What is your mortgage marketing strategy? Is it something that convinces Realtors why they should work with you? When I ask mortgage brokers these questions they misfire. They share their strengths, like closing loans on time or offering niche loan programs, instead of promoting their competitive advantages. When it comes to real estate agents and your mortgage marketing strategy your strengths are not advantages.

Your strengths are what keep you in business, whereas, competitive advantages put you ahead. It's what you do different and better than your competition. But too often, mortgage brokers become convinced they have a loan program no one else has and believe it's a competitive advantage. What they don't realize is they're promoting a transactional advantage and not a relational advantage.

Isn't your goal to form relationships with real estate agents? How much could just one agent be worth? How much income would you earn if an agent was sending you 3 or 4 deals every month? Think of the pressure you'd deflate?

Well, you can't have it if you don't stand out and get noticed. Agents see mortgage brokers all alike because everyone's mortgage marketing strategy promotes the same strengths. Agents don't decide based on a cost/benefit analysis. It's a human choice and an emotional one. Agents will choose you when they feel your advantages are greater than your competition and it's worth the pain of change.

So ask yourself, "What are my competitive advantages?" Competitive advantages act like beacons so even in heavy fog they can be seen. If your mind is blank and you're still staring at the screen than ask this question, "What problem(s) can I help an agent solve?" The answer to this question is your competitive advantage and one you should build your mortgage marketing strategy around.

Contrary to popular belief mortgage brokers are not failing because the markets have crashed. Sure, it makes things more challenging and harder but it's not why mortgage brokers fail.

Mortgage brokers fail because of accountability. It's tough working in an industry with so much autonomy. The typical new loan officer experience involves being given your desk and told to go get deals. It's up to you to make it happen.

How do you do it? First of all, become accountable. It starts by making a task list. Each task you complete should move you closer to a result. Put the tasks that cause the most procrastination at the top of the list. By getting these tasks completed first you'll move quicker to the tasks you enjoy. This gives you more energy.

Secondly, surround yourself with people who can help you be accountable. For most mortgage brokers only one person fits this description - their manager. It's your manager's job to hold you accountable, but you need other people too, like mentors, coaches or peers. They give you different point of view.

Consider professional groups like AgentMagnet.com. We hold mortgage broker training labs regularly. Labs are conference calls where members share their experiences and we discuss solutions together. But sharing your experience means you have to be accountable to completing your tasks, otherwise, you'll hear the crickets on the call.

Being a member of our Marketing Center also means being accountable. This is the missing element with other membership communities. You meet with your peers, maybe listen to a trainer or speaker, but than nothing happens because you're not accountable or being held accountable.

If you were more accountable how much would your business grow? How do you feel when you've accomplished something important? You can have it right now; it just begins with being accountable.