How Can Loan Officers Stand Out to Millennial Prospects?

Standing out above the competition is always important, but it’s essential when you’re marketing to millennials. They’re known for researching all of their options in order to make an informed decision. They grew up on the internet — and they’re not just going to take anyone’s word for anything. So, when it comes to buying a home, they know they have their pick of loan officers. If you want to earn their business, you’re going to have to stand out above your competitors. With the right marketing and focused branding, you can position yourself as the go-to choice locally. Here are some tips to consider:

Be Authentic

Millennials are known for valuing authenticity, and many can spot phony branding or salesy marketing from a mile away. Rather than giving their business to large, impersonal corporations, many would prefer to work with somebody who is true to their values. It’s not about altering your brand to appeal to millennials; instead, it’s about maintaining authenticity — communicating what matters most to you and upholding those statements in the service you provide.

Don’t Stereotype

It’s one thing to gather information on a demographic and another to rely solely on that information in every interaction. As you learn more about the millennial market, try to remember that generalizations are just that, and they don’t apply to everyone. LOs who believe all the stereotypes about millennials and treat them as if they already know their preferences and concerns can quickly stand out in the wrong way — as an option to cross of the list of potential loan officers. We’re looking for balance here. Learning what you can about the demographic is a smart move; just make sure that when it comes to distinct interactions, you’re staying open minded and focusing on the individual.

Define Your Core Values

Your core values should not only be clear to you, but also to prospects researching your business and to the clients you’re working with on their mortgage. What ethics guide your business? What values do you operate on? If you haven’t done this already, start by getting clear on the answers to those questions. Once you’ve identified your core values, make sure they’re conveyed clearly on your website, social-media pages, and any other marketing you produce. Millennials care about business values — by making yours easy to find, you’ll make a strong impression.

Engage Them Online

There’s a real contrast between having an online presence and engaging online. While an online presence is a must-have when it comes to appealing to millennials, that on its own isn’t enough to ensure you’re standing out. They want to see that a real person is behind that presence who they can interact with. LOs can boost their online engagement by maintaining a weekly (or monthly to start) blog, consistently sharing content on social media, and asking questions to followers to invite discussion. Engagement also requires being accessible online. When a follower comments on or engages with a post, respond in a timely manner so they see that you’re attentive and interested.

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Loan officers have two options when it comes to millennials — they can blend in, or they can stand out. You don’t need to give your entire brand a makeover to reflect what you think millennials will like. That approach may very well backfire and make you stand out as inauthentic and out of touch. If you want to earn millennials’ business, stand out for the right reasons by building a strong, authentic brand and staying true to your business values.

If you’d like to talk more about any of these ideas, or if there’s another way I can be a resource, please reach out. I’m always happy to block off some time to connect.