Here's the most common marketing plan: many loan officers send out mailings that promise the lowest rates, the fastest closing times, the most innovative loan programs. Imagine yourself as the real estate agent for a moment. How do you know these claims are real?
Most loan officers think that merely focusing on features and benefits is sufficient to establish proof. But when agents receive a flood of almost identical mailings, all touting the latest rates or closing times, it's understandable that the first reaction is, "So what?"
When you use evidence to establish your credibility, you eliminate indifference. You use proof to establish clearly just how your services are unique from other loan officers. You establish yourself in top-of-mind position with Realtors ®.
Using Social Proof
If focusing on features and benefits doesn't deliver the proof to real estate agents, what will? In today's information age, merely making a claim doesn't enhance your credibility. But if your offer proof of your claim, your credibility goes way up.
You have that proof right at your fingertips. How many satisfied clients do you have? Do you have clients (or Realtors®) that are so thrilled with your performance they steer referrals your way? There's nothing better than using a testimonial to tell your story.
A testimonial establishes credibility because:
- It gives specifics. Instead of offering nebulous "I close quickly" claims, you provide a specific timeframe or detail that draws the reader in. "We closed ten days ahead of schedule" is far more compelling than a vague claim.
- It offers a name to the claim. Vague claims seem exaggerated. What's more realistic and reliable, a testimonial with someone's name attached or a claim to help lots of clients each year? When you have a client that is willing to attach their name to a testimonial, you have someone that is willing to back up your claims. Even when the person is unknown to the reader, the fact that they willingly make a commitment to you is crucial to your credibility.
- It personalizes your message. You want to develop a relationship with Realtors®, and a testimonial gives you a personal touch that is missing with almost all feature/benefit marketing plans.
Problem Solving is Credible
There's another important method for establishing credibility - use your remarkable service, product knowledge and problem solving ability to prove your skills.
When you create opportunities to demonstrate your skills, you establish another layer of credibility. You can easily demonstrate your skills through:
- Surveys. Contact Realtors® and ask for their assistance in finding out more about their challenges. Get them talking about their goals, their issues, and what needs to be done to help them meet those goals, then do it.
- Seminars. Want to convince Realtors® that you specialize in a particular niche? Prove it by developing a seminar that services the clients within this niche. Ask the Realtor® to attend it to meet those prospects.
- Services. If you want to market your services, do it by finding ways to help them. Offer to help with farming efforts, co-sponsor a booth at a trade or home show, or hand deliver open house invitations. Your survey will help you uncover the specific challenges a Realtor® faces, but it's up to you to come up with strategies that help and then actually provide that service. But once you do, you establish credibility.
Setting yourself apart from the rest of the crowd is easy. You just need to build credibility into your marketing plan and nurture the relationships that result from your credible image.
Become 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.
My program, Become an Agent Magnet, has helped loan officers learn how to plan and execute a marketing strategy that separates you from competitors and attracts agents to your doorstep.
Learn more about it here:
Coaching Program Nearly Sold Out
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Read what one my coaching clients had to say:
"Since working with Jeff Nelson, I've developed a vision and mission for my business which allows me to clearly identify my target market and focus on my messages. I continually receive compliments on the marketing pieces that I produce with him and appreciate our co-creative business relationship. Thanks, Jeff!"
- Deanna Peters, State Mortgage
The program is called Fast Path to Success and here is a partial list of the topics covered:
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How to answer every agent's most critical question, "Why should I do business with you?"
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How to guide your thinking on strategic issues during times of significant change or changing markets.
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How to use key marketing indicators to judge performance and improve results.
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How to examine your business to identify your strengths to create value and establish key competitive advantages.
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How to keep on track with the most important activities that grow income and develop long-term relationships.
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How to formulate a budget that tells you how much you will need to invest to achieve your goals, and learn how to track your results so you know which strategies perform best.
And that's only a partial list. The program is conducted by teleconference and limited to 12 participants to ensure a high degree of personalization.
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