When you think about brands, companies such as Apple, Coca-Cola and Google come to mind. A brand is a company’s identity. It evokes a feeling. It’s a perception. It’s a promise. It’s a collection of associations that a consumer attaches to a product, a service or company. As a loan officer, you also have a personal brand. It is your reputation, and it is the cornerstone to your success. So, what is your brand? How does your brand impact your success?
Senior mortgage consultant Rebecca Richardson does a great job of showcasing her personal brand at Wyndham Capital Mortgage. She is a strategist and problem solver. It’s her job to make sense of the jargon, so buying a home is hopefully a little less stressful for the borrower. She helps borrowers live the American dream while trying to save them some money. She establishes herself as a thought leader by breaking down questions about mortgages and defines herself as a conduit for information for her borrowers. Her brand is her success.
Why Build Your Brand?
I don’t know that we’ve seen a year like the last one, with loan officers on average closing more loans than ever at Wyndham Capital Mortgage. At the same time, there have been years, when there were even less per month. The key is remaining agnostic to dips in the market, so your norm is consistent. At Wyndham Capital Mortgage, we want to give you the tools to build your brand while maintaining the core of your business. WCM’s exclusive marketing operating system (MOS) is called Wildfire. This platform was designed to help loan officers generate new lead sources and build their personal brand with borrowers and real estate partnerships alike.
Build New Habits, Define Your Audience and Get to Know Yourself
So, how do you get started? First, you have to start building some habits, so you can begin growing your network. Commit to 30 days. You can do anything for 30 days. For example, you can start by taking advantage of successful funded loans. Typically, there are 3-4 people associated with the mortgage transaction that you can easily add to your network on social media – borrower, co-borrower, sellers agent and listing agent. I absolutely believe that if you take advantage of the tools provided and begin implementing these strategies, it will really pay off.
Building your brand is simple. You just need to define your audience and get to know yourself. Who is your audience? How do you know they want to hear what you have to say? What solutions are they looking for? What are their likes and dislikes? Where are they engaging on social media? What are they saying?
A great place to start is Facebook. Most communities have Facebook pages. Start reading what’s going on in these groups. What questions are people asking? For example, a potential borrower’s post on a neighborhood page might indicate they are looking to buy in that community. What can you do to add value? Engage with them, so they might become new customers. Suggest they check to see if they can get a pre-approval letter. That way, they can present an offer with confidence in this competitive market.
Next, you need to get to know yourself. Who am I? I’m a loan officer who deeply cares about the community that I work with, and I want to make sure I get my customers into the homes they want to build families and memories in. Start by answering the following questions: What are you interested in? What is your purpose? What does your mortgage business stand for? What promises do you want to make to your customers?
Three Tips to Start Building Your Brand
Once you have defined your specific brand, it’s time to get to work. Get started with my three tips:
- Build your reputation and share it. Don’t be shy. You are the expert on you. Get out of your comfort zone.
- Ask a borrower to share your Facebook page or your loan officer website.
- Share today’s market updates.
- Collect your five-star reviews, copy and paste them into graphics and share on social.
- Provide three funded borrowers with a link to your loan officer website and ask them to share the link and their experience going through the mortgage process with you. (If you do this three times a month, you’ve positioned three new networks where you have expanded your brand.)
- Post one five-star review a week in a social graphic. (If you are a Wyndham Mortgage Capital employee, use the testimonial template within the Wildfire Bynder. If you are not a WCM employee, create a graphic free on Canva!)
- Share and engage with thought leadership content. Curate content that helps educate and inform your borrowers. I know, your biggest barrier is “I don’t know what to say” on social. Don’t be afraid.
- Set up Google alerts for subjects you are passionate about. (What’s going on with lumber prices? What’s the latest on mortgage rates?)
- Get personal. Showcase your photos at work.
- Ask borrowers for photos at the closing table, so you can share and congratulate them.
- Share your company values. (WCM has a $5,000 closing cost guarantee. Showcase our great rates.)*
- Set up five Google alerts on topics you are passionate about that you can spin into value for your audience.
- In the next 30 days, ask two borrowers for photos at the closing table and add them as a friend on Facebook and/or Instagram. With their consent, post the photos on social media along with your congratulations.
- Always be connecting. We need to be sure we are always growing our audience.
- Search for borrowers and invite them to follow you on social media.
- Follow others you work with and start engaging on posts about their successes.
- Add five borrowers to your network in the next 30 days by asking them to follow you on social media. Do this every month.
- Add five real estate agents and others in your professional network in the next 30 days by asking them to follow you on social media. Do this every month.
Building your brand won’t happen overnight. It takes maniacal consistency. Start with a 30-day commitment that begins with growing your social media network, defining your audience and getting to know who you are and what you want your mortgage business to stand for. At the end of the day, you must invest the time to get the advantage. Wyndham Capital Mortgage is here to support you the entire way because we know that building your brand will set you apart. Join our team at JoinWyndham.com.
*Wyndham Capital Mortgage will guarantee up to a $5,000 credit towards your closing costs if we fail to close your loan on time as promised. With all the moving pieces involved in buying a home in today’s world, we want you to be rest assured that your loan will close on time as scheduled. The On-Time Closing Guarantee coupled with our productive Priority Purchase Program — which allows us to underwrite your loan while you are still shopping for a home — allow you to search and buy with confidence and clarity. Please visit www.wyndhamcapital.com/closing-guarantee for more details.