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PMPC 2: Sales and Marketing

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Introduction

The purpose of this course is to provide education on marketing and communication fundamentals, how to manage sales and relationships within the workplace, and a fundamental understanding of niche markets within the mortgage industry. With the inherent increase of virtual communication and work, the first section of this course, marketing communication fundamentals, aims to provide an understanding of different social media platforms and how to utilize them to your advantage when marketing yourself. This section of the course also provides education on how to increase traffic to your website. In addition, an overview of active listening practices, and information on how to improve this trait. The second section in this course is on sales and relationship management, and more specifically an overview of sales techniques including objection handling and scripting, as a well as an overview of underwriting training. The final section in this course on niche markets examines demographic information about different niche markets including; first-time homebuyers, newcomers to Canada, individuals aged 55+, downsizing property owners, individual homebuyers, and vacation and rental property owners.

Course Outline

Section 1: Marketing and Communication Fundamentals

  • Social Media Marketing
  • Increasing Web Site Traffic
  • Individual Listening Skills

Section 2: Sales and Relationship Management

  • Sales and Relationship Management
  • Sales Training
  • Underwriting Training
  • Overcoming Objections
  • Scripting
  • The Importance of Industry (Lender and Broker) Relationships
  • Viewing Relationship Management Positively
  • The Importance of Setting and Managing Realistic Expectations
  • Responding to Clients and Industry Partners Promptly
  • Documenting Important Information
  • Understanding Lender Products and Guidelines
  • Working with Clients, Even During Disagreements

Section 3: Niche Markets and Understanding Borrower Demographics

  • First-time homebuyers
  • Newcomers to Canada
  • Individuals aged 55+
  • Downsizing property owners
  • Individual homeowners
  • Multiple Property Owners
  • Mortgage Professionals Canada Advocacy