lots right next to each other. It is important to remember that parcels are created by subdividing land, so as one large parcel of 20 acres is subdivided, each individual lot becomes its own separate piece of land.

Land cannot be moved, therefore it is immobile. Even when soil is torn from the ground, the part of the Earth’s surface will always remain. It is important here to note how this physical characteristic affects real estate law and markets. Immobility of land is the reason why real estate laws and markets are local in nature.

The indestructibility of land simply means that it is durable and cannot be destroyed. It can be damaged by storms and other disasters, but it remains and weathers the changing times and will always be there. This is a main reason why land is talked about as being a sound investment.

So the basic characteristics of real estate include scarcity, improvements to the land, permanence, area preference, nonhomogeneity, indestructibility and immobility. Please note there is a big difference between land and real estate. Land is the the part of the earths surface, subsurface and air above it. Real estate is anything that becomes attached to land. So when you’re looking for investments, it is important to note the infrastructure of the area, the surrounding neighborhood and the preferences of the area or…location, location, location!

State legal systems in the United States are based on one of two legal systems. Forty-nine states base their laws on the common law system, first used in England.

However one state, Louisiana, uses the French Napoleonic Code as the basis for their legal system. While common law-based legal systems rely on the rulings of judges to set precedents that are used to make later decisions, the Louisiana system does not.

The Napoleonic Code was intended to simplify the laws in a time when many people were illiterate or did not have access to printed information. Ironically, the effort to create a simpler and easier to understand legal system has resulted in one of the more complex and least understood set of state laws here in Louisiana.

There are many other distinctions between the two systems, but it is not as important to know every single distinction as it is to understand that there are significant differences between the state laws in Louisiana and those of most other states.

Real Estate Law Basics

Real estate laws are the laws that address the land and anything built upon that land including ownership, usage, and transfer of ownership of that land. As discussed above, Louisiana’s unique legal heritage has affected the current laws in many ways. One such way is the term used to refer to real estate in this state. While the rest of the United States uses “real estate” in legal documents, in Louisiana real estate is referred to as “immoveable property.”

Inheritance and “Forced Heirs”

Another area which requires the special attention is that of inheritance within Louisiana. The laws regarding inheritance derived from the Napoleonic Code were intended to ensure that assets remained in their family of origin, so while the other 49 states allow property to be transferred as the owner prefers after their death, this is not always the case in Louisiana.

The laws regarding inheritance of real estate can dictate that close relatives including parents or children inherit property before anyone else.

Community Property or Separate Property?

The real estate laws in Louisiana separate property ownership into two categories:

• Community property
• Separate property

While the difference between two distinctions may seem apparent initially, upon closer inspection, the line becomes less clear. For example, once a couple is married, all properties do not automatically become community properties, and in the case of divorce, one spouse may not have any claim to or rights in regard to certain properties. Some of the factors that are considered in this situation are when the property was purchased and which party’s funds were used, which can be a difficult fact to ascertain.

The letters NOI stand for Notice of Interest or sometimes incorrectly called a Memorandum of Contract or MOC. It is usually a one page document that stipulates that the person submitting the document for recording at the County Clerk’s Office has an equitable interest in a property because of a signed purchase and sale contract.

The NOI is most commonly used when an investor signs a purchase and sale contract with a homeowner/seller and wants to show anyone trying to make another offer on the property that he has a legal interest in the property. This is the case where someone else, usually another investor, comes along and offers the homeowner a higher price.

The practice by investors of up-bidding properties after they are under contract is getting more common in distressed markets but even happens in normal markets. The investors who regularly make statements to homeowners like, “Get your highest offer from those other guys and call me back, I’ll give you more money than any of them – I just need to see it in writing”. The ugly part of that statement is the term “in writing” because that usually means a contract had to be signed by the homeowner.

While I can’t blame the homeowner from wanting more money, what I have seen happen most often is a black-hat investor who is trying to steal the deal, actually gets to the closing table and re-negotiates the price to below what he had originally offered the trusting seller. How do I know? I have been on the other side of his offers and had to fight to keep my sellers.

So occasionally we have to fight for our closings and I have covered this in other articles about how to do this. The ironic part is that it is a criminal offense to “induce” someone to sign a contract when another contract is in place. The Attorney General’s Office will take these cases if you show proof and the seller cooperates – which is usually the case when the homeowner is threatened with a law suit or foreclosure.

So when we sign a contract with a seller, we almost always record a NOI in the public record which is effectively a lien against the property. I want to repeat this because the subtleties of this “lien” are very far reaching. This NOI now has to be released as a lien on the property before the title can be transferred unless there is a foreclosure action to extinguish it, or the lien holder (the original investor/buyer) starts a foreclosure action to take the property. If this sounds harsh, it is just a solution to a problem where one party to a contract won’t hold up his end of the contractual terms – just like a lender does to a homeowner.

The NOI does not need to be signed by the homeowner/seller so anyone can put a NOI on anyone’s property. Just remember, there is usually a sign in the Clerk’s Office that says something to the effect that “If you enter a lien that is not valid, it is a felony”, so think twice about what you are doing before you do it – don’t do it in anger or it could cost you a lot in attorney’s fees.

Having said that, the courts and sometimes the recording clerk treat NOI’s as unruly in-laws. They tolerate them probably for the fees, but they don’t like them much because of historical issues with the seller not knowing these liens have been filed. Many standard real estate contracts specifically forbid filing a notice of interest to be recorded in the public record. This prohibition can be overcome by striking this clause pertaining to it and having both seller and buyer initial it, or adding an over-riding clause or addendum to your contract.

Once a NOI is filed in the public record, the next time the title to the property is transferred, the title agent will have to have a Release of Lien for the NOI signed to write a title policy on the property or note it as an “exception” in the policy. If the NOI is not extinguished by a Release of Lien, the title has been “clouded” and needs to be cleared and a transfer to a new buyer may not properly take place.
This is where you come in to release the lien and it usually happens when you least expect it – just before you were planning on closing yourself! Sometimes the homeowner will call when he gets a copy of the recorded NOI from the Clerk’s Office and he didn’t expect it – either way, the seller is trying to renege on the transaction. Sometimes the seller changed his mind for a valid reason, most often it is not.

You have a couple of choices when the NOI “hits the fan” so to say:

1.) Release the NOI using a Release of Lien document and get paid to release the lien

2.) Honker down and fight the seller to come to closing or get paid to release the lien.

In summary, your choice is personal and determined by the potential lost profit in the deal, the homeowner’s/seller’s real motive for not wanting to sell, how much you can get paid for a release of lien, and your disposition on that day. In the final analysis, the choice is yours to force the seller to come to closing or release the lien.

The sunniest time of the year when sun is shining brightly is surely a great time for exploring new neighborhoods and visualizing future patio parties during viewings. If you are planning to buy home this summer then it is important to understand the housing market prior starting any serious shopping. You must have to know what housing market is like for buyers now and what you can do to end up the best home with best price that fits right in your budget.
Owning a home is an investment in your future and with that in mind you wants to make sure that you are making educated decisions so that you could get the best possible deal. Housing market in 2018 should be just as strong this summer as it’s been all spring. List prices and existing home sales have risen this year but there are perks to house hunting right now, too. We present you some of the facts and tips to help you get the most out of this year’s summer housing market.
SUMMER MARKET FACTS
DURING THE SUMMER PRICES DROP: Although summer is busy home-buying season but still it is not crazy as prices drop from May through October. Anyhow if you hang out until late August then you could find a really great deal-that is when nearly 14 % of listings get a price cut.
Private Mortgage Insurance Is GETTING MORE Reliable: PMI or Private Mortgage Insurance getting cheaper after PMI lenders MGIC and Radian lowered their rates this spring; it is great financing news for homebuyers. That’s going to cause most of these PMI companies to be competitive with each other which in result going to bring them all down. Less than 20 % of down payment makes the home buyers to get PMI. It means it will be cheaper for some buyers to get into homes sooner.

HOMEBUYING TIPS FOR SUMMER 2018

DON’T DISCOUNT OLDER LISTINGS: At the times when homes are flying off the market within days due to strong competition, it is easy to think a listing that’s a week or so old is a red flag. But keep in mind that it is not always the case. It is often because buyer got cold feet and pulled out of a deal on a perfectly good house. But thanks to the assumptions home buyers make about older listings in busy markets, the delay can cause the price to come down.
There are just more of these in market. The number of homes in market is shrinking but still there are 8.3 % more fixer-upper among them than there were six years ago. If you are dead-set against a fixer-upper to be prepared to move quickly then there is only ever going to be a couple of options at a time. And when new listings come up it’s going to be pretty ferocious.
GET TO KNOW THE NEIGHBORHOOD: The plus point of competitive market it gives you temptation to make an offer on any available property that fits your criteria but if it’s in the wrong neighborhood, you may never want to purchase the house. It is better to take some time and do community scouting before making an offer. You can even find out what your future neighbors have to say about the area by communicating with them.
MAKE THE STRONGEST OFFER: To stay in the market make the strongest offer, even your offer is not the highest because now is not the time for low ball-offer. No doubt, coming up with cash offer could be tough for many home buyers but there are some ways to make a strong offer that don’t require gobs of money. Substantial eventualities like a shorter closing or inspection period and writing a great offer letter can help make your offer stand out.

I recently read a really interesting blog article from an appraiser in Philadelphia titled “Zillow vs. The Coyle Group”. In the article, Michael Coyle analyzes over 20 of their most recent appraisals and compares them to what Zillow says they are worth via it’s Zestimate. With sites like these appearing to be gaining popularity with consumers over the last few years, I thought I would do my own analysis.

The results may surprise you, they did me. Of the 20 properties analyzed, many of which were recent sales, Zillow differed from the appraised value by more than 5% on 16 of them and the average difference was 20.16%! And the four that were within 5% were recent sales in the last 6 months. That means on an average $300,000 home Zillow’s value estimate is off by an average of $60,000. Another interesting statistic is that it was high/overvalued 10 properties and low/undervalued 10 properties. To further substantiate my results I compared them to The Coyle Group’s and noted that they found an average difference of 18.95%.

When digging deeper into the individual properties, I was unable to determine what exact factor lead to some of the biggest discrepancies. For example, the Glencoe Colonial property is currently an 1100 sq. ft. split level that is going to be torn down and a new 3200 sq. ft. home built. It is listed for $1,199,000 (the exact Zestimate value) and is under contract for around $1,050,000. This would lead me to believe that Zillow is giving the MLS list price the most weight and ignoring the actual property characteristics. However, the Zestimate was off by 41% on the Portage Park bungalow which was listed for $460,000 and sold for the same price. In this case, why would the Zestimate be $273,265? It must have ignored the list and sale price when it appeared to rely exclusively on list price on the Glencoe proposed construction. Yes, I’m scratching my head as well.

While I am not here to breakdown Zillow’s method or algorithm used for determining values, I do want to caution the prospective homebuyer/seller about relying on Zillow’s values and advise that you hire a certified appraiser to ensure that all factors have been included in the opinion of market value. This will prevent you from listing your home too high which could lead to your house being on the market way longer than is necessary. It will also prevent you from listing your home too low and potentially leaving money on the table.

You can read Zillow vs. The Coyle Group here.

A good mortgage sales letter that produces leads from a cold list or generates new business from your old client list is worth 1000 times it’s weight in gold.

Lets say you have a list of 50 clients and 50 leads that you haven’t converted. If you send one letter at a cost of just .42, and $100 for printing. That’s just $142 in total costs for a basic mortgage sales letter.

One new loan can generate several thousand dollars in commission. If you get just one new loan from a mortgage sales letter, you are going to be profitable (assuming you aren’t mailing to an enormous list).

As a result, it’s important to create an effective mortgage sales letter to maximize your lead generation efforts.

The key is to write an effective mortgage sales letter that people read and respond to. Most mortgage brokers don’t know the power of effective writing and rely upon hype and trickery in their letters.

The good news is you don’t need to hype up your letter, and you don’t need to rely on tricks like the old ‘fake looking check in the window’ letter (by the way, this does work, but only if you do it without fooling the recipient).

If you want leads and referrals here are the three most important parts of a successful mortgage sales letter that will help you boost response rates and build your book of business:

1. A Compelling Headline. Almost every mortgage sales letter must have a headline. Why? I’ll let the late great David Ogilvy explain it to you:

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” -David Ogilvy

The job of a headline is to get people interested and excited about what you have to say. For example, a poor headline might say, “Introducing Your Local Home Loan Specialist!”

A better headline would be, “Susan Johnson Saved $498.95 Per Month On Her Mortgage Payment — Here’ How You Can Save This Much or More!”

That headline needs a little work, but it’s light years ahead of the average mortgage brokers marketing letter.

2. Stories Sell. Nothing gets people more involved and motivated to take action than a good story. Instead of cramming a pitch about your products and services down your prospects throat (which puts them into the defensive mindset), tell them a story about a client who saved money instantly. And as a result of saving this money she could pay for child care or get a mini van, or go on a vacation that she has been putting off for a few years.

They key is to write a story that fits into the mindset of your audience. If you are targeting subprime mortgages, tell a story about how a down and out client with no hope. How he brought his family out of a rental in a bad part of town to owning a nice home in a wonderful school district.

3. Call To Action. The next important area of an effective mortgage sales letter is the call to action. You want your prospect to take action and call you or fill out a return reply card.

For example, a weak call to action would be, “Call me at 555-555-5555 between the hours of 8am and 4pm Monday through Friday.”

A stronger call to action would be, “For a free no obligation consultation to see how much you can save on your mortgage payment call me now: 555-555-5555. We can schedule a time to meet and discus your financial situation, or do it on the phone. You can reach me at 555-555-5555 anytime during normal business hours. Or, you can call my toll-free 24-hour voicemail at 1-800-555-5555 and leave your contact information and I’ll send you more information.”

In addition to a headline, a story, and a strong call to action, your mortgage sales letter should include a Post Script (PS), and testimonials. Studies show that up to 80% of your readers will read the PS first. This is where you restate your benefit in a conversational way. Testimonials are very effective in establish credibility, and they reinforce your claims.

If you follow these simple guidelines to a more effective mortgage sales letter, you will generate more qualified leads and referrals.

Sit down and write a mortgage sales letter tonight instead of watching Fringe or Dancing With The Stars. Send it to your current clients, and old leads. You have nothing to lose and everything to gain.