The main goal for every LO should be to become the go-to choice among loan officers in their local market; but how do we get there? Well, whether prospects find your website, stumble across your Facebook business page, or talk to a friend, they need to feel confident in your ability to help them — and do a better job at it than anyone else. I’ve come across a few strategies that will help, and this week I wanted to spend some time exploring them. Here are some things to consider:
Build Your Brand
Prospects need to connect with your brand. Wherever they encounter you online (or off), they need to see a trustworthy expert that they can relate to. If you make your brand both professional and personal, they’ll have a much easier time connecting with you. Include things like: what you specialize in, what you find rewarding about the work you do, and what clients can expect when they work with you. If these things are front and center in your branding, then you can begin building trust with prospects before they even meet you. And if you want to give additional depth to your brand, begin sharing content online regularly. More on creating top-notch content, here.
Know Your Audience
A go-to loan officer is reliable, knowledgeable, and trustworthy. Your prospects need to know that you understand their situation and their needs, and that you’re the best person to guide them through the borrowing process. The best way to demonstrate this is by knowing your audience. When you’re attuned to what borrowers are looking for, what they value most, and the common questions and misconceptions they may have, then you position yourself as the clear choice among local LOs.
Get More Reviews
The best way to attract attention to your name and brand is by getting your past clients to write about their experiences working with you. You can tell anyone anything about how you work, but those things will always be taken with a grain of salt; but when your past clients write about you, it carries considerably more weight. If you’re not currently asking for reviews, now is a great time to start. Then, all you need to do is work on impressing every client, so those reviews are all overwhelmingly positive. I wrote last week about impressing every client, and you can find that article, here.
With some intention and effort, you can become the go-to LO in your local market. Spend some time looking at (and improving) your brand, learning about your audience, and getting more positive reviews, and you’ll be well on your way.
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