Edgewood, WA Real Estate Blog

They are both right out of Claude Hopkins play book(s), My Life in Advertising & Scientific Advertising.

For those who don’t know, Claude Hopkins was a, if not the, master at advertising and copywriting.

In 1919 Schlitz beer sales were in 15th place (this at a time when most cities had their home town own breweries). Hopkins developed an ad campaign that stressed the purity of the water and the cleanliness of the process. He told of developing the yeast strain through extensive experiments.

The Schlitz people didn’t like the ad campaign because “the processes we use are just the same as others use. No one can make good beer without them.”

Finally the Schlitz people agreed to Hopkin’s ad campaign. Long story short, they went from 15th in sales to number 1 in sales in 6 months.

“When banks compete,…” is right off the same page. All mortgage brokers do the same thing – they shop around and compare rates from different wholesale lenders. Remember, in the end, money for mortgages comes from the same wholesale sources.

Great ad slogan, same process as a mortgage broker. Except in the case of banks competing, it actually costs more. They are a referral service. So you have to tack on the extra $1,000-1,200 referral fee onto the price of the loan.

Guess who that fee gets passed on to? You’re right… the winner.

Now you know.