Mortgage Broker Marketing - Sell Problems, Not Solutions

Are your marketing messages to Realtors® guilty of these promises?

- To render great customer service?
- To close loans on time?
- To offer the best competitive rates?
- To help them make more money?
- To deliver referrals or free leads?
- To co-market services?
- To qualify all buyers through a diversity of programs?

Guess what?Realtors® have heard this before. So much so, that they've become immune to listening. Your message is competing with other similar messages and getting lost in the noise. If you can't cut through the noise and stand out from competitors than you're invisible.

To Stand Out, Learn Their Language

You don't like hearing static during your favorite song played on the radio, why put real estate agents through that same pain. When you're engaged in conversation with agents talking about closing loans on time, returning calls promptly, keeping clients informed about their loan application that's like static beating on their eardrums.

Instead of speaking "Swahili", you need to speak their language. If you listened to a professional conversation between two realtors, what would you hear? They'll talk about listings, sales, commissions, referrals, open houses, marketing, policies that affect them, etc. In other words, they'll talk about real estate, not about mortgages. Why? Because that's their business.

To Stand Out, Understand Their Problems

Today, mortgages are a commodity, there's a mortgage guy on every corner. If an agent needs a loan officer, they can step outside their office door and have several choices within a city block.

But agents don't want a loan officer - they want someone who can help solve their problems. Reflect back for a moment on the conversation between two agents and you'll also hear them bicker about problems they can't solve.

"Builders are capping my commissions?"
"There's not enough inventory?"
"Sellers want me to reduce my commission rate?"
"I'm getting contracts on properties the night before the open house?"
"Investors are submitting ridiculous and embarrassing offers?"
"There's twice as many realtors farming my area this year?"
"My marketing isn't as effective as it used to be?"
"My buyers dumped me for another realtor?"
"I'm averaging only one sale a month?"
"I have very little repeat or referral business."
"I lost my listing to the competition?"
"My open houses produce little traffic and few good leads?"

If you want to stand out, understand their problems and facilitate solutions that solve them.

To Stand Out, Describe Problems - Not Solutions

With a solution in hand, you're ready to market a powerful message that'll get heard ? the problem. Agents are more likely to listen if your message describes a problem, instead of the solution.

Think about this ? your message communicates competency. Competency shows you understand the problem. Your message communicates ? caring - because many agents don't believe loan officers care about them. Finally, your message communicates ? potential ? which stirs an agent's curiosity to learn more about your solution.

Their curiosity is what will spark their level of interest forward. You realize with more opportunities for one-to-one interactions, the more familiarity and trust can develop. Two key ingredients to successfully attracting the relationships you want.

To Stand Out, Get Noticed Through Associated Channels

Part of your marketing plan should include points of contact that your prospects can discover you. Of all the methods of communicating your messages, direct solicitation is always the toughest. To avoid this, make a list of points of contact you can use for future promotional activities.

Here are some questions to consider:

- Where do they network?
- What conferences or workshops do they attend?
- What magazines, publications and newsletters do they read?
- What websites do they visit frequently?
- What directories are they listed in?
- Where do they advertise their services?

Your promotional activities should be pointed toward these areas. Otherwise, you're left with direct solicitation that isn't the most effective way.

Jeff Nelson helps mortgage companies and individual loan officers increase loan originations by developing customized relationship-building strategies that secure quality relationships with real estate agents. Click here to get a free copy of the Marketing Planning Guide, a 20-page workbook designed to help you outline a strategy to becoming an Agent Magnet. Visit us at http://www.loan-officer-marketing. com

---

Signage for Mobile Car Wash Vehicles

If you are in the mobile car wash business and... Read More

Laws of Marketing ? The 10 Immutable

Most marketers believe that anything is achievable if you are... Read More

Unleash the Power of Post Cards

Direct mail marketing is essential for a business to survive.Choosing... Read More

Marketing Gurus : Do You Need One?

Its become fashionable to bash marketing "gurus" nowadays.There are some... Read More

Trade Shows Are Not a Waste!

According to the Center for Exhibition Industry Research (the trade... Read More

The Power of because...

"Do it!", "Do it now!", or "Do it because..."Which of... Read More

The Beginners Mail Order Business Guide

No claim is made that the steps outlined would be... Read More

Unleash the Powerful Promoter Within

Dear Friend,You're ripping me off.How? You may be thinking, "We... Read More

Strategic Internet Marketing

I met Sue at a recent networking event. She is... Read More

Discover the Winning Marketing Strategy Secrets of Donald Trump Apprentice Wanna-bes

The highly entertaining Donald Trump's search for an apprentice turned... Read More

Marketing For Just Cause

Cause marketing is a relationship between a for-profit and a... Read More

Global Market in the Cyber world?Go and Get It !

With the Internet opening up the doorway to the global... Read More

Marketing Success Defined

How do you personally define success? High income? Substantial net... Read More

Writing Marketing Copy That Sells

When your prospects see your marketing materials, your brochure, your... Read More

Maximize Your Lead Generation Efforts by Recycling Your Leads

The basic lead generation process is pretty much the same... Read More

How to Add Warmth, Color & Texture to Your Advertisements

"?A powerful agent is the right word?" --Mark TwainAnd what... Read More

How Architecture Rendering is Part of the Impact

Cartoons have gone from celluloid to digital. Movies have gone... Read More

Reverse The Risk And Boost Your Profits

As a business owner or marketer, if you don't reverse... Read More

Is Your 4X4 Trail Rated?

"Traction. Articulation. Ground Clearance. Maneuverability. Water Fording. We've put your... Read More

Create a Blueprint for Your Success

Having a strong foundation enables you to build a thriving,... Read More

If My Work is Good Enough

"If My Work is Good Enough, I Shouldn't Have to... Read More

Measuring the Return on Your Direct Mail Investment

In direct mail lore, there's a rule stating that you... Read More

Client Attraction Technique #1: Niche Marketing

When asked "what business are you in" many business owners... Read More

Will Googles Gmail spell trouble for Email Marketing.

We wait with baited breath for the anticipated launch of... Read More

Direct Mail

Do you have a website? A Web Newsletter? A mailing... Read More

Make More Money with Marketing Metrics

Do you know how effective each of your individual marketing... Read More

Boost Profits: Market to the Gay Community

Research shows that the gay and lesbian market is worth... Read More

A Different Perspective On The No-Call List

The other day I received an e-mail from an internet... Read More

Direct Mail Formats: How to Choose the Right One for Your Next Mailing

Which pulls the best response, a postcard, a self-mailer or... Read More

Top 5 Ways to Generate Qualified Leads for Your Small Business

Do you ever wonder if you could be doing a... Read More

Comprehensive Marketing Details Not Found in Beginner Books

If this is the first marketing article you are reading,... Read More

Build Lifelong Networks With Your Own Barter Group

I don't know if you have ever seriously considered bartering.... Read More

Small Business Bonzai Marketing

Do you own a small business? Do you wish to... Read More