Kal's mortgage matches

I refer to Kal Wayman, a hugely successful mortgage broker out of Atlanta who also has clients in L.A. As posted by Peter Viles at L.A. Land, Wayman specializes in young folks - 24-to-38-year-olds - who like to have a good time. Clearly Wayman does - he was partying recently at the Playboy mansion and has used a babes-in-bikinis video on YouTube as a marketing stunt. He's really into promotion - one of his more successful strategies was printing 20,000 matchbooks that advertised his business. Matchbooks? Isn't that so 1954? Apparently not. He delivered them to the hottest bars in Atlanta and word got around. "As a matter of fact, I was at SkyBar in Los Angeles last year," Kal told Viles, "and two girls screamed out, 'Hey Kal, where's your matches?' Here's more:

I have done all kinds of advertising -- television, radio, print and online. When it comes down to the most effective forms I've used, it is out-of-the-box guerrilla tactics. ... For example, I had a phone number called "Kal's Party Line" -- You would call it to find out where the party was, and at the end it would say, 'If you need a mortgage or refinance, call Kal." At its peak, it would receive 4,000 calls a week.

[CUT]

I use MySpace as a huge medium for my advertising as well. ... I have my infamous commercial on there, and my MySpace friends know me as "Got Mortgage Kal." You already know about the commercial on YouTube -- I still receive calls from as far away as Canada and Great Britain. I'm also the main mortgage broker for FSBO.com ... You know why? Because I met the president out at an event, I did his mortgage, and now we're friends. A good example of how going to restaurants, bars and clubs can really get you business if you do it tastefully.

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Mark Lacter
Mark Lacter created the LA Biz Observed blog in 2006. He posted until the day before his death on Nov. 13, 2013.
 
Mark Lacter, business writer and editor was 59
The multi-talented Mark Lacter
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