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Loan Officers: How Effective is Your Marketing?

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I know that almost every loan officer spends time on their marketing, but that time may not amount to much if you don’t know where to focus your efforts. Once you know how to spend your marketing time, you’re going to see better results, and those results will continue to improve with time. Your marketing offers the best opportunity to build an audience that’s receptive to your message and build real relationships with that same audience. This week, I came up with some questions that loan officers can ask themselves to determine if their marketing is effective:

Is Your Brand Recognizable and Memorable?

Your brand should be easily recognizable, deliver a clear message, and be uniform wherever you show up online. It should also be memorable. You should be communicating the most important things that people should know about you, and you should be communicating that as clearly and concisely as possible. It’s also important to choose strong visuals (graphics, colors, font), if you want people to remember you. You brand is often the first thing that your prospects encounter; and if you present yourself well, you have the ability to begin earning trust before you’ve ever had an in-person meeting. More on why branding is so important for loan officers, here.

Do You Schedule Time for Marketing?

One of the truest things I know, is that marketing only works when we put in consistent effort. If you wait for an opening in your schedule to fit it in, then there will be some weeks (or many) that it doesn’t get done. That’s why it’s important to schedule time for marketing. Start slowly with one or two hour-long blocks in your schedule dedicated solely for marketing. That will give you time to do things like add new connections, develop content to share, and reply to comments. Adding more time will be easy when you begin to see positive results. The important thing is to remain consistent, and setting aside time for marketing will ensure you stay on target.

What Kind of Value Are You Providing?

The most successful marketing messages that loan officers can deliver have nothing to do with sales at all. Hold back on the pitching, and focus on sharing things that your prospects, clients, and referral partners will actually find valuable. Educate, let people get to know you, and offer your assistance. When our marketing is centered around providing value, it always has greater impact. More people will want to know you, and more people will want to work with you. Share what you’ve learned by writing original content and posting it to your online networks. When you share your knowledge with your audience, you show them that helping is a top priority for you.

Of course, the primary goal of your marketing endeavors is to drive in new business; but it can’t be all about that. It also shouldn’t look like that’s your motivation. Focus on new connections and turning those connections into actual relationships. That, along with only sharing things of value, will get you more of the results you’re looking for — and then you’ll have no doubt that your marketing is indeed effective.

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. I’d love to share with you all of the things that make American Pacific Mortgage the best company to align yourself with.

Don Riggs
P: 303-249-8274


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