Mortgage marketing to Realtors involves having a crystal clear position that establishes credibility, so that you can develop a consistent dialogue with prospects and guide them at every stage of the relationship building process.

Declaring your position begins with creating a Positioning Statement. It is a no nonsense statement of how you want to be perceived. It provides direction and focuses around your claim of expertise. It answers the questions:

- What do you do, and for whom?
- What is your niche?
- What makes you different from the competition?
- What is the customer benefit of that difference?

Writing one is a very useful exercise. It requires you to identify, and then articulate in a concise and brief statement your distinct value to your prospect in relation to your competitors.

What Business You