In the mortgage business, your service is intangible. A Realtor® is quick to judge if they'll even entertain the idea of getting to know you, and mortgage marketing brochures alone don't provide strong evidence of your expertise.

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? 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 convincing Realtors to do business with them after only contacting them once or twice and leaving a few mortgage marketing brochures with them. They key is to make yourself stand out. Make your story as good as Star Wars using Agent Magnet's Introduction Campaign.

Moving Beyond "Just Another Loan Officer"

Your marketing materials are an extension of you. A Realtor can actually read about your service, and see it on paper. If you use flow charts, graphs, and other strong visuals, you're giving them 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, including mortgage marketing brochures, 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. Regular mortgage marketing brochures developed by your company will not convey the kind of message you need. You have to create them.

When you invest the time to create the marketing materials as outlined in the Agent Magnet Marketing Center, you'll develop a greater clarity of your service. This excercise will be the best thing you can do for your career. Do you struggle or run out of things to communicate to prospects? This exercise helps you add more depth to your presentations. Over time you'll improve what you communicate to prospects and build relationships.

Finally, you need to create personalized materials to use as a drip marketing campaign. Most Realtors you meet are not ready to do business with you today, especially after receiving several mortgage marketing brochures from different loan officers. That's why it's important that you 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.

The Introduction Campaign in the Agent Magnet Marketing Center is your resource for moving beyond mortgage marketing brochures. It gives you materials and information that make you valuable to realtors.