Marketing Strategies For Loan Officers

It’s often the small things we say that have the power to change everything for someone.

A year ago, I heard Ron Howard, the very successful Hollywood director, share a story from when he was just six years old and playing Opie on The Andy Griffith Show.

A simple, casual comment made to him at that time changed EVERYTHING.

One week, Bert Lahr (who played the Cowardly Lion in The Wizard of Oz) was a guest star on The Andy Griffith Show.

While Andy Griffith and Don Knotts (Barney) were shooting a scene, Bert and little Ron were just off-camera, watching.

At the end of the scene, Bert leaned over to Ron and said, “Ronny, I see how you watch the cameraman and the angles of the shots. You’re going to grow up to be a famous director someday.”

Ron shared that something shifted in his thinking at that moment.

That single comment sparked a dream, and he decided he wanted to move beyond acting and into directing.

All from a simple 15-second conversation.

Bert likely forgot about it shortly after, but Ron never did.

Ron went on to direct over 24 movies, including Apollo 13, A Beautiful Mind, and How The Grinch Stole Christmas (with Jim Carrey), entertaining millions of people worldwide.

This story reminds me of the power our words hold during the holidays—and really, any time of year.

Everyday conversations, even those that seem small and insignificant to us, can have a lasting, life-changing impact on someone else.

This can be used for good or bad, so let’s make a conscious effort to ensure our words are positive, encouraging, and kind, especially during the holidays.

What seems like a “nothing” conversation to us could become a pivotal moment for someone else.

And now, Bert’s simple 15-second conversation is being shared again here, hopefully continuing to inspire and impact even more people today as you read this.

So, 50 or 60 years from now, what conversation of yours will someone be sharing?

Let’s make it one that has a positive impact—not one they reflect on during a tough counseling session.

Here’s my challenge to you: Take a moment today to share a kind word, encouragement, or appreciation with someone—whether it’s a client, colleague, or loved one.

You have the power to create a lasting impact with just a few thoughtful words.

Let’s make this holiday season one of connection, kindness, and inspiration. I believe in you, and I’m grateful for the positive impact you’re making.

When people struggle with lead conversion, or “closing leads into loans”, it’s often because of one simple mistake…

The loan officer doesn’t actually have a “true” lead.

You see, there is a major difference between an internet “lead” and a true REFERRED lead… Huge difference.

See, 98% of the time (literally), an internet lead that the LO either buys for themselves or worse, buys and gives to an agent thinking they are “bringing something of value”, they are actually making their life and their agent business worse… worse with useless clutter.

It’s totally not their fault, but…

…Beginning and low-producing LOs fall into the trap of thinking that in time they will actually convert the internet leads into closings…

But the reality is…

There’s practically nothing you can do to convince anybody of anything… unless they already want it, and 98% of the time, internet leads don’t “want it”.

You can’t wrestle your leads down until they give in, can you?

The only thing you CAN do is to find out who already wants what you have.

In other words…

You can’t turn someone into a 5-star prospect, but you can discover who already IS one.

And you can do this simply by using the following five-step criteria…

Number 1: They’re willing to engage in a dialogue…

Number 2: They’re friendly and cooperative when you talk with them…

Number 3: They know what they want…

Number 4: They know when they want it…

And number 5: They want YOU to help them.

Which is much much much more likely with referred leads than with internet leads.

But here’s the thing…

All five of these steps have to be true in order for you to be working with an ideal client.

You can’t skip ahead. And you can’t artificially speed the process up.

So instead of being focused on short-term results of trying to convert internet leads…

Think of it as a long-term investment. Something you’re willing to spend your time on…

… Which is getting REFERRED Leads

You patiently educate and motivate prospective referral partners… week after week…

Until they convince themselves that referring to you is the right thing to do.

And make no mistake. It’s always until THEY convince THEMSELVES.

Because you can’t wrestle anyone into using you as their lender.

So…

Step 1:  Focus on getting to know people who are already talking to your ideal client.

Step 2:  Have conversations with those people and simply ask for referrals.

The end.

(Everything else is clutter and unnecessary work that is designed to keep you “busy” but not productive)

When you are ready to copy how we epically and successfully do Step 1 and Step 2…

Meet me here and I’ll give you the same exact demo that our top producers get in The Alliance.