Are you spending a lot of time with people who have absolutely no intention of every referring any loans to you? Most loan officers do. I am not implying that they do this on purpose. I am saying that if you are not targeting the Realtors and other referral sources you want to work with you are wasting your valuable time.

The first step in any marketing process is to do a little homework. Track all of your transactions for the last year or so. Make columns for Borrower, referral source, referral source profile. Under "Profile" note such things as: Age, gender, occupation, personality style, big picture or detail person, left brain or right brain - whatever clues you can gather. When the referral source is a Realtor add the following information: Previous occupation, sales volume, average sales price, length of time as a Realtor.

Now you become a detective! What things do your referral sources have in common? (Don't expect them all to fall into nice little boxes but about 20% of any list ought to have 3 or 4 things in common.) If you do a lot of work with Realtors, you might find that 20% of them are males over 50, who were previously accountants.

That says to me that you have historically been successful with males over 50 who were accountants. If you have been successful with that type of person in the past, you might well be successful with them in the future. In fact, you might go through Real Estate offices actively looking for 50 plus males who were previously accountants knowing that it's likely that they will love to do business with you. You might approach those people and tell them that you specialize in working with people just like them. Tell them why, and tell them how you work.

Once you know what the target looks like, you'll hit the bull's eye much more frequently!
 
 

Linda Brakeall, President of Phoenix Seminars, author of HOW TO GET MORE LOANS FROM REALTORS and founder of MORTGAGE UNIVERSITY is available to speak to and train your sales force! Call 800-662-7249

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