First, you’ve positioned themselves in front of the right people. Then, you made yourself stand out with personalized marketing and a unique value proposition. All the pieces are now in place for you to stand out in a crowded market, but there’s one more strategy that is nearly always the determining factor in landing someone’s business—the practice of repetition.
A common rule in marketing is that someone must see an ad seven times before they remember it. The same general principle applies to referral sources. No matter how engaging a communication or creative their personalized marketing is, loan officers are not going to get their leads’ attention after one touch.
Additionally, the way mortgage professionals reach out must be varied. We have all been on the receiving end of a marketing email campaign that we found far more annoying than engaging. Instead, by combining relevant communication, personalized marketing, phone calls, and other touches, loan officers stand a far higher chance of making an impact on a potential referral partner.
Persistence is key as well. Some referral partners might call back in a few days, but most will take weeks, months, or even years to build a business partnership. While many will give up, the loan officer who most consistently reaches out will be the one to eventually get their attention.
Want to read the rest of the this blog series? Check out our prior entries on positioning yourself correctly in front of Key Targets® and creating a lasting impression.