(Here’s how to fix them)

You work hard for your leads. Each and every prospect comes at a price. Whether that price is dollar signs, or hard work pounding the pavement, you pay your dues to get that prospect to hear your message.

How would you feel if you caught another loan officer digging through your files, lighting a match, and burning your prospects contact information?

While I can’t speak for everyone reading this, I’m sure many of you would have to be picked up from the police station based on what would most assuredly happen next.

All joking aside, I painted this scenario for you because there is something very similar taking place on a regular basis. While there is no physical match-book involved here, many loan officers are wasting their hard earned leads at an alarming rate. One might say that many of the leads are as good as destroyed.

So what’s going on? I’m glad you asked me that. Sales…Or lack thereof… The difference between a prospect who uses your services and one who walks through the door of your nearest competitor is more often than not, your expertise as an efficient sales person.

Unfortunately, many loan officers assume that the problem always lies with “bad leads” or “the market is just too difficult right now.” However, one only need consider the fact that in any city, and any state, there are still plenty of loan officer’s growing, hiring more support, and closing more loans than the rest.

Why is that? Surely they don’t possess some random magical ability to find hidden prospects. Rather, these loan officer’s have spent the time and energy required to hone their skills, and stay in contact with the right prospects. Wouldn’t you like to be listed in that top 5% of loan officer’s?

Thankfully, the odds are in your favor. How so? The fact is, most originator’s have 90% of the formula right. You know your product, you work the hours, and you study the scenario’s… It’s that pesky remaining 10% that can mean the difference between success, and mediocrity.

So how do you obtain that elusive remaining 10%? We’ve made it simple for you. Print the checklist below, (Many copies) and place it in a spot that is visible to you every day. I designed this checklist for myself when I was marketing to real estate agents and For Sale By Owner’s.

This checklist served as a great tool to keep me on track. Many of the “small things” that are easy to forget, are the very factors that can differentiate you as someone special, someone different, and someone who is ultimately worth doing business with.

When a marketing plan is working out for you, the first step should be to scrub your current efforts against this list. Answer each of the 9 questions on the list, and answer them honestly.

Your answers will often reveal something that is missing from your current plan, or an approach that needs to be tweaked. Think of it as a car that won’t start. You know the vehicle is for the most part, mechanically sound. However, there are just 1 or 2 parts that need to be repaired or replaced to get that engine humming again.

Use this list and use it often. This is just 1 more tool that you have in your belt to help get your career back where you want it to be.

Chad Weber

Loan Officer Marketing Lab

www.loanofficermarketinglab.com

 

(Request the checklist by commenting below – or through email – cweber@averagejoelo.com)