by Nathan Rufty
View these articles and more at
“Break Out of Your Comfort Zone,”
“To Stay on Top, Stay in Touch,”
“These Niche Loans Can Bolster Your Business,”
“Put Your Sig Line to Work,”
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 two streams that can dry up without warning. For more
information, visit mortgagemarketingpros.com. Reach Rufty
at (909) 731-1218.
Run to Daylight in a
Competitive Mortgage Industry
Originators, like sports stars, need discipline and skill to reach their goals
By Nathan Rufty
Professional athletes must stick to a disci- plined training regimen and develop skills to advance in the major leagues. Do you think anything is different in the mortgage
Originators are the players on the field for their
company, promoting its products and delivering its
message. They must maintain a professional mindset
in everything they do, from how they talk to clients to
how they dress on the job. In this sense, the mortgage
industry is like a sport — only the best mortgage professionals make the top 1 percent, 5 percent or 10 percent of producing originators.
The top-producing professionals take their careers
seriously by learning new products, new ways to present that product (not selling), how they carry themselves (not going to the office in a tank top and shorts)
and how to explain what to expect to first-time homebuyers who are nervous and stressed-out.
There is no offseason for top sport athletes. They
continue to train all year long. Likewise, originators are
always open for business and must continue to train
and develop their skills on a daily basis. Taking down
time will land you on a new team, if you find one that
will hire you.
Drive for success
You must wake up with a purpose in mind to learn a
loan program that will benefit your borrowers, develop
a new lead that will drive more borrowers your way
and meet with people who will advance your career to
the major leagues.
Surround yourself with other professionals who
have the drive to continue to improve themselves
daily. Standing around low-producing originators will
only drag you down to their level. Minor league loan
officers complain about their company’s rates, processing, underwriting, fees and more. The list goes on
and on. Top producers typically have tenure with their
current company, they like their team, the products,
process and underwriting flow.
Want to become a top producer or add one to two
more closed loans to your monthly numbers? Think
and act like a top athlete. Go into the office and block
some time for learning a new product, to understand
how to originate a better loan, or to develop a new
skill set that will help you earn more leads.
Training an hour a day on a new or existing skill will
make you a better loan originator. You’re in the office
anyway, why don’t you learn a new loan product like
the Freddie Mac HomeOneSM home loan program,
which allows for a 3 percent downpayment for first-time homebuyers. Be the first on the field with the
HomeOneSM program in your local market.
Sign up for newsletters from Fannie Mae or Freddie
Mac or the U.S. departments of Housing and Urban
Development, Agriculture or Veterans Affairs. That way,
every time those organizations update a program or
come out with a new one, you’ll be alerted.
Keep a folder on your desk so you can refer to a program that you need to continue training on, like the
Federal Housing Administration’s 203K rehab loan,
which allows homebuyers to finance up to $35,000 to
repair or improve a home. Become the professional
expert on FHA 203K loans in your market. That way
local real estate agents, small builders, home remodelers, contractors, buyers and homeowners will know
where to turn for answers.
Develop new ways to present a product like the U.S.
Department of Agriculture’s Rural Development home
loan program. Maybe you can help a real estate agent
realize that the loan can extend to one of their current
listings or inform a buyer that they can purchase a
home with no money down.
Look the part
As of late, it seems more and more transactions are
completed online, over the phone or by e-mail. Still,
originators do meet face to face with borrowers, especially if they focus their efforts close to the office. Dress
for success in case your borrower stops by unexpectedly to drop something off. The last thing you want to
happen is to meet them in the lobby of the office in
shorts and flip flops.
There is no second chance to deliver that first impression. They just might think you do not take your
Look at the top producers in your office or local
market. More than likely, they dress every day for success and purpose. That is a mindset. You dress the
way you work. Originators are dealing with one of the
biggest — if not the biggest — financial decisions in
their client’s lifetime. They want a professional to assist
them and treat them as a valued client.
There is no offseason in this industry. Train and
develop new skills that will have other companies
fighting to have you on their team. Recruiters notice
professional originators in a particular market and try
to entice them to join their team. That is a good feeling, knowing you are in high demand.
n n n
The mortgage industry offers a great career for
those looking to put in the work. There is the potential to fail or succeed, but it’s all up to you. The more
an originator devotes to their development, the
better chance they will have at a long career with
a sustainable income.
Surround yourself with other top professionals
who have the same goals as you do. Learn from them,
maybe even ask to them to mentor you to jump start
your career. Stop thinking and acting like you’re in the
minor leagues. Work where the professionals are, in
the majors. n
When sending any e-mail, it is important to think of it as marketing material and not just
a form of quick communication. Every e-mail you send to someone is an opportunity
to market your services to them, so don’t waste it by using just a standard signature
line with your name, address, company name, contact numbers and NMLS number.
Instead, kick your e-mails into overdrive by hyperlinking each of those elements to your
professional website, company website or any other URL you would like recipients to
visit. These links could include your blog, social media pages, a YouTube video you
have produced, or any other online marketing piece you want to promote.
Get full marketing potential out of
your e-mail with one simple trick
By Nathan Rufty
Mortgage coach and trainer
Mortgage Marketing Pros
Photo illustration by
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