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Beware

If you’re like me, you’re bombarded with letters, phone calls and emails daily, asking for your mortgage business.  The one thing you need to remember about ALL  advertising is that it is designed for one purpose and one purpose only…to get the phone to ring.  Remember that!

Competition is fierce in the mortgage industry and there are a lot of different ways to fool the public.  Here we’ll discuss some of the worst.

Misleading Letter
Have you noticed that all the letters you receive from mortgage companies have one thing in common from the first moment you look at the envelope?  All the envelopes are made to look like the letter came from a government entity. 
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Unscrupulous Telemarketers
First off, I have to add a disclaimer here.  When I was in the business, I usually found new clients by making what is known as “cold calls.”  (Calling a potential client out of the blue.)  Therefore, I have a soft spot for lenders who actually take the time to make calls. 
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Television Ads
Watch for the mis-leading catch phrases.
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Radio Ads
Hearing is not believing.
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In Summary
What does it all mean?
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