Positioning is the Core of a Marketing Plan for Loan Officers

How does it help a marketing plan for loan officers?

A position is a place, a place in the mind of a Realtor. When you market your services to real estate agents, you're competing for this space. Positioning is your communication tool to reach this virtual location. It's especially important when you're competing in a crowded marketplace.

What is your position?

First take a moment and consider it. What position are you advocating about your services? Begin with looking at your marketing collateral, that's a main thrust of communication expressing your position:
  • Website

  • Flyers

  • Postcards

  • Newsletters

  • Brochures

  • Advertisements

  • Business card

Now visit your competitor's website, if you switched your company logo with theirs, how much difference would there actually be? For most mortgage companies the answer is simple…very little.

If your position is similar in nature to your competitor's, you're competing in an overcrowded place in the prospect's mind. In other words, your marketing messages are getting lost in the communications jungle.

You'll change the dynamics of your business when you understand how a marketing plan for loan officers depends on the fundamentals of mortgage marketing.


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