Familiarity Breeds Comfort In Mortgage Broker Marketing

Looking for the perfect hook to attract the attention of Realtors through your mortgage broker marketing? Maybe the key is to go back to what's old and familiar - what's comfortable. In fact, you'll find that comfort is something agents look for too.

An important element in marketing is promoting client loyalty, especially for a mortgage broker. If you can develop a relationship with a real estate agent, you can have a guaranteed income source. But what is it that makes agents hang back from establishing a relationship with mortgage brokers?

Most agents fall back on past experiences as the guiding principle in their relationship (or lack of) with mortgage brokers. Theyve heard more than enough empty promises from brokers in the past, or had problematic experiences. They wont be swayed by anymore guarantees of the best service, the best rates, etc.

Real estate agents income is tied to the performance and success of mortgage brokers. They want a relationship that they can count on; one that allows them to feel comfortable.

You can use your marketing efforts to establish comfort with real estate agents. With time and effort, you can create a series of marketing tools that create comfort with agents, so they know they can rely on you.

The first step in creating that sense of comfort is to build familiarity with the agent. Real estate agents look for businesses or individuals that have a solid reputation, or name brand-recognition. Even if you dont work for one of the enormous corporate mortgage conglomerates, you can still build that name-brand recognition.

Name recognition comes from repeated exposure. Of course, the obvious source is advertising, but you may overlook some other more subtle attempts to establish name recognition. For instance, offering seminars and publishing information about the seminar is one way to get your name before realtors.

Becoming involved in community events is another method for drawing attention to you and your practice. In fact, community events are an excellent way to establish relationships with individuals outside of the competitive influence of a realtors office.

Dont be afraid to make an appearance at realtors offices. Take the time to befriend the office manager or receptionist and make it a point to drop into the office with flyers or brochure and business cards. Or deliver tins of cookies as a friendly reminder (check your state VESPA laws).

Taking the opportunity to become a familiar face with real estate agents is the first step to developing a comfortable relationship. Your mortgage broker marketing can effectively chip away at their natural resistance and begin a long-term profitable relationship for you both.

Jeff Nelson helps loan officers increase loan originations by attracting quality relationships with real estate agents from the development of customized relationship-building strategies.

Click here to get a free copy of the Marketing Planning Guide, a 20-page workbook designed to help you outline a strategy to become an Agent Magnet.

Visit us at www.loan-officer-marketing.com

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