It is important for mortgage originators to build a personal identity and relate to their customers. Personal branding is a great tool for building busi- ness and furthering a career. It allows potential
customers to recognize the originator when they are
ready to become borrowers.
In addition, marketing a personal brand can bring in
more recommendations and referrals as an originator’s
local recognition increases. Understanding the advantages of a personal brand helps originators develop
their careers and stay a step ahead of the competition.
Company branding concerns
Many originators tend to rely on their mortgage company to brand and market for them. This makes it easier for them to focus on processing loans and replying
to the demands of borrowers who need guidance. Relying solely on the company marketing arm, however,
presents issues that can limit an originator’s long-term
By only using the marketing and branding provided
by the company, originators will get limited recognition outside their company, won’t be able to develop
and highlight their personal expertise, get fewer opportunities to expand their recognition as an originator, and could end up getting stuck on the ladder —
instead of opening up potential career opportunities.
It is important to begin finding a personal voice and
identity as an originator. This gives originators the capacity of breaking through the limitations of working
for one company while strengthening their options
Even though working for a company can provide job
stability, it also can limit employees when they fall under
the company brand umbrella. If something happens to
the company, unbranded originators often have to start
their search over again while proving their expertise to
new superiors and, potentially, new markets. For many
originators, this limits their capacity to develop.
Ambitious originators who want to expand their
careers can suffer if they rely solely on company marketing, even if their companies are stable. Options for
developing a career by working with different types
of clients, creating personal niches or focusing on new
opportunities are limited for originators who aren’t
recognized names in the industry.
Personal branding benefits
With personal branding, originators can effectively
promote their own personal expertise, both to potential new clients and to peers across the mortgage
industry. The benefits of personal branding are numerous. Here are, perhaps, the top five:
1. Get recognized by clients. Borrowers and referral
sources all look for originators they can trust. Finding
someone with expertise who can provide the best offers and service is essential, especially when it comes
to monetary needs. A personal touch here can increase
referrals and client loyalty.
2. Stand apart from the crowd. Every originator has
an area of expertise. Branding this difference can help
originators get noticed and drive borrowers in that target market to contact them.
3. Open new career doorways. By only relying on
company marketing and branding, originators can
limit their development to just within that company.
To effectively develop their careers, originators need a
known personal name that can carry them to the next
level of success.
4. Boost industry position. Whether motivated by
financial gain or a desire for recognition within the
industry, a personal brand can help originators develop
to the next level. By positioning themselves as experts
within the industry, they can find greater returns on
5. Develop more opportunities. From clients to
referrals to career choices, the path to increased
opportunities for success goes through an originator’s
personal identity. While a company may provide a
stable job, the next level can’t be reached without
developing a personal brand.
Branding for success
Even though there are many benefits to personal
branding, many mortgage originators still rely on their
company brand. Some may think that traditional marketing methods won’t work in the mortgage industry.
Others may worry that the time needed to build a
brand will impact their ability to work with clients. Many
originators, however, are simply not aware of the easy
steps they can take to get out of the box and begin
building their personal brand.
The first step is to define your expertise. You want to
define what sets you apart from other lending officers.
The programs you offer, individuals you are interested
in helping and the support you provide should all be
listed. Determine what you are passionate about first,
and use this as your central message to draw potential
clients to you.
Next, you need to place value in your name. When
building a personal brand, you will want to create
everything around your name. To compliment this,
build pages on popular social networks with your
name, set up social profiles with your name and relate
all of these back to the lending expertise you offer.
Third, don’t be afraid to get personal. You will want
to use a central photo that is warm and welcoming to
your community. A professional photo that develops
a first impression for others can help you to begin
building your brand. You will want to use this for every
online profile to create a consistent look that potential
clients can relate to.
Finally, start sharing. Let others in the community
know who you are and what you are doing. Using
social media, blogs and a website you can quickly
build recognition with those who are interested in
the loan programs you offer. Providing expert advice
and building personal relationships through your
platform will begin to create the brand recognition
n n n
Building a personal identity as a loan originator allows
you to exceed your current status. Working in today’s
professional climate requires ambition, a competitive
edge and expertise. You can set yourself apart from
others in your industry by building a personal brand.
With simple steps and communication, you can open
up new opportunities and develop your career. n
Jeffrey Nelson is creator of agentmagnet.com, a member
site that teaches loan officers his simple methodology for
marketing: “Position, Promote, Partner.” In addition, Nelson
created raingiant.com, which offers unique lead-generation
services so loan officers can leapfrog real estate agents.
Reach Nelson at email@example.com.
Get Into the Headlines
Personal branding helps the community learn who you are
By Jeffrey Nelson
“It is important
to begin finding
a personal voice
and identity as