{"id":1173,"date":"2007-03-19T20:35:48","date_gmt":"2007-03-20T03:35:48","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=1173"},"modified":"2007-03-19T20:38:44","modified_gmt":"2007-03-20T03:38:44","slug":"from-mortgage-company-personal-introduction-sell-stuff-here-warm-closing","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1173\/from-mortgage-company-personal-introduction-sell-stuff-here-warm-closing\/","title":{"rendered":"From Mortgage Company: [Personal Introduction], [Sell Stuff Here], [Warm Closing]"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" height=\"212\" alt=\"SPAM via email\" src=\"http:\/\/www.markdrew.co.uk\/UserFiles\/Image\/spam.jpg\" width=\"200\" align=\"right\" \/>So, I get a lot of spam. Maybe you do, too. Usually, my filter stops them. Sometimes, it doesn&#8217;t.<\/p>\n<p>Today, an email from &#8220;Mortgage Company&#8221; got through the gate. It doesn&#8217;t happen often and I nearly fell off my chair laughing when I saw the subject line:<\/p>\n<blockquote><p><strong>&#8220;Hurry to lower your credit rate!&#8221;<\/strong><\/p><\/blockquote>\n<p>Oooh! Who wouldn&#8217;t want that? I figured this would be the worst spam email ever so I opened it (blocking all images, of course).<\/p>\n<p>Here it is. My comments are in boldface.<\/p>\n<blockquote><p>Dear Client!<br \/>\n<strong>(Hey, how did they know my name?)<\/strong><\/p>\n<p>Do you want to save? Do you not know how?<br \/>\n<strong>(Save what? Money? Water? Ferris?)<\/strong><\/p>\n<p>We will help you! Our company is inviting you to participate in limited time event!<br \/>\n<strong>(Limited time? I better act NOW!)<\/strong><\/p>\n<p>The lenders will lower the rate at your property credit!<br \/>\n<strong>(What&#8217;s a property credit?)<\/strong><\/p>\n<p>The lenders will fight for you and offer you all the beneficial variants!<br \/>\n<strong>(Oh, it&#8217;s like <a href=\"http:\/\/www.google.com\/search?hl=en&amp;q=lending+tree+sharing+information\">LendingTree<\/a> &#8212; when lenders fight for me, I win. And, who wouldn&#8217;t want all of those &#8220;beneficial variants&#8221;?)<\/strong><\/p>\n<p>The lowest rates in America will be at your disposal!<br \/>\n<strong>(I just realized&#8230; these people are serious! Every sentence ends in an exclamation point!)<\/strong><\/p>\n<p>You need simply to fill in the 30 second Information form and our brokers will contact you immediately!<br \/>\n<strong>(All it takes it 30 seconds and beneficial variants can be mine? I am ALL over this! Exclamation point. )<\/strong><\/p>\n<p><a href=\"http:\/\/companyname.com\/\">http:\/\/<em>companyname<\/em>.com\/<\/a><br \/>\n<strong>(The company name SOUNDS legit&#8230;)<\/strong><\/p>\n<p>With deepest respect,<br \/>\nManager Joesph Campbell<br \/>\n<strong>(How nice. The manager offers his deepest respect. But he made a spelling error &#8212; his own name.)<\/strong><\/p><\/blockquote>\n<p>Yeah, this was a bad one. And yet, all kidding aside, the spam email seems to follow a very predictable (and productive) pattern:<\/p>\n<ol>\n<li>Compelling subject line <\/li>\n<li>Personalized salutation<\/li>\n<li>Identify pain point<\/li>\n<li>Offer solution to pain point<\/li>\n<li>Create a sense of urgency<\/li>\n<li>List three benefits<\/li>\n<li>Call to action<\/li>\n<li>Formal closing<\/li>\n<\/ol>\n<p>Unfortunately, the sender botched <em>all eight steps<\/em> and we can learn something from Mortgage Company. <\/p>\n<p>It&#8217;s not following a formula that makes for good marketing &#8212; it&#8217;s writing compelling copy.<\/p>\n<p>With deepest respect,<br \/>\nBlogger Dan Green<\/p>\n<p><em>(Image Courtesy: <a title=\"Mark Drew, Technical Whiz\" href=\"http:\/\/www.markdrew.co.uk\/UserFiles\/Image\/spam.jpg\">Mark Drew<\/a>)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>So, I get a lot of spam. Maybe you do, too. Usually, my filter stops them. Sometimes, it doesn&#8217;t. Today, an email from &#8220;Mortgage Company&#8221; got through the gate. It doesn&#8217;t happen often and I nearly fell off my chair laughing when I saw the subject line: &#8220;Hurry to lower your credit rate!&#8221; Oooh! Who [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6],"tags":[],"class_list":{"0":"post-1173","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","8":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":16638,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/16638\/va-interest-rate-reduction-loans-irrl-and-forebearances\/","url_meta":{"origin":1173,"position":0},"title":"VA Interest Rate Reduction Loans (IRRL) and Forbearances","author":"Brian Brady","date":"August 21, 2020","format":false,"excerpt":"A VA Interest Rate Reduction Loan (IRRL) is a streamlined refinance mortgage which allows veterans to lower their interest rate and payment without an appraisal, income qualification, or assets documentation.\u00a0 It is a simple process which, over the years, has been subject to lender overlays but still offers veterans a\u2026","rel":"","context":"In &quot;Lending&quot;","block_context":{"text":"Lending","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/lending\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2910,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2910\/the-odysseus-medal-competition-voting-for-the-peoples-choice-award-is-open-25\/","url_meta":{"origin":1173,"position":1},"title":"The Odysseus Medal competition &#8212; Voting for the People&#8217;s Choice Award is open","author":"Greg Swann","date":"April 6, 2008","format":false,"excerpt":"We have 14 entries on the short list this week, out of a long long list of 96 posts. I've already decided on the winner of the Odysseus Medal, so I'm not linking that way. This week's Short List is all Zillow Mortgage Marketplace posts, all of them written by\u2026","rel":"","context":"In &quot;Blog Carnivals&quot;","block_context":{"text":"Blog Carnivals","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blog-carnivals\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1829,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1829\/so-if-there-has-to-be-a-bail-out\/","url_meta":{"origin":1173,"position":2},"title":"So if there has to be a bail out&#8230;","author":"Morgan Brown","date":"August 20, 2007","format":false,"excerpt":"What if Jeff and Brian are right?\u00a0 What if it is preordained in the cards that a federal bail out of Countrywide is an absolute necessity and a foregone conclusion should the behemoth lender fail?\u00a0 While Jeff certainly provides a well reasoned and thrilling John Grisham version of a Countrywide\u2026","rel":"","context":"In &quot;Lending&quot;","block_context":{"text":"Lending","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/lending\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":11580,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/11580\/will-pre-approval-letters-be-banished\/","url_meta":{"origin":1173,"position":3},"title":"Will Pre-Approval Letters Be Banished?","author":"Brian Brady","date":"March 17, 2010","format":false,"excerpt":"Score one more screw up for the Government-Banking Complex...and watch mortgage brokers thrive because of it. Andrew Duncan of Keller Williams in Tampa, FL reprinted a Mortgage News Daily story: As part of the changes to the Real Estate Settlement Procedures Act, borrowers can no longer shop for a home\u2026","rel":"","context":"In &quot;Lending&quot;","block_context":{"text":"Lending","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/lending\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":852,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/852\/what-isaac-newton-knew-about-mortgage-lending\/","url_meta":{"origin":1173,"position":4},"title":"What Isaac Newton Knew About Mortgage Lending","author":"Dan Green","date":"January 4, 2007","format":false,"excerpt":"I recently wrote about sub-prime loans for the first time in a long while because the sector should start taking more headlines in the papers. I'd hate for you to be unready for it, of course. Sub-prime loans are a big part of mortgage lending. \"Sub-prime\" is a broad-sweeping term\u2026","rel":"","context":"In &quot;Enduring Interest&quot;","block_context":{"text":"Enduring Interest","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/enduring-interest\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1667,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1667\/the-800-pound-gorilla-in-the-corner-the-meltdown-of-the-wall-street-mortgage-market\/","url_meta":{"origin":1173,"position":5},"title":"The 800 pound gorilla in the corner &#8211; the meltdown of the Wall Street mortgage market","author":"Morgan Brown","date":"July 16, 2007","format":false,"excerpt":"As we go about our daily lives in the mortgage and real estate world; dutifully performing our job functions and taking the high road of customer enlightenment via blogs such as Bloodhound; we are faced with a very large gorilla looming in the corner of our workplace. That gorilla is\u2026","rel":"","context":"In &quot;Lending&quot;","block_context":{"text":"Lending","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/lending\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/1173","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=1173"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/1173\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=1173"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=1173"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=1173"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}