Marketing can be a powerful tool for mortgageoriginatorslookingtostand out in this increasingly competitive industry. Whether you’re pursuing
new leads, staying connected with past clients or
building bonds with business partners, your personal
brand is critically important.
The best foundation for a brand is one built on
trust, credibility and recognition. Establishing such
a reputation won’t happen overnight, regardless of
your experience.
Still, it can be accomplished, if you are willing to
be methodical and strategic about your approach.
To start, take the time to develop a thoughtful marketing campaign. Define your authentic persona and
identify the unique perspective that you bring to your
clients to determine how you can deliver optimal value.
Focus on your strengths and figure out the best way to
communicate them to your target audience.
Make your personal network your salesforce. Reach
out to family members and friends for referrals and turn
the people you know best into your advocates. Create
personalized postcards, print ads and e-mails to promote
your business to a wider audience. Co-brand flyers with
referral partners that highlight both of your businesses.
Following are some additional suggestions that will
help you expedite the execution of your personal
marketing plan.
Host events
Events offer a personal and intimate opportunity to
build rapport with business partners. An event can be
anything you want it to be. Whether it’s a lunch, a wine
tasting, a spa day or a golf outing, get out there and interact with people. As an originator, you’re always looking for a reason to contact a potential referral partner,
such as a real estate agent. A great way to do that is to
invite them to a fun event.
Host events regularly and give your business partners something to look forward to. If you have an
events team within your company, use that to your
advantage and have them handle the logistical work.
Remember, events are about boosting your business
and developing relationships. Build lasting bonds by
delivering a memorable experience for everyone. Let
your guests know you’ll provide the best experience
for their clients by getting to know them and discussing the latest products and tools that could help their
business in return.
Still, don’t talk too much business. They’ll remember
you if your event does the talking. By hosting an event,
you’re demonstrating how much you care for your
clients and referral partners.
Know your audience
You can’t hit the bullseye on a dart board if you aren’t
aiming for the target. In marketing, it’s crucial to
understand your target audience, if you want to create
an effective and credible marketing plan.
Do your homework. The due diligence will make
it easier to develop a memorable campaign that
resonates with consumers. Make sure the messaging
for every piece you publish is on target.
Consider what type of homebuyer you’re aiming
to work with. A marketing initiative for first-time
homebuyers will be drastically different than one
aimed at luxury clients. Pair loan products with the
needs of your audience. Show what options are
available if they work with you, and convince them
you’ll do a better job fulfilling their needs than
anyone else.
Use social media
Being social isn’t limited to the events you attend.
Social media has emerged as an instrumental marketing
tool across the industry.
Build Your Brand Based on Trust
The first step toward marketing success is to make a plan and follow it
By Stephen Moffat
Stephen Moffat is chief marketing officer of Guaranteed
Rate companies. He oversees marketing strategy with a
focus on building the company’s brand and value proposition among borrowers and channel partners. Moffat leads
a department that is dedicated to supporting and enabling
industry-leading loan officers to operate efficiently and
effectively to build the business. Prior to joining Guaranteed
Rate, Moffat led national sales and marketing teams at
Google and PepsiCo. Reach him at press@rate.com.
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