A Self Test for Loan Officers
NOTE: This article is very direct, and pulls no punches! If you are serious about making a change for the better, you should read the entire article now!
In today’s article we’re going to deal with cold hard facts and nothing else. No opinions, no fluff, and no candy coating the truth or pulling punches! This article is going to give you a close look at the reality of your current situation. In order to get the most out of this, you absolutely must complete each step, and you must be honest with yourself. Are you ready? Are you committed? Then let’s get started!
You’re in business to make money… That’s a simple truth that no one is denying. However, the first truth that we must accept today is that most of us in the mortgage industry have run headlong into some very difficult times. Originations and income are way down for a vast majority of loan officers.
With picky underwriters and lenders putting every loan underneath the microscope, it seems almost as if you’re rolling the dice as to whether a loan (Even those with 720+ scores and good appraisals) will be approved or not. When you face a situation such as this, there are 3 things you can do:
1 – Generate more prospects (Of a higher quality)
2 – Close higher dollar loans
3 – Complain about the market (And remain stressed, broke, and angry)
Which would you rather do? If you’re serious about remaining in this business, then you must choose now between closing a higher volume of loans, higher dollar loans, or do nothing? Do you have a preference?
The business of sales is not rocket science. While the process of sales and marketing may be difficult at times, there are only a certain number of challenges you will face, and a finite number of mistakes that can be made. (Often, it’s the same challenges over and over again right?) If you feel as if you’ve tried everything, and absolutely nothing seems to be working for you, then the problem is not with the market, and it’s not with the customers… The problem is most likely with your marketing/sales process. (This can be a bitter pill to swallow - But take heart in the fact that there is a solution!)
Remember, we’re dealing with facts here, so please don’t take offence to this statement. The only way to improve your business is to really dig deep and get to the root of the problem. After having trained thousands of loan officers across the U.S., I feel you should know that most originators have 90% of the formula correct.
It’s that small and elusive 10% that is missing and wreaking all sorts of havoc with your paycheck. Let’s see if we can help you to identify the culprit by reviewing a series of essential elements that absolutely MUST be present within your current marketing plan and sales process. (No exceptions or excuses allowed here. If even one of the following elements is missing, then you are slowing down your ability to close more loans)
Here’s what you need:
- Drip email
- Automated marketing elements (Auto-responder, web forms, etc.)
- Network of referral sources (Realtors for example)
- A minimum of 2 self-generated sources of leads (Not purchased leads, but self-generated)
- A database/lead management/CRM
- A way to establish credibility and differentiate
- A call to action you can add to your marketing
Now let’s see what you’re giving up if any of these elements are missing:
Drip Email
More leads are lost through lack of consistent follow-up than any other reason. If you do not have a drip email campaign in place for your database, past clients, current clients, realtors, FSBO, and any other niche you may be marketing to, then you’re leaving money on the table. It’s as simple as that. Email is quick and free.
Most common reason this element is missing: Procrastination, lack of confidence in writing an effective series of messages, lack of time management, lack of technology. (These should be automated, not delivered manually)
Automated marketing elements
You’re a busy person aren’t you? Chances are you don’t have a spare 10 – 15 hours available each week to complete the tasks necessary to create an effective prospecting, touch point, and follow-up campaigns needed to increase your closing ratio by 20 – 30%.
However, even with an average auto-responder or lead management system you can delegate those tasks to your PC so that a huge chunk of your day to day marketing activities get done even when you’re at your busiest. It’s like having a personal assistant that never takes a break!
Most common reason this element is missing: Procrastination (In picking out and setting up a system), not comfortable with technology, lack of confidence in ability to set up an effective work-flow, unwillingness to invest in the technology. (It’s very cost effective)
Network of referral sources
This element has become even more critical in today’s market. Whether you like realtors or not, you need to have a reliable group of professionals who are willing to send you pre-sold referrals ready to fill out an application. Last I checked, over 65% of all those who buy a home each year will do their loan with the loan officer that is recommended by their agent. If that number doesn’t get you fired up and ready to network then consider this: Every successful business in the United States is built on one major concept: leverage.
No matter who you are, or what you have accomplished, you are using leverage within your day to day life. If you have failed to embrace the concept, then you are making things more difficult than they need to be. Even 1 top producing realtor could be worth $60, $70, $80,000 or more per year income to you. That’s just one top producer! (One top producing agent was responsible for 31 closings with me in 11 months!)
If you think that marketing to realtors is too hard, (I have a plan that helps you get 6 – 8 appointments per month, but you must be willing to invest 30 days to land those) then consider this thought: What other activity do you
have up your sleeve can you spend 30 days on, that will generate $60 - $80,000 income or more?
Most common reason this element is missing: Information overload, negative stigma due to poor results on previous campaign, procrastination, fear of rejection, fear of hard work, “not enough time.”
NOTE: Article continued in Part 2
Chad Weber - www.loanofficermarketinglab.com
Mortgage Industry Professionals. Like what you see?
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