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Loan Officer Marketing – Why Realtors(r) Don’t Read Your Brochures
When you put the brochures from each mortgage company side by side, you can’t help noticing the similarities. Each piece speaks of having every loan program possible, proven and experienced professionals, prompt and friendly service, a list of documents required to process the loan, a commitment to individualized attention, and a commitment to professional service to the client.
It’s good and stylish for consumers, what about your brochure for real estate agents? If you give agents the same brochure you give to customers, will it help you stand out? Probably not – and even if you have a separate leaflet for agents, does this avoid the 3 most common mistakes?
Leaflet Error #1 – Messages Based on Attributes
This is the colossal mistake in most brochures. Here is a short list of features often mentioned in mortgage brochures; loan rates, APR, quality service, mortgage insurance, points, refinancing, payments, purchasing, full service, sourcing, retail, interest only, option only, ARMS, free quotes, to name a few.
The features don’t tell the reader anything. Sometimes they just get more confused about your service. When an agent reads your brochure, they are reading it for one reason only. they want to know “What’s in this for them?” If you’ve been in sales for a long time and are a good student in the field, you know that people are interested in hearing benefits, not features. But wait, there’s a twist.
If you’re selling widgets, your flyer follows an old-school formula. It explains what the widget is (feature) and then tells the client what the widget will do for them (benefits). Pretty simple, right?
But you’re in the mortgage business. Or rather, you are in the service business. Where does the warning lie? it is invisible when you sell a service. You can’t touch, smell or see it. Explaining the benefits an agent derives from using your services is helpful, but not sufficient.
If you want your brochure to make a difference, a difference of the kind noticed by representatives, more than just identifying problems you can solve for them.
It’s a strange phenomenon, but terribly true. Agents are more interested in reading about their problems better than reading about the benefits of your services or features for that matter.
Leaflet Error #2 – Use of Jargon
Jargon is like “Swahili”, a confused, incomprehensible language. Words you understand, but leave an agent without knowledge. Jargon comes across as incomprehensible and pretentious. Instead, keep things in simple terms. Your brochure should focus on expression, not impression. Using fashion words, stylish words or phrases can look flashy.
Jargon slows or stops the reading process. Avoid this by writing your brochure in a relaxed voice as if you are conversing with the reader. In English class you were taught to write very formally, remember, your brochure is not a term paper, It is an opportunity to persuade and shape one’s perception.
Use pictures to communicate they are only worth a thousand words. Agents understand with their eyes. Graphs, charts, photographs, and quotations are examples of conveying or supporting important points.
Everyone’s brochure mentions good customer service. As an alternaive, use a flowchart to show your service, and supporting this with satisfied customer testimonials.
Leaflet Error #3 – Metaoism Disease
No offense – most of us have this disease. You see what might work for someone, so you copy it for yourself. It’s easy to take the leading competitor’s brochure and copy some or all of it. For example, years ago, fare lists were a hotly marketable flyer. You can hand out a few hundred and get a respectable response. Well, when there are hundreds of loan officers copying this, guess what? It wears out but we continue to use it.
Metatooism is not valuable. Look at how much mail you still get from other mortgage companies trying to refinance you. And they use the same formatted letter as everyone else. The letter specifically states how much you can save in bold and includes an advertised low rate. Sometimes it is printed in the form of a fictitious check ready to be cashed.
Don’t be afraid to be different. It’s easy to use what others have and it’s hard to find originality. But it is originality that can win the biggest prize.
The Power of a Well Crafted Brochure
Like a good movie plot, a well-crafted brochure sets the story in motion. It shapes an agent’s perception before sitting down with them – it reduces rejection and reduces resistance. It awakens thoughts in their minds, makes you more memorable. And it helps you stand out and get noticed in a big crowd.
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