Written By: Karen Deis
An elevator speech does not cut it anymore. Your unique selling proposition (USP) is so yesterday. Everyone is rattling off features and benefits to anyone who will listen.
Instead, consider creating success stories for each product or service that you provide as a mortgage lender.
Why? People love listening to stories. Stories have been around since the cavemen chiseled out a series of pictures on cave walls. The Bible is a series of stories. How about the stories you listened to as a child sitting on your parent’s lap?
According to author Annette Simmons, Whoever Tells the Best Story Wins, the definition of a story is a reimagined experience narrated with enough detail and feeling to cause your listeners’ imaginations to experience it as real.
5 Types of Stories
Who I Am Story - What qualities earn you the right to influence someone?
Why I Am Here Story - What are your values?
Teaching Story - What experience can you share to help clients make a decision?
Vision Story - How will the future look if they choose you as their lender?
I Know What You Are Thinking Story - How you will create trust by validating your client's objections.
Whether you realize it or not, you are already telling stories about yourself...why you got into the mortgage business, how you have helped others, etc. But are they effective in convincing people to do business with you?
There are 5 key elements in developing any story. I also share my stories (based on the 5 types listed above) of what I used in my mortgage practice. Subscribers can download worksheets to assist in creating their own version of the 5 stories that sell!
Utilize the 5 downloadable worksheets (download at the end of the article) to create your stories.
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