It’s an interesting time to be a Loan Officer.

A bit scary depending on the market you work in.

Things will correct sometime between 2027 and 2029.

But what do you do until then?

Some LOs thought that waiting it out was a good idea.

But, then they noticed the shift in how Loan Officers are being chosen.

So, they got to work trying to figure out how this whole personal branding thing works.

If you were lucky, you hired someone who knew how to make money.

If you weren’t lucky, you probably didn’t get a single loan from it.

Below is a series of steps that I believe often get overlooked when it comes to Loan Officers profiting off of their personal brand.

1. Be clear, not cute

A clear personal brand always beats cute. Get right to the point. What problem do you solve and why should I care? (Hint: “Helping people achieve the dream of home ownership” is cute – not clear or compelling)

2. Your content needs to back it up

People don’t believe what they hear, they believe what they see. Don’t create “content.” Instead, post things that show you walking the walk. Mortgage content is just a waste of your time and theirs.

3. Quality not quantity

If another Loan Officer could say the same exact thing… don’t post it.

4. Spam Emails

Just do everyone a favor and don’t send them. Your Realtor partners get enough emails.

5. Brand consistency across platforms (including in-person)

A personal brand is supposed to be a reflection of who you actually are… as a person. This needs to be consistent across all platforms including in-person. If you are a totally different person compared to how you branded yourself… Realtors will run far, far away.

6. Clarify your brand before creating content

Take a trip away for a weekend and nail down what your personal brand is. If you have the money, hire someone to help you do this. In mortgage, marketing before you have a compelling personal brand is a waste of your time.

7. You can’t build a brand for everyone

You gotta pick. Is this a brand for agents/referral sources… or is this a brand designed for direct-to-consumer? Trying to do both will just harm your return on investment. Now, that doesn’t mean that you cannot have a different plan on a different platform. But, keep each platform honed in on a single audience.

Start with the 7 listed above, I will send you more next week.

If you want my help to create your personal brand and you want to start using it to make money NOW not in 2027 or 2029. Click HERE to book a call with me. I can help you get this out of the way.