In the mortgage industry, you can’t afford to blend in if you want to have success. Particularly in the case of loan officers in the industry, the competition keeps growing, and it’s showing no signs of slowing down. If you want to set yourself apart from everyone else, you’ll need to differentiate. Here are a few ways you can separate yourself from the pack and stand out from the competition:
Brand Identity
One of the first areas where loan officers need to place their focus is on creating a memorable brand identity, both online and in person. You want to highlight the ways in which you differ from the multitude of competing loan officers. Not only what makes you different as a professional, but what makes you different as a human. Be specific about what sets you apart and build your online identity to reflect that. Use eye-catching visuals on your social-media pages and website to make it easier for people to connect your brand across multiple platforms. You also want to add some of your personality to your online presence. People want to work with someone they can relate to, so include information and pictures that reflect who you are outside of work, as well.
Share Reviews and Testimonials
Sharing reviews and testimonials online helps you develop connection and trust with prospects faster. Once you’ve identified what it is you want to be known for, you need to convey that through everything you post online. Testimonials from past clients gives prospective clients an idea of what it’s like to work with you. It also provides support to your claims of what makes you stand out from the competition. The more testimonials you share, the clearer you make it that you’re the top choice among local loan officers.
Build Connections
Working to consistently build your online connections will also help you stand out. If a prospect is searching for a loan officer and sees that you have connections in common, they’re going to be more likely to choose you to represent them rather than a ‘stranger’. Who you’re connected to online lends additional credibility, so it’s always a worthwhile investment to make and maintain new online connections.
Expanding your in-person network is important as well — in fact, it’s more important that building your online network. Face-to-face engagement is always more meaningful than digital engagement. Engage with your community in whatever ways you find appealing — it could be joining some local organizations or doing some volunteer work. I’m a firm believer that community involvement should be a cornerstone for any good brand. Being active locally helps you establish yourself as an engaged and helpful member of the community. As you meet prospective clients and referral partners, encourage a coffee or lunch appointment. This helps to demonstrate your interest in their needs, makes you more approachable, and will strengthen those relationships in ways that would be impossible online.
Keep Informed
Staying well-connected to referral partners, past clients, and prospects is crucial, but you should also be networking with other mortgage professionals. The mortgage industry is constantly evolving, and you need to stay up-to-date and relevant. Follow and communicate with knowledgeable colleagues and thought leaders on LinkedIn and stay on top of new technology and other valuable industry information. Taking some training courses will also ensure you’re always informed, relevant, and help you to rise above the competition.
Follow-Up Consistently
An exponentially growing network is great, but if you don’t follow up and stay connected with your contacts, you’re not going to see much benefit (More on creating an effective follow-up strategy, here). Successful networking means that you’re staying top-of-mind with your contacts by posting content and following up with personal outreach. Follow-up messages and emails will work, but what works better is calling or scheduling a catch-up over coffee or a meal. When you keep in in touch, you solidify and strengthen those relationships, and that helps you stand out from the crowd of other loan officers that don’t keep up with their contacts.
Differentiate yourself from everyone else and you’re going to stand out and be noticed over your competitors. These ideas are a great way to get started.
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