Written By: Tim Braheem
Tim Braheem, President, First Rate Financial Group, and CEO, Loan Toolbox, has ranked as one of the top producing Loan Executives in the nation for more than a decade. He has appeared on CNNfn as an authority on the subject of mortgage market trends, and provides seminars in the United States and abroad to motivate mortgage professionals to higher levels of success. More information on Loan Toolbox can be found at www.LoanToolbox.com.
I have been through two major refinance cycles in my career. Each time rates drop considerably, I see an influx of new Loan Officers to the industry. Likewise, when rates go up and the phones stop ringing off the hook, many of the newer Loan Officers fade out of the picture, unable to survive in a more competitive market. Knowing the cyclical nature of our industry, serious mortgage professionals continually plan ahead to secure future business. An important part of a successful business strategy includes marketing your persona, and not just the service you provide. I call this "exposure marketing."
While building strong referral relationships with professionals in other industries is a key factor in sustaining long-term success in a non-refi market, it is equally important to make sure your existing client database does not forget who you are. Your past clients are your foot soldiers out in the world, spreading the good word about your exceptional service and generating referrals.
Ultimately, I prefer my clients to remember me as, "My friend Tim Braheem, who just happens to be a Loan Executive."
I becamse acutely aware of the importance of this idea prior to the birth of my first child. I put out a quarterly newsletter that has a section titled, "Did You Know?" In most cases, this section has information pertaining to new loan programs or current rates. However, one month I was at a loss for information to fill this section of my newsletter, and my personal assistant suggested I go with, "Did you know Tim and Anna are having a baby boy?"
My wife had just had an ultrasound, and we knew we were destined to have a boy. I thought, "Let's run with it," and we sent that issue off to the printer.
I was astounded when I received 37 phone calls from past clients over the next few weeks, congratulating me on the good news! Honestly, I really had no idea my clients were that interested in my personal affairs. Since then, I've made a point to send out marketing materials from time to time that have absolutely nothing to do with rates, loans, refinancing, etc., for the sole purpose of promoting commonality between myself and my client base or prospects.
Here are some areas where you should be letting your personality shine through:
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