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What Do Others Say?
It's been long known that people will believe what others say about you before believing what you have to say about yourself. Social proof is your best source for convincing prospects why they should choose you. But are you taking time to learn what agents and borrowers alike have to say about you?
Believe me, I know it can be a scary proposition. Soliciting feedback, feedback that you can hopefully use in your promotional material, can be worrisome to collect. On the other hand, if you deliver superior service than you have nothing to fear and it's simply a matter of taking the time to do it.
Furthermore, client feedback helps you understand your strengths unbeknownst to you. Maybe you work with an agent that perceives you as being the one who gets tough deals closed when no else can. If that were true, how could you get that agent to advocate to others about your expertise?
What is Unique About You?
Unless you are established and don't need to cultivate new relationships, how are you differentiating your service. It's the single biggest aspect of your business that deserves the most attention. The more you can differ, the more you become noticed.
And it's got to be more than offering different loan products or closing loans faster. As agents get bombarded with the same messages the more they ignore your marketing. And using cookie-cutter marketing solutions isn't the answer. Agents demand attention that's unique to their business. So take time and investigate, ask questions, and uncover hidden opportunities that other loan officers are ignoring.
Hidden opportunties are discovered from learning about an agent's business and determining what you can do to make a difference. One agent might be struggling to produce traffic at their open houses, which they depend for qualified leads. Another agent might not be staying in touch with their satisfied clients, which limits their potential for referrals and word-of-mouth advertising. Yet you might hold the key to unlocking their potential and gaining precious loyalty that becomes the envy of others.
Spending time conversing with agents and learning their business is how you discover hidden opportunities. It's about being interested, not being interesting. For instance, how are you helping your top agent to make their next sale, even if it means rendering unselfish service that doesn't result in financial renumeration? Sometimes you have to give before you can receive.
Are You Visible?
If you're not visible, you're invisible. It's great if you're the type to spend lots of time visiting agents, but how are you promoting your service when you're not there? It's the greatest deficiency most loan officers experience in business - the lack of marketing materials.
Here's the secret to accomplishing all three of these questions at once - talk to your clients, both agents and borrowers. They are a treasure-trove of marketing material.
First, you're gleaning valuable insight about the quality of your service. Secondly, it's a telling experience of what makes you unique and finally, it's your best advertising. It really is that simple.
Just by speaking with clients about their positive experiences in dealing with you, there is a constant flow of fresh content to broadcast. Content that is convincing, stripped of hyperbole and promises, and builds a perception of your expertise.
There you have, in 600 words, three powerful steps to outdistancing your competition, acquiring more business, and in the long-term, giving yourself financial stability. But will you choose to ignore it or take action? Production is declining, competitors are falling, and real estate agents are in need of help. Will it be help from your competitor or be help from you?
Are You an Agent Magnet?
Stop being frustrated with real estate agents. Learn how to position your service uniquely and distinct. It's easier than you think and you'll produce the results you desire. It's helped hundreds of loan officers learn how to plan and execute a marketing strategy that separates you from competitors and attracts agents to your doorstep.
Each week I try to give as much information as I can, given the space available. But if you're serious about taking your marketing to the next level, you need to take the next step. If you want to...
- develop a powerful marketing message,
- create a perception of expertise that agents clamor for,
- use campaigns that keep your pipeline overflowing,
- build relationships that are loyal for a lifetime,
- establish yourself as a guru in your community,
- get more referrals consistently,
- make marketing less of a struggle and burden...
Then the Become an Agent Magnet Program has what you're looking for - detailed, how-to action plans on growing your business with successful relationships with agents.
Learn more about both here:
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Helpful Resources
Become an Agent Magnet Program - Includes $491 in bonuses and free shipping
Tax Advantages for Home Ownership - Great closing gift that produces instant referrals
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