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Loan Officer Marketing - The Power of Positioning
How do you build a marketing strategy that can have real estate agents hunting for your services? Realtors® are bombarded everyday with a continuous stream of marketing messages from loan officers. They cope with this information-overload by ignoring most of them. So how do you stand out in an over-communicated environment? You'll change the dynamics of your marketing when you understand the importance of positioning. Positioning is a communication tool to reach agents in a crowded marketplace. Positioning means, you position your services in the prospect's mind A position is a place, a place in the mind of the prospect - a perceptual location. When you market your services, you're competing for this space. If your position is similar in nature to your competitor's, you're competing in an overcrowded place in the prospect's mind. Take a moment and consider your current position. Look at your communication pieces, which is commonly how agents position your services in their mind, if it's their primary exposure to your business. Your website, flyers, postcards, newsletters, brochures, advertisements, and business card are often the first communication an agent comes across regarding your services. What position are you communicating? Not sure? Visit your competitor's website, if you switched your company logo with their company logo, how much difference would there actually be in the content or message? For most mortgage companies the answer is simple?very little. Positioning means, a simple and singular message To improve your position, you need to narrow your focus. A position that seeks to be everything to everyone will end up being nothing to everyone. For example, does your messages appeal with the promises' of loans closing on time, rendering superior service, high approval rates, etc.? This position doesn't work. First, it's competing with too many others; secondly, it isn't simple and doesn't focus on a single thing. Look at examples in other service industries to understand the power of a narrow focus. When Federal Express began, they focused on a single position, a position that hadn't been dominated by other shippers yet. They communicated a single position through every medium - "When it absolutely, positively has to be there overnight." This intense focus helped them build a brand identity that associated them with being the best at overnight shipping. And when people had packages that had to be delivered overnight and they weren't going to risk their decision - they chose Federal Express. Southwest Airlines is another example. Their position of the "low-fare, no frills airline," helped them dominate and achieve prosperity in one of the toughest and most competitive service industries. They went as far as linking the image of peanuts to their brand identity to associate with the position of low cost. This connected successfully with budget conscious travelers. Positioning means, setting yourself apart from competitors Since most loan officers have positioned themselves identical, realtors see them as all the same. Mortgage services are indistinguishable. So how do you separate yourself? The more similar the mortgage services, the more important the details. When realtors have to select a loan officer, they look for differences upon which to base their decision. This means the more identical mortgage services are, the more important each difference becomes. For you to separate yourself, accentuate the trivial. For years, Domino's never stressed quality, price or value. Instead they relentlessly promoted, "Delivered in 30 minutes, or it's on us." Over the time of this campaign, they owned the position of speed. Consumers' perceived Domino's as fast and reliable. Find a niche that is unoccupied in the realtor's mind and fill it first. There are numerous opportunities to specialize your services and occupy niches. You can position around unique products: Jumbo Loan expert You can position around trivial details of processes: Loans closed 5 days ahead of COE You can position around gender, ethnicity, or geography: Specialized in exclusively serving single professionals Positioning is your competitive strategy for getting noticed. It is an outward expression of how you want to be perceived. It allows you to create a place for your services in an Agent's mind, where the competition isn't. Jeff Nelson helps mortgage companies and individual loan officers increase loan originations by developing customized relationship-building strategies that secure quality relationships with real estate agents. www.loan-officer-marketing.com/Positioning2">Click here to get a free copy of the Marketing Planning Guide, a 20-page workbook designed to help you outline a strategy to becoming an Agent Magnet. Visit us at www.loan-officer-marketing.com/Positioning">http://www.loan-officer-marketing.com
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Five Things To Check Out When You Apply For a Payday Loan Are you thinking of going in for a payday loan to meet an unexpected expense? If so, look into these five things before you finalize one. This checklist can help you make smarter choices. A General Discussion about Unsecured Personal Loans in the UK Financial Market Personal loans are offered by lenders such as banks and building societies and are available in a variety of formats, each of which may differ in the possible size, term and purpose of the loan you need. The internet has widened the choice of lenders available supplying personal loans online. The Best Way to a Farm Loan Success The most important and difficult part in farm mortgage shopping is to compare the farm loans of different lenders. To understand better you have to know that the farm mortgage contains more than interest rates like quoted rate, points and closing costs. Useful Tips On Buying A New Or Used Car Buying A New Car: A new car is second only to a home as the most expensive purchase many consumers make. That's why it's important to know how to make a smart deal. How To Easily Find A Military Loan Military members the price for serving your country and defending freedom is difficult, fortunately finding the right loan to fit your situation doesn't have to be when you know where to look. Finding a loan provider that understands the pressures and time constraints that many military members are currently going through can be difficult and downright depressing. Why Choose a Personal Loan? Are you wondering why choose a personal loan? One of the main reasons for choosing a Personal loan is the flexibility. There are a variety of Personal loans available which can be divided into two categories: secured personal loans and unsecured personal loans. All About Secured Loans A secured loan is a loan agreement in which the borrower pledges property as surety for the loan; hence they are also known as homeowner loans. If the borrower continually defaults on loan repayments, the lender may take action to reclaim the debt including selling the property. Online Loans: The Easy Way to Apply The internet is a great place to find the right lender for obtaining a loan. One can apply online by filling out a simple application and submitting it with just a few clicks of the mouse. About Personal Loans What are personal loans? They are unsecured loans that a borrower obtains for various purposes. This type of loan is often used to consolidate outstanding debt into one monthly payment, but it can be used for other things such as paying for a wedding, a vacation, or something similar. Holiday Loans Can Expand The Horizon Of What You See Why do kids get all the breaks? Winter-weary adults, fed up with gray, uninspired landscapes need spring vacation too. This year consider a get away to a room with an inspiring view. What is Credit? Ever wondered what is credit? Credit is more than just a plastic card you use to buy things - it is your financial trustworthiness. Good credit means that your history of payments, employment and salary make you a good candidate for a loan, and creditors - those who lend money or services - will be more willing to work with you. Unsecured Loans The term unsecured loan relates to a loan which is not secured on any physical asset or other legal entity.To understand the term unsecured loan we will first look at the opposite, the secured loan:Many loans can be secured on physical items or other assets such as intellectual property rights. No Credit Car Loans - Even With No Credit History, You Can Still Get Approved Even it you have no credit history, you can still get approved for a car loan. With a car loan, you can purchase your vehicle and build your credit history. What is a Student Loan? Not everyone is aware of what is a student loan? Student loans, as the name implies, are available to students who require help with living costs while studying.Student loans are part of the government's financial support package for degree only students embarking on a course of higher education. Secured Loans Guide Secured loans are becoming increasingly popular due to their flexibility. Basically, a secured loan is one for which you provide some form of collateral in order to cover the amount borrowed in the loan. Government Loans for Beginners Government loans are those that the government of a country provides to the citizens of that country in order to fulfill there needs and for their uplfitment or betterment. This helps in reducing the wide gap between the rich and the poor and streamlines the economy of the country. Benefits of a Secured Loan The secured loan is favoured by many UK residents seeking credit for a number of reasons:- A secured loan is far easier to obtain than unsecured loans. The added security that this type of loan gives the lender means that even those with a less than perfect credit history can get hold of a secured loan with relative ease. What is a Home Loan? A Home loan is the generic term for a loan. A home loan uses your home as security. Second Mortgage Loans A second mortgage is a loan that is secured by the equity in your home. When you obtain a second mortgage loan the lender will place a lien on your house. Home Loans in the UK Owning a home is the most important dream of any person. It is one of the basic necessities of life as stated by Maslow in his 'Theory of Hierarchy of Needs'.
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