Loan Officer Marketing

Ok, this may be the weirdest message I’ve ever sent to somebody, but it’s a message that really needs to be shared. 
 
I went to this gas station the other day while driving to Daytona Beach.  The name of the place is Buc-ee’s.  This was not your normal gas station, as it was about 80,000 square feet of a 7-11 type of place and has 104 gas pumps (yes, I counted).  
 
Picture a gas station the size of a Walmart.  It was incredible. 
 
And the place was PACKED!!  There were literally hundreds of people walking around this mammoth 7-11 store.  I had never seen anything like it. 
 
Being the marketer that I am, I started asking random people inside, why they stopped here for gas and refreshments instead of the Chevron station right across the street.  (it certainly would have been a lot easier going to the smaller place, less congestion, shorter lines, and quicker to get in and out). 
 
Out of the 6 random people I asked, most said the same thing… 
 
“This place is known for having super clean bathrooms.” 
 
Come to find out there is an entire chain of Buc-ee’s (primarily in Texas and Florida for now), and come to find out, clean bathrooms is what they are famous for… 
 
… and apparently, because they are known for something (bathrooms in this case), they are absolutely crushing their competition and making money hand over fist. 
 
So it got me thinking, “What am I known for?” that can create raving fans. 
 
For me personally, I’m known for “helping loan officers and branch managers work toward a 7-figure income and beyond, while taking evenings and weekends off.”  
 
And then in my mortgage branch, for our Realtor partners, we are known for referring deals back to them using my patented “Follow Up and Refer Back” program for our real estate agents. 
 
The more people know that, the better I am and the better “they” are too. 
 
So I’m writing this today to remind you, that you HAVE TO have a process or result that YOU ARE KNOWN FOR. 
 
It’s a big deal to identify what it is, and then think of cool ways to get the RIGHT people to know that. 
 
It’s a very big deal to do that. 
 
Ok, well I took a leap of faith that we are good enough friends that I could send you a message about bathrooms and Buc-ee’s ☺ 
 
Cheers! 
 
Carl White 
 
PS.  If you want help with picking out “What you are known for…”  
 
..or when you are ready to see what mine is and how we attract referral partners with our Follow Up and Refer Back program (that costs $0 to do), just hit me up here and I’ll get you hooked up to walk through it <no catch> 
 
Just put in the comment on that page “Tell me about Follow Up / Refer Back” in the comment section.  That will be a very very good use of your time.

I hear that a couple times a day… 
 
“but Carl, you don’t understand, there’s no inventory in my area…” 
 
or “but Carl, you don’t understand, rates are high…” 
 
or “but Carl, you don’t understand, the agents are already referring to somebody else…” 
 
Yada yada yada yada 
 
So how then do we explain how my longtime friend Wes Oliver in Massachusetts, who is averaging 10 closings a month for the last several months? 
 
Or how do we explain Sarah Cox in Texas, with around 19 or so locked in for right now? 
 
Or Kenneth Brantley in Oklahoma, who just funded 7 loans last month and expects to close 8 this month? 
 
Or Tammy Saul who closes well north of 50, sometimes 80 or so, month after month after month… 
 
I’ll tell you how you explain it…  
 
Winners find a way to win!  And they hang with the winners. 
 
It’s just that simple.  Hang with the winners, learn from them, and then do what they do. 
 
AND… 
 
Avoid the “That won’t work” crowd like your business depends on it (because it does). 
 
I have learned to guard my “who we hang with” like I would guard a 10-year-old child. 
 
By the way, thanks for letting me hang out with you on this wonderful day.  I don’t take that honor lightly. Let’s chat here.