You need to follow this 6-step process to successfully market your Commercial Mortgage Services to prospective clients on a consistent and regular basis. Unless you already have a strong flow of good leads that will generate no less than $3MM/month in deals, you must employ these basic strategies to be successful.
Build Contact Lead Lists
You need a list of property owners and residential mortgage loan officers. These are the top two contact types you'll originate the most deals through your marketing.
Sign Up with an Email Marketing Service & Email Verifier
You must use a bulk email marketing service to send out mass emails and verify those emails for accuracy before uploading. You cannot use ICSLoans.com email or a standard gmail or Outlook email for mass emailing. Your emails will go to spam and your email will be blacklisted on the web. We recommend using Constant Contact and Never Bounce.
Sign Up with a Voicemail Broadcast Service
Slybroadcast is a great service you can use to send bulk voice records directly to prospect phones without it ringing their phone. Messages go straight to their voicemail which they can listen to or read at their convenience, instead of being annoyed with a live call. The client will have no idea you didn't manually make the call.
Clean Emails using Email Verification
Before uploading your list of contacts to an email marketing service like Constant Contact, you will need to run your list through an email verification software like Never Bounce. This ensures your email lists are approved through your email marketing service with a high deliverability rate.
Upload Lists to Email & Voicemail Platforms
Upload your lists to your email marketing service and voicemail broadcast service. You'll be able to pre-record your voice message for delivery.
Launch Email Marketing & Voicemail Broadcast Campaigns
You are now ready to go. You should be emailing your contact list once per week a Market Rate Update email (see below) and sending out no less than one mass voicemail broadcast per month.
You need to begin building a property owner contact lead list in your target geographical market specific to the asset type(s) you are targeting. We recommend getting started with multifamily 5+ unit properties. You can research properties one by one and hunt down owner contact information (name, phone, and email) or you can purchase researched properties through ICS that include property owner contact data. You can learn how to research property owners in our training section online, or you can simply order contact leads in your area through ICS. Researched contact leads are $1.25 per property. Whether you research contacts yourself, buy contact lists from ICS, or another data provider, the key is attaining no less than 2,000 property owner contact leads in your first 30-90 days, with 5,000 property owners researched within your first year. The more you have, the better you will do.
> Order Contact Leads
Residential Mortgage Loan Officers are one of the best types of referral partners to source deals through. Residential Mortgage Loan Officers come across commercial and investment property loans all the time that they do not have the experience or lender resources to assist in arranging financing. We recommend using a lead source like Specialty Contact Databases. You can order Residential Loan Officer contacts through this company by state, city, or county. 
Visit SCD
You must use an email marketing service, such as Constant Contact, Mail Chimp, Send in Blue, or another service of your choice. We recommend using Constant Contact, as their delivery rate is very good. Once you become familiar with Constant Contact, you can upload your property owner, residential loan officer, and other contact lists you have to their platform where you can create email marketing campaigns to send weekly to your contacts with market rate updates and other helpful information. You should be emailing all your contact lists once per week with a simple market rate update email, as shown below.
Email Verification
It is also very important you run your email list through an email verification service before you upload them to Constant Contact. If more than 5% of your list has bad emails, Constant Contact will flag your account, and you will not be able to use their service. We recommend using Never Bounceto clean your list.
Unless you like spending 8-hours per day making manual cold-calls that will likely connect with less than 20% of the contacts because they don't recognize your phone number, you should use a service like Slybroadcast. This service enables you to create a simple voice recording that you can send to hundreds or even thousands of contacts in a matter of minutes. The voice recording goes straight to their voicemail without ringing their phone. This way they can listen to your voicemail, or read it on their mobile phone, and you will only get interested call backs. Just like with email marketing, you can upload your contact list with phone numbers to Slybroadcast to send out voice recordings that are exactly the same as making manual calls and leaving a voicemail, only you can send in mass volume in minutes. You should be connecting with your entire contact database no less than once per month by phone, but preferrable twice per month. Check out Slybroadcast.
Below is a very basic and successful email template you can use when mass emailing contacts through your email marketing platform. If you are using images in your email template, do no use more than 3, as that increases the possibility of going to spam. Keep images small, no larger than 250px in width.
Email Example
Subject Line: Weekly Market Rate Update from "Your Name"
Hello Joe. Please see our weekly market rate update including commercial, multifamily, and investment property rates and programs. You can click on the link below to access all our programs available, including long-term permanent loans, short-term bridge, rehab, as well as ground-up construction. Please feel free to contact me anytime via phone or email with questions.
> View Market Rates
Respectfully,
Your Name
ICS Commercial Loan Advisor
ICS Commercial Lending
Phone
> Your Rate Link
Note: The rate link should be your rate link from your Loan Dashboard including your ICS rep ID. You can copy the market rates table from the rates link in the menu at ICSLoans.com.