Mortgage Broker Marketing: Putting the Problem First
By Jeffrey Nelson Whats your specialty? Do you tailor your mortgage broker marketing materials to appeal to everyone? Are you trying to promote yourself as an expert in all things? If you are, you could be turning people off. Theres simply no way you can be an expert in all things related to mortgages. But when you are an expert at one thing, you become the person a real estate agent turns to when in need. There are other advantages to being a subject matter expert: you reduce the number of loan programs you have to learn which can increase a level of predictability to your business. To agents, the most important part of a relationship between them and the loan officer is the time frame before the buyers loan closes. When you offer consistent loan closings, you are strengthening that relationship. Of course, if you dont want to continue working with an agent, close their loan late. Youll never see that agent again. When you target agents that have the problem in your subject matter expertize, you earn a reputation as a problem solver. Youll find that the agent continues to seek you out to solve their problems, and you earn the reputation as an expert. Before you can become an expert, you have to develop a specialty in a certain subject matter. Your knowledge on that subject will help you educate prospects about your abilities, and you can rely on word of mouth marketing amongst other agents. To develop your specialty, you must first begin with an inventory of your skills. What Problems Do You Keep Solving? Think about whether you have a problem solving strength. Maybe you have something already in mind, or you could ask your peers, your manager, agents you work with or escrow agents. Consider whether there is anyone else in or outside of you company that specializes in the same problem area. When you develop a subject matter based on problems youve solved, you make a connection with the agent. Everyone else is sending the mortgage broker marketing materials that emphasize solutions. You focus on solving their problems. Subject matter expertise also makes it easier to target your prospecting efforts. Simply contact the agents that youve worked with to solve problems, and ask them for referrals to other agents with the same problems. Work with Specialized Training Think about your present work and your past work. Did you have any specialized training? For instance, if you previously worked in an industry that had access to affluent clients, you developed a specialty in servicing those clients. You may not realize just how much your knowledge and skills from previous positions may apply to your mortgage broker business. This previous experience reinforces your position as a subject matter expert. Do You Have Favorite Loan Programs This is the easiest way to identify your subject matter. But of course, other loan officers have identified it as their favorite too. If you arent the first to identify it as your expertise, youll end up slugging out with everyone else. Its a waste of time to focus on an already overcrowded specialty. Instead identify another loan program, or wait for another loan program to come along that you can jump on before everyone else. What Do Others Think You Do Well? Have you received compliments consistently for great service? Contact those people that paid you the compliment. Let them know you appreciate their kindness and ask them if they could specify the skills they found helpful. Dont be afraid of asking for more information. Its all part of the information gathering process and helps you develop your subject matter expertise. Are You Passionate About Your Business? What do you find the most rewarding part of your job? If there is one area that you excel in, you can use this as your foundation for your subject matter expertise. Spend time focusing on that area of expertise. When you build your expertise around something you feel passionate about, your business will soar. Develop your mortgage broker marketing around your passions and expertise and you will find more than enough business to ensure your success. Jeff Nelson helps loan officers increase loan originations by attracting quality relationships with real estate agents from the development of customized relationship-building strategies. Click here to get a free copy of the Marketing Planning Guide, a 20-page workbook designed to help you outline a strategy to become an Agent Magnet. Visit us at http://www.loan-officer-marketing.com Article Source: http://EzineArticles.com/?expert=Jeffrey_Nelson http://EzineArticles.com/?Mortgage-Broker-Marketing:-Putting-the-Problem-First&id=401756 actos aciphex aciphex nasacort ambien www ambien com ambian zolpidem drug simular to ambien zolpidem drug