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nothing worse than an outdated,
tight, or baggy suit. Like it or not, people judge you from the second you
step in the door. Of course, if you’re
meeting with a client who surfs,
perhaps showing up in board shorts is
the way to go.
Being part of a Realtor’s office can be a
real game changer for your business.
Top originators, however, never forget that the key to marketing themselves — whether in print, online, at
seminars or in person — is consistency.
Giving a flyer to a Realtor once won’t
do much. In fact, that’s likely a waste of
money. You must commit to presenting a consistent series of flyers.
When business is good, set aside
money to continue doing marketing
when business is bad. It’s particularly
important to market yourself when
business is slow because that’s when
others are pulling back. It must be a
consistent and concerted effort day in
and day out. This concerted marketing
effort is key to ensuring a steady stream
of incoming referrals.
Consistent marketing also creates
exposure that shows current and prospective Realtors that you’re in the
business for the long term. The last
originator a Realtor wants to work with
is someone who is not committed to
If you’re not the best self-promoter/
marketer, you should take action immediately because this is critical for
generating new business from Realtors. If you don’t have the budget to
hire a marketing consultant, get a
business-savvy friend to help you put
together a plan to promote and market
yourself, attend a webinar or seminar
about marketing or read a book, like
“Guerilla Marketing,” to get some ideas
A college student studying marketing also might be able to provide some
good advice at a good price. Young
people are probably the best resource
for social media know-how. Perhaps
you can even be some marketing student’s school project. Many schools
allow professionals to post jobs on their
online job boards.
Do whatever it takes to get the job
done. If you’re not promoting yourself,
by default, you’re demoting yourself. n
When meeting with Realtors, never
come empty handed. You don’t want
them to think you’re only there because
you want their business. Bring something of value that can be discussed
over lunch — an article, resource, book,
website, lead source, etc. — something
they can benefit from. Then show them
your typical client presentation.
In addition, take a good look around
their office while you are there. Some
Realtors may have the perfect office or
cubicle you can rent. It can be tough
to break in, but once you do — and
you prove you are better than their
in-house, big-bank lender — Realtors
won’t be able to get enough of you.
Of course, this works the opposite
way as well. One screw-up gets around
the office fast, which is, of course, why
you should not rent desk space until
you are 100 percent ready to roll. And,
of course, when doing Realtor business,
only use account executives who you
know are reliable to get the deal closed.
If you will be in the office, show
Realtors and potential clients that
you’re a professional by dressing the
part in a properly fitted suit. There’s
<< Relationships continued from Page 90 “The last originator a Realtor wants to
work with is someone who is not committed
to their business.”