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Even though many have
left the mortgage industry, there is still competition for
each loan you attempt to get into your pipeline. Often, it
is the small things that can help increase your success rate
with borrowers that are shopping multiple lenders. If
you’ve been in the business for a while, your image may have
gotten a bit stale. Paying attention to a few of these
details can help to get you noticed and attract more
business.
Here are a few suggestions
for areas of your business that may need an image makeover.
Your Picture. If
you haven’t had a professional picture taken in the last few
years, it’s time to update it. Use a professional
photographer and explain that you will be utilizing this for
business purposes online and in print. Choose one or two
photos that looks friendly, yet professional.
Business card.
Update the photo on your business card and consider adding a
statement to the back such as “The Highest Compliment I
can Receive is a Referral from a Friend” or a short
testimonial. Include the address to your website and blog
if you have one. Look for additional opportunities to
distribute your business card.
Email Signature.
Use the updated photo in your email signature. People
connect visually and with the increased use of email, it is
important to make that connection as quickly as possible.
Make sure all of your links work properly and take the
reader where you want them to go. Include a short
testimonial after your contact information to reinforce what
others think of you.
Website. If you
haven’t updated your website in a while, it probably needs
attention. Glance around at other mortgage websites and
look for things that are appealing to you and can help
enhance your website. Change up the graphics, add your new
picture, add in a few more testimonials. Update your bio
and statements about your business. Look for ways to get
more traffic to your website with free reports, giveaways,
blog content, etc.
Positioning Statement.
Having a strong positioning statement will help as you plan
and execute your marketing by keeping you focused on your
core values. Many times, loan officers are so busy going in
multiple directions that they are not effectively targeting
even one source of business. A positioning statement
explains your benefit to the client, why you are different
from the competition and why they should believe that. Use
your positioning statement on your website and in your
marketing.
Office Space.
Spruce up the physical space where you meet clients. Paint,
clean, organize and redecorate if necessary. Ask a few
people you trust to give you their opinion on what can be
done to improve the area. First impressions are vitally
important and your office makes a strong statement about who
you are. You will also enjoy being in fresh and inviting
surroundings.
Increasing Visibility.
Take a look at where you’ve been for the past few weeks and
you will probably find that you are around the same people
and going to the same places. Networking is essential to
growing and strengthening your sphere of influence.
Consider joining a new professional organization (i.e.
Builder or Realtor Associations, Chamber of Commerce) or
starting your own networking group. Take on a leadership
role if you already belong to a group. This gives you
greater visibility and opportunity to reach out to others.
Advertise your business
with a car decal on the back window of your vehicle. It
doesn’t need to be large or flashy, just another reminder of
who you are and what you do. Keep it fairly simple by just
putting your name, company name and phone number or web
address. You have great flexibility in the size, color and
font. Use an easy to read font and make sure the color
contrasts enough to be legible.
Have a party. Invite past
clients, business associates and referral partners to join
you in a celebration of the American Dream. Make it fun
with giveaways, prizes and karaoke or create a theme and
invite people to dress up. Customer appreciation events
are great tools to strengthen your image. Not everyone will
participate, but they will have received your marketing
materials and a reminder that you are still in the business
and going strong.
These are just a few of
the ways you can work at an image makeover. Take the time
to look at other areas of your life for opportunities to
create more recognition for yourself. This will result in
an increase in referrals and applications. People want to
work with someone they have come to trust and effectively
marketing your image is the quickest way to gain that
trust.
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