Marketing to Agents

Is Marketing to Agents Getting You No Where?

It’s no mystery that developing a relationship with a real estate agent can be especially fruitful for a loan officer. Maybe you feel like you are at a fork in the road. Do you continue to chase real estate agents with little or no success, or do you swear off marketing to agents completely and just focus on marketing to consumers?

Most loan officers get frustrated because they aren’t selective about marketing to agents. Instead, they try (without success) to attract the attention of any agent that comes down the pike.

Do you really want to do business with just any agent? No way. There are some agents that work part-time, some that aren’t committed to working their own marketing plan, and some that don’t provide even a minimum level of expertise. Why would you want to spend time developing a business relationship with these agents?

You have a greatest opportunity for success when you use the laws of attraction. Simply stated, "What you seek, you attract." Develop your marketing plan to attract agents that best meet your standards.

If your talent is helping credit challenged borrowers, attract agents who are losing sales because they can't get their buyers with low FICO scores qualified.

If you're superb at servicing affluent clients, attract agents who service high-end neighborhoods.

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When you work your plan towards the agents that are the best match for your business, you’ll find your marketing plan pays off. Don’t fall for the old saw of opposites attracting – instead pursue agents that share your values, commitments, and drive, and you’ll watch your business explode.