This is a competitive industry; you’re likely competing with dozens, if not hundreds of local LOs, and borrowers know they have many choices. The only way to build a sustainable, growing business, is to find a way to stand out from all that competition and position yourself as the go-to loan officer in your market. I’ve been at this a long time, and this week I wanted to share some proven methods for standing out. Here’s what you’ll need:
A Clear, Uniform Brand
Prospects often encounter your brand before you have the option of a face-to-face in-person meeting. This could happen online through your website, social-media pages, your blog, etc.; or it could be offline through printed materials or word of mouth. So, to make a strong first impression, you need the same clear, uniform message everywhere your name appears. Your logo, headshot, colors, verbiage — it should be the same in every instance. Your ability to communicate through your brand has some limitations, so you’ll want to settle on a few key attributes to broadcast to prospects. Think about how you’d like to be known, and then craft your message around that.
A Professional (Current) Online Presence
Everybody does online research now before making big decisions, and borrowers are no different. When someone finds you online, what they find will most likely determine the action they take next. If your online presence is spare, they’re probably going to move along to someone who provides more information. Having a website and social-media pages isn’t enough — they need to be current and active. An up-to-date online presence shows that you’re engaged, and that you care enough to be present.
Provide Useful Information
This goes hand in hand with your online presence. How do you keep your sites and pages active online? You provide useful information. Prospects want a loan officer they can trust to guide them through a complex situation. When you provide useful information to your audience, you show that you’re attuned to their needs. It could be a blog that answers common questions, or maybe you regularly share tips and advice on your Facebook business page. However you choose to proceed, covering topics that are of interest to your audience, and sharing your insights and expertise is a great way to set yourself apart from your competitors and get noticed.
Finally, you can state whatever you want online, but some people aren’t going to believe it without some evidence to back it up. This is why reviews are so important — I wrote an article a couple months back about why LOs should be getting online reviews, here. When a prospect googles your name and finds multiple recent reviews, they’ll get a better idea of what it would be like to work with you. The best part? It’s not you telling them. Reach out to past clients, and make it part of your closing, going forward. Even posting a photo of you and your borrowers at closing can be a great way to demonstrate to potential clients that you’re capable of getting them the results they need.
Good luck and let me know how any of these tips may have helped you!
If you’re a loan officer, sales manager, or branch manager considering new opportunities, don’t hesitate to get in touch.