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.
Mortgage Originators Need to
Think Like Business Owners
Too many people in this industry see themselves as employees when they’re not
By Nathan Rufty
business and theirs. Reach out to people on this list to
let them know what you do, and let them know that
you are looking to make connections to anyone in
their sphere of influence, such as their family, friends,
co-workers and neighbors. You don’t know how many
of these people are looking for home loans or consid-
ering refinancing a home.
Seek out local organizations that you can join
that would benefit your career. Organizations can
include Business Network International (BNI), Toastmasters International, any chamber of commerce or
Rotary group, or any real estate professional groups.
Meetup.com is a service that allows people with
similar interests to connect online and in person.
Do your research to see which organizations best
fit your personality and which ones you can have the
biggest impact on. This isn’t a one-way street. Many of
the professionals in these groups also need referrals,
so be prepared to contribute at each meeting.
Cultivate an online presence
Most originators want to establish an online presence.
That is where marketing seems to be headed. But this
is a constantly moving and evolving space.
Originators should be wary of overwhelming themselves. Start off by selecting one platform at a time to
launch your social media efforts. Good places to begin
are Facebook, Twitter, LinkedIn, Google My Business or
One of the most effective strategies that you can
undertake is to create a website. With a website you
are able to host a blog, post videos and other content.
You are a licensed mortgage originator who generates your own loans. You are not receiving a 9-to- 5 paycheck. You need to produce or you’re not getting paid.
Your company did not give you your license to conduct business within your state. You studied, took the
test and paid the fees to obtain your license in order
to quote rates, programs and have the ability to sign
This is why you need to treat yourself as a business
within a business. You chose this field. No one is going
to drop loans in your lap. You must build your business
to sustain a long and prosperous mortgage career.
You are the business, and your company where you
hang your license is the facilitator of your business.
Your company has the line you need to fund your purchase and refinance loans. Your company has developed a business plan to remain in business, and you
must have the same strategy and thought process.
Expand your sphere
If you are waiting for business, you will be waiting a
very long time. You need to build your business and
develop systems that will generate leads and turn
those into closed loans. Establish the strategies that
will get your phone to ring and your e-mail inbox filled
with prospects looking for your products and services.
Successful businesses have and will continue to
develop revenue streams to ensure their longevity and
sustainability. For a mortgage originator, that could
be sending out direct-mail flyers, creating an internet
presence and building a client-retention plan, such as a
discount for returning clients. Areas where an originator can generate leads include affiliate partners, your
sphere of influence and local business organizations.
Affiliate partners can be real estate agents; divorce
attorneys; tax preparers; CPAs; insurance brokers;
escrow officers; furniture (indoor and outdoor) sales
associates; laborers, such as electricians, plumbers,
roofers and even people who work for pool companies; and landscape-design businesses. These partners
can land you leads when they hear of someone who
needs a home loan.
Explore how you and your partners can benefit
from each other’s services. Also, listen to your borrowers. Why are they seeking to refinance? Is it to redo
the roof, or to build an addition onto their home? Or
maybe they’re putting in a pool? If so, refer them to
one of your vetted affiliate partners to obtain a quote.
You have a bigger sphere of influence than you
think. Write down the name of everyone you know.
You may be surprised at how big your list is. Next to
their name write down the business they are in (if
you know it) to draw connections that benefit your
dominate your local mortgage market and create an
audience for your loan products.
Direct mail is an effective marketing tool. Can you
remember a time within the last month that you
checked your mailbox and did not have any mail?
Direct mail has a better return on investment than
print media. With direct mail you can target renters
when their lease is about to expire or existing homeowners who have an adjustable-rate mortgage that’s
coming up, or who have a good amount of equity
in their property and might be looking for a second
Originators also need to use their databases to reach
out to past clients. Finding new prospects this way is
a must. These borrowers should be in your customer-relationship management (CRM) system and/or Excel
Reach out to them on the anniversary of their
escrow-close date, birthday, wedding anniversary
and/or some important moment in their career. Once
these dates come up, reach out to your borrower with
a card, e-mail, text or a phone call. Do not overlook
these touch points; this attention to detail will secure
a referral and bolster your business plan.
n n n
You are a business within a business. And business is constantly changing. If one development plan does not
work, shift to a new one that will have a different result.
The first quarter is coming to an end. It’s time to
assess your business-development plan for the remainder of the year. Evaluate how your business has been
doing in the last three months, and adjust your efforts
on what is working and discontinue those efforts
that are not. n
“You have a bigger
sphere of influence
than you think.
Write down every-
one you know. You
may be surprised
by how big your