Marketing to Unions—A Niche Market to Consider

By: John Klassen (John is the Sales Manager at Concorde Lending Services, Poughkeepsie, NY. With 14 years of mortgage banking experience, he specializes in expanding the company’s niche markets for both residential and commercial clients.)

Let’s face it. If you are the little guy like me, you have to be flexible and forward thinking. If you focus on the lowest rates, the mega lenders can shut you down at anytime.

Instead of making that traditional sales call to a Realtor® or Builder, let’s put on our prospecting swim trunks and swim upstream. Where do they get their business? How can you get to the clients before they do?

To this end, it is important to choose a niche market. One of the markets we have chosen is UNIONS. This is not a new concept by any stretch, but it is one that is forgotten in the flurry of refinances and new home purchases when rates are down.