Whatever you do, have a plan. Know
what you can offer, target your specific audience and don’t show up empty
Follow up more than once
Congratulations. At this point, you should
have made some introductions with
potential business partners. Make sure to
collect business cards at every meeting.
When you get back to your office, put the
new contact info into your customer re-
lationship management (CRM) software
and work with your company’s market-
ing department to set up follow-up cam-
paigns for each connection.
A good follow-up campaign uses
a combination of communication
methods, like e-mails, text messages,
Many originators neglect the power of
personalized prospecting and rely sole-
ly on automated electronic communi-
cations. Don’t make this mistake. Reach
out directly with personal communica-
tions, like phone calls, several times a
year. Hand-written notes are great be-
cause so few people send them, which
makes it easy to stand out.
One rule of thumb here is “don’t give
up.” Successful originators follow up
consistently, regardless of how long
it has been since the initial meeting
— even if that means years. You don’t
need to call every day or week, but
maintain personal contact through a
note or phone call a few times a year
until that person becomes a regular business source. Use your CRM or
electronic calendar to set reminders at
regular intervals to reach out and build
Watch for new opportunities
One final piece of advice: Part of successfully marketing yourself is thinking
outside the box. Stay on the lookout
for additional opportunities. When you
find them, think of ways to leverage
them even further.
Take sponsorships, for example.
Many loan originators have great success sponsoring local events and industry meetings, but they often don’t
realize how much more they can obtain
by simply asking for extra branding and
face time. Once you secure the event,
take it a step further and leverage the
investment to earn media attention. Do
a social media push as well.
Cultivating business relationships
builds careers, but marketing yourself
to potential prospects is a full-time job
that requires commitment and consistency. This can be a huge balancing act
when you’re already busy originating
loans, meeting with clients and prospects, and managing your pipeline.
Do yourself a favor. Engage your
company’s or your lender’s marketing
department. These experienced professionals are there to help you succeed.
Just as you are an expert at originating
and closing loans, marketing professionals are experts at helping you get
your foot in the door. With this marketing help, you can establish the consistency it takes to build your business with
far less effort on your part. n
<< Convert continued from Page 52 “Cultivating business relationships builds careers,
but marketing yourself to potential prospects
is a full-time job.”
Outgrowing your current company? Not getting the support you need? If your platform
has let you down, or if you’re ready to take your branch to the next level, let’s talk.
CrossCountry Mortgage, Inc. is aggressively expanding — adding driven, knowledgeable
branches across our nationwide footprint. Discover why high-producing branch
managers and loan originators are making the move to CrossCountry Mortgage, Inc.
RETAIL BRANCHING OPPORTUNITIES
WHY JOIN CROSSCOUNTRY MORTGAGE, INC.?
■ Dedicated branch support team
■ Customized onboarding/transition plan
■ Licensed in all 50 states
■ Traditional and niche lending programs
■ In-house underwriting
■ FNMA/FHLMC/GNMA agency approvals
■ Conditional loan approval on TBD properties
■ 21-day close platform
■ National brand and marketing platform
■ Marketing Services Agreement support
■ Real-time accounting and reporting
■ Corporate training and HR support
■ Integrated technology platforms
■ Competitive compensation and benefits
volume ■ profit ■ service ■ guidance ■ support ■ stability ■ opportunity
CrossCountry Mortgage, Inc. ■ 6850 Miller Road, Brecksville, OH 44141
NMLS3029 ( www.nmlsconsumeraccess.org). ■ For licensed mortgage professionals only.