Mortgage Marketing and Advertising: A Material Approach to Realtors

Jeffrey Nelson

Visitors: 613

In the mortgage business, your service is intangible. A realtor cannot smell, touch or feel your service. Many loan officers struggle with this. You depend on your words to convince realtors of your worthiness. And realtors are quick to judge if they’ll even entertain the idea of getting to know you.

Have you ever heard the objection before from a realtor, “I’m happy with who I’m using now!” And worse yet, have you ever heard that objection in the first minute of an initial conversation with a realtor?

Realtors make quick judgments about loan officers and their services. The primary reason realtors are so quick to judge is because most loan officers make the same presentation. Many loan officers haven’t learned the importance of positioning, promotion and relationship building. They try to convince realtors to do business with them after only a contact or two with a prospect.

A Material Role

Your marketing materials are an extension of you. A realtor can actually read about your service, see it on paper. If you use flow charts, graphs or other strong visuals, you’re giving the reader something they can get their hands around. After reading your materials, they should have a clear picture of your service and feel some emotion – peace of mind, excitement, anticipation, etc.

Secondly, marketing materials give you a professional image. Realtors choose to do business with a person, not a company. The relationship is between the realtor and you, not between the realtor and a company. This is why you need to create your own materials.

Materials developed by your company will not convey the kind of message that epitomizes the essence of your business. You have to create them. When you invest the time to create your own mortgage marketing materials, you’ll develop a greater clarity of your service. Over time you’ll improve what you communicate to prospects and build relationships.

Finally, you need to create personalized marketing materials to use as a drip marketing campaign. Most realtors you meet are not ready to do business with you today. But you have to continue dripping value-driven messages to maintain top-of-mind-awareness. Your messages build familiarity and trust, two key ingredients to having a successful campaign.

Jeff Nelson helps loan officers increase loan originations by attracting quality relationships with real estate agents from the development of customized relationship-building strategies.

Click here to get a free copy of the Marketing Planning Guide, a 20-page workbook designed to help you outline a strategy to become an Agent Magnet.

Visit us at


Article Source:

Rate this Article: 
How to Approach MLM Network Marketing Leads with the Consultative Approach
Rated 4 / 5
based on 5 votes

Related Articles:

Mortgage Marketing - How to Earn More Business From Realtors(r)

by: Jeffrey Nelson (July 04, 2005) 

Mortgage Broker Marketing: How to Get Realtors to Support Your Fees

by: Jeffrey Nelson (November 27, 2005) 

Mortgage Marketing Challenges: Dealing with Demanding Realtors

by: Jeffrey Nelson (October 19, 2006) 

Mortgage Marketing: 3 Power Tools that Secure Leads from Realtors

by: Jeffrey Nelson (October 28, 2005) 

Mortgage Marketing to Realtors - Creating a Memorable Positioning Statement

by: Jeffrey Nelson (July 14, 2005) 

Mortgage Marketing - Broadcast Advertising vs Direct Advertising

by: David Wells (April 02, 2005) 

Rethinking Your Marketing Strategies - 3 Common Sense Approach to Advertising

by: Carla Sangaspar (February 06, 2008) 

Mortgage Marketing and Advertising - The Magical Ingredient

by: Jeffrey Nelson (July 14, 2005) 

Mortgage Broker Training: How to Secure Loyalty From Realtors

by: Jeffrey Nelson (July 25, 2005) 
(Real Estate)

How to Approach MLM Network Marketing Leads with the Consultative Approach

by: Dan Hatfield (August 05, 2006) 
(Home Based Business/Network Marketing)