Educate Your Clients More Than Selling Them
Loan Officers and Realtors are sales positions by definition as they usually work on commission. The art of selling is not always pushing someone to buy right away.
People may not feel comfortable right away and need some more information or clarity before deciding to go ahead. They need to be educated why it is a good choice or product.
How does this apply to loan officers?
Are you aware that many homebuyers do not include the cost of homeowner’s insurance?
It is pretty basic stuff to loan officers and realtors but the general public needs to know with 100% certainty the estimated costs of buying a home.
Furthermore, they may not be aware of additional costs or have erroneous information they picked up from a friend, relative or an uninformed real estate professional.
This is why being an educator about the loan process is an excellent marketing strategy for mortgage originators.
You can showcase your knowledge and expertise right on your website or blog. This allows you the chance to come across as a genuine expert and to build your own brand.
Here’s How to Start
Actually, it is pretty easy. Just write down some of the most common questions borrowers ask, and then answer those questions on your website in a more general way.
For example, let’s say a few people called you in the past few weeks and asked, “how much home can I afford if I make $100,000 and have $1,000 in monthly recurring debt, or $150k and have $2,000 in monthly debts for a credit card and car loan, or I had a short sale in the last two years and so on.
Alright, so what you’ll do is simply create a blog post on that topic and write out an informative answer. Even better, if you helped someone in that particular situation and can attach a testimonial with it.
If you’re pretty good video recording software, you can even make a video series as well so the borrower has a face to place with the expert. Trust is built quicker with someone’s face attached to the message. I am sure you might agree with this.
Remember, it is a lot easier to reject someone when they don’t ever see their face with the pitch. So, you may want to perform some testing using a warm and friendly professional picture in your blog posts to see what the response rate is.