Continued improvement within the thrift industry and mergers of thrift institutions have led to the recent move by the Office of Thrift Supervision to allow its members expanded authority in commercial asset limits, from 10 percent to 20 per cent. A greater on small business loans is also being emphasized.

If these trends, which have been occur ring in our market over the past year continue, there are questions that need to be addressed What are we doing to take advantage of this current commercial mortgage market? How should we market our selves and our company. Should we create a good public relations position and thus enhance our business opportunities and commission dollars? The answer to all these questions is an emphatic, "Yes!"

Transactions just don't drop at your front door steps. People need to know who you are, what you do, and how your services can benefit them! How can they want your services, if they know nothing about you or your company? What are the benefits of doing business with you personally and with your company? How do you rate in comparison with other brokers? To address these issues and concerns, we must consider two important aspects of business, ie; marketing and public relations.

Marketing and public relations are big ingredients in any business today, and certainly holds true for our industry as well. First of all, you need to market yourself, and don't depend on your past friends or acquaintances. Tell people what you do and what you can do for them. Get out mailings to business people, and if you so desire, zero in on specific types of commercial ventures. Consider doing a monthly or quarterly newsletter, and an inexpensive company/individual brochure. You will be surprised at the cost-effectiveness of this form of marketing. Contact accountants, attorneys, financial planners, and your local/statewide lenders. They can be excel lent sources of future business. Be professional in your approach to any of these sources - professionals like doing business with other professionals. There is an old saying, "The best vitamin for making friends and business acquaintances is B-1."

As you progress in the business, it  behoves you to keep up with the constant changes within the industry Attend conferences, but only those that will truly benefit your longevity in the industry. Mingle with others, let them know that you are active in the commercial phase of our industry, and seriously consider co-brokering. Co-brokering and networking are two ways to help you make a deal.

I have always been a firm believer in both, and can attest to their effectiveness. It is not always necessary to have the whole pie, half is just as good, and volume makes up the difference.

At this current moment, you may be associated with a local real estate firm, but have thought long and hard about making a move to go out on your own. The freedom to pursue commercial mortgage placement as your own business is one reason why people strike out on their own. As an entrepreneur, the tastes are deeply satisfying. With an inherent interest in your work, you are or should stay attuned to the market and retain prized selling skills. Don't however rely on your good looks alone. You will need help in your ventures, and again the need for marketing your skills will be even more important. Being on your own can be viewed as mixing business and pleasure. However, it does have its drawbacks. Being self-employed, we some times underestimate the difficulty of operating a business, or overestimating the income that we thought we would receive. But for those that do succeed, it is often due to their intrinsic interest in the business, and their attentiveness to the needs of the client and lending sources.

Freedom as a self-employed commercial mortgage broker can be like a double- edged sword. For one thing, being one's boss can be very lonely, and secondly, there's no one out there to bail you out in the hard times. If you fail, you fail mightily. That is one of the risks you must take in the business world of today. If you can think positive, throw away all the clocks, don't be afraid to ask for help from your broker associates.

Ideas won't work unless you do! Regardless how small the thought may be, use it. Remember that the successful brokers in commercial mortgage placement started where you may be today Think positive and think smart. If some form of marketing and public relations has worked for others, learn about it, and modify, it for yourself and your company You don't always have to invent a new wheel. Many times the old one works just as well, and is as effective. Who knows, someday you may be discussing your annual marketing and public relations ideas with a top rated agency. Business can be that good.