Differentiation

One key skill set in today's ever changing market is to utilize differentiation!  How do I set myself apart from every other loan officer/broker, or realtor that is trying to succeed in this market?  One key I believe is to think through the eyes and minds of our potential customers.  What separates you from anyone else that they could call up and just get the transaction completed.  I would start right there and make sure that you aren't just treating it like a transaction that needs to be completed.  Make sure that you surround yourself by people who are like minded, invest in the proprietary systems to ensure your unique value propostion stands out and delivers a meaningful transaction that they can't wait to bring up to others then next time the home-buying or refinancing topic comes up.

I feel I have personally done this by becoming a mortgage planner.  My buyers and home refinance customers know right away up front that they have never experienced anyone in the loan industry that does things like a mortgage planner, and throughout the home buying process my Realtors get to experience the same thing. 

If you are referring your buyers to a lender, have you taken the time to personally know what they experience as a buyer in working with that individual?  Or do you just know he or she is a good person and you like them, or go out with them, so that is enough?  Guess what, your buyer doesn't look at that referral source like that.  If you refer them to a specific lender, they better stand head and shoulder's above their own bank or credit union at a minimum.  More importantly, you are doing yourself a great disservice to yourself and your client if your lender or any referral source for that matter isn't out there to make you look good in front of that referral source that they are now working with.  I am very confident that I can take what I do for any buyer vs. what most lenders are now doing for your buyers is a night and day difference that needs to be addressed.  How are you going to differentiate yourself for your business and your buyers?  It starts now in a tougher market, so that when you are doing even better, you already have these processes implemented!