Before you read my blog this week… I want to preface who it’s for.

It’s for Loan Officers who are seen by their referral partners to be in the top 5% of MLOs in their zip code.

The top 5% of Realtors are the ones doing all the business right now and they will only work with LOs who are in the top 5%.

The funny thing is… they don’t use MMI or the rankings to determine if you’re in the top 5%.

They trust their gut.

Personal Branding… in mortgage… is a feeling you create inside of others.

Your Realtor partners will ask themselves:

 “Does someone like me, send business to someone like that?”

And, this is where most LOs screw up. They are obsessed with “marketing” rather than branding. But, marketing is just the act of getting attention. It’s your personal brand that determines how successful you will be.

Success in “professional services” is different than success in other businesses. When you provide the same service that hundreds of other LOs in your area provide… your success hinges on how people see you.

Is it really this simple…?

Yes, it is.

The faster you accept that “who you are” and “how you are seen” determines your success in mortgage… the faster you will rise.

Sure, you need to be good at your job… But, that’s a given if you’re in the top 5%.

After that, Realtors choose the Loan Officer they like most. Plain and simple.

In a world where people have ‘seen it all before,’ you cannot lean on gadgets and marketing gimmicks to become successful. Anyone can swipe a credit card.

Everyone has the fancy stuff now. Realtors and borrowers will be shopping differently going forward. They will be shopping for the person… not what you sell.

This has been true for decades. My most successful coaching clients rarely post on social media. And, when they do, it has nothing to do with mortgages. Yet, they are still number one in their city.

How? Because their personal brand beats that of the other Loan Officers. They are respected, celebrated, talked about, and loved.

And the money follows.

Rather than constantly looking for better marketing strategies… spend your time becoming someone people admire, respect, and talk about.

In the end… people choose the Loan Officer they like most.

Build a platform to be seen and then craft a compelling personal brand that people talk about. I can help you do it. CLICK HERE to schedule a free strategy call.