| How do you compare to your competitors? To | | | | opportunities in the local media where you or |
| you, the differences may seem obvious, but to | | | | your business is featured or quoted? In an |
| a Realtor, all mortgage companies seem alike. | | | | overcrowded marketplace, it can be difficult |
| When you meet a Realtor, they automatically | | | | to establish that recognition. |
| assume that you are like every other loan | | | | |
| officer they have met. This can make your | | | | When you launch your attempt to establish |
| loan officer marketing incredibly | | | | brand name recognition, you can do so through |
| frustrating. | | | | a step by step process. First you start with |
| | | | establishing a reputation for service |
| How can you develop your loan officer | | | | excellence, then you tell your story, and |
| marketing plans to change the mind of | | | | finally by building your relationships and |
| Realtors? Simple, loan officer marketing has | | | | working to maintain them. |
| to include brand image as an essential | | | | |
| component. What do Realtors see when they | | | | Make Yourself Memorable |
| look at your flyers, newsletters, postcards, | | | | |
| brochures, website, ads and even your | | | | Provide visual cues or slogans that serve as |
| business cards? Are you clearly communicating | | | | a shorthand for your business. You need |
| an image? | | | | either a memorable logo or slogan, something |
| | | | that Realtors will see and instantly make a |
| Click on a competitor website. If you took | | | | mental connection with your business. |
| their name off the site, would it be | | | | |
| virtually identical to your site? | | | | Specialize, Specialize, Specialize |
| Unfortunately, all too often the answer is | | | | |
| yes. | | | | When you go to a doctor for a particular |
| | | | problem, generally you go to a specialist. |
| It does not matter whether you are a small | | | | The same is true for Realtors. They look for |
| broker or part of a large financial | | | | someone who specializes in solving their |
| institution. You still have to establish an | | | | problem, especially when their income is on |
| identity that is unique from your | | | | the line. Direct your materials towards your |
| competition. That identity is your brand | | | | specialty, show them how you can help them |
| image. | | | | solve problems. |
| | | | |
| If you are not sure how to develop your brand | | | | Visibility |
| image, there are four questions that can | | | | |
| guide you through the process. | | | | Develop your loan officer marketing plan with |
| | | | opportunities that create exposure for you |
| Is your name recognized? | | | | and your business. Attend networking groups, |
| | | | association meetings, listing tours, etc. |
| Are you memorable? | | | | Making sure that you are visible to the |
| | | | Realtor, sending out materials on a |
| What do you specialize in? | | | | consistent basis, and actively expanding on |
| | | | your advertising helps keep your image alive. |
| Are you visible in your business? | | | | |
| | | | Creating a brand image takes time and effort, |
| Your response to these questions helps focus | | | | but offers big paybacks for you and your |
| your brand image. | | | | business. Devote your time to establishing |
| | | | your brand, and before long, you will have no |
| Name Recognition | | | | difficulty distinguishing yourself from your |
| | | | competition. |
| How well is your name recognized? Are there | | | | |