Developing Realtor Leads

After spending years soliciting a national sales seminar in real estate offices across the country and the last six working closely with loan officers, Sales Achievers, Inc. author and coach Jeffrey Nelson created the program which is designed to assist loan originators in developing productive loan officer/Realtor relationships.

“I’m helping them understand that specializing or developing a niche will help them stand out,” Nelson explained to MortgageDaily.com. “If they can solve a problem for an agent, like providing solutions that reduce their marketing dollars or increases their referrals, they will differentiate themselves from the competition.”

Become an Agent Magnet: A Loan Officer’s Breakthrough Formula for Standing Out from the Crowd and Attracting Agents, is a series of easy-to-follow workbooks available in both print and e-book from his Web site, Loan-Officer-Marketing.com that outlines the principles of implementing Nelson’s Realtor referral strategy.

Nelson said planning the strategy consists of tracking past production and expenses, and setting future goals by assessing the loan officer’s current pipeline. To assist in the planning efforts, the program offers an electronic production workbook that automatically calculates data entered for immediate analysis — shining a light on problem areas.

The program also explained the importance of developing a niche specialty and becoming seen as a subject matter expert. With the use of a guide to create an introductory statement the loan officer can define their position, and how they would like to be viewed by Realtors within the market.

Once the niche or specialty has been identified and the knowledge is acquired, the program can walk the loan officer through the process of creating literary and audio material used to market themselves with a focus on branding their identity.

“Packaging is your words and pictures that make your services vivid,” Nelson explained, adding, “A brand breeds familiarity, and familiarity breeds attraction.”

Promoting one’s brand takes persistence and attention grabbing ideas; ones that focus on the Realtors or the real estate business itself can be ideal, the program said. “Sending problem-centered messages is your best ally for getting their attention,” Nelson wrote.

For continued success with agent relationships, Nelson suggested that loan officers make themselves indispensable to the Realtor by offering practical solutions that make the agent’s life easier and their efforts more equitable.