Today, most mortgage companies have grasped the concept of high-impact marketing to increase busi- ness. If they don’t have the right marketing tools, however, a loan originator’s success can be fleeting.
This is not to say that originators should rely solely on the marketing strategies provided by a particular company. It is vital to
first have a strong business plan as well as a personal marketing
strategy. You need to know who you are and be able to brand
and sell yourself. If you can do that, and have the additional support of marketing resources provided by a mortgage company,
you will find success.
That being said, finding the right company with the right marketing support can be a challenge. A small mortgage company
simply may not have the budget to provide quality support to
its originators. On the other hand, some larger, well-established
mortgage companies may have so many marketing tools that
they become overwhelming — possibly even overlooked — and
consequently not utilized to their fullest extent.
By doing your research and interviewing with a variety of
mortgage companies, you can find the right fit. A few key features to look for during your search include: marketing, social
media support, advertising and technology.
This may be the most crucial aspect of mortgage lending. A successful mortgage company should provide strong marketing
support to ensure the success of its originators. End of story.
But, what kind of support should be provided? For starters,
quality marketing materials and resources should be available to
originators for co-branding opportunities, so they can advertise
themselves and the mortgage company using flyers, postcards,
digital-media advertising and print ads.
Next, support staff. Who do you approach to bounce ideas off
of or to ask compliance-related questions? It is key for a company
to have experienced staff as a go-to for all things related to marketing — a staff that works directly with advertising vendors and
can assist in setting up a variety of advertising opportunities for
originators to tap into.
This staff should include creative graphic designers who build
marketing materials that are readily available and can be personalized to each originator’s needs, and a knowledgeable management team that is accessible for questions relating to compliance.
Here is a news flash: It’s the 21st century and social media is
huge. There’s no way of getting around it. If you’re uncomfortable posting your image or catchy phrases to market yourself, get
over it. Social media is the way of the world today.
Tapping into various markets to brand yourself is key to your
success. The largest population of up-and-coming homebuyers
is now the millennial generation and they definitely monopolize
the social media world. If you’re going to tap into the millennial
market, you must be on social media. Most companies realize
this and will typically provide support to help originators get a
website set up.
Some companies take this a step further and provide auto-generated drip-marketing posts that go directly to your page
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Nikki Groff is chief marketing and business development officer for Wallick & Volk Mortgage. She is instrumental in evolving the company by providing company wide leadership,
management and vision. Groff has more than 15 years of experience in the mortgage
industry. Prior to her current position, Groff was a top 1 percent mortgage originator and a
successful branch manager. She also is a nationally recognized speaker on loan production
and mortgage production systems. Reach her at firstname.lastname@example.org.
“ FINDING THE
WITH THE RIGHT
BE A CHALLENGE. “