BECOME A SPECIALIST!
by: Linda Brakeall
In this age of finely tuned niche marketing, I find surprisingly few mortgage people who position themselves as specialists. You are a professional. I'm sure there is something that you do better than most other lenders. What is it? And how do you get the word out?
Let's start with "what is it?" Which customers do you like to work with best? When and where are you most effective? Is there a particular product that you could sell and talk about all day long?
Examples: If you are bi-lingual, you might position yourself as the lender who specializes in the .....(ethnic) community. Mortgages are tough enough to understand in your native language! If English was not my first language, I'd really appreciate having someone explain things to me in my mother tongue!
Do you love working with first time home buyers? Does that bring out the nurturer, the teacher, the counselor in you? Position yourself as the First Time Home Buyer Specialist! Do you remember getting your first mortgage? I do! And it was tough. No one wanted to take the time to explain all the details to me.
Are you really good at government loans? That takes a certain amount of experience and expertise that not everyone has. We've all seen perfectly good loans rejected because an amateur didn't know the ropes. If you do, that may be an area for you to focus on.
How about working with people with damaged credit? That certainly takes some skill and finesse. I've got friends in lending who just adore putting the pieces of the puzzle together till it looks like a viable loan!
Once you figure out what your specialty is then add that catchy phrase to your business card, write a couple of press releases and start giving talks at civic, social and service clubs to let people know what you do and how especially good you are.
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