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Special Reports
Lead Generation
Palmer Fronts New Marketing Program
BALTIMORE-One of the top names in mortgage origination pitchmen is returning to
the field. Jim Palmer, former spokesman for The Money Store, is launching "The Jim Palmer ADvantage"
at this year's National Association of Mortgage Brokers convention here.
Baltimore is where Jim Palmer starred in his Hall of Fame pitching career (albeit
not at Camden Yards, next door to the Convention Center, but at the old Memorial Stadium).
From 1965 through 1984 he pitched for the Orioles, with a won-loss record of 268-152,
2,212 strikeouts and an earned run average of 2.86. He won three Cy Young Awards (baseball's award for the top
pitcher) over a four year span - 1973, 1975 and 1976 - and played in six World Series.
Mr. Palmer was able to parlay his fame into a second career as an advertising
spokesman (and in one notable instance, spokesmodel).
During the 10 years he represented The Money Store, it created "a certain
recognition" which linked him to mortgage lending in general, Mr. Palmer said in an interview with Origination
News.
A lot of local companies would call and ask him to represent them but because
of his Money Store contract, he was unable to until now.
At this year's NAMB, Mr. Palmer and his associates will formally introduce The
Jim Palmer ADvantage, a turnkey package of marketing and advertising executions that can be customized for each
user.
The aim, said a spokeswoman, is to help mortgage brokers to strengthen their market
reach in a cost-effective way.
Mr. Palmer could not speak directly to the cost component, but in a press release,
Jim Marlowe, a marketing executive and partner in The Jim Palmer ADvantage, said, "Because the program will
be used by many companies, the investment for each company will be nominal compared to what it would otherwise
cost them."
The material could include television and radio commercials, plus print materials
for newspaper ads, yellow page ads and direct mail. It is even possible to have Mr. Palmer read the message consumers
would hear when they are placed on hold when they call on the telephone.
"There is a certain amount of credibility (in the mortgage industry) with
the name 'Jim Palmer,'" he noted.
The program will be offered to originators on a first-come, first-served exclusive
basis for market or state. Some states, such as California and Florida have multiple markets where there would
be no conflict, Mr. Palmer said, adding that the specifics on how the territories would be worked out is not available
yet.
For the television advertising, the participating broker would have Mr. Palmer
pitch the benefits of using that originator. The spot would even feature the originator's telephone number.
Part of being successful in the mortgage industry "is the need to put your
name out there," he said. What he has seen during his time with The Money Store is the "amazing"
power of advertising.
There are multitudes of companies competing for customers in the mortgage business.
Using this marketing program,
Mr. Palmer said, is a way to separate your company away from the competition.
And that matters even in times like these where record volumes are occurring.
"Even if your business is doing well, you still need to distinguish yourself
from other people," he said.
Mr. Palmer said he has always been a product of teamwork, and not just the team
behind him in this project, but teaming up with mortgage brokers as well. Now he is looking forward to working
with mortgage brokers across the country to help them get to where they want to be, he said.
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