You have to ask yourself "what do I do that's different from my competion"? And I mean really different.
Then make yourself a little chart that shows what you do that the competition does not. Make it easy for them to compare you against the competition. If you do it right nobody can beat you.
For example. We offer a guaranteed Good Faith Estimate. Every time. Most loan officers are afraid to because they don't want to lose money. I'll tell you first hand that offering this has made me more money that it cost me.
Why couldn't a real estate agent work only with a loan officer who guarantees fees - in writing? It'll make you look more professional, and it will make you stand out from the competition.
Guaranteed buy backs for listings are nice but not everybody is in a position to buy a house. (and in reality, if you read those agreements, you are basically selling your house for wholesale in the even the agent cannot get it sold at retail.) But whatever you do, the point is to offer something noboby in your market offers and then market that.
All the best,
Dan Dowling - Certified Mortgage Planner, President
United Mortgage Capital Corp.
Altamonte Springs, FL (suburb of Orlando)