Business Writing

3 Pages 798 Words

Building Your Personal Brand
Creating a strong personal brand is critical to the long-term success of any mortgage originator. Top producers know that personal branding begins with the realization that loans are not the centerpiece of what you sell. Rather, it is your knowledge, advice and personal service that deliver the most value to clients by creating an excellent lending experience. Staying focused and committed to these value drivers guarantees that you will build long-term equity in your personal brand.

What are the actions that create an excellent lending experience? Ask the client about his or her overall financial picture, and patiently answer every question. Stay calm and solutions-oriented in the face of problems, solve them quickly, and keep the client informed every step of the way. Be prompt, follow through on your promises, and show the client that you sincerely care about them.

The most successful originators generate an enormous percentage of their volume from clients who give them repeat business and new customer referrals. Managing your personal brand so that every client receives a high value experience is the secret to ensuring a steady expansion of your market share and income.


Building Creditability
A successful mortgage lending career can become a sustainable, long-term annuity if you have the foresight to “brand” your name and reputation in such a way that you are instantly recognizable in your market area. Easier said than done? Not if you discipline yourself to bypass the immediate gratification of quick but poorly-handled deals and resolve to be in this business for the long haul.

You’ll begin the journey when you realize the fundamental truth that you are not selling loans. What you “sell” is your knowledge, experience, guidance and advice about successfully financing real estate. People choose to take advantage of your expertise in the field when they believe you’re honest, ski...