Marketing is the key to growing and sustaining a strong origination business. Too often, loan officers get so caught up in the daily grind of their pipeline that they forget to stay focused on this essential piece of their business.This is what usually causes the "feast and famine" cycles that are so frustrating in our industry. But it's possible to be fun and creative with attention-grabbing ideas that will bring you more business. Getting your marketing done while managing your loans can be tricky, but if you look at marketing as an actual appointment that needs to be met, you will find yourself making the time to get those tasks done. Marketing is important, but not necessarily urgent, so the urgent often takes priority over your marketing. If you are busy working on loans in your pipeline, it may take working an extra few hours that week. Consider going into the office two hours early one day a week to get caught up so you can spend quality time away from the office marketing. Your referral partners need to see you, hear from you and be reminded that you work on referrals. It won't matter how good you are or how low your rates are; if you don't stay on the minds of your referral partners, there is a pretty good chance they will forget about you. Do not just pop into their office without a reason. Take something with you of value that will reinforce who you are and what you do for a living. This can be information on a new program that can help their clients or a thank you gift for a recent referral. I love unique marketing... things that make the recipient take notice and remember who you are. They don't have to be expensive or take a lot of time. Your marketing just needs to get done on a consistent schedule. The possibilities are endless. Here are just a few creative ideas:
- Give a toolbox one week and a different tool every week for six weeks after that with a catchy phrase on how you can help their business.
- Drop off a plant with a note that says "I can help your business grow."
- Send play-doh and state "We're flexible to meet your needs."
- Drop off an airhorn that says "You won't have to use this to get our attention."
This type of marketing is called "grabber marketing" and can help you gain an audience with a Realtor that might not know you or reinforce your relationship with someone you already work with. Add a letter to your piece that explains your strengths and what's in it for them when they and their clients use your services. Want your staff to buy into your marketing efforts? Bring in about 10 fun or funky items. The bigger the variety, the better. Then ask them to come up with as many catchy phrases as they can to go with the item. Give them a challenge to think of other things to use in this type of marketing. Many minds are better than one. Remember to label everything you distribute. I prefer the small address labels with name, company and phone number. You will also be giving your business card, but this often gets thrown away. Have fun while you do your marketing and build those relationships... making money just seems to happen after that. Bliss Sawyer is a nationally recognized coach, trainer and speaker. She specializes in relationship-based marketing strategies for mortgage professionals. She can be reached at 806-577-3937 or by email:
