Brand Yourself As The Expert

Even in a declining market, there are still millions of dollars of real estate transactions occurring every single day. For example, While the FHA helped about 100,000 refinancers over the last fiscal year, they have ambitious plans to expand that number to perhaps 240,000 over the next one. That's a target niche to become an expert within.

Branding yourself as an expert will continue to drive in referral business, and will reduce the amount of "shoppers" that you waste time attempting to help. You must be able to answer this question, "What makes you different from the thousands of other loan officers you are competing against?"

The best way to set yourself apart is to become an expert in a specific niche. If you niche yourself you will do tremendously more business then if you are trying to chase and capture every piece of the pie. You want to focus on just a specific slice of the pie. You needn't be concerned about loosing business in particular areas that you're not marketing for. Trust me; you will be so busy you won't want or need the other business.

Think about this for a moment, who earns more and makes more money - a regular doctor or a heart surgeon? Who earns more, a heart surgeon or a pediatric heart surgeon? The higher the specialty the more money he/she will make. Start asking yourself, "What makes me different from every other loan officer?" and " What niche could I dominate?" Branding yourself as an expert will grow your business, even in a declining market.

DFW Loan Officer

Jeff Schraeder

Imperial Mortgage