Marketing Mistakes that Loan Officers Make (and how to avoid them)

If you want a long, successful career as a loan officer, you need to have a marketing strategy in place that works — and you’re going to have to pay close attention to make sure it continues to run smoothly and changes with the times. Your marketing can be invaluable in moments like these when the industry is experiencing some tumult. So, I thought it would be a good idea this week to look at some of the common marketing mistakes that loan officers make.

Mistakes are particularly important, because for many of us, making mistakes is how we learn. If you become aware of these mistakes before you make them, you may be able to sidestep them and avoid learning the hard way.

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A common problem with loan officer marketing is inconsistency. Your brand can only function at its full potential if it’s the same everywhere you appear online. Your website, social-media pages, blog, etc. should all use the same verbiage, images, fonts, and colors. That uniformity will add weight to the message you’re trying to convey, and it will make your brand more memorable to the people who encounter it.?

Another mistake I see very often is that loan officers don’t create their own content. You don’t have to be a confident writer to distill some of what you’ve learned and share it with your online networks. Only using the materials your company may create for you can be problematic, because it often looks like an ad, and many of your colleagues may be using the exact same marketing pieces. This diminishes their power.

Put together your own content-marketing strategy. This means sharing original content, though reposting others’ content can be a good addition if that’s not all you do. Provide information and education — this is how you’ll stand out from all the other LOs in your local market who are competing for the same business. It’s a subtle approach that has a big impact. You’re building your brand, attracting an audience, and growing your online presence with every post.

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These aren’t the only mistakes that loan officers make with their marketing, but I see these all the time. If you can avoid them, your business will undoubtedly grow faster.

Thanks for reading!

John

If you’re a loan officer, sales manager, or branch manager considering a move, don’t hesitate to reach out to hear about some terrific opportunities.

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John Gardella

Regional Manager — Supreme Lending

615.439.2569

[email protected]