Loan officers feel an element of competition on a regular basis. It could be from another LO in your area who seems like they’re always just a few steps ahead of you, or maybe there’s another local mortgage company whose marketing has seems heads above what you have access to. Whatever the case, it’s a competitive industry, and how we respond to it can largely dictate its impact on us. So, how can loan officers get ahead of the competition without allowing it to become a distraction? This week, I wanted to share some ideas for leaving your competition in the dust:
Set Yourself Apart
To get and stay ahead in the mortgage industry, setting yourself apart is crucial (more on differentiating yourself, here). Loan officers can do this in a few ways: First, highlight everything that make you unique in your marketing and branding efforts. Communicate to your audience why you’re the best choice to represent them. Another smart option is to specialize in a niche market. This doesn’t mean you only work with people in that specific demographic, but you make your expertise known. Even committing to providing a standout client experience is a great way to set yourself apart.
Generate Buzz
Why else do borrowers choose one loan officer over another? Often, it’s the buzz that has developed around a professional that makes them the desirable choice. When you hear someone’s name come up a few times and you repeatedly come across their work online, they’ll naturally begin to rise to the top of your list. So, how can LOs generate buzz? As I mentioned above, client experience is a powerful strategy. When you impress every client with the level of service you provide, they start to talk. Sharing relevant content that your audience can share with their networks is another great way to spread your name and stay top of mind.
Sharpen Up Your Web Presence
You also play a role in creating some buzz by building your online presence. You want to make it easy for people to remember your name and your brand. While some buyers have a clear understanding of how the mortgage process works, and they know what kind of loan officer they’re looking for, many others are starting from scratch. Those potential clients often start their search on Google. When they come across your page, what will they find? Is it active with a person clearly behind it? Or is it just a placeholder that’s been forgotten about? The same questions apply to your social-media pages as well. Your online presence needs to be able to grab those borrowers who may not be sure of exactly what they’re looking for and help them define it.
Competition can be a healthy motivator to get us to strive for our best, but we can’t ever let it consume us. If you notice you’re spending too much time focused on what others are doing, flip the script and focus on how you plan to beat your past performance.
If you like what you’re reading, you can get my weekly articles for loan officers right to your email inbox. Subscribe today at MD-LoanOfficer.com.
Kommentare