Mortgage Marketing: How to Find Your Niche
What do Ann Landers, Dr. Phil and Roger Ebert have in common?
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? - Do
you have any specialized training? - What are your favorite or
best loan programs? - What compliments about your skills have
your realtor clients shared repeatedly? - What are you most
passionate about in your business? - What knowledge or skills
from previous jobs can relate to your present work? - What
single area of your business are you best at?
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 realtors 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 realtors
has taught me that many basic needs aren't being met;
inconsistencies in the loan process, lack of communication
between lenders and realtors, 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.