Building Your Personal Brand

Mortgage marketing experts have provided next generation loan officers with advice on how to identify the elements to define your authentic personal brand, how to create consistent marketing using your personal brand, and using your personal brand to attract, connect and educate future homebuyers.

Brian Vieaux, President & Chief Operating Officer, FinLocker

Mike Faraci, CEO & Founder, Red Button Media

Doug Wilber, Chief Strategy Officer, Capacity

Steve Ely, CEO, eCredable

Scott Schang, CEO of Find My Way Home

Sue Buswell, Credit and Score Consultant #sueknowsthescore

Jeremy Potter, Strategist and Advisor

Paul Gigliotti, COO & Executive Board Member of Axis Lending Academy

Scott Schang, CEO of Find My Way Home

Catalina Kaiyoorawongs, CEO & Co-Founder, LoanSense

Ginger Bell, CEO and Founder, Edumarketing

Rob Chrane, CEO & Founder of Down Payment Resource

Jeffrey Walker, CEO and Co-Founder, CredEvolv

Jeremy Potter, Strategist and Advisor

Brian Vieaux, President & COO, FinLocker

View all previous articles

How to Start Building Your Personal Brand

Brian Vieaux, President & COO, FinLocker

I can’t emphasize this enough: when it comes to attracting and engaging the next generation of homebuyers, the conversation shouldn’t revolve solely around mortgages. It’s essential to start connecting on a deeper, more personal level.

Instead, start connecting on a more personal level by talking about who you are as a person. What are your hobbies? What music, sports, or movies do you like? What are you passionate about that makes you a unique individual?

Secondly, talk about your community. What are the things that are interesting in your region? What are some cool restaurants, hidden gems, your go-to coffee shops, or venues you can showcase to humanize your connection to the community?

As a loan officer, your personal brand should prioritize showcasing your personality and the community you serve. Remember, mortgages are just a part of what you do. If you only talk about mortgages, you risk disconnecting from your audience, especially since the average consumer only needs a mortgage every seven years.

It’s crucial to build a genuine connection. People follow individuals they can relate to, not just someone pushing mortgage products. When you share who you are and what matters to you, you attract like-minded individuals. Once they’re part of your circle, discussing mortgages occasionally becomes natural.

To recap, center your messaging around your identity, interests, and values. By doing so, you’ll attract an audience that resonates with your authenticity. And when the time comes for someone in your network to seek a mortgage, guess who they’ll think of first? That’s right, the person they’ve already connected with on a personal level.

Oh, and one more thing—did I mention, lay off the constant mortgage talk? Trust me, it’s a game-changer.

Building Trust Through Video: An LOs Guide to Authentic Personal Branding

Mike Faraci, CEO & Founder of Red Button Media

In the current market, connecting with potential homebuyers is crucial. One of the most effective ways to do this is by developing a thoughtful video content strategy that reflects an authentic personal brand. Here’s how mortgage professionals can go beyond traditional approaches to build trust and attract future homebuyers, in 6 steps.

Step 1 – Identify Your Brand
Before diving into video content, it’s essential to understand your personal brand. The good thing is that this is simple. Your personal brand is… you! Authenticity is what resonates with an audience, so just be yourself. This self-awareness is the foundation of your video strategy.

Step 2- Creating Authentic Content
Authenticity is key when creating video content. Share personal anecdotes, industry insights, and success stories to humanize your brand. Consider story-telling videos, where you talk about your journey in the mortgage industry, and the behind the scenes of tough deals. These videos can serve as a virtual handshake, allowing potential homebuyers to get to know you before meeting you in person.

Step 3 – Building Trust Through Education
Educational content is a powerful tool in establishing trust. Develop videos that simplify complex mortgage concepts, explain the homebuying process, and offer valuable tips. By positioning yourself as an educator, you not only showcase your expertise but also provide genuine value to your audience. This helps build trust and positions you as a reliable source of information.

Step 4 – Attracting Future Homebuyers
To attract potential homebuyers, tailor your video content to address their common concerns, questions, and pain points. Create videos on topics like understanding down payment and qualification requirements, tips for a smooth homebuying process, and insights into the local real estate market. This positions you as a helpful guide, making your audience more likely to choose you when they’re ready to embark on their homebuying journey.

Step 5- Consistency Is Key
Everyone says it… because it’s true! Consistency is crucial in maintaining a strong personal brand. Develop a regular video posting schedule to stay engaged with your audience. Whether it’s weekly market updates, monthly Q&A sessions, or occasional success stories, a consistent presence keeps you top of mind for potential homebuyers.

Step 6 – Engage with Your Audience
Encourage interaction by asking questions and responding to comments on your videos. This engagement fosters a sense of community and accessibility. Consider featuring client testimonials, further showcasing the positive experiences others have had with your services.

By developing a video content strategy centered on authenticity, education, and engagement, loan officers can create a personal brand that resonates with potential homebuyers. Through consistent, genuine communication, you’ll build trust, stand out in a competitive market, and ultimately attract future clients to guide on their homebuying journey.

These concepts are simple, but not easy to execute. It takes time, dedication, and commitment… which is why so few mortgage professionals are willing to do this. This is a long-term strategy, and those who implement it will be rewarded.

Social Media Success for Loan Officers is in Social Selling

Douglas Wilber, Chief Strategy Officer of Capacity

Every social circle contains a few people whose ideas seem to carry more weight and gravitas. They just seem to know what they’re talking about, and others actively seek their thoughts and opinions.

The same goes for digital social circles. If loan officers can establish themselves as thought leaders—specifically in loan origination—they can become sought-after sources for homebuyers.

In other words, loan officers should be using social media to show their network that they know what they’re talking about.

A social media thought leadership strategy can be incredibly effective, but unfortunately, many lenders use social channels solely for marketing purposes and basic customer service. Instead of using social media for advertising, take a social selling approach.

Social selling is using social media to sell a product or service. It leverages social channels to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers and ultimately build sales-encouraging trust and rapport.

Here’s how to be successful with social selling:

Build Trust with Prospective Homebuyers
Purchasing a home is likely the biggest financial decision a buyer will ever make. They need to trust their loan officer. Think of every social post and interaction as an opportunity to build direct, personal relationships with customers and prospects.

In an uncertain market, the right social media content can really connect. For instance, a reassuring Instagram reel about taking out a mortgage in a time of high interest rates could be just what a first-time homebuyer needs to hear.

Think about long-term relationships, not just short-term gains.

Stay Top of Mind
Consistently posting to social media helps loan officers stay top of mind and engaged with existing clients. While there aren’t enough hours in the day for loan officers to check-in with every single client, social selling can help them stay connected and deepen relationships without overworking. Plus, when loan officers continually demonstrate their expertise online, the chances of gaining client referrals increases.

Be Empathetic
It’s tough out there for lenders and buyers alike. Loan officers can use social media content to acknowledge challenging conditions and build emotional connection with prospective buyers. This doesn’t mean content should be doom and gloom, but rather, an opportunity to show homebuyers that we’re all in this together.

Social selling is the right approach to transform social media into a relationship and trust building engine for loan officers.

Learn more about social selling in Denim Social’s guide: Helping Mortgage Loan Officers Achieve Success with Social Media Marketing

Why Holiday Shopping Usually Lowers Your Credit Score

Steve Ely, CEO of eCredable

According to the annual Holiday Spending Survey field by the Economic Council, U.S. consumers plan to spend an average of $985 on holiday-related items in 2023, less than the $1,006 reported in 2022. As part of this total, consumers intend to spend an average of $654 on holiday gifts, up 6.7% from $613 last year. By contrast, consumers expect to spend much less holiday-related non-gift items this year – only $330 compared to $393 in 2022, a 16% decline.

Even if you plan to spend less than you did last year, you’re likely to use credit cards for much of your holiday shopping. If you don’t pay off the balance in January, your credit utilization is going to increase which means your credit score is likely going to decrease. Your credit utilization is 30% of your credit score, so it’s a pretty big piece of the pie.

But if you’re able to catch up in February, then your score should recover to pre-holiday spending levels. Keep this in mind if you have any major purchases in the near future – like buying a home. Maximizing your credit score is critical to getting the best rate possible.

Know Thyself. Eliminate the Competition

Scott Schang, CEO of Find My Way Home

In the world of mortgage loan origination, where loan programs are as common as coffee shops on every corner, there’s a secret weapon that can set you apart from the crowd.

It’s not about having the flashiest ads or the loudest voice. It’s about knowing who you are – really, truly, deeply. This is not just some feel-good mantra; it’s a powerful strategy to stand out in a sea of sameness.

Let’s dive into why “knowing thyself” is your ultimate tool to eliminate the competition.

1. The Power of Authenticity
Think about it. When you know what makes you tick, what drives you, and what you’re passionate about, you’re not just another loan officer. You become a person with a story, a personality, and something unique to offer.

Your clients aren’t just looking for a loan; they’re looking for a human connection, someone they can trust and relate to. When you’re authentic, you’re not just selling a service; you’re offering an experience – your experience.

2. Finding Your Unique Voice
So, how do you discover your authentic self? It starts with some introspection. What are your values? What motivates you every morning? Is it helping families find their dream home? Is it the thrill of navigating the financial landscape?

Once you understand your motivations, your communication becomes more natural, more ‘you.’ This genuine approach resonates with people. It’s like finding your own rhythm in the melody of the mortgage world.

3. Becoming an Expert by Being You
You might be thinking, “Okay, I get being myself, but how does that make me an expert?” Here’s the thing – expertise isn’t just about knowledge; it’s about how you apply that knowledge in a way that’s uniquely yours.
When you operate from a place of understanding your strengths and passions, you naturally become better at what you do. You’re more engaged, more curious, and more committed. This doesn’t just make you good at your job; it makes you great.

4. Attracting Your Tribe
Here’s where the magic happens. When you’re true to yourself, you start attracting clients who appreciate and seek out what you offer. These are the people who will choose you over others because they feel a connection.

They’re not just looking for any mortgage loan officer; they’re looking for you. And when clients feel that they’re working with someone who gets them, they’re more likely to be satisfied, refer others, and return for future needs.

5. Standing Out in the Commodity Crowd
Remember, mortgage programs are a dime a dozen. But the experience of getting a mortgage? That’s where you can shine. Your authenticity turns a standard service into a personalized journey.

When clients see that you’re not just going through the motions, that you care, and that you’re genuinely invested in their success, they notice. It’s a breath of fresh air in an industry often seen as transactional.

6. Eliminating the Competition, Effortlessly
Now, I’m not saying that knowing yourself will suddenly poof away the competition. But what it does do is change the game. You’re no longer competing on just rates and terms; you’re competing on who you are. And guess what? There’s only one you.

That’s your superpower. When you’re focused on being the best version of yourself, the competition becomes less relevant. You’re not just a choice; you’re the choice for those who connect with your unique offering.

7. The Journey of Self-Discovery
This isn’t a one-and-done deal. Knowing yourself is a journey. It evolves as you grow both personally and professionally. Keep reflecting, keep exploring, and keep being unapologetically you. The more you understand yourself, the more you can offer to your clients.

Conclusion
It’s time to embrace your individuality. Dive deep into who you are and let that shine in your work. In a world where everyone is trying to outdo each other with better deals and flashier marketing, be the one who stands out for being real, being relatable, and being uniquely you.

Know thyself, and watch the competition fade into the background. Because when you’re true to yourself, you’re not just doing business; you’re creating experiences that resonate and last.

Building a Trustworthy Personal Brand: A Guide for Loan Officers in Credit Empowerment

Sue Buswell, Credit and Score Consultant #sueknowsthescore

In the dynamic landscape of finance, establishing a strong personal brand is crucial for loan officers seeking to connect with potential home buyers.
Your brand is more than just a logo or tagline; it’s the essence of who you are and the value you bring. And it has be to your voice.

If you are a Loan Officer in today’s market you already know how important it is to position yourself as a true consultant, and starting at the beginning of the mortgage process means having a strong credit background.

One thing I may warn you about, ask yourself your family and friends how they feel when you tell them you’re going to educate them.

Words matter. Think of your opportunity to brand yourself as someone who empowers homeowners to have control over their home buying journey by working with you.

1. Authenticity Matters: The cornerstone of a compelling personal brand is authenticity. Reflect on your unique strengths, experiences, and values. Share personal anecdotes and insights in your social media posts that resonate with your audience. Authenticity builds a genuine connection, fostering trust with your audience.

2. Credit Empowerment Focus: Position yourself as a credit empowerment advocate. Craft content that simplifies complex credit concepts, empowering your audience with knowledge. You may not want to be a credit expert or feel you have the experience to do so. Don’t hesitate to build a strong referral or utilize a content creator for this.

3. Consistent Messaging Across Platforms: Ensure a cohesive brand message across all of your social media sites. Your messaging should reflect your commitment to credit empowerment, and how having this basic knowledge will not only create first time home buyers, but successful homeowners. Consistency builds recognition and reinforces your brand values.

4. Visual Identity: Invest in a professional yet approachable visual identity. Remember, people do business with people they like. Share not only your professional skills, but who you are as a person. Utilize a consistent color palette, fonts, and imagery across your online platforms. A visually appealing profile enhances credibility and professionalism.

5. Engage and Interact: Actively engage with your audience through comments, direct messages, and collaborative discussions. Respond to inquiries promptly and thoughtfully. Genuine interactions strengthen your brand, showcasing your commitment to your potential home buyers.

By incorporating these strategies into your personal brand, you’ll not only position yourself as a Loan Officer – think ADVISOR and Credit advocate, but you’re also building trust that will attract future home buyers. In the competitive world of lending, a strong personal brand and a helping hand is the key to long-term success.

A Brand Like a Reputation Can Change. Sometimes It Requires a New Version.

Jeremy Potter, Strategist and Advisor

A personal brand, like our reputation, exists whether we define it or our peers & customers imply it. As mortgage loan officers (LO), your reputation and therefore the brand already exists. How ever you define it – reputation or brand – it is hard to know when it is time to update it. Whether you have been an LO since 2017, 1989, or 2022, your brand is established and works for you. Will it keep working as the market and customer evolve? To change it, curate it or keep it, the advice is the same: Be intentional. Are you ready for it? Being intentional, is, perhaps, where the games begin.

In the end, the game has not changed. Create a direct, unique, and consistent presentation of you and your work such that the right people immediately associate certain words, service(s) and even advice with you.

Brand, like a reputation, takes a long time to build yet can be lost in an instant. (Yes, it’s a cliché; and yes, there’s a reason why.) This remains true, if not more so, in our instant media culture. The cliché used to be about “I did something bad or messed up and that will now define me,” but as you try to update or change your brand with a changing market or new customer, the risk is losing authenticity or (gasp!) appearing out of touch.

Because brand is what people think and, more importantly, feel when they think of you, brand is fundamentally a concept.

That’s a fairly delicate challenge for those of us who not only have professional referral networks but also the shared customers (the general public, amirite?) that influence those professional networks and each other. As if that was not enough, for mortgage loan officers, you are also subject to the reputation of your company and the other loan officers from that company.

What I have learned from experienced sales pros and loan officers is two-fold. 1). Always prefer early and clear bad news to uncertainty or a long, slow “no”. 2). Always take responsibility for the process. Imagine what it does to your brand to say “Don’t blame me.” It is usually not explicit. It is implied in “well, that’s Operations’ fault” or worse, “Don’t blame me, that was the borrower’s fault.” Being intentional with your reputation is just as important as it evolves as when you created it.

So, it goes something like this: keep it direct, identify your differentiator, and be consistent.

Keep it direct
I have a bad habit of overcomplicating things. (Readers of FinTalk might have noticed.) One of the ISMs that I took away from my time at Rocket was “simplicity is genius.” Find the direct line from A to B that clearly articulates what you want your reputation to be. This is true of word choice as much as conceptually. This week, Ferrari delivered its first ever SUV. Looking at the 2024 Purosangue, it is clear “the new Ferrari is hot” and “the new Ferrari has gorgeous lines” evoke very different emotions. Small changes can make big shifts in perspective.

Differentiator: What am I uniquely positioned to deliver / comment on / share?
One of my favorite lessons learned from authors (and podcasters) Tim Ferriss and Ryan Holiday is there is no one with your exact set of life experiences, talents and emotional composition. When I think of brand, it may be 90% or even 95% overlapping with other people or companies but it is the last 5-10% that separates winners and losers. In keeping with the car theme above, in the movie Baby Driver, the main character was born to drive a getaway car or a race car, frankly, as long as drifting is involved. The catch is that you have to be comfortable being direct that you are the ONLY one with your perspective. It can feel a bit odd if it is forced, but the more natural & comfortable you are with the concept you choose (even vulnerable), the more you’ll find it actually sticks in the audience’s mind.

Consistency is key
Turns out, people are not thinking about you and your brand every day. You may be thinking you are never gonna let them down, but they are thinking about whether or not they are going to close or whether they’ll be moved in for the first day of school or what the new commute might be like.

Reinforcing who you are and what you do requires a painful amount of repetition. There’s a funny scene in the movie “Hitch” where Kevin James is trying to learn how to dance and wants to do too much. Turns out, staying consistent while still being yourself is the key. In reality, the clarity & consistency of establishing a strong brand is kind of like dancing with one hand tied behind your back. It cannot be ALL the things about you. It has to be the distilled version of the real you.

At the outset, I tied the concept of brand to your professional reputation. Brand is strongest when it is the essential you. How you dress. The words you use. The ideas you deliver and how you deliver them. For LOs, this is also why it is a difficult concept. Your reputation depends on your company, your platform. One of my friends is a sales leader at a large IMB and he used to say, “this is why we can’t have nice things.” Aligning individual LO brands with the company’s brand and platform and technology is akin to building a playlist that everyone in the party LOVES every time.

Call it what you want – reputation, brand, etc. – there is a reason it is more conceptual. It is hard to be simple and direct when it is this important. It is personal because you are the only one with your reputation. It is layered, so it is tempting to try to do too much and introduce inconsistency. As you wrap up or get wrapped up in December, I hope you have happy holidays however you celebrate and remember, New Year’s Day is a fresh start for whatever you want your reputation and brand to be in 2024. A new era, some might say.

My Personal Path to Building an Authentic Brand

Paul Gigliotti, COO & Executive Board Member of Axis 360 Lift

I am very excited about participating and sharing my thoughts on this subject as I have been doing a lot of personal growth around building a brand that is authentic to myself and my passions –which are also aligned in our non-profit organization Axis 360LIFT. Ultimately, part of our mission at Axis is also aligned with the subject of creating a personal brand that is authentic, builds trust and attracts future homebuyers. This subject matter, combined with relational serving of the underserved communities is being asked at a perfect time of the year as we reflect and strategize for new year goals related to continued growth and development. More importantly, in the way of timing, supporting future homebuyers and creating relationships built on trust not only feels really good, but is essential to survive and thrive in our current market conditions.

When we know and hold a passion close, we define a purpose for any function or role that we play. This purpose fueled by passion creates a stronger desire to achieve the goals of that function because we are close to that subject, we believe, feel, and drive for that function. If we take that passionate energy and apply it to all we do and act upon it, our authenticity shines through. This genuine act of authenticity feels good and when we feel good we do good. The momentum of practiced authenticity becomes a continuous act of circulation or a feedback loop. So, it goes without saying that if we work to understand who we are, we can utilize our passions and become more authentic. Then externally announce or share our authenticity with all whom we interact with to increase awareness of who we are and what we do. We begin to create a branch of ourselves as we create our personal brand. Because this brand is authentic to who we are, our identity resonates with those that appreciate it, are drawn to it, they come to trust us because they fully understand us and agree with us (for the most part or on this level). Once others understand who we truly are and what we are about, a relationship based on trust is created and when we have a relationship based on trust our audience will listen to us, take note of what we are saying and learn from us.

First-time homebuyers are creating business in the housing industry. 64% of the American population who don’t own a home want to own a home, in fact for many it’s their current largest goal to achieve. I read that 33% of the 60% renters who want to buy a home have the ability to purchase a first home, they just don’t have the “network” to start the process and they don’t know a trusted professional to support their goals.

If a Mortgage Originator had a passion for supporting individuals in the “American Dream” of purchasing that first home along with the desire to empower, and educate potential homeowners on the steps needed to become a homeowner. And if that Mortgage Originator can walk and advise them through the process and steps, they would not only authentically support their very purposeful passion but create a very strong and sustainable business, presenting themselves professionally to their audience and to other professionals who all are supporting their goals thus creating something that feels really good and creates a lot of success.

I believe the branding concept is really easy to execute and feels really good. Create writings, content and communication that is true to who you are. Make it personal– toss in your family members, pets, home and friends. Share your stories or path as it relates to growth, homeownership and financial wealth. Alongside creating content and communication around educating and being honest with your own personal path of growth and education. These collateral pieces would be very impactful if they were not only video but also static postings; postings that shared the stories and the glories. If your brand is authentic to you, supports your passions and growth as well as others and promotes greater exposure you are ensured success. Move forward and grow in joy.

Finding Your Niche: When Passion Meets Profession

Scott Schang, CEO of Find My Way Home

There is a saying in marketing that the “Riches are in Niches.” And this is true, but maybe not in the way that you think. Everyone seems to be scrambling to find that special something that sets them apart. But here’s a thought: what if the niche isn’t something you find but rather something that finds you?

This idea flips the script on the traditional hunt for a niche. Instead of searching far and wide, it’s about looking within and noticing what naturally gravitates towards you. Let’s explore how this approach can revolutionize the way you view your role as a loan officer.

The Magnet of Passion
Think of yourself as a magnet. You’re not just any magnet, though; you’re a special kind that only attracts certain types of metal – the ones that resonate with your own unique properties. In the mortgage world, this means being attuned to the types of loan programs, employment types, or demographics of borrowers that you naturally attract.
This attraction is often a direct result of your passions and strengths. When you work on projects that excite you, your enthusiasm shines through, drawing in more of the same.

The Niche That Chooses You
So, how does a niche find you? It starts with self-awareness. Pay attention to the tasks you enjoy most, the clients you connect with effortlessly, and the aspects of your job that don’t feel like work. Maybe you have a knack for working with first-time homebuyers, or perhaps you’re a wizard at navigating complex loan scenarios. These preferences are clues to your natural niche.

Amplify What You Love
Once you’ve identified what you’re drawn to, it’s time to amplify it. Let’s say you love working with self-employed borrowers. Start tailoring your knowledge, skills, and marketing efforts to serve this group better.
Share content that resonates with them, attend events where they hang out, and become the go-to expert for self-employed mortgages. The more you immerse yourself in what you love, the more you’ll attract it.

The Ripple Effect of Enjoyment
When you enjoy what you do, it shows. Your clients can feel your enthusiasm, and it’s contagious. This genuine enjoyment creates a ripple effect, attracting more clients who appreciate your passion. It’s a cycle of positivity that not only makes your job more fulfilling but also elevates your service to a whole new level.

The Evolution of Your Niche
Remember, a niche is not static; it evolves with you. As you grow in your career, your interests may shift, and that’s okay. What’s important is that you remain flexible and open to these changes. Your niche today might not be your niche five years from now, and that’s part of the exciting journey.

The Competitive Edge of Authenticity
In an industry where competition is fierce, your authentic niche can be your greatest asset. By focusing on what you naturally excel at and enjoy, you differentiate yourself from those who are merely going through the motions. You’re no longer just a loan officer; you’re a specialist in a field that you genuinely love. This authenticity is your competitive edge.

Embracing the Journey
Finding your niche in this organic, inward-out manner is a journey. It requires patience, self-reflection, and a willingness to learn and adapt. It’s not about quick wins; it’s about building a fulfilling career that aligns with who you are and what you love.

Your Calling
Remember that your niche might just be waiting to find you. Pay attention to what you attract and what brings you joy. Embrace the unique qualities that make you, you. In doing so, you’re not just finding a niche; you’re aligning your profession with your passion. And when passion meets profession, work doesn’t feel like work anymore – it feels like a calling.

Crafting Your Brand with Passion, Authenticity, and Care for People

Catalina Kaiyoorawongs, CEO & Co-Founder, LoanSense

When talking about building a personal brand, I have to talk about passion. You can’t offer something unique that stands out if you are NOT passionate, bringing your personal touch and story to the table, partnering with those who also care and address people as whole people.

Talking About Things you are Passionate About
If you are passionate about working with first-time home buyers or passionate about speaking to veterans or passionate about helping single moms, whoever you’re passionate about helping, that’s what your brand and content should focus on. The group of people that you’re passionate about speaking to about topics that you are passionate about. It doesn’t all have to be about mortgages. If you are a mom or a dad and you like taking your children to softball, you can talk about that too. This segways to the next tip.

Being Personal in Your Content
Every time I put up a regular post on LinkedIn, I get 200 to 2000 impressions. When I tell my own immigration story to the United States, how I bought my first home, or talk about something heartfelt or personal to me or even put up a picture of my son, I’ll get 20,000 impressions – a 10x. I craft a compelling narrative around my journey, values, and mission in the real estate industry and that helps my story resonate with my audience.

Partnering with People who are as Passionate as you are
Partnering with people who care about similar things, who are as passionate as you are about topics you care about, invite them to record with you. Getting together with them, having a conversation, will help both of you grow your audience. It will attract an audience that you both resonate with and it will help both of you grow your brands.

Caring About People as Whole People
How do you show care for the human race and show care beyond that transaction that will also help build your brand? Caring for people as whole individuals requires a genuine and ongoing commitment to understanding, respecting, and supporting their multifaceted lives and experiences. This approach not only fosters stronger relationships but also contributes to helping build your brand.

Here at LoanSense, I am passionate about student loans, helping those with student loan debt better manage the burden and stress of student debt so they can build happier and healthier lives. I strive to talk at a human level. How do you deal with the stress of student loans? How do you deal with the stress of holidays and having to budget around also having to make on-time student loan payments

Crafting a Personal Brand: A Guide for Loan Officers to Connect with Future Homebuyers

Ginger Bell, CEO, Edumarketing

In the competitive world of real estate and finance, establishing a strong personal brand is crucial for loan officers. It’s about being more than just a financial advisor; it’s about becoming a trusted, relatable, and knowledgeable guide for future homebuyers, especially first-timers. This article explores how loan officers can identify, create, and present a personal brand that resonates authenticity, builds trust, and effectively attracts potential homebuyers.

Identifying Your Unique Brand

The first step in building a personal brand is self-reflection. Ask yourself:

1. What unique insights or experiences do I bring to the table?
2. How do my personality and communication style set me apart?
3. What values and beliefs drive my professional approach?

Answering these questions helps in carving out a niche that reflects your true self. Authenticity is key; it’s about showcasing your real personality and expertise.

Creating Content That Reflects Your Brand

Once you’ve identified your brand, it’s time to create content that embodies it. Here are some ideas:

Explainer Videos: Share your knowledge in a simple, understandable way. For instance, create a video titled “First-Time Homebuyer 101: Understanding the Basics.” Your approach to breaking down complex information will reflect your brand’s educational and approachable nature.

Myth-Busting Series: Establish yourself as a credible source by debunking common misconceptions, such as in “5 Common Myths About Mortgages Debunked.” This positions you as a trustworthy expert.

Personal Stories: Share your experiences or customer success stories. A video like “Real Stories: First-Time Homebuyers Share Their Experiences” can humanize your brand, making you relatable and trustworthy.

The Rise of Social Media in Financial Education

The digital era has transformed how we access and consume information. Social media, particularly platforms like TikTok, have become powerful tools in disseminating knowledge. For loan officers, these platforms offer an unparalleled opportunity to connect with the first-time homebuyer market.

Loan officers looking to educate first-time homebuyers about financial literacy can leverage several cutting-edge marketing trends, particularly on social media platforms like TikTok. Here are some strategies tailored to this audience:

Financial Literacy Video Ideas

Here are some video ideas you can use to brand yourself.

For loan officers, a personal brand is a powerful tool. It’s not just about selling services; it’s about building relationships and trust. By identifying and presenting an authentic brand and creating content that resonates with and educates your audience, you position yourself not just as a loan officer, but as a trusted advisor and guide in the journey of homebuying. Remember, in the world of real estate, your brand is as valuable as the services you offer. Let it be the beacon that guides future homebuyers to your door.

Stand Out by Building Your Brand Around Down Payment Assistance

Rob Chrane, CEO & Founder, Down Payment Resource

A problem we often hear from real estate agents is that many have a hard time finding loan officers willing to work with buyers who need down payment help or even offer down payment assistance programs (DPAs). This represents a missed opportunity for loan officers aiming to build their brand, grow their purchase business and cultivate new agent partnerships.

Also, according to a newly released Urban Institute (UI) study, 43.6% of 2022 homebuyers in the 10 largest MSAs were potentially DPA-eligible. Another staggering statistic is that 30.7% of declined loans in these areas last year could potentially have been salvaged with DPA. This is solid proof that DPA can make a significant impact in this brutal housing market and can even prevent more declined loans by improving DTI ratios, a growing issue as interest rates rise.

The first step for loan officers looking to incorporate DPA into their product offerings is to learn more about these programs and what’s available through your organization. Take the necessary steps to become an approved lender with at least a few program providers in your market. Get some product options on the table and educate yourself and your fulfillment team about the requirements. Then, talk to your real estate agent, broker, and builder partners and discuss a strategy for new buyer intake.

Along the way, make sure to leverage the tools available from resources like DownPaymentResource.com, your local DPA providers, your state Housing Finance Agency (HFA), and your referral partners. Being a DPA subject matter expert is a great way to set yourself apart with buyers and real estate agent referral partners. And homebuyers will thank you in the long run for having a dedicated team in place from whom they can learn, get qualified, and solve their down payment obstacle.

Mosi Gatling, a top producer at loanDepot, is a shining example of how to build your brand around DPA. Her team of six does nine-figure volumes by engaging partners like Diane Arvizo at the Nevada Rural Housing Authority on affordable mortgage solutions to find the best programs for local homebuyers.

When it comes to building a brand that sets you apart from the rest, become the DPA expert in your market. I can assure you that new buyers are waiting.

Connecting with your Audience through Personal Branding

Jeffrey Walker, CEO & Co-Founder of CredEvolv

Mortgage loan officers are in great company…there are at least 150,000 of you across the US today. Creating a personal brand that can help you stand out from the crowd should be your priority, but where do you start?

Start your branding journey by assessing authenticity. Understanding what sets you apart and the meaningful things you stand for is a great way to find your voice. Resist the temptation to define yourself as a loan officer – that is what you do; it is not who you are.

Craft a compelling brand story by sharing your journey, experiences, and expertise in a way that resonates with your audience. Find little ways to reinforce your story without beating the mortgage lending drum. If you are passionate about customer experience, talk about daily encounters you have that amazed you or disappointed you; if you are an expert in minority lending, talk about how every day you see opportunities or successes communicating with a particular demographic.

Tell your story through multiple channels. It seems simple, but everybody learns and engages differently. If you typically post textualized content, consider adding unscripted video content, forgive yourself for imperfection, and have fun. One of my favorite LinkedIn vloggers is Kevin Peranio from PRMG because he’s consistent, informative, and unscripted.

Last and probably most importantly, always have a camera with you when you network. As basic as it sounds, nothing creates more genuine engagement with followers than seeing themselves or members of their network show up in your photos. It’s not only a sure-fire engagement tool, but it also demonstrates your interest in others, and that is infectious.

The One Constant is Change when Reaching Next Gen Buyers

Jeremy Potter, Strategist & Consultant

Managing an evolving brand is second in difficulty only to establishing the brand in the first place. When it comes to getting that brand in front of future first-time homebuyers, it is even harder. First-time home buyers are hardly consistent. Fortunately for you, change is the one constant in our industry. Don’t worry, there’s more good news. The change happens faster and faster every year.

As you look to update and evolve an existing, strong, successful personal brand, homebuyers, culture trends, social media, technology and the economy are all in faster and faster rates of change. Understanding the future homebuyer means being comfortable across new technology, all first-time homebuyer life stages and familiar, if not comfortable, with the complexity of the consumer economy too.

In fact, what makes the process of trying to navigate the complexities and changes tricky is how overlapping and interrelated these concepts can be. Tech changes influence social media while social media posts influence how users feel about tech, economic trends, politics, etc. Consumer perception of homeownership are influenced on social media yet also shaped by the consumer experience (or lack thereof) available through new technology tools like budgeting apps and digital savings programs.

That is why it is too easy to simply dismiss social media platforms as a fad or as “beneath” your brand. At the same time, it is too easy to assume you can just jump on social media and “be you” and get results. To maintain a modern brand, a modern MLO needs to stay current on what customers are seeing and hearing from sources such as those on social media. Then after learning and listening, the ability to leverage social media and other tech tools to grow your brand will feel natural.

Authenticity is one of the key attributes that has made social media the phenomenon that it has become. To engage naturally in a way that benefits your brand while using your time efficiently you have to feel comfortable on these platforms. Instagram. TikTok. Even podcasts.

The result is actually the same answer as it always is in our industry – you have to do the work to understand the customer and find them where they are.

Another contributing factor to modern complexity is technology. The future homebuyer is comfortable with technology. Your brand is competing with the expectations set by other consumer-facing companies in other industries that continue to deliver delightful and empowering digital tools. The expectations on real estate and mortgage are quite high; and the expectations are changing.

As one member of Gen Z (and a potential first-time homebuyer) put it, “Isn’t it all just math?” The expectation was (and remains) that a mortgage approval should be easier. We all know the real problem – access to actual data. Once you have actual data, mortgage is just a series of rules engines. Yes, math. Underwriting. Loan Amount. Pricing.

Similarly, homeownership is not the motivation it used to be. According to some recent research published by the Wall Street Journal, the average monthly mortgage payment dramatically exceeds the average monthly rent. As all experienced MLOs know, the consumer shops monthly payment more than home or interest rate. Today’s economy not only means less house but uncertainty about appreciation and skepticism about income stability.

Understanding the life experience of the future homebuyer is critical to evolving your brand in this industry. Understanding the customer experience, particularly as the customer changes, is the key to a long-lasting authentic brand. Understanding the technology and platforms that shape our market is the insurance that your brand remains natural, authentic and effective.

If we’re going to create demand for homebuying and evangelize the benefits of homeownership, we each have to embrace the complexity. That way, as soon as you feel confident that you have applied what you learned, it will change again.

Maximizing ChatGPT to Elevate Personalized Content Creation

Brian Vieaux, President & COO, FinLocker

Are you looking for easier ways to create more content for your community? Have you used ChatGPT?

Whether you are new to ChatGPT or want it to output better content, you need to create your own ChatGPT profile by providing custom instructions. To access this feature, click on your name at the bottom left of the screen.

What would you like ChatGPT to know about you to provide better responses?

List your hobbies and the other things you like to do outside work.

List the restaurants and venues you like to go to in your community.

Link to your Facebook profile and whatever else is important to you in your life, and if you read my first FinTalk post on this topic, this is not about mortgages. This is about teaching ChatGPT about you.

To train ChatGPT to write its output to mimic your writing style, feed it 4 pieces of content (at least 1000 words) that reflect your authentic voice or the voice you want to train ChatGPT to use for you. Feed each piece of content into Chat GPT, then use the prompt: Analyze the writing voice, tone, and structure of the article above. Output bullet points.

Once ChatGPT has analyzed all your content, review the results and note any patterns. If specific descriptors resonate with you, jot them down; ignore those that don’t.

Now that you’ve identified the characteristics of your writing style, add them under How would you like ChatGPT to respond? Here’s a template you can use to input your instructions:

Use this voice: [enter your descriptions, e.g., authoritative and engaging]

Use this tone: [enter your descriptions, e.g., conversational and motivating]

Use this style: [enter your descriptions: e.g., informal]

Use this structure: [enter your descriptions, e.g., start with a brief problem statement and then explain the solution.]

Once you’ve identified your writing style and added custom instructions to ChatGPT, it’s time to start experimenting. Ask it to write your next video script or add humor to your social media posts. As you begin to use that prompt that’s based on you as an individual, you can start mixing in topics that are housing or mortgage-related, so your personal brand will begin coming through those individual pieces of content, too.

If the outputs don’t resonate with you, tweak your writing style descriptors or try new prompts. Instead of an informal tone filled with slang, consider what you’re really going after is a slightly conversational but professional tone. Keep training until you get the results you want.

While you should always review and edit content output by ChatGPT, training ChatGPT first will save you time writing content that amplifies your personal brand.