you.com

By Jessi Johnson

Click here to view the magazine version: http://www.jessijohnson.ca/wp-content/uploads/2010/01/you.com_.pdf

About three and a half years ago, I obtained my mortgage broker license. It was a good day, but now what do I do? I can ramble on for hours about marketing but none of it means anything unless you have one key tool, a website. This wonderful instrument should be a staple in the daily operations of every broker, especially when looking towards the years ahead. Without a sharp sword, how can a warrior fight? A sharp website can be viewed as a glorified business card. Would you go to networking event without business cards? Of course not, so why would you run your business without a site? There is a very good chance you may already have a website and if this is the case, I hope my article can provide suggestions on how to increase your traffic. I will say it now and I will say it again, get a website and be discovered.

There a two main types of mortgage broker websites. The first is a supportive tool where potential clients can look you up online, check out your pretty pictures and hopefully call you or apply online. The second is a marketing tool used to generate business. I myself have both, but certainly don’t suggest that for everyone. Maintaining a good website is a lot of work, ever more work when you have two. First decide which type of website you are going to create, then progress from there. This is very important because your first step or phase of website creation is to pick a domain. Your domain will appear in the URL (Uniform Resource Locator) which is the small box on your browser where you type in a website address. This is the most important item because it is the ultimate key word for search engines. Take your time when deciding the domain. If you are going to create a supportive website then the domain is simple, www.yourname.com. Dot com’s are not so crucial these days. Dot ca will work great but there are others to consider: dot me (.me) or dot tv (.tv), etc. If you are creating a marketing site with a specific niche, then I would take more time with your domain decision.

Once you decide on your domain, you need to create a budget for your website creation. There are cookie cutter websites out there for about $500, or you could drop as much as $20,000. It all depends on how crazy you want to go. Do your research and get quotes in writing with detailed breakdowns of what is being offered. You should expect to pay 2-5k for something good, and I suggest using Ballistic Arts (www.ballisticarts.com) for this price range. Anyone reading this article who knows me personally, I am very particular when it comes to business (or in general according to my fiancée), and therefore I do my research and you can trust my suggestions.

So now that you have an idea of what you are going to do and who is putting it together, we must decide on a backend. This is the program used to update and maintain your website. Yes you can pay someone each month to update your site for you, or you can use a nice backend tool like Wordpress. This allows you to easily update your website without throwing money away by the hour. Both my sites are designed on Wordpress (www.jessijohnson.ca and www.firsthomeinfo.ca).  Different people are comfortable with different levels of technology, so do your research and select what works for you. Your next step is to decide on key words, these wonderful words are to be used thoroughly throughout your site and will be what people type in a search engine to find you. I suggest choosing ten and sticking with them.

Now comes the fun stuff, creating content. Good content helps generate traffic. It is suggested to have to least 250 words of copy per page. Write everything on a word document to be easily copied and pasted onto the site. Once you have a good enough idea of your content, you need to create a layout. Try to make this simple and easy to navigate. Your web designer should have many ideas for you, I suggest researching other quality sites in your industry for ideas. There are some important items in these current times to remember when creating your layout with a website for a mortgage broker in mind:

• Make sure to have your “follow me” social media links to expand your network
• Have a subscribe now and unsubscribe for your newsletter
• Post testimonials from your clients about how great you are
• Don’t forget your online mortgage calculator (hint: send this link to all your realtors)
• Have an area for reciprocal industry links to high quality sites, this will help generate traffic
• Offering free reports is a great way to increase your database
• If you post rates, keep them current! It looks terrible having outdated stats
• Last but certainly not least, make sure to have an online application on your site

Instead of programming or designing an online application, I suggest talking to Morweb. In my option they are the superior choice for a program to work on mortgage deals and their online applications are excellent. Remember to collect ID and thoroughly review documents if you don’t meet the client when using an online application.

The most consistent expense you will have with running a website is your hosting cost. This can range from about ten dollars a month to hundreds depending on the service. Hosting is the location for your website and data to be stored. If you are just starting out, www.godaddy.com will have some good cost efficient hosting packages for you. Their customer service is reasonable but you will eventually need to upgrade if your site grows with traffic. Now I use a company called Robson Inc, they are rock-solid and worth every penny.

So you have a website, now what the heck do you do? First off, make sure you have a blog or at least an area where you can continuously add content. Search engines love new content and so do your viewers. Remember to use your keywords and keep focused on your niche. The word of the day is SEO, this stands for search engine optimization. The concept is to maximize your sites potential to be found on search engines. By using certain strategies in your website design, this will gain you higher rankings with the search engines. A high Google ranking means more visitors which generates more business. Google isn’t the only search engine but it is certainly the largest. Don’t expect overnight success from your website. If done properly you will see results in good time. I am by no means the master of SEO and this is always a learning process. Internet will be your best friend if you learn how to use SEO.

Marketing your site is another step but prior to this you need to have your site connected to Google Analytics. This magnificent tool monitors your site traffic and marketing campaigns. By now you should already have a blog on your website and some content, now let’s work on showing this to the world. There are many ways to generate traffic. You can read and comment on relevant industry blogs with links to your site. Advertising on Google Adwords or Facebook can be successful but certainly not cheap. Personally, I suggest using this only after the above stages are complete. Here you have the option of paying on a per click basis or per view. If you would like to learn more about advertising your site, I suggest checking out www.reachd.com and attending a few seminars.

I remember one day this past summer, the sun was shining, the temperature was about 35 degrees and I was working from home where the pleasures of air conditioning don’t exist. The fan was on full blast but I needed more circulation. My front door doesn’t stay open on its own so I had to prop it up, after looking around I discovered the perfect tool, a Yellow Pages book. Do you get my point here? Gone are the days of flipping through countless pages to look something up, if people want anything they look for it on Google. The Yellow Pages are archaic; search engines will make you money! Get a website and be found.

Steps:

Phase one:

1. Figure out your niche
2. Buy a domain (check out dotster.com or godaddy.com)
3. Create a budget and find a web designer
4. Decide on a back end (wordpress, etc)

Phase two:

1. Decide on ten “key words”
2. Start writing content
3. Create a website layout
4. Purchase Hosting (I suggest Robson inc)

Phase three:

1. Create your blog or area for continuous content additions
2. Design your site to be SEO friendly
3. Decide how you are going to market your site
4. Tell EVERYONE about your awesome site

Mortgage Renewal/ Transfer: So your mortgage is coming for renewal, now what do you do? Please don’t tell me you take the first offer your bank gives you! Unless you are dealing with a broker channel lender and sometimes even then, you will be paying a higher rate on the renewal then if you just called us. For the mortgage renewal or transfer process, the steps are relatively simple and could save you thousands by calling us. We can even cover your legal and appraisal costs which save you another $1,000. 

Written for CMP (Canadian Mortgage Professional Magazine) at www.mortgagebrokernews.ca

Read the online version here: http://www.mortgagebrokernews.ca/news/38033/details.aspx

CLICK HERE TO SEE AND READ THE MAGAZINE VERSION !!

Social Media Entourage, by Jessi Johnson

The whole concept of social media can take on many different positions depending on the individual. To some this is just another fad and they can’t wait for it to pass, whereas others harness this opportunity and turn it into business. Many will argue the inception of social media has removed the personal touch that has succeeded within a significant portion of the old-school broker generation. I personally don’t see it this way, quite the opposite actually. The definition of social media is content created by people using highly accessible and scalable publishing technologies. Essentially a way to share and discuss information, whatever it may be. Use social media for entertainment, research, networking or education. I on the other hand proudly exploit this wonderful tool and use it to connect with clients, keep on their radar and have fun with free advertising. Let’s talk about that- anyone ever heard of Twitter?

Twitter is a website based on status updates. The content provider is limited to 140 characters and a common strategy is to “tag” others in your message to encourage interaction. This is done by typing “@ (insert user name)” and then your message. The recipient will hopefully see your message and now conversation has started. To succeed at Twitter is simple, just be yourself. Reality sells like those proverbial hotcakes these days and people adore sincerity. Paint a picture of what you are up to and intrigue followers with your daily operations. Don’t be shy to “tweet” but don’t over-tweet. No one wants someone filling up their Twitter page with updates every five minutes. One significant benefit I find with Twitter is that it allows you to casually communicate with your clients. Feel free to finish a conversation with “cheers” or “Ciao”. These words of familiarity are generally considered faux pas during business hours but sometimes helpful when trying to connect. Let’s look at Twitter from the mind of a business owner. Twitter showcases real-time updates. As a company, you can keep your followers up to date with products or interest rates by the minute (if you so desire). Why not facilitate sales by helping people with their questions or comments, rants or raves. Houston’s coffee retailer Coffee Groundz allows coffee addicts to order via Twitter. As a consumer on Twitter, you can provide reviews of the experience you just received and direct your comments to the company (or brokerage house). Want to master Twitter? Like any communication connoisseur, the key to this success is listening. Want to listen in on what others are saying? Perhaps follow who’s talking about you. Go to www.search.twitter.com and input your search request. Last but not least, curious why only 140 characters? SMS (texting) limits each message to 160 characters.  Twitter uses this popular perimeter while keeping space for a maximum 20 character username.

With over 200 million members, Facebook has crushed the previously popular myspace.com or friendster.com like a small bug. Myspace still holds huge market share but it’s not hot like Facebook. The social media giant known as facebook.com engulfs hours of time on a daily basis within the general public. This magnificent website allows you to share comments, pictures, video, friends and more. Posting isn’t as easy as Tumblr and less centralized but Facebook rocked the world and caused the tsunami that is kicking social media ass. Believe it or not, the average age on Facebook is over 50! No it’s not your children banging away on the keys- odds are it’s you. 75% of Facebook users are 24-65. Ever heard of an API? This wonderful tool is used to link websites together and allows them to communicate live. Facebook is packed full of API’s allowing you to upload one comment, newsfeed post or video and it automatically appears on sites like Twitter (comments only), Tumblr and many more. Need anything? Anything you can think of is obtainable from Facebook. Just post what you are looking for on your status update (just like Twitter) and wait for people to respond. Yes of course you need a database of friends, but this will undoubtedly grow with time. Some quick examples are: a score from the hockey game, a used TV, opinion on your new hair cut, mortgage rates or even (heaven forbid) a booty call. Yes it’s true, Facebook has it all. Consider Facebook’s newsfeed section the ultimate comment card. Once you post your opinion about something, it appears on everyone’s newsfeed. This is awesome! Especially when you are commenting on today’s killer mortgage rate, and someone who requires a mortgage broker notices and decides to contact you.

Do you enjoy Friday night drinks with colleagues? Perhaps networking is up your alley? Then you need to be on Linked in: social media for the business oriented. Maybe you are bored of the typical vapid comments that tend to linger around Facebook and Twitter. There is no beating around the bush with Linked In. You are there to network, connect and do business. Nothing else. Want to market your services to individuals in specific industries? Simply glam-up your user page and start connecting. This revolutionary networking site does everything from collecting testimonials to essentially posting your online resume. It literally is the epitome of networking online. Picking up the yellow pages and finding a phone number are a thing of the past. These archaic strategies used by the baby-boomers belong in a communication museum. Need a service? Look it up on Linked In. Hopefully what you need is available in your network and now you just linked together a new connection. Linked In allows a business (or individual) to post what they offer. More importantly, it allows others to discuss their experiences with your company. The conveyance of easily viewing a testimonial is huge, but it means a great deal more when your friend or colleague is the author. 78% of people trust peer recommendations while only 14% trust advertisements. Word of mouth is your best advertising, or should I say world of mouth. Did you know that many companies use this site as a resource to find staff? This could save you tons of time with your new assistant job search. If you ask me, I think you owe me a beer!

And the next biggest thing is…. Tumblr! Take the best of Wordpress blogging and Blogger into one, you have Tumblr. Don’t know what these sites are? It doesn’t really matter. All you really need to know is what a blog is. The definition of a blog is a shared online journal where people can post diary entries about their personal experiences. Tumblr is a blog based website that makes blogging easy and is a great way to have an identity online. Much like your own website but with more personality, Tumblr even allows you to use your own domain name and essentially create for a free site.  With over 800,000 users, this site uses web-based technologies to transmit media monologues into newsfeeds, blogs, podcasts, wall-postings and more. Tumblr is more like a scrapbook of stuff you find on the internet; videos, pictures, quotes, etc. I personally look at Tumblr as a reality website where people can see my collection of thoughts. What is going on in the world of Jessi Johnson? Check me out on Tumblr. To be honest, my Tumblr account is lacking. I just started getting into it and it pales in comparison to the fifteen hundred “friends” I have on Facebook. Some may think it would be harder to drum up business on Tumblr but just like any blog, if you produce good content, they will come.

Social media is like riding a bike: at first it will scare the shit out of you but once you get on, it’s pretty cool. Don’t get yourself lost in hundreds of websites, spend your time on a few until you properly understand what they have to offer. Social media has the capacity to reach large or small audiences at virtually no cost. Whether its a blog post or internet TV show, the expense can be minimal for the potential maximal payback of exposure to millions. Social media isn’t a fad but a fundamental shift in the way we communicate. Well orchestrated social media marketing transforms into website traffic, public awareness and potential sales. Last but not least, encourage people to follow you on these wonderful social media sites from your website.  There is a world of opportunity out there, don’t be left behind and start building your social media entourage today!

Want to follow me? Just click on the logo’s at www.jessijohnson.com

<< SIDE NOTES >>

Twitter.com

1. Based on status updates (140 characters or less)
2. Founded in 2007
3. 63% of Twitter users are male
4. The most active Twitter use is Kevin Rose with 1,176,770 followers

Facebook

1. Originally invented to quickly locate other students
2. Build a network of friends, family, clients and associates
3. Has over 6 times of population of Canada for members
4. More than 1.5 million pieces of content are shared on Facebook, daily!

Linked in

1. Specifically designed for networking
2. Use client testimonials to generate business
3. Need a service? Look it up on Linked in
4. Many companies use this as a resource to find staff

Tumblr

1. This will be BIG and pretty quick
2. A blog based website that makes blogging easy
3. A great way to have an identity online
4. Like your own website but with more personality

Written for BC Real Estate Convention: www.bcrealestateconvention.com

Read the November’s full newsletter here: http://www.bcrealestateconvention.com/html/newsletter/newsletter-118.html

The Social Media Club, care to join?

by Jessi Johnson

There is a new wave of communication powering through the world, some call this web 2.0 while others call it the not so secret social media club. Membership has no limitations and the possibilities are endless. The second generation of this thing we call the World Wide Web (www) is cruising at full speed and I suggest you join the ride. Some fear social media while others embrace its greatness and enjoy the benefits. Depending on the individual will dictate the use. Some fancy easy communication with friends, picture sharing and an opportunity to showcase their podcast creations. Others enjoy reading countless blogs and absorbing the fascinating opinions of today’s Web 2.0 authors. I, on the other hand use this powerful tool to “stay on the radar” with friends, family and colleagues. Whether it is for personal or business use, social media is an outstanding way to keep in contact. Especially for someone like me who works ridiculous hours and picking up the phone to touch base isn’t as easy as one would think.

Let’s play a game; what social media site has over 6 times of population of Canada for members with the average age being over 50? Please tell me you are one of the over 200 million members who have a Facebook account! Did you know that many promoters these days choose Facebook over every other form of marketing for their events? Those countless event invitations may be annoying but they are also a beautiful thing when you are trying to promote your networking event or seminar. Facebook first grow in popularity when old classmates desired to look up their friends online. Suddenly keeping tabs on friends was much easier, especially through the simplicity of sharing pictures and video. The Facebook status updates soon evolved into a concept called Tweeting. An entire website was created so in 140 characters or less you could update your network as to what you are doing, where you are going and your thoughts. This website is called Twitter is essentially the epitome texting to the masses. Share links and thoughts on what’s currently going on in your mind. You will find your opinionated sentences fall into the casual conversation category which can be a refreshing break from a busy day.

There are many social media sites in this sea of cost free communication; it’s what you do with them that counts. If you ask me, Tumblr is the next big thing. Without the blogging limitations of Facebook or Twitter, Tumblr is the next wave of personalized blogging and establishing your own personality online. Easily start communiqué with this blog based website through sharing an article, picture or video. If you are too cool for Facebook, Twitter or Tumblr than at least give Linked In a chance. This social media site is specifically for networking and caters to the professional adult crowd. I will give you a suggestion; it works well for recruiting new staff!

Social media sites may appear as a trend but I assure you this fashion won’t get away anytime soon. Stay connected with your network through social media and be heard!

Want to follow me on social media? Just click on the attached links and join my network:

Follow me on Facebook

Follow me Twitter

Follow me Linked In

Follow me Tumblr

In the loop: Are you feeling out of the loop with real estate news? Sign up for my monthly newsletter and get in the loop. This entertaining piece of wonderful literature keep me on the radar and you up to date with what’s shakin in the land of real estate.

NOA: An NOA (notice of assessment) is a blue document the government provides you once you complete your taxes. This document states how much you made the previous year after deductions, etc. If you are looking to make a real estate transaction and refinance your home, this is a document you are going to want available. If lost it could take weeks before the government sends you a new one.

Are you still renting: Many people don’t realize that owning your own home really isn’t that difficult. First off, I suggest attending one of my first home information seminars. Check out details at www.firsthomeinfo.ca and book a seminar today!

Good debt vs. Bad debt: Good debt is tax deductible and bad debt isn’t. Did you know that you can write off the interest on your mortgage if properly structured? If you take out a mortgage for a business transaction, it becomes tax deductible. Purchasing a rental property is considered a business transaction.

Refinancing: Is your current interest rate 5 % (percent) or higher? If so, it might be a good idea to chat with our team today. Did you know that we can even add any penalty or expenses onto the mortgage while still covering your lawyer and appraisal costs? We can also consolidate other higher-interest debt and save you thousands in interest expense. Refinancing is simply a numbers game, sometimes it works and sometimes is doesn’t.

Self employed: Are you self employed and curious how this effects your ability to obtain a mortgage? There are many tricks as a mortgage broker that allows us the opportunity to assist you. In many cases your income on paper is far less then actuality. We have programs for just this circumstance called Stated Income.

After working with AM730 for some time, I had enough time to see whether or not it was working for me or not. The first six months didn’t generate much business but it seems to be working out very well these days. Click below to listen to the testimonial.

Is purchasing your first home really that tough?

Why is it that some people’s veins pulsate from the stress of purchasing their first home, while others don’t even break a sweat? In most circumstances the answer is simple; some are properly prepared while others aren’t. Is it really that difficult to send in the documents to your broker prior to writing an offer? Wait, your broker hasn’t asked for any documents? Get a new broker. Educate yourself with the right questions or attend a first home buyer seminar hosted by a trusted and reputable broker. A quick one hour seminar can give you all the information you need to know that will seriously decrease your stress load.

Let’s say you avoid proper qualification and the lender doesn’t like your job letter/ T4’s. Odds are he will demand to see an NOA (notice of assessment). If you don’t have this wonderful blue document available guess what, it takes on average two to three weeks for the government to snail mail a duplicate copy. By now you have lost your dream home and wasted your own time. I would be beating around the bush if I told you that you can get a three week extension, this is a rare situation. Something else to keep in mind, documents don’t last forever; they expire after a certain period of time. Don’t get me wrong, “stuff” happens and sometimes creativity is required, but by following simple steps you can make the transaction as easy as possible.

First things first, get properly qualified through a reputable broker, have your documents reviewed and consider obtaining a rate hold. A proper rate hold will last for 120 days and a good broker will use a lender who will allow for a mortgage increase in the event it’s required.

Life is too short to not be preparing for such a large transaction. For details on buying your first home or booking a seminar, go to www.firsthomeinfo.ca. Remember, own your life!

Please click here to read the full newsletter

http://www.firsthomeinfo.ca  Chai Time with Tara Thind and Jessi Johnson. Omni TV was kind enough to bring me back on set for an interview about the recession. The episode aired in early Summer of 2009.

Richard Bell from Bell Alliance interview me on his monthly internet show. This was the first segment of two interviews. If you are looking for a very reliable real estate law firm, contact Richard Bell.

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