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