7 minute read
PIVOT
By: Jen Neitzel, Creator of Opportunities
Pivot. That word has been on my mind since mortgage interest rates started rising in the spring of 2022. Not only does the word make me laugh thinking of the famous TV show “Friends” scene where Ross is coordinating the delivery of his new sofa up his apartment stairwell (one of the funniest TV sitcom scenes ever), it also makes me cringe thinking about the past year of financial difficulties our notary community has experienced. The word “pivot” has been on everyone’s lips as notaries are learning the consequences of focusing on only one aspect of their business. I’ve always been one to learn lessons the hard way, so I was no exception to losing business once mortgage interest rates began to rise.
You may or may not know, but I launched a website in July 2019 called SigningAgentMarketing.com (or SAM for short) specifically for loan signing agents to learn a 5 Point Marketing System that I organically developed while directly marketing my mobile notary business to title companies all over my hometown of Dallas and Fort Worth, Texas.
My idea for the website was simple: share my marketing system (creatively called, “The 5 Point Marketing System” LOL) with other notaries. It was never meant to be my main stream of revenue or launch me into a position of influence, but it did! My plan resonated with many notaries all across the country and I was enjoying the balance of being out in the field as a working loan signing agent, and earning a steady stream of income from SAM.
Then reality hit in a big way! Once our economy changed, I was smacked in the face with the reality that I had done exactly what I’ve been warning notaries not to do. I put all my eggs in one basket relying on the mortgage industry and loan signings. Working loan signing agents had fallen into the trap of relying on signing services because they made it so easy to get a new assignment instead of working on building relationships and focusing on their online presence (the only 2 proven ways to build a consistent business).
The sting was even worse for me because I have a background in mortgage operations and have lived through the ups and downs (and 2 previous market-related layoffs) in the past. I KNOW that the mortgage industry goes through its up and down cycles. I was beating myself up every. single. day. for not learning the lesson of diversification. And let me tell you, that inner voice of mine can be a real bitch!
I was losing multiple member subscriptions to SAM every day. It actually got to the point where I didn’t want to even open my email anymore because I knew there would be more “subscription cancellation” notices. And the worst part was I couldn’t only blame the economy. I fell into the same trap so many notaries fall into: we get excited about one notary specialty and focus only on that. Money starts to roll in and we become complacent in our business because we feel like we’re finally out of the “hustle” cycle of building and into the revenue cycle. And if I’m going to be completely honest, I got lazy managing SAM. It was making me a good amount of revenue each month allowing me to focus on another project that I had started. So, I didn't feed new content to SAM the way I should have. I got lazy with it.
What no one ever talks about comes to entrepreneurial success is there is no magic land of completeness. When you reach a goal, you don't stop there...you create new goals to move you further ahead. There is no “end.” In life, business you have to constantly be evaluating and challenging yourself to grow!
It’s imperative you make the time (and I recommend doing this yearly) to evaluate your business with clarity. If you feel comfortable that everything is working smoothly and you’re not feeling challenged in any way, it’s definitely time to sit down and do some thinking. If you’re not feeling challenged in your life, then you’re not growing.
So, how do you check-in with your business to make sure you’re not falling into the trap of complacency? I’m glad you asked! Here are a few things to consider to gain clarity. Be HONEST with yourself while you’re evaluating!
Are you focusing on just one revenue stream? Here’s an example: If you consider yourself an expert at loan closings, but you're struggling to get assignments, determine if now is the time to invest in educating yourself on another specialty under the notary umbrella to serve a different segment of your community like trust delivery appointments or hospital and care facility work. Research who you pay for training to be sure they will deliver a quality program for you. Remember, the cheapest option isn’t always the best solution.
Accept that as a solopreneur, you are your ceiling AND your next level. Dig deep to determine what limiting belief you have that you can work to move past. Find books or podcasts by experts that can help you begin to do the internal work necessary to sustain yourself as a serious business owner. Self-improvement should be part of your daily routine because without it, we risk staying stuck in survival mode. I recommend books by the following authors: Mel Robbins, Brendon Burchard, James Clear, Lewis Howes and Ed Mylett.
Ask yourself this question, “what am I grateful for at this stage in my life?” This allows you to come back to gratitude and stop thinking through a lens of fear. Stop comparing yourself and your business to other notaries. There is only one, amazing, wonderful YOU and your job is to be extraordinary! Brendon Burchard said that “comparison is a lack of gratitude!” Think about that for a moment and find the things in your business you feel grateful for, and the things you’re clinging to out of fear will become much clearer.
These exercises helped me decide after a year of worrying about Signing Agent Marketing and trying to figure out if I was going to shut it down and let go, or PIVOT, double down and re-launch. In the end, my strong sense of service to the notary community won the internal battle, and I rewrote the 5 Point Marketing System to include all specialties under the notary umbrella! I am clearer in my vision for my business now that I’ve gotten honest with myself.
And I’ve already got one full day in December dedicated to going through the evaluation process again to determine how I can improve myself and my business.
Jen Neitzel is a working notary public in Dallas, TX and creator of www.Marketing4Notaries.com She is also the co-creator with Bill Soroka and Laura Biewer of Notary Business Builder, the advanced notary mastermind group and the Trust Delivery Agent Certification program. She and her husband, Tommy enjoy spending time with their four amazing children, traveling and playing dominos.
Neitzel, Creator of Opportunities Creator, Marketing4Notaries com
Co-Creator, Notary Business Builder
Co-Creator, Notary Trust Delivery Agent Certification
Mobile: 817-501-4801
