Valerie Sweeney is executive vice president at APEX Mortgage Corp. APEX is a nonconforming national lender that
specializes in small-balance commercial mortgages ($25,000
to $1 million). APEX excels in understanding the credit and
income nuances of the self-employed. Learn more about
APEX at apexmtg.com. Reach Sweeney at (800) 262-2739,
ext. 212, or firstname.lastname@example.org.
Know the Right Stuff
Developing a broad skill set is the best career move you can make
By Valerie Sweeney
social media, you need to understand what both po-
tential clients and referral sources are looking for, and
then advertise appropriately to these groups.
Smart marketing for commercial mortgage brokers
will focus on how you can help the target audience
address a need. For borrowers, the goal is to obtain a
small-balance commercial mortgage in order to refinance or purchase a property. When you’re marketing
to borrowers, it’s a great idea to tell them stories.
Send them e-mails about the obstacles you’ve
helped other borrowers to overcome when closing a
deal. Write posts for your social media channels that
focus on the variety of properties and situations for
which you’ve been able to secure funding. Learning
about how you’ve helped other borrowers to achieve
a goal will make prospective clients more likely to
work with you.
When it comes to referral sources, mortgage brokers
should focus on two things: marketing to the right financial professionals and emphasizing how their services will be a benefit to the referral sources. Generally,
the best referral sources for small-balance commercial
borrowers will be accountants, Realtors and banks.
Banks are always looking for ways to preserve
relationships with customers, and if they can’t fund a
deal, having access to an outlet for alternative financing
helps. Realtors are constantly seeking a multitude of
funding sources so that they don’t lose sales because a
prospective buyer can’t obtain a mortgage from
a traditional lender. Accountants have a thorough
knowledge of each client’s financial situation, so they
Continued on Page 42 >>
Success for commercial mortgage brokers comes down to not just working hard, but working smart. A combination of a strong work ethic and common sense will serve any
broker well, regardless of the types of commercial loans
they seek to close.
Developing a prosperous and secure business will
require high standards for yourself and your work. It
also will require that you have a sense of what brings
in new business, a thorough knowledge of the commercial mortgage industry and any niches in which
you specialize, as well as solid time-management skills.
These traits will establish you as a credible and capable broker. They will demonstrate that you are able to
deliver great results for both borrowers and lenders.
One of the most important factors for any mortgage
broker looking to demonstrate their skill and competence within the commercial mortgage industry is to
show that they possess strong values, such as honesty,
integrity and a robust work ethic.
For many small-business owners, finding commercial financing can be a challenge, particularly if they’ve
had past financial issues or are looking for a nonconforming or small-balance mortgage. In these instances,
they will often need to hire a mortgage broker in order
to obtain a loan. These borrowers are going to want
to work with a broker who is honest with them, not
just about how much their services will cost, but about
what kind of mortgage they’re likely to qualify for and
what it will take to close the deal.
Likewise, nonconforming commercial lenders are
looking to work with mortgage brokers who are upfront about their clients’ needs and any challenges
they have faced in the past. They’ll also want to know
that the broker is willing to go the extra mile when
necessary and appropriate to get a mortgage closed.
A great way to demonstrate your dedication and
thoroughness early on in the lending process is to
speak to the lender about what they’ll need to review
a loan scenario and underwrite a commercial mortgage, and then provide all of that information to them
as quickly as possible.
A crucial piece of your success as a commercial mortgage broker will be the ability to market yourself,
acquire new borrowers and maintain strong relationships with your referral sources. Whether you focus on
more traditional marketing, such as print advertising
or mailers, or you are turning to digital marketing via
For more articles on career
View these articles and more at
“Looking Before You Leap,”
“The Glass Ceiling and the Case for Breaking It,”
“Become a Product Champion,”
“It’s a Rambling Road to the Top,”