Here’s Why LOs Need to Build Their Brand

There are dozens of things that LOs need to pay attention to on any given day, and it makes sense that current clients’ needs come first. One area that often gets moved to the bottom of the list (in favor of matters more pressing matters) is branding. But for LOs who want to build sustainable, long-term success in the industry, branding is crucial. Here are a few reasons why LOs need to spend time building their brand:

It Helps You Expand Your Network

A strong, identifiable brand allows you to make new connections both as an individual professional, and also as a business entity. Especially online, your brand is often the first interaction that many prospects will have with you. So, it needs to be representative of who you are and what you’re about. It gives you a platform to build a reputation that reflects your expertise and the services you provide. When you have a website, blog, social-media page, and you post to them regularly, you open the door to exponentially introduce new people to your business.

It Lets You Make a Strong First Impression

Not everyone who encounters your brand online is going to need your services at that time. But that certainly doesn’t mean that they won’t need your help soon, or that they won’t talk to someone tomorrow that asks for a recommendation for an LO. Your brand lets you stay top-of-mind, and it demonstrates who you are as a professional. It gives you a forum to let others know what matters most to you, and what they can expect from working with you. When you put sufficient effort into creating a brand that’s memorable, you reach a wider network of prospects and potential referral partners. And while immediate business is always preferable, setting yourself up for the future is just as, if not more so, important.

It Assists with Earning Trust

I mentioned how your brand allows you to demonstrate who you are and what you’re about, and there’s no better way to build on that than by publishing original content. When you address the common questions and concerns of your audience, they’ll have an easier time finding you through a web search, and it will help them trust you enough to take the next step and reach out. Share your knowledge — when your brand is anchored by a wealth of informative content, you show your audience that you’re an expert deserving of their trust.

It Helps You Stand Out from the Competition

Finally, LOs that want to make real headway in the industry need to stand apart from the competition. Your brand is the perfect tool to do just that. Don’t worry about what your local competition is doing, if you create and promote a brand that you’re proud of, you can be sure that you’re doing more than 99% of other LOs. And then naturally, if a prospect encounters you online after encountering some of your competitors, you’re going to be the clear choice to work with. Highlight your strengths, what makes you unique, the standards you hold yourself to, and what your clients can expect when they work with you. A strong brand is the most powerful way to rise to the top in your local market.

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Think of your brand as a tool; it requires sharpening and you need to know how to use it, but once you’ve put in the work, it will provide you with streams of business for the rest of your career.

If you’re a loan officer or sales manager considering new opportunities, don’t hesitate to reach out. I’d love to share with you all of the reasons that BayFirst Financial (formerly First Home Bank) is the best company for entrepreneurial-minded loan officers to work with.