| |
| |
|
Marketing Information |
|
|
|
Mortgage Marketing - How to Find Your Niche
Ann Landers, Dr. Phil and Roger Ebert take pleasure in being recognized as leading experts in their respective fields. Because of this status they enjoy greater visibility and reputation than their peers. So instead of having to cold call or advertise for new clients, they benefit from prospects seeking them out. Yet, when you study these experts closely you realize that they're no more talented, smarter or knowledgeable than the rest. They achieved expert status not because they're good at what they do, but because they're great at marketing themselves. They identified a niche they could occupy as a leading expert. You can find a niche to fulfill as a leading expert and attract real estate agents the same way. To Find Your Niche, Discover Your Unique Knowledge Over time and with work experience, every loan officer learns unique knowledge, skills and expertise that Agents can benefit from. By discovering this special knowledge, you begin the first step in the process of finding a niche that you can fill. A loan officer doesn't achieve leading expert status because of extraordinary creativity or Herculean effort. Their mastery comes from learning through repetition and a discipline established from research, self-study, education and experience. We live in the Information Age. You can position yourself as a knowledge expert in a particular topic or subject. Therefore, Agents needing help with your topic turn to you first. Agents prefer to work with someone they view as an expert than to waste time shopping services. Remember we live in a period with greater urgency than in the past. Your status as a leading expert will attract clients because they value time as a precious commodity. The first step is to take an inventory of your knowledge and skills. Use these questions as a guide to discover your unique knowledge. - What problems have you solved repeatedly for realtors? What elements keep appearing? Are you onto a topic that you can further develop? What niches are you spotting? To Find Your Niche, Focus On One Area By focusing on one area you can devote all your resources to it. Time, energy and money are resources you can put toward your development of your niche. That way, no resources are wasted and everything you learn builds toward your base of knowledge. As you develop your knowledge in one area, you can build a reputation around it. The greater your reputation becomes the less likely Agents will question your service abilities, shop your fees or question your judgment. As you become a recognized expert in your field of specialized knowledge, you can become more selective of whom you choose to work with. Agents are less susceptible to walk over the relationship or take it for granted. And since you do not have to spend as much time marketing or selling yourself, you can spend more time servicing quality relationships that bring you more production. This adds wealth to your business. To Find Your Niche, Decide Agents Need Your Expertise A great mistake is to assume that the knowledge you possess is already widely dispersed. An expert's knowledge is valuable to those who don't have it. Dr. Phil propelled himself to the top from his self-promotion and thanks to Oprah Winfrey. He could have easily assumed that there wasn't need for his expertise because of scores of other doctors in his field. But he discovered the niche he occupies, Family Relationships, wasn't being adequately filled. Survey Agents to learn which of their needs aren't being met that relate to your niche. My experience from surveying Agents has taught me that many basic needs aren't being met; inconsistencies in the loan process, lack of communication between lenders and Agents, too many fires at the close of escrow, etc. The recognition of your unique knowledge and the calculated development of it is the first step to achieving leading expert status. 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. 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 http://www.loan-officer-marketing.com
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
Adapting Blog Technologies To Corporate E-Newsletters Every January, trade publications put out a list of predictions for the coming year. They discuss products, services and trends that they think will change the way business is done, labeling these "disruptive technologies. Basic Marketing Dope Sometimes the simplest data is the best. Marketing is not complex if you know the basics - that's true with anything by the way. Corporate Gift Tips To Wow Clients & Associates 1) Know the company and their culture. Are they trendy and artistic or conservative and elegant? Your gift giving should reflect this. Becoming The Obvious Choice In A Sea Of Competition Differentiation, niche marketing, and positioning. These and other related business buzzwords have no doubt crossed every business owner and marketing director's ears in recent years. Direct Mail Personalization A colleague who does work for a nonprofit organization contacted me asking if I could do research on the success rate of personalized direct mail letters (Dear Joe) versus generically addressed letters (Dear Friend). Surprisingly, I didn't find as many statistics as expected, but I found information stating that personalized letters outperform generic letters. The Top 10 The Top Ten Signs That Your Marketing Message Needs a Facelift Is your marketing plan dull, flat, and downright boring? Is it lacking the zest and appeal which can penetrate the consciousness of your buyers? If so, you may be driving away folks who could easily buy your products or services. If so, these ten signs from The 90 Day Marketing Marathon Blunders from A to Z: B is for Boring will support you in raising your awareness of what drives folks away and tips on how you can create a message which will catch fire in the market place. Simplicity In Marketing In a world that is spinning out of control; with consumers being bombarded with hundreds of advertising messages per day in a variety of mediums, it is imperative to develop an understanding of the consumer's thinking to develop an edge in advertising.Consumer's get confused with excessive stimulus. How to Put Law & Order into Marketing Your Legal Practice First in a series of three articlesRegardless of your law firm's focus - criminal, civil, corporate, family, business, etc. - the greatest challenge most small to mid-size firms face is the lack of a strategic and disciplined approach to business development. Always Sell To New Eyes And New Ears One of the hardest things for you to do as an advertiser to do is to step into your prospect's shoes and really understand what makes him buy, and to find out how the prospect reacts to your marketing and advertising efforts. It's easy to get caught up in thinking that just because you spent $14,000 -- or $140,000 -- on your latest batch of ads that every person on Earth saw the ads and paid really close attention to them. Systems - Marketing Your Business Successfully Business Systems that work for anyone, are a fundamental necessity for any networking venture. While most people rely upon their own company business system or plan for success, there is always a different option. Focus...a Marketing Strategy The secret to increasing sales doesn't lie in choosing just the right marketing tactic for each of your businesses. The real problem that's experienced by many entrepreneurs--a damaging lack of focus. Itchin For Some Nichin The whole idea of Niche Marketing is exciting! The possibilities are endless, as there are literally millions of people surfing the web, the vast majorities of whom are here for two reasons . . Direct Mail Response Devices and How to Craft Them Successful direct mail packages contain three things: an attractive offer, a call to action, and a response device. The offer is the Incentive. 10 Effective Ice Breaking Questions Whether you go to a Chamber of Commerce event, a PTA meeting, the racquetball court, the local health club, or practically anywhere else, opportunities to network present themselves constantly. But there are fears which present themselves as well. Design Does Matter The idea that good design can improve how people perceive your business has long been a part of a designer's sales tools.They try to convince you that by improving your image, maybe creating a new logo or changing the way you communicate with your customers you can somehow improve sales and improve your bottom line. Do You Get Attention With Your 30-Second Introduction? I went to a networking event the other day where the meeting leader said, "We're going to skip doing the 30-second introductions today because mine's so bad and it doesn't work that it nauseates me." I thought to myself, WOW! I'd skip the next networking meeting until I'd worked out a new introduction. Encouraging Contact The small time promoter has to work hard and on a shoestring to get an audience of a few hundred people to fill a venue. Flyers, word-of-mouth and media name checks are some of the tools promoters use to fill small venues or club nights. 5 Steps To Help Fail-Proof Your Growing Service Business Business startup and failure rates are scary.. Marketing Mimics Life Clichés. We've all heard them. Marketing For Just Cause Cause marketing is a relationship between a for-profit and a nonprofit that brings in money and resources for the nonprofit, while providing credibility and goodwill for the business.According to the IEG Sponsorship Report, this category grew to $733 million in the US in 2001.
|
| home | site map |
| © 2006 |
