Every loan officer experiences the conflict of wanting to expand their marketing to build their business, while being hesitant to spend the funds to do so. But it isn’t necessary to invest a large sum of money in order to expand your mortgage business. Here are some of the best places to grow your business without breaking the bank:
Your Online Presence
Most LOs know that it’s crucial to use social media to establish an online presence. Often, prospects see your website and social-media pages before ever stepping foot into your office, so it’s imperative that you make a good first impression in the online space. Much of your online presence can be created for free if you allot the time and put in the effort. This could include your website and the social-media platforms you elect to use. Facebook, LinkedIn, and Twitter are great places to start. There are so many options with modern social media it’s easy to get lost in all of it. My suggestion is to pick one, become an expert, and build the cornerstone of your brand there. Pick a platform to help you to easily connect with prospects, clients, and referral partners, and allows you to show them who you are and what your business is all about. More on building an effective online presence, here.
Your Brand
Just expending a little effort on branding will go a long way in bringing in additional business. Developing a united, professional reputation for yourself can make a big impact on prospective clients before you meet them. Your brand encompasses all of the things that make up your identity — your logo, photos, color scheme, slogans, and anything else associated with your business. The key here is to remain consistent in all of your marketing materials. Your website, social-media pages, brochures, invoices, etc. should all be cohesive and recognizable. This increases your professionalism and helps you to stand out from the competition.
Your Content
Content marketing is a great, inexpensive way to build your business. It requires some work, though. Working to grow your networks of online connections and email addresses gives you an audience, but only by sending thoughtful, relevant content will you be able to get anywhere with them. Starting and posting consistently to a blog and posting articles to your LinkedIn profile are also smart ways to market with content. Whether you take the time to write yourself or you find someone reputable to outsource that work to, the investment is worth it.
Technology
When it comes to your mortgage business, your time is a precious commodity. Using some of the funds you have available to invest in useful technology can help save you valuable time. A good CRM system can be invaluable to assist with following up and remembering minutiae about each prospect, client, and referral partner conversation. Automating emails is another terrific way to save time. It’s easy to get comfortable with the way you do things, but experimenting with new methods and technology can help save you time and money.
Customization
You’re probably juggling a few clients at any given time, but it’s important to customize the experience for each one so that they feel valued and prioritized. You need to be patient with their questions and requests and responsive to their needs. Maintaining open communication is key. By going above and beyond with the service you provide, you can truly separate yourself from the competition. You’ll still close deals by offering an average experience, but a customized, personalized client experience will motivate your clients to tell their family and about you.
Building a successful mortgage business on a budget is entirely possible. You don’t need to invest a vast sum of money to grow, but you will need to invest your time and effort, and you’ll need to do it consistently.
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