Michael Miget

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Experience
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Michael Miget
Practitioner of the Phenomenon
How To Transform Any
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The Phenomenon Interview
An In-Depth Interview with Michael Miget About
Your Opportunities In The Mortgage Industry
We interviewed Michel Miget, the man who has led thousands in the mortgage industry to achieve amazing
marketing results with his done-for-you marketing systems and coaching programs. Michael first experienced
The Phenomenon in a record breaking 8 months and continues to recreate Phenomenon type achievements in
his businesses time after time, but this was not by accident. Let’s see just how he did it and what mortgage
professionals can learn from him and his amazing story…
Q1: Let’s start with a brief description of the opportunities you
introduce people to and the education and support you provide....
Miget: I have a marketing system
that I license, area by area, to
mortgage brokers. Wrapped into
this is on-going support/coaching
and a mastermind component
where members get my help and
the help and support of other
members in the program. They
get weekly faxes, monthly group
mastermind calls and 3 mastermind
meetings per year.
Basically, I teach mortgage brokers
how to use “debt-elimination”
to market for mortgages. They
get my knowledge of “who”
and “how” to target the right
prospects, which list to use,
what types of marketing to use
(such as direct mail, display
advertising, etc.), what to present,
how to present AND ultimately, I
provide mortgage brokers with an
opportunity to have an additional
stream of revenue, separate from
the mortgages they are doing,
for their business. Often, this
additional revenue will offset their
marketing costs, making their “cost
of acquisition” for the mortgages
they are doing, virtually free.
Q2: What is it like for a person
getting started in the mortgage
industry? How difficult? How
costly? And, in the spirit of The
Phenomenon, how quickly can
they experience success? What
can happen in just 12 months?
“…you still have to create a
memorable dining experience
with your restaurant and
your food, but in the end,
it’s the best marketer
who wins.”
Miget: It is relatively easy to get
started in the mortgage field, but
difficult to be successful, especially
on their own. It is also relatively
inexpensive to get started. Because
of this, and how lucrative this field
has been in the past, it is cluttered
with lots and lots of loan officers
and mortgage brokers. This is
part of what makes it difficult to
be successful. The other reason
it is difficult, is the market is
unfavorable right now in my
field. Companies are going out
of business left and right, because
they don’t know how to market, get
leads and close loans.
The truth is there are lots of
good loan officers out there, but
almost none who know how to
properly market themselves.
And, this marketing thing is
more complicated than having
a magic website, a magic mail
piece, a magic loan program, a
secret phone script, etc. It’s a
combination of these things and
then some. Once these things are
corrected for the loan officer, they
can achieve success very quickly.
See, usually it’s just lead flow
holding them back. I can get this
corrected quickly for them, and
create the lead flow they need to
be successful. Two of my oldest
members (meaning length of time
in the program, 1 yr), one is 2x’ing
his already significant bottom line
profits and another is 3x’ing his
already significant bottom line.
Both are near 7-figure net incomes
per year. And, this is just in the
first 12 months.
Q3: Let’s go back to how you got
started.....
Miget: We’d have to go all the
way back to 1992. This is when
I graduated from college and got
my first “real” job. I have my
degree from the Pierre Laclede
Honors College at the University of
Missouri—St. Louis, in accounting.
So, I’m an accountant by degree.
Graduated at the top of my class
(I was also my high school’s
valedictorian). I got my first job
at one of the “big 6” accounting
firms (back when there were 6)
in St. Louis and worked in the
personal financial services division,
basically doing the personal tax
returns for the richest/wealthiest
executives in St. Louis. As much
as I liked accounting, though, I just
didn’t “fit in” with the environment
there. I have an entrepreneurial
drive in me and I just couldn’t be
happy in the little box they had me
in. So, I resigned. I had no job and
no job prospects. I had just spent
the last 4 years of my life (which
is a lot of time at age 21) preparing
for what I thought was going to
be my career, and poof, gone 5
months later.
I ended up in the mortgage
business of all places. It was a
complete accident. A friend of
mine had a mortgage company
where I would hang out from time
to time. As I learned more about
the industry I really started to take
to it. I started with what everyone
else did at that time—refinances. It
was the middle of 1992 and a refi
boom was just starting. Plenty of
high rate mortgages to refinance.
I followed the crowd and by the
middle of 1993, I had changed
companies, working for a larger,
more established company—
remember, that is what you are
supposed to do, right?
Out of 40 loan officers at this
company, I was the number 2
guy. Not bad for someone in
the business a couple years. I
was making more money than I
had ever imagined I would, and
sometimes, probably more than
I should have been making. It
seemed too easy. And that’s when
it all hit.
February 1994, my first crash.
Rates shot up seemingly over night.
Left the office on a Friday, came
back on Monday. Refi boom over.
Officially declared on the front
page of the USA Today. Once the
media declares it over, in the minds
of the public, it’s over!
Well, I really didn’t know what
I was going to do. But I knew it
wasn’t going to be just refinancing
10% mortgages down to 7%
anymore. There had to be a better
way.
A couple years passed, I became
“fed up” with this company so
I cooked up this crazy idea that
I was going to quit my cush,
high paying job to open my own
company and do things “the right
way”. So, I walked into my boss’s
office, closed the door, told him
I was quitting, and I wanted him
to quit too and come with me and
open a new company. He agreed!
Good lesson for you here…think
about the mindset and positioning
…takes balls, big ones to do
something like that.
So, we opened our own company,
and still never really questioned the
way the business was done. See,
all I knew about lead generation
was outbound telemarketing.
Truth be told, at that time, that
was all you really needed. It was
the cheapest, easiest, and quickest
way to generate good leads and get
loans closed fast. And that’s what
we did and grew like gang busters.
At one time, we had as many as 50
employees in less than 2 years. We
had a bunch of loan officers, a big
telemarketing room, and no real
control over any of it. The inmates
were running the asylum.
In spite of all this, we were
successful. So successful, in fact,
that the inmates decided to “steal”
the company. The top producers
all got together, decide they are
doing all the work, decide they
should steal all the leads and the
lead generators (aka telemarketers)
and go be successful on their own.
This has happened to me 3 times!
Ok, so I’m a slow learner! See,
you have to do more than just
provide a broker license, office
space, phones, lender relationships,
and some leads. What I learned
was that in order to have security
and staying power in this business,
you had to control something.
There had to be a compelling
reason for someone to want to
stick with you. You have to bring
something to the table that they
can’t easily get anywhere else.
I decided that was marketing. I had
to control and “own” the lead. I
had to “create it myself” so it was
mine. The telemarketing room
didn’t accomplish that. See, when
they created a lead, they believed it
was theirs. It was their effort that
did it. So, really, I didn’t own it or
control it, they did. Also, it’s easy
to hire telemarketers, go buy a list,
tell them to read a script into the
phone and when someone doesn’t
hang up on you, ask them these
questions, etc. Doesn’t take a brain
trust to figure that out.
These realizations came a little too
late. After the third mass exodus,
my partner had about had it. To
make matters worse, this was the
beginning of 2000, and we were
coming into the next refi boom
crash (since 1994). Rates shot
up and the business dried up. So,
I bought out my partner so he
could leave, and now I had the
company—bleeding at the rate of
$30,000 loss per month (at that
time). At that rate, I only had a few
months before I ran out of money
and would be bankrupt.
Times like this call for massive
action. I went on a quest to find
anything and everything I could
that would move me closer to my
goal. Up to this point, I had been
the behind the scenes guy, mostly
working in the administrative and
financial end of the business. I had
to learn real sales and marketing,
and I had to learn it quick.
That’s when I found Dan Kennedy.
I was introduced to him through
a seminar. He talked about
things like marketing incest, the
Nightingale principle, and the idea
of going outside the box to get new
strategies.
So I took massive action, and
learned everything I could about
marketing, especially direct
response marketing. It’s the only
kind of marketing that made any
sense to me. I used to think that
marketing was voodoo, luck if
you will. I prefer things that are
predictable and consistent and
marketing just wasn’t that for me.
Until emotional direct response
marketing, that is.
All of this is a direct result of
marketing and the things I learned
when I took massive action. Since
2000, I’ve used it to generate over
$10,000,000.00 in revenues. And
I’ve done it my way:
1. No purchase money loans, no
realtors.
2. No referrals from realtors,
CPA’s, attorneys, financial
planners, etc.
3. No rate/term refinances, no rate
or market driven deals. No “no
fee/low fee” type of deals.
4. No competition of other
mortgage companies because
no one else does what I do, the
way I do it.
5. No cold calling, no bought
leads, no internet leads, no rate
auctions (like Lending Tree), no
“what’s your rate/what’s your
points” type of questions.
We pretty much make the
maximum we can on every deal.
Why would you do any less.
You’d just be cheating yourself.
And if you aren’t doing for your
clients what I do for mine, then you
are cheating your clients too. Can
you say this about your business?
In 2006, I started another business
to leverage what I had learned
and developed for my mortgage
business. I had no desire to return
to the large company I had once
before. So instead, I decided
to license my system to other
mortgage brokers in places where
I had no desire to use it. This has
enabled me to add another $1.5M a
year to my income.
Q4: Fast forward and describe
your business and your life as it is
today...
Miget: I have 2 businesses, a
residential mortgage brokerage
and a coaching/consulting business
catering to mortgage brokers.
These businesses are run “side-byside” as separate entities. I develop
marketing strategies, marketing
campaigns, and marketing pieces
for my mortgage brokerage—test
and implement them there—then,
roll them out to my client members
in the coaching/consulting
business.
Both companies are systematized.
These systems are designed to
leverage myself and the other
resources in both businesses. So,
for example, in the mortgage
brokerage, most of what I do is the
marketing. This is systematized so
the ads are placed, direct mail sent
out, responses come in, followup marketing materials sent out
and clients developed without me
having to touch anything. There
are systems for all these things to
happen without me having to be
directly involved.
The same is true of the coaching/
consulting business. I still work
full-time, but running 2 companies,
so each company is essentially
part-time. This isn’t possible
without leverage. Also, I don’t
do anything I don’t want to do or
arguably shouldn’t be doing. I hire
consultants and others to work with
me on stuff I hate or stuff I’m not
good at.
Q5: What are the five or six
most significant turning points,
discoveries or breakthroughs that
occurred for you along the way?
Miget:
1. Your business can be whatever
you want it to be. This is one of
the most profound ideas I’ve come
across yet. I first heard this from
Dan Kennedy. You can engineer
your business to suit you instead
of the other way around. You just
have to decide what you want it
to be, and then set things up to
produce that result.
Closely related to this idea is
another idea that what happens by
accident can be made to happen
on purpose. I first heard this from
Dan Kennedy as well. When you
are searching for what you want
your business to be, there are
probably parts of it right now that
suit you. For example, when I was
doing this with my own company,
I decided that I only wanted to do
debt consolidation loans. That
was the part of the business that
I liked and made the most sense
to me, from an overall business
perspective. I was doing those
types of loans in my business at
the time, but I was also doing
other types of loans that were
less predictable, profitable and
enjoyable to me. Most mortgage
brokerages believe that “this is
just the way it is in their business”
and you have to take the good
with the bad. But, the good news
is, it doesn’t have to be that way.
You just have to look at what’s
producing the desirable things in
your business and do more of that,
and identify what’s producing the
undesirable parts and do less of
that.
2. Take what you “do” and find
the real business hidden inside
of it. Most people want to think of
what they do by the product they
sell. This is rarely the right way to
go about it.
You’ve got to figure out what
it really is that you are selling,
what the real business is. You redefine what you do, in terms of
that business. Also, by doing this,
it makes your business unique,
since no one does this. You redefine so you are #1, the only one.
So, for example, in my mortgage
brokerage business, the business
really isn’t a mortgage business.
The business isn’t mortgages, it’s
something else. Now, if you go
survey 100 mortgage brokers and
ask them what business they are
in or what they do for a living, 99
of them will somehow describe
it in terms of a mortgage. But
when they do this, they’re lumping
themselves along with the other
hundreds of thousands of people
who are mortgage brokers. It’s a
commodity business. In order to be
wildly successful AND do it on my
own terms, I HAD to find a way to
re-define the business. Most of the
revenue still comes from brokering
loans, so it’s not necessarily a core
business process re-engineering,
but everything wrapped around that
inner core must change.
for free. People are so ingrained
with “work for money” and “hard
work for hard earned money”.
So, they’ll see the labor involved
with completing the tax return,
but it’s hard to see, thus value, the
knowledge component and what
that’s really worth.
3. Use of consultants to do
what you can’t or should be
doing. I learned this early on at
the accounting firm, since this is
essentially what I was to the clients
I worked on. For some reason,
many people are averse to paying
for knowledge and information
that they don’t have. To me, this
doesn’t make sense. They seem to
be okay with paying for services or
having a job performed for them,
but put less value on information.
For example, people will pay
to have their tax return done for
them, and value this service, but
when it comes to tax advice, they
think that ought to be included
Now, back to consultants. If
you can’t figure all this out for
your business on your own, hire
someone to figure it out for you.
The true cost is NOT the fee the
consultant charges, it’s the money
you lose because you weren’t
doing things right. It’s like a
“hidden cost” inside the business,
and it exists in all business, to some
extent. Your goal is to minimize it
and you do it with help.
The good news is, that this turns
out to be a good thing. Since
people don’t intuitively tune into
that, it gives us marketers (and
“business engineers”) something to
talk about. Take the tax example
and extend it to mortgages. People
view mortgages as a commodity.
They think they know what a
mortgage should cost, which is
very little (if not free) essentially
only willing to pay for the service.
So while other brokers are slashing
prices and engaging in price wars
(and spending marketing dollars
to talk about it), I can take another
approach and talk about the “value”
of what I’m doing for a client. It’s
the “results” that count, not the
product. So, that’s what you really
end up selling.
4. Systems. I’m a big fan of
systems. This is really a 2-pronged
subject. The first aspect is the
planning aspect. It’s extremely
valuable to have a “game plan”
that’s proven, so in any given
situation, you know how to handle
it. And, if you already know
what you are going to do in a
situation, it helps keep activity
going, since there is no down-time
in deciding what to do. Money
isn’t made when you’re idle.
Money favors activity. The next
aspect is multiplying yourself.
When you are able to multiply
yourself (leverage), you can do
more activity with less effort. So,
you can get more done and faster
OR get things done in the same
amount of time with less effort. I
recommend a combination of the
two. Most business owners try
to do everything themselves, I
suppose it’s natural. They want to
be in control and that’s how they
feel like they are in control and
accomplishing things. But again,
it’s the misguided idea of what is
really important, and it’s not the
manual labor “work” portion of it.
We’ve all heard the saying, “work
smart, not hard”, but most people
don’t do it. They end up doing the
opposite and costing themselves
5. Leverage. I’ve talked a
lot about this so far, but it’s an
important topic and one of my
significant turning points. Most
people understand the idea of
hiring employees to do work for
them, effectively increasing the
amount of business they can do as
compared to being on their own.
Well, this is essentially leverage.
It may be a low-level form of
leverage, but it’s the same idea.
Problem is, most business owners
stop there. They never think to
find additional ways to leverage
themselves, and it never occurs to
them to find ways to help leverage
their employees. Employees
can be the most expensive form
of leverage and it can be the
single greatest expense in many
businesses, especially mortgage
brokerages. It is in mine. I try
to find every way I can to be able
to do more, with less. Using
direct marketing to multiply my
salesforce, generating qualified
leads and making prospects
“self-select” BEFORE my
salespeople spend any time with
them, using sales letters, CD’s,
multiple mailing step campaigns,
mult-media campaigns to help
make sales presentations and
speed up the sales cycle for my
salespeople—all of these are ways
of leverage.
Q6: Is it reasonable to say that it
is easier for someone beginning
in the mortgage industry today to
achieve significant success than
it was for you, when you started
out? I’m going to assume you’ll
say ‘yes’, so - why?
Miget: The answer is yes, but
most mortgage brokers would
disagree with me. They believe
it’s a tougher market that is
overcrowded. They’ll hear stories
of days gone past where there
might be only a couple pages of
mortgage brokers in the Yellow
Pages (instead of 10 or more), and
how borrowers were easier to deal
with before the internet educated
them all. Well, it’s all a bunch of
crap. In my business, we’re doing
more business for higher fees than
we ever did in the past. Running
on a lower overhead, doing more
business equals proportionately
more profits. My observation is
that it is easier than ever. But,
I have to qualify that statement:
“It’s easier IF you know what you
are doing!” If you go about it the
right way, it’s easier to prosper
than ever. If you don’t, you’ll sink
faster than ever.
Back when I first got started in the
business, 1992, there wasn’t the
wealth of information available
to help you “know what you are
doing”. When I was new, I had
the others around me in the office
and that was about it. That’s all I
had to learn from. And they had
no vested interest in helping me,
so I had to pick out of them what
I wanted to know. This makes
the process slow and painful, and
this is even assuming that the
others around you know what they
are doing. I was fortunate to be
exposed to co-workers who really
knew how to “sell”. They weren’t
selling rates or fees. No fee
cutting. You had to find a benefit
and that’s what you sold.
Nowadays, someone new can
come into the business, and there
is a wealth of information and
resources at their disposal. They
can take a course and learn the
technical aspects of doing loans,
get a system for running and
maintaining a mortgage business
and even get on-going support and
training. There are mastermind
groups dedicated to groups of
brokers helping other brokers
succeed. This is an important
component of my coaching/
consulting business for mortgage
brokers. Also, I’m currently
developing a complete system,
from A-Z, for professionals who
aren’t in the mortgage business,
but want to add a mortgage profit
center to their existing business.
This is ideal for insurance agents,
financial planners, accountants/
CPAs, tax professionals, etc.
It’s an easy way to extract more
customer value from an existing
customer base, on something they
are going to do anyway.
I wish there had been these types of
resources back when I first got in
the business. It would have saved
me several years of trial and error,
and stress of not knowing how
things were going to turn out.
Q7: What are the biggest benefits
of doing business “your way” in
the mortgage industry?
Miget: Well, I’ve always thought
that what I do is the “greatest
business on earth” for a handful of
reasons. First and foremost, you
can make an obscene amount of
money. And, you can make this
obscene amount of money with a
very low barrier to entry into the
business. A mid six-figure income
is very attainable WITHOUT any
special set of skills or talents. You
don’t need a PhD or an MBA.
In fact, you don’t even need a
college degree. Any specialized
knowledge you need can quickly
be learned. With the advent of
“net-branching”, very little to no
start-up capital is necessary. You
can start part-time OR you can go
full-time and attain a great income
quickly. You can start off small,
from your home and still make that
mid 6-figure dollar amount OR you
can grow a larger company with a
full staff and get into the million
dollar revenue range. It’s up to
you. The best thing is when you
do the business the way I teach,
it has a VERY high net profit
margin, which allows you to do big
numbers from a relatively small
volume on a small budget. Also,
you can generate leads/revenue
virtually at will—you don’t have
to wait for someone to decide they
need your services. You can market
to them and instill the idea of doing
business. Lastly, it’s one of the
best, “selling money at a discount”
sales I’ve ever seen, which is
responsible for the high net profit
margin.
Q8: How much money are people
making with your strategies?
Miget: People are making dump
truck loads full of money doing
what I do where they live. Some
are even making more than I do,
I have to say. I don’t know if
I should name names, but I’ve
got a fellow in Chicago who
immediately doubled his fees on
his existing pipeline after attending
just one mastermind meeting. It
was 1 simple mindset shift which
unlocked hundreds of thousands of
dollars worth of business a year.
After his first full year with me and
being part of the mastermind group,
he nearly doubled his average
fee per loan, while decreased the
number of loans he was doing by
20%. He still increased his income
almost 50% and we are talking
about these percentages in relation
to big numbers. He is a one-man
show with very little overhead, so
most of these benefits went straight
to his bottom line, moving him
well into the upper 6-figure income
range. He’s happy with me.
I’ve got another guy who actually
does more business than I do. He
too is a small company, with just
a handful of people working with
him. Within a few months of
working with me, he tripled his
average fee per loan, while doing
the same number of loans as he
was before. He often closes $10k,
$15k, even $20k deals regularly
and his clients thank him profusely.
I’ve got another guy who just
started with me. At first, the other
brokers in his office were skeptical
and thought he was stupid for
joining my program. He just sent
me an email the other day with a
copy of an email where his boss
used him as an example for others
to follow. He is employee of the
month. It’s pretty exciting for
someone to move from the bottom
in production, all the way to the
top in just a couple months. He
did $30k in fees and was able to
negotiate a raise from his boss
because of it. He’s a young kid
and going to make more this year
than he ever has before. And, I
expect him to continue to improve.
He’s a winner, experiencing his
own Phenomenon.
I have several others, who come
to mind, that are closing deals
in the $20k+ range on a regular
basis. This is pretty unheard of in
the residential mortgage business.
Some would even say it’s unethical
to charge that much, but that’s
because they are thinking in terms
of the traditional business and
the traditional role of the loan
officer. What I teach takes you
so far beyond that, it’s difficult to
comprehend at first.
It’s total paradigm shift. And the
ability to consistently charge high
fees to credit worthy borrowers
comes from the fact that we deliver
a value far in excess of what we
actually charge. We are showing
them how to get out of debt in a
third of the time they would if they
kept going the way they are going
now. For most, that’s a huge sum
of money, and they’re guaranteed
to spend it, whether they like it or
not. It’s contractually obligated
to their creditors. I can go in,
reengineer their finances, so using
the same amount of money they are
using to pay their bills now, I can
accelerate the payoff of the debts
and create the savings. This can all
be automated for the borrower so
they don’t have to do anything—its
all turnkey. It’s a huge value to
the client. When they are going to
save in excess of $100k, $200k, or
more in interest payments, what’s
that worth? If you know anything
about the time value of money, that
savings properly invested will yield
a million dollar plus nest egg, so
they can retire someday. It’s really
life-changing when they open their
eyes and their mind and listen to
what we have to say. And my
mortgage broker clients love the
positioning it puts them in, taking
them out of being just another loan
jockey, competing with a hundred
other loan jockeys, playing
“whoever tells the biggest lie wins
the loan” game. They become
insulated from this competition
and also insulated from market
conditions. Right now, rates have
risen over the past couple years,
drying up the easy refi market. My
system works just as well now as it
did before rates went up.
(Results not typical, you could
earn more or less, and take
responsibility of such)
Q9: We both know - people are
skeptical. They’re going to doubt
that the real picture is as rosy as
you make it out to be. They’re going to suspect there’s a part of the
10
story you’re not telling. Or they’re
going to accept your accomplishments as fact, but still doubt that
they can experience the same kind
of success. What do you have to
say to people with these kinds of
doubts?
Miget: Here’s what I’d say.
Go to my website at www.
MortgageMarketingMaverick.com/
phenomenon and see the proof I
have of my accomplishments and
the business I do. Then, go to my
testimonial page where the proof is
in the results of my clients. Then,
pick a couple of them and email
or call them. Now, please don’t
bug the living crap out of them. If
they have time, they’ll get back
with you. But, they are NOT at
your beck and call. They are busy,
just like me, doing what we do.
But, they will tell you in their own
words, what I and my program
have meant for them.
“Doubt is a disease of the
mind. In my experience, people
doubt things when they don’t
want them to be true.”
I always say, if I hadn’t made
the changes I made 8 years ago,
meaning I hadn’t discovered
emotional direct response
marketing and Dan Kennedy, I
wouldn’t be in the business today.
It’s what has enabled me to stick
around and prosper beyond my
wildest dreams, but as equally
important, it has kept me interested
in this business. Things can get
monotonous after a while and
dealing with the general public
(especially about their finances)
can make you a nervous wreck. I
wouldn’t call it a fun job. But,
doing it my way has changed all
of that. I’m in my 16th year in the
business and I plan for many more.
I want to say one more thing about
doubters. Doubt is a disease of the
mind. In my experience, people
doubt things when they don’t want
them to be true. Yep, it would
be easier to just dismiss me as a
charlatan and snake oil salesman
because then you wouldn’t
have to listen to what I have to
say. You could go back to your
mundane existence and forget
about me thinking you haven’t
missed anything. This is the
natural tendency. You think this
is easier, but it isn’t. By investing
just a little time to hear me out,
you can gain a wealth of insight
and knowledge that will stimulate
your thoughts and move you in
the direction of your goals. The
only way you are going to move
forward and achieve whatever
goals you have is to cast doubt
aside. Anything you doubt will
happen, will not happen. It’s a
self-fulfilling prophecy. I don’t
remember who said it but there’s
a saying, “Whether you think you
can or you can’t, you’re right!”
Nobody ever accomplished
anything with a mind soaked in
doubt.
Q10: All right, let’s get into some
detail. Let’s go through the nittygritty of exactly how a person
makes money with your marketing
strategies and methods. Let’s start
with Step One...
Miget: Ok, I’m just going to lay it
all out for you, roughly in the order
in which it happens, some of it is
mind/thinking kind of stuff, the
rest is actual doing/implementation
stuff.
solve, with a mortgage.
The first thing you have to do is
really take a hard look at what you
do. Essentially, what business
are you really in? In my case, it’s
NOT the mortgage business. The
mortgage business is a product
business, a commodity business
and that’s not what you want.
Instead, define or think of what
business you are in by what you
do for people. What solution do
you provide? What problem do
you solve? I call this the paradigm
shift.
Sixth, create a multi-media
marketing funnel to systematically,
automatically and continually
“drip” on your leads. This is
what converts the leads into
appointments/applications.
Next, based on what you’ve
discovered, create what Dan
Kennedy calls your “unique selling
proposition”. That becomes the
stated business you are in; how
you say it to other people when
asked, “what do you do for a
living?” This is the reinvention
and redefining of your business.
Third, pick a niche which is of
a manageable size for you to
market to. Homeowners aren’t
a niche and neither is purchase
money. Too broad. Unless you
are Countrywide or Ditech, you
can’t (and don’t want to) go broad.
Instead, choose a niche in which
you can create expert positioning,
“celebrity status” and become a
specialist.
Fourth, you may want to go
back and look at your USP again
and modify based on the niche
you decided on and everything
associated with step 3 above.
Fifth, it’s time to market to the
niche to generate leads, using the
USP. I prefer to focus on prospects
that have a problem which I can
take a next step and learn more
about everything you offer to help
those wanting to break into the
mortgage industry or to teach
those struggling to make the kind
of money we are talking about
here.
Miget: The best thing to do
is visit my website at www.
Seventh, you will deliver a sales
MortgageMarketingMaverick.
presentation to the converts from
com/phenomenon, there is a page
the marketing funnel. My favorite
there to register (free) and enter
is a problem-agitate-solution
formula. Now, here’s an important your contact information prior
to going into the site. Please do
point: the sales presentation is
this, as this is how I communicate
only delivered to the leads, not
upcoming events and items of
the market as a whole. The most
common mistake I see people make interest to my people. Once you
is trying to sell “too big”—meaning get on my list I will begin to show
you more ways that I can help you
they are trying to sell to everyone
achieve the Phenomenon and keep
and wasting a lot of effort and
you informed about the latest and
money in the process.
greatest in the Mortgage Industry.
Eighth, once leads convert from the
Q12: Okay, let’s talk about The
sales presentation, close the deal.
Phenomenon. Give us some
insight into your understanding
Now, I know this sounds like a
of it and how you’ve applied it in
lot to do, like it’s a long arduous
your life.
process. At first glance, maybe
it is. That’s why I’ve created a
Miget: My understanding of it
turnkey, niche system with all
is that in whatever you are doing
this work already done, tested
in life or trying to accomplish in
and proven to work. Also, astute
people will recognize and embrace life, whether it’s playing a sport,
learning a particular subject or
that the appearance of complexity
running/building a business,
is good. If something is simple,
forward progress isn’t made in
lots of competition will show up
nice, straight, pretty lines. You
quick. With no barrier to entry,
you can’t enjoy a “near monopoly” have periods of time where no
for any length of time. But because progress in made, some times
where you went backwards, and
there are more than a few steps in
times where you made forward
the process, it creates a perceived
progress. In addition to this,
barrier of entry to people who
there is a very special time where
aren’t reading this.
things seem to just “line-up” and
everything goes right and huge,
Q11: Next, I want to talk about
tremendous gains are made in a
The Phenomenon, and your
very short period of time. Some
experiences with it - but first,
people would attribute this to
let’s tell people how they can
11
accident or luck, but actually Dan
has named it, The Phenomenon.
The trick is identifying it when
it happens to you and more
importantly identify what behavior
or conditions triggered it to happen,
so you can make it happen at will.
Believe me, I’ve had rough times
in business and I’ve had okay times
in business. I’ve had a few really
good times in business, but for
the most part, it has been pretty
consistent. Only recently have
I experienced this phenomenon
and been smart enough to
identify it and study it. For me,
action and implementation is the
key. My whole life, I’ve been a
procrastinator. Never do today
what can be put off until tomorrow.
This is not a behavior conducive to
being successful in business. I’ve
learned and identified the things
I’m not any good at and don’t like
to do and devised ways to still get
them done, thus keeping projects
moving forward instead of getting
stuck. We’ve talked about this
earlier, but another key is leverage.
Learning to leverage myself and
my resources to get more done
faster also helps. Like I said
before, getting things accomplished
fast is key to staying focused,
head in the game, and ahead of the
competition.
Q14: The theme of The Phenomenon film that you were a part of
12
is – in the next 12 months...getting
more accomplished in the next 12
months than in the previous 12
years. You have lived it, and seen
it, but for many people, this is going to be a difficult concept, possibility and goal to wrap their heads
around. Using your strategies,
capitalizing on the opportunities
we’ve been talking about here,
what could a person do in just the
next 12 months?
Miget: The short answer is,
“whatever they set their mind to!”
I built a million dollar business
in less than 12 months. I’ve had
members double and triple their
businesses over the course of a
year. Someone could become a
certified debt-elimination expert
using my program in their area,
gain the expert positioning that
comes along with that, ability to
add an additional stream of revenue
to their business, increase fees on
the loans they are doing now, mine
the hidden fees that are currently
sitting idle in their past client list,
and using my strategies, be able to
close deals that wouldn’t be closed
otherwise.
There are so many ways to
capitalize on what I teach and so
many places more money comes
from, it’s difficult for someone to
wrap their mind around it. But,
it’s happening everyday for me
and my members. If someone
was averaging $10k a deal doing
things my way, and I show them
how to get as many of those deals
as they want, how many would
they do/could they do? It’s up to
them. Nobody ever acknowledges
the fact that how much money
someone makes is more contingent
on internal programming (what
they believe) than it is contingent
on their environment.
Q15: I’m sure you have some final
‘words of wisdom’.....
Miget: I believe I’ve said it all,
but I would like to go back and
reinforce what I’ve found to be the
most important thing, and that’s
taking action. Even if you aren’t
sure of what to do, or if you aren’t
sure what you are going to do is
correct, do it anyway. Can’t steer
a parked car. It’s much easier to
correct a course that is wrong than
it is when you aren’t moving in a
direction. In fact, you can’t. Get
some activity going, create some
momentum, and then search out
others who can help you achieve
your goals. This is what I do
for my members. They get what
they need to get going, then we
steer them down the correct path.
The key is to do something, do
anything.
10 Steps to Success for the
“Phenomenal” Mortgage Broker
by Michael Miget
STEP 1: Figure out what business you’re really in,
what business it really is. The business you think
you are in is rarely the business you ought to be
in. You’ve got to get out of the product business,
which in our case is the mortgage business, and get
into the solution & results delivery business.
STEP 2: Decommoditize yourself by developing a
really great “unique selling proposition”. The
mortgage business is a commodity business.
Prospects can’t tell the difference between
mortgage brokers, thus tend to buy based on
rates/fees. In reality, there is little difference
between the products offered between you and
your competition, so you’ll need to find something
unique to offer or a unique way to describe what
you deliver to clients.
STEP 3: Re-invent and/or re-engineer your
business to implement steps 1-2. To implement
steps 1-2, it requires a re-engineering of your
business. It’s a paradigm shift from what you
are used to and opposite from what you are doing
now.
resources. I have a system for everything in
my business. From running ads, to getting mail
out the door, to handling incoming leads and the
marketing that goes out to them, you need systems
to ensure it gets done and gets done correctly/
timely. Preferably, this is automated so you don’t
have to do it yourself. CRM is big in this respect,
as are utilizing salesletters, emails, faxes, letters,
etc. An outsourced assistant or part-time helpers
can do this for you as well.
STEP 7: Become the expert to achieve expert
positioning and/or “celebrity status” within
your niche. This is a natural by-product of doing
emotional direct response marketing correctly.
Using information in your marketing process
creates a natural positioning for you with your
clients. It also helps create differentiation and
separation in the marketplace (decommoditize, see
step 2) because almost no one does this.
STEP 8: Deliver extreme value and take the
premium position within your niche to achieve
premium pricing. Most people never think about
any and all the ways they can deliver extreme
STEP 4: Find a manageable niche inside your new
value to a client. They are too focused on doing
business. You can’t service everyone and even if
more business. Take the time to answer this
you could, you don’t have the budget to adequately
question for yourself and it will slide you into
communicate to everyone. Find a manageably
the premium position in your marketplace, thus
sized niche to focus on, something you can build a
enabling you to charge premium prices.
USP around and deliver on.
STEP 9: Hire a coach and/or consultant to fill in
STEP 5: Use emotional direct response marketing
any gaps you may have in accomplishing the
to promote yourself and generate leads for your
above and keep you accountable and on track.
product or service. This is critical. Without
The absolute biggest mistake I see people make
leads, you have no business to close. Most brokers
is not getting help when they need it. This either
fail when it comes to marketing because they try
kills the project they are working on or, at best,
to “one-step” close leads on the phone. It’s all
they get inferior results. To get the best results,
or nothing with them, and if you operate your
you need the best input, so on things you aren’t the
marketing this way, it’s costing you untold sums
expert at, find one and get the best.
of cash—without you even knowing it!
STEP 10: Take action and implement fast! ‘Nuff
STEP 6: Use systems to leverage your available
said.
13
Special Report
How I Reinvented My Mortgage Business
and Why You Should Too
by Michael Miget
In this article, I will share with you how I reinvented my mortgage business to maximize its profitability and
made this business fun again.
When I first got started in the mortgage business,
back in 1992, I thought it was the greatest business in
the world. It was a great way to make money, work
a “regular” set of hours, and the job was pretty easy.
Back then, there weren’t nearly as many mortgage
brokers as there are today. Also, the borrower’s
awareness of the process and their access to mortgage
products was limited. Add all this up and you’ll
see how it didn’t take much thought as to how you
conducted your business to be very successful.
That’s all changed now. Borrowers are in the driver’s
seat when it comes to finding a mortgage. They
know much more about the process and they have a
tremendous amount of access to whatever mortgage
they think will suit their needs. Said another way,
they know how to shop for a mortgage.
In recent years, the number of mortgage brokers
has skyrocketed. Couple this increased competitive
environment with the increased “savvy” of today’s
borrower and you can see how and why there is much
more pressure in being a mortgage broker today than
ever before. This pressure plays itself out in the form
of reduced pricing and fees for our services.
This is what really started to turn me off about this
business. Heck, I wanted to make more money, not
less money. I wanted less competition, not more
competition. I wanted to be in control and have my
clients view me as a professional worthy of top-dollar
fees, not just another mortgage jockey.
This is when I decided the mortgage business was
a crappy business. It has become a commodity
business, especially when you define who you are
and what you do by the product or service you sell. I
14
knew something had to change or I was going to have
to get out. Not only did the money not seem to be
there anymore, but it just wasn’t fun anymore. And
if there is one thing I’ve learned over all these years,
it’s no amount of money is worth it if you don’t enjoy
what you are doing.
Answer: Business Reinvention
If you define what you do by the product you sell,
you are in the product business. In this case, the
mortgage is the product. Since we all have access to
the same lenders (access to product), you really can’t
differentiate yourself in this manner. And if you can’t
differentiate yourself, you are just another mortgage
jockey.
In order to fix this, redefine what business you are in.
Redefine what you do. Reinvent the business so it’s
not a product business. Preferably, you’d redefine it
so that you are essentially the only one doing what you
do and describing it the way you describe it.
Here’s a “quick and dirty” way to accomplish this.
You aren’t in the “thing” business anymore, you are
in the “what the thing does” business. If you’ve taken
any sales courses before, you’ll know that one of the
first things you learn is to sell benefits, not features.
Well, benefits are essentially what the features do for
people. Redefining your mortgage business should be
no different. Figure out what it is you actually do for
people and that becomes the business you are in. It
becomes what you promote.
What does your mortgage do for your clients? Well,
that will vary based on the type of clients you work
with, but for me and my members I coach and consult
for, our mortgages help our clients get debt free. So
I’m not in the “mortgage” business anymore, I’m in
the “get out of debt business”. That’s how I market
and promote myself and it’s also what I’m really
selling. It takes me out of the product business, thus
de-commoditizing me, and it differentiates me from
other mortgage brokers.
This same thing can be done in any part of the
mortgage business, any niche, and any business for
that matter. If you are still trying to sell mortgages,
competing with every other broker or lender to get the
business, and feel you aren’t able to charge what you
want or what you are worth, do yourself a favor and
spend some time redefining what business you are in.
It’s what has kept me in the business for so long and
also able to have fun doing it.
Mike Miget has been in the mortgage business
since 1992. He owns and operates a small mortgage brokerage and a coaching/consulting business
for mortgage brokers. He specializes is debt consolidation and debt elimination in his business and
teaches his clients to do the same. For more information, visit www.MaverickMortgageBroker.com.
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Success Stories
“6 times what I used to get on a
loan!”
“Before meeting you, I was
working 60+ hours a week and
making “peanuts” per deal! I was
always working, and never home. I was afraid my wife
and kids were going to forget who I was…But, since I
found you, all that has changed.
Since first attending your Mastermind, only a month
and a half ago, I’ve already closed my first 2 loans.
Last year, I averaged only $1900 in fees per loan.
But as you can see, one is for $11,433.30 ($9,602.30
+$1,831) and the other is for $10,980.30!
Even better than that, I’m working 1/3rd less than I
was before, just 35 hours a week! Finally, I can see the
light. I also get to see my wife and kids now!
I’m leaving the office early today to enjoy the
afternoon with my kids and tomorrow, I’m taking the
afternoon off to go out on a date with Celeste! You’ve
given my wife her husband back,
You’ve given my kids their father back…You’ve
given me my life back… Thanks for everything.”
Riz Nicolas, Skokie, IL
“$817,000 loan at more than
3 points for a fee of $24,977.28!”
“After almost a year since
implementing your system, my
business has undergone a stunning
transformation. And it’s all thanks to your Debt
Elimination Mastermind System that I use to quickly
and easily attract high quality, highly motivated,
high fee clients like bees to honey!....
… the first thing I did was drop 22 of your “past
client” letters to past prospects who I couldn’t close
previously. I got 3 calls back, 1 was absolutely not
help-able, 2 were absolutely hell bent on getting into
an appointment with me. Of the 2, 1 needed some
credit clean-up before I could do something for them,
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but I closed the 3rd client right away for a fee of
$5,400. I spent $8.58 to get the letters out. I think
that’s like a 629 to 1 return on investment.
Within a month of being in the DEMS Group I
dropped my first direct mail campaign with nail biting
anticipation. I got so many leads so fast and so quick
I had no way to keep track of them all or contact them
in a timely manner. It was absolutely insane. When
the dust settled I had closed my first $20,000 fee deal
from a couple who had 700 credit scores, plenty of
equity, and were as docile as lambs when it came to
my 3 point fee on a $680,000 loan size.
I used some of the money I made to run another direct
mail campaign and immediately signed up ANOTHER
deal, $817,000 loan at more than 3 points for a fee
of $24,977.28!
So Mike, just wanted to say thank you. Thank you for
rekindling my fire for the mortgage industry (because
I’m not in it anymore!), thank you for giving me back
my faith in myself and my business, and thank you for
making me able to provide for my loved ones. I don’t
think you’ll ever know how deeply you’ve affected
my life, but just know that I am in your debt!”
James Lee, Glendale, CA
“A 300%
INCREASE in
average fees in
just 89 days and a
Ferrari to boot!”
Just wanted to let you know how things are
progressing since the Mastermind Summit in March.
Of all the deals I did last year, I averaged $2,922 per
deal, and the month of March was $46,000 in total
fees. Not bad, I thought, but during our time together,
you really got me thinking about that, so here’s what
I’ve got to say in response to you:
March was $46,000 in total fees.
April was $81,000, an average of $3,400 per deal.
May was $83,000, an average of $7,600 per deal.
June was $130,000 with an average of $9,200 per
deal.
So, I’ve gone from an average of almost $3,000 to
over $9,000, that’s a 300% increase and I’ve actually
increased the number of deals I’m closing per month
(as compared to last year)!
At the start of July, I’ve already taken in $53,000 at
$8,400 per deal, and there is another $186,000 worth
of deals in the pipeline that will close!
I remember sitting in your conference room and you
were talking about regularly doing deals for $8,000$10,000 in fees and higher. I thought you were
nuts! Well, I guess I was nuts for being skeptical at
first, because so far, I have sold 19 of the deals with
a minimum of $11,000 in fees, all the way up to
$16,995—and many in between! And with your good
target marketing, I know I can eventually get the right
client that could go for $25,000 in total fees!
With your autopilot marketing and way of doing
business, I could actually sleep all damn day if I
wanted to and still make a ton of dough, but I want
to see how far I can take this. So for now, I’m still
working…
Oh, and one more thing, I guess I ought to learn how
to use the darned computer. Here are pictures of a
Ferrari I “accidentally” bought off eBay. I guess I now
know what “reserve bid” means. Anyway, last year
it would have been a problem, but I just decided to
write a check for it, $30,000 total. No problem! Now,
if I could just figure out how to work the darned stickshift…
Scott Lundteigen, Calgary, Canada
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