With so many loan programs offered to borrowers today, one mort- gage company cannot offer all of them. Most companies specialize
in the programs they are good at closing. Originators
must learn those programs so they can close loans
quickly and smoothly on their purchase or refinance
Pick a program that you enjoy presenting to borrowers from the programs your company offers. Read
the guidelines regarding that niche and make sure you
know your company’s overlays, if any. This forces you
to learn the ins and outs of the program, which makes
sure that you know you can close the loan quickly and
efficiently each time.
Then, when you are presenting the program to a
borrower or a referral partner, you will be confident
in your knowledge of that niche program. This confidence will show your borrowers and partners that you
are an expert on the program, making the connection
and sales presentation that much stronger. Before
long, word will spread that you are the go-to loan
originator who specializes in that particular niche-loan
There are plenty of programs you can choose, including U.S. Department of Agriculture (USDA) loans, Veterans Affairs loans, renovation lending, downpayment-assistance programs or low-downpayment loans. You
also could focus on borrower types, such as first-time
homebuyers; professionals such as teachers, police
officers or public employees; or retirees. Don’t try to be
the catch-all originator who offers every program, or you
risk becoming the “Jack of all trades and master of none.”
In addition to making sure that you are proficient with
your chosen loan program and your company’s guidelines and overlays, make sure you educate yourself
on the benefits and issues associated with that niche.
This will help you sell the loan to clients and prepare
you for any obstacles during processing.
Call an underwriter who works on those loans and
ask about pitfalls to watch for so your applications
have the best chance for a loan approval. You want
to avoid receiving a laundry list of conditions to meet
after the loan gets to underwriting.
Once you have a handle and understanding of the
program, begin to promote your services in that niche.
Promote that niche via an e-mail blast. Give presenta-
tions to Realtors at lunch-and-learn sessions or broker
meetings. Blog about the program online or create a
video with key search terms. Prepare posts related to
the niche for social media sites such as Facebook, your
Google Business page, Instagram, Twitter, LinkedIn or
anywhere else you can.
In addition, find little ways to remind people you
communicate with that you are the expert in that
niche. Print a message about the program on the back
of your business card. When someone leaves a mes-
sage on your phone, make sure your greeting men-
tions the program. Say something like, “Don’t forget to
ask me about our [niche] program.”
You can even add a sentence to your e-mail sig-line
that touts a benefit of the program. This message can
be as specific as: “NEW purchase program with no
monthly mortgage insurance and a 5 percent down-
payment. Click HERE to learn more.” The hyperlink can
take potential borrowers to your video or blog.
Make these changes and send out these messages
online for at least 90 days. This will get the word out that
you are a specialist in this lending space and give you
enough time to start to see your efforts pay off. Best of
all, these promotions are free. You can spend money to
push your online messages out to a broader audience,
but with all the free avenues to drive traffic, you may not
even need to take advantage of that option.
To help drive traffic to your website, link your blog,
video and social media posts back to your product
page. With all the traffic you will be driving to your
website from those links, you should be able to secure
a first-page ranking on Google. Make sure to place your
videos on You Tube, social media sites and within your
blog. This will add more authority to that niche, which
in turn will produce higher ranks in search results.
Key search terms for your blog and video should
concentrate on who, what, where, how to, why and
when. These are the words people use to search today, and search engines know this. Also, be sure to
include your location. Here are some sample phrases:
Nathan Rufty is a mortgage coach and trainer with Mortgage
Marketing Pros, a company that works with loan officers to
develop marketing plans that increase leads and closed loans.
Mortgage Marketing Pros was created by a producing loan
officer and a master marketer to teach mortgage professionals
how to create their own businesses without relying so much
on one or t wo streams that can dry up without warning.
For more information, visit mortgagemarketingpros.com.
Reach Rufty at (909) 731-1218.
Corner the Niche Market
Specializing can help you target specific groups of borrowers
By Nathan Rufty
by Nathan Rufty
View these articles and more at
Continued on Page 74 >>
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