In Mortgage… YOU are the business.

I’m not sure where this obsession with talking about mortgages came from?

Everyone knows that people choose the Loan Officer… not the loan product.

In professional services, YOU are the only difference between the other LOs in your market.

The most successful Top Producer in your market is likely working for a large retail company selling the highest rate in town.

This is proof that people don’t shop the loan…they shop the LO.

Personal branding isn’t something that you can just pay someone to do for you. It needs to be you… who you actually are. If you hire someone to create your brand… it will look like you hired someone to create your personal brand. It will look forced, generic, artificial, and uninteresting.

If your personal brand IS the deciding factor between you and the other LOs… you should probably be taking it very seriously.

Let’s first take a look at how most Loan Officers have accidentally branded themselves:

The most common personal brand in mortgage is the “Desperate Loan Officer.” They’re always doing a ton of things that nobody would do unless they were desperate for business. Cold calling people to “check in.” Popping in to open houses. They pride themselves on how hard they work, but really they just look like someone who lacks a life outside of work. Desperate Loan Officers tend to get their referrals from the bottom 95% of realtors as the top 5% can spot a desperate person from a mile away.

The second most common personal brand in mortgage is the “Clueless Loan Officer.” They’re always making assumptions about what it is that their audience is interested in. They’re constantly posting mortgage tips on social media thinking that they look like a helpful Loan Officer, when really they just look like someone who wants leads. They send out emails and post things on social that were written by other people and everyone else knows it.

A personal brand sends a message. It tells people, “I’m this… not that.”

The top personal brands in mortgage tell people, “I’m passionate about what I do and I’m proud of who I am becoming.”

This statement is more powerful than people realize. Sure, it has nothing to do with mortgages… But, this brand works. It’s how all of the elites in the industry got to where they are today. People want to work with a passionate person who has a strong sense of self and a clear direction.

Their personal brand does the talking so that they don’t have to. They don’t waste everyone’s time talking about mortgages… their referral partners know what they do for a living. Instead, they document how they choose to spend their time and what they are working towards.

People aren’t going on social media to learn about mortgages! Show them someone rare, remarkable, and unusually great. Show them a person that they are interested in following.

What you do for a living is important… but, your personal brand is so much more. If all you do is mortgage… you will likely get lost in the crowd. 

The Loan Officers at the top of the industry are well known and often talked about… not because of their ability to close loans… but because of who they are as a person.

Are you getting noticed? Do people know who you REALLY are? If your personal brand fails to tell the story of you… then you’re missing out on a ton of referrals.

INdesign is a coaching program that helps Loan Officers become significant in their market. If you are suppressing your true self… I can help you get it out. Everyone has a purpose and sharing it with others will make you more money than anything else can. Click here to schedule a call.