As a loan officer striving to grow your business, you need a steady stream of new clients to keep your pipeline full. Even if your business is currently booming, you have to continue working to attract future clients. This is the foundation to long-lasting success in the industry. So, you know what you need to do, but how do you do it effectively? Here are a few key strategies to keep in mind:
Strengthen Your Brand
I’ve written before on the importance of a strong brand for LOs, here. But to quickly summarize — your brand speaks for you. There are countless borrowers in your market looking for a loan officer at any given time, and because many consumers do their initial research online, these potential clients may encounter your brand before they have any contact with you personally. This means that it’s crucial for originators to have a strong brand that represents them accurately. Your brand should highlight all of the important things you want prospects to know about you and your business. Since many borrowers will speak to a few mortgage professionals before deciding who they want to represent them, your brand needs to make a substantial impression. When you have a powerful brand, people remember it, and it allows you to stand out above your competition.
Share Useful Content
These days, we’re so assaulted with advertisements that most of us just tune them out. We can’t afford to let our marketing get lost in all that noise. If we want to get real traction and stand out from all the digital clutter, we need to share something useful — something that prospects will actually want to read. Instead of sales-y, self-promotional advertisements, share informative articles, infographics, and videos with your followers. This is how we can stay in front of them consistently in a way that reflects well on us. Then, when they see your name, they’ll associate you with the helpful information you’ve shared and your commitment to providing educational content. The best way to position yourself as an expert in the industry, is to create your own content. When prospects see how much you have to offer, they’ll see you as the best choice to represent them.
Take Advantage of Technology
Many of today’s borrowers, and particularly the millennial generation, are tech-savvy and they prioritize convenience and efficiency. We need to keep current is we want to appeal to these prospects. There are many ways that mortgage professionals can take advantage of technology to strengthen their connections with clients and prospects. For instance, video marketing is a terrific way to reach your audience. Not everyone will find the time to read an article, but a short video is almost always accessible.
Always Get Feedback and Reviews
If you really want to find out how you’re doing, getting feedback and reviews from the people who have experienced working with you is an invaluable tool. Sending a post-closing survey or providing a link to your clients where they can leave a review is simple and efficient. When prospects see a list of positive experiences shared by satisfied clients, they’ll be more apt to connect with you and have more confidence in your expertise. Client reviews also work to give your brand greater authenticity. And without them, prospects may wonder just how just truthful and accurate your claims are.
These are just a few of the proven methods to get more clients. Experiment and find out what works best for you to keep your pipeline flowing with new business. When we give all of our attention to current clients, it’s easy to lose sight of the big picture. But when you incorporate strategies like these into your day-to-day, you’ll be building the foundation for an ever-expanding business.
If you’d like to talk more about getting more clients, or if I can be of assistance in some other way, don’t hesitate to reach out. I’m always happy to block off some time to connect.
Also, if you’re considering a move, we have some terrific opportunities for loan officers, sales managers, and branch managers that I’d love to discuss with you.
VP – Retail Market Leader