Plus, events are inherently more social experiences. With networking
events, cocktail hours and exhibit halls, there are opportunities for brokers to interact with both existing and potential customers numerous
times throughout the conference. What might take a month’s time
through e-mails and phone calls can be accomplished over
the course of a few days in a relaxed, low-pressure
setting. At events, there is always the possibility of meeting that next big client or key
strategic partner. You never know who you
could potentially meet, what connections
those people have and how they could
ultimately benefit your business.
Beyond attending conferences
and seminars, mortgage brokers
also should consider getting more
involved in events and partnering
with the organizations that run them.
Becoming a member of organizations
that support mortgage brokers is an easy
way to connect and establish relationships
with other industry professionals. Brokers may
consider getting involved in these organizations by
volunteering, speaking at events or providing educational
content. Not only will it bring more visibility to your company, but it will
help you to establish greater credibility than your competitors.
Utilize simple technology
Commercial mortgage brokers likely know that having a website and
access to basic marketing technology are no-brainers. Many brokers,
however, struggle to properly utilize technology to improve their
business. The best advice for this step is to keep things simple. A broker should make the most out of the technology they have in order
to make a customer’s experience as smooth as possible.
If a broker has a website, for example, but it contains minimal
information about product offerings or few options for customers
to get in contact, it’s almost like not having a website at all. For
a business website, think about what is most important from a
customer standpoint, such as detailed information on loan products,
then give clients multiple ways to achieve their goals using the
technology you already have. Include a contact-request
form and a detailed application form, as well as a
contact phone number and e-mail address on
your website. Most drag-and-drop website
templates have these features, which
give your clients the ability to reach out
to you in the way they are most com-
Beyond having a website, mortgage brokers should simply utilize
whatever additional technology they
know how to efficiently use. There is
no need to buy complicated e-mail
marketing systems or social-media
scheduling platforms that you may never
use. Getting bogged down in complex
technology is an unnecessary distraction from
your main business. Much like their sales techniques, mortgage brokers should employ the marketing
tools that work best for them and their business.
n n n
It may seem simple, but one of the most commonly overlooked ways
for commercial mortgage brokers to improve their business is by
paying attention to competitors. There is nothing wrong with getting
inspiration from your competition as long as it’s just that — inspiration.
Take marketing strategies and ideas that are working well for other mortgage brokers, tailor them for your business and make them your own.
Getting ahead of your competition is not a complex thing. As a broker,
you have likely already laid a strong foundation for success, so you should
simply build upon what you already have in order to achieve your goals. n
Erica LaCentra is the director of marketing for RCN Capital and is responsible for planning,
developing and implementing the company’s marketing plan as well as overseeing its marketing
department. Since joining RCN Capital in 2013, LaCentra’s ongoing efforts have rapidly expanded
RCN’s customer base and elevated the company to a national brand. She currently serves as a
member of the American Association of Private Lenders’ (AAPL) education advisory committee.
Reach LaCentra at firstname.lastname@example.org or (860) 432-5858, ext. 1267.
<< Elevate continued from Page 32
“A broker should
make the most out
of the technology
they have in order to
make a customer’s
experience as smooth