To stand out in the mortgage business, you need to be a little better and a little different than your competition. How do you separate yourself from the rest of the loan officers out there?

Loan officers and real estate agents are (for the most part) "personal brochure junkies." I have seen some absolutely wonderful personal brochures—but then again, I have seen some truly awful ones as well. The good ones show clients the "benefits" of why they should be doing business with you. The awful ones tell the client how wonderful and great you are, how many millions of dollars you have closed and then go on to list every loan program available to mankind.

Ralph Roberts (who claims to be the number one real estate agent in the world www.ralphroberts.com) in his book called 52 Weeks Of Sales Success says that one of his most effective marketing tools is his "presentation folder" (I call it a brag book). This is a crucial step in becoming your clients trusted financial advisor—with the MOST important word in that title being the word "trusted".

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