The Power of a USP in Mortgage Marketing

The best way to position yourself is to create a unique selling proposition (USP), which is a concise statement that clearly explains the benefits of doing business with you. Some famous USPs you’ve probably heard include FedEx’s “When it absolutely, positively has to be there overnight” and Geico’s “We’ll help you save you up to 15 percent or more on car insurance.”

Here are four steps to creating your unique selling proposition.

Step 1 – Brainstorm Your USP

The first step to creating your unique selling proposition is to brainstorm all the reasons why clients should do business with you. Instead of using vague and meaningless phrases like “I offer high quality service and professionalism,” quantify exactly what clients get when they do business with you. What does “high quality service” or “professionalism” mean to you? This should be present in your mortgage marketing all the time.

Your USP should be specific to your niche audience, in line with your strengths, and different from your competition. What do you do differently from other LO’s that makes you stand out? What do your best clients say about you? What are you most proud of? Are you a local expert or well-known in your area? What are your mortgage sales accomplishments? Write down whatever comes to mind. It’s ok at this stage to write several pages. Show what your mortgage training has taught you!

Step 2 – Clarify Your USP

Once you have a clear idea of how you differ from other LO’s and why prospects should hire you over all the other mortgage brokers out there, narrow down the most compelling reason to a sentence or two.

Step 3 – Prove Your USP

Your prospects are skeptical, so you need proof that you can do what you say. A great way to do this is to get client testimonials. Good client testimonials explain how easy you made their loan approval process, how clearly you explained the steps to buying their home, how frequently you were in contact with them, and how well you solidified their deal. And a solid mortgage lead generation system should attract PLENTY of these prospects.

Best of all, when clients sing your praises, you’re not bragging. You’re showing (social) proof that you’ve done this before, and you’ve done such a great job that your clients are willing to vouch for you. Testimonials do much of the selling for you.

Chris Hallmark – http://www.loanofficermarketinglab.com