Think about any time you’ve worked with a service professional – would you rather work with an expert or someone whose experience you’re not sure of? It’s an obvious choice. Most of us want to work with experts, especially when it comes to important decisions. We want someone with the experience and knowledge necessary to help us get the best service possible. This is especially true when it comes to loan officers. Borrowers are making a major financial decision, and they want to be sure they’re working with someone they can trust. This is why it’s so important for loan officers to position themselves as an expert. Here are a few key things to consider:
Do You Act as a Resource?
As an experienced loan officer, you have a great deal of valuable information to share. So much of our work and industry knowledge starts to feel second nature to us, and we might forget that the ins and outs of the mortgage industry aren’t as clear to everyone else. When you think of yourself as a resource, you affirm that expertise that you have. Whether it’s with your current clients, breaking down concepts and answering questions, or in a blog where you share tips and clarify common misconceptions, being a resource confirms to your audience that you’re an expert in the field.
Do You Use Social Media to Amplify Your Reach?
Of course, it’s important that your current clients feel that you’re an expert, but it’s also an important part of your marketing and branding work that helps you attract new clients. How can you spread the word about your expertise? How can you demonstrate to future borrowers that you’re someone they want to work with? Regularly sharing content that shows your knowledge and ability to communicate that knowledge is a powerful strategy. Whether someone sees a specific post and navigates to your website, or finds your website in a Google search and sees countless useful blog articles when they navigate to your site, this content is helping these potential clients start to build a level of trust with you.
Do You Have a Niche?
Is there a group or demographic that you excel in working with? Are you particularly familiar with mortgage options for first-time buyers or for military vets, for example? It doesn’t mean that you only work with these clients, but if there are certain groups you specialize in, it’s worth highlighting this in the content that you share. When borrowers find someone who is skilled in their particular area of need, they’re much more likely to want to work with that person.
Is There Evidence to Confirm It?
Finally, you want potential clients to see that your expertise is backed by evidence. If they haven’t met you yet and have only read a few blog posts, how can they verify that the representation they’re seeing on your website is accurate? This is why reviews and testimonials are so important. The more you can get your satisfied past clients to leave reviews, the better. These help to affirm the expertise portrayed in your brand.
Is demonstrating your expertise a part of your marketing strategy? In which ways do you communicate your expertise to potential clients? If you’d like to talk more about how loan officers can set themselves apart and position themselves as experts in their field, don’t hesitate to reach out and we can set up a time to talk.
VP – Retail Market Leader