Of the many ingredients required for a successful mortgage business, authenticity might just be the most important. But what does authenticity really mean for loan officers? For my own business, it means a commitment to forming real connections with my clients. It means being honest, clear, sympathetic, and engaged. It means getting to know clients and letting them get to know me, so I can deliver the best service possible.
It starts with authentic branding
Creating a cohesive brand to represent your mortgage business isn’t easy; it takes real time, attention, and dedication, and it’s critical to the success of your business. Branding should start with being honest with yourself. Your brand should speak to your true business values, personal experiences, and ethics. While it’s helpful to look to successful brands for inspiration, you don’t want to just mirror them. Loan officers with an authentic brand are more likely to stand out to prospects. Does your profile photo give a sense of who you are? Do you post content that’s authentic to your values? Successful brands are rooted in authenticity. After all, if your services don’t live up to your brand, that brand won’t last very long.
Create and share engaging content
Content marketing is one of the most powerful marketing strategies loan officers can use to spread their reach. A simple article shared on social media can be seen by thousands, so, just like your brand, your content needs to be rooted in authenticity. Your blog posts and videos should speak to your brand. They should give people a sense of who you are, what kind of work you do, and what sets you apart. Your content is a chance for your personality to come through. Whether it’s your sense of humor, commitment to educating clients, professionalism, or any other qualities that you feel define you, these should come across in your content. That way, prospects will feel they are getting to know you before they even make contact.
It’s the basis for making connections
Being authentic in your brand and online interactions is crucial for loan officers to succeed, and it’s just as important to have authentic in-person interactions. Showing genuine interest in and consideration for others is the foundation for successful connections. Most people can quickly pick up on your authenticity or lack thereof. Relationships with clients, partners, and colleagues will be most beneficial when you’re genuine. Practice active listening, let your personality come through, and put yourself in the other person’s shoes to support authentic interactions.
Authenticity fuels motivation
It’s not all about connecting with others. Authenticity helps loan officers to better understand themselves as well. Having an honest understanding of yourself can help you create healthy expectations and goals. Authenticity and self-awareness help loan officers stay motivated to face their daily challenges. When you take the time to get in-tune with yourself, you’ll be able to leverage your strengths and seek improvement in weaker areas. Rather than pretending you can do it all on your own, being authentic means knowing when to ask for help.
They say honesty is the best policy, and this is certainly true for loan officers. LOs who are honest with themselves and others are more likely to build a strong business. When you know who you are and what’s important to you, those things can shine through in all aspects of your business — from your branding and marketing to your in-person interactions. Prospects don’t want another phony ad or empty promise from a massive corporation; they want real connection with a real human.