Loan Officer Marketing – How Branding Shapes Your Prospects Perceptions信贷人员营销-如何形状的品牌前景的看法

Notification of Funds Received 通知收到的资金
Do you just wish you had emails like that in your inbox everyday?你只希望你的电子邮件一样，在您的收件匣日常生活？ Well, now you finally can!那么，现在您终于可以！ I can't reveal too much but I can show you the page:我不能透露太多，但我可以告诉你的网页：

Article source: http://www.keen-intellect.org/ . 文章来源： http://www.keen-intellect.org/ 。 Used with author's permission. 用作者的许可。

Social scientists have proven that people experience what they come to expect. It's like the first time you watched your favorite movie. 社会科学家已经证明，人的经验是他们的期望。就像你第一次看到您最喜爱的影片。 Before you saw it maybe you read a favorable movie critic's review, or a friend told you it was a great, or your favorite filmmaker directed the movie.在您看到它，也许你读了良好的影评人的审查，或朋友告诉你这是一个伟大的，或者您最喜爱的导演执导的影片。

But before you purchased the movie ticket, you had a perception that it was going to be good - and as you watched your favorite movie for the first time, your perception became reality. 但是，在您购买的电影票，你有一种观点认为，它肯定会非常优秀 -正如你看你最喜爱的电影第一次，你的看法变成了现实。

It's the same thing when you meet a real estate agent who judges you instantly. For example, you meet an Agent who is immediately standoffish and after having a limited conversation they reject you. 这是同样的事情当你满足了房地产经纪人谁您立即法官。例如，您满足代理是谁，并立即冷淡之后有限的交谈，他们拒绝你。 You walk away from the situation disappointed.你离开的情况感到失望。 You're puzzled how someone could reach such a lightning fast conclusion from an initial meeting.你是如何困惑有人可能达到这样一个闪电最后从最初的会议。

Later you learn that the Agent had several bad past experiences dealing with other lenders. Although you weren't the cause of their previous bad experiences, the Agent based their opinion about you from their prior knowledge. 后来了解到，你代理了几个坏处理过去的经验与其他贷款。虽然你不是引起他们以前不好的经验，代理他们的意见基于你从他们的先验知识。

How unfair is that? 如何不公平的是什么？

This is why it's important to comprehend the reality of branding and how it affects your business. Branding is the process of creating a perception in the minds of real estate agents. Imagine meeting an agent who has never met you before, but your branding has them pre-sold on your services.这就是为什么重要的是要理解现实的品牌和它如何影响您的业务。 品牌的过程中创造一种观念在头脑中房地产经纪人。想象会议的代理人谁从来没有见过你，但你的品牌有他们预销售您的服务。 How much easier will it be to persuade them to do business with you?如何更容易，才能说服他们做生意吗？ That's the power of branding.这就是品牌的力量。

Branding is Different Than Marketing 品牌是不同的营销

Branding your services is about more than just getting your next deal. It's about building an image in the real estate community. 您的服务品牌不仅仅是让您下次交易。它是建立一个形象的房地产界。 This is the difference between it and marketing.这之间的区别是它和营销。

Mailing out postcards and flyers to Agents, or inviting them to lunch, or attending their weekly sales meetings, are examples of marketing. Marketing is about a quick response. You send flyers because you want them to act on your solicitation.邮寄的明信片和传单，以代理，或邀请他们共进午餐，或参加他们每周一次的销售会议，是营销的例子。 营销是一个快速反应。您发送传单，因为你希望他们能够采取行动的邀约。

By contrast, branding is a slow process, designed to pre-sell your prospect. Unlike marketing, branding is not about originating a loan instantly; it's about building your image over time. Your service is a promise, and building a brand image builds that promise.相比之下， 品牌是一个缓慢的进程，目的是预先出售您的应用前景。不同的市场营销，品牌并非源自瞬间的贷款，它的建设对您的形象随着时间的推移。 您服务是我的承诺，并建立一个品牌形象的建立的诺言。

Hyperbole Isn't A Brand 夸张不是一个品牌

You can surf the Internet for mortgage firms, each of them claiming to be number one, and expressing great promises, like offering the best rates and service, but that isn't branding. 你可以上网冲浪的住房抵押贷款公司，每一个自称是排名第一，并表示极大的承诺，如提供最好的利率和服务，但事实并非品牌。 It tells prospects nothing about who they are, or what they stand for - it's hyperbole, extravagant exaggeration.它告诉前景只字不提他们是谁，或者他们待命的-这是夸张，过分夸张。

Branding is all about perception. What perception do you think it creates in the mind of an Agent when they get a flyer from five different loan officers claiming to be number one? 品牌就是看法。有何看法，你认为它创造的心灵代理当他们得到传单来自5个不同的贷款官员声称能成为世界第一？ All five get dismissed instantly because their claim isn't about the Agent, it's about them.所有5个获得即时驳回，因为他们的索赔是没有的代理，这是他们。

What resonates with Agents is emotion. Think about how you shop and the choices you make. 什么共鸣代理商是激动。想想看你如何车间和您做出的选择。 We are drawn to products, services and people who fulfill a perceived need.我们很注意的产品，服务和人民谁履行认为需要。 Hypothetically, if you were an Agent who farmed an affluent neighborhood and had the choice between Joe Smith, "Number One Loan Officer in Anytown" or, Mary Jones, "Service Specialist of Affluent Clientele," You'd call Mary.可以想像，如果你是谁代理养殖富裕地区，并选择乔史密斯， “一号贷款干事Anytown ”或玛丽，琼斯， “服务专家的富裕客户， ”你要请玛丽。

Mary's brand tells you who she is and what she does. Joe could be number one yet, he's never serviced an affluent client. 玛丽的品牌告诉你她是谁和她怎么做。乔可头号然而，他从来没有富裕服务的客户端。 Mary is, or at least created the perception, in your mind that she is trustworthy.玛丽是，或至少创造了看法，在您的想法，她是值得信赖的。 And, as you know, perception is reality.而且，正如你所知，看法是现实。

Your Personal Brand 你的个人品牌

You don't have to be a large corporation to have a brand or build one. In fact, even without realizing it, you have a brand right now. 你不必是一个大公司有一个品牌或建立一个。事实上，即使没有实现它，你有一个品牌了。 It's your personal brand.这是你的个人品牌。

A personal brand is defined as a perception, maintained by an Agent that describes the total experience of having a relationship with you. 个人品牌的定义是一种观念，保持了代理，说明总的经验有关系，与您联系。

For instance, if you've had a solid relationship with an Agent and they've referred you to other Agents, it's your brand that's being communicated. In other words, if you've been dependable, trustworthy and professional, the Agent is using those exact words to describe you to others. 例如，如果您已经有稳固的合作关系的代理和他们提到您到其他代理商，这是你的品牌，被通报。换句话说，如果你已经可靠，值得信赖和专业，代理使用这些确切的词来描述你给他人。 And since it tugs on their heartstrings of emotion, Agents perceive those values to be truthful, especially when it's being told from someone they trust.因为它和拖轮的心弦的情感，代理商认为这些价值观是真实的，尤其是当它被告知，他们从别人的信任。

Therefore, your personal brand is a reflection of your personal values and what you stand for. So if you want your personal brand to be perceived as being trustworthy, dependable, and professional, then you must be trustworthy, dependable and professional as a person. Consistency is the hallmark of a strong personal brand. Inconsistency weakens and suspends beliefs and perceptions. 因此，您的个人品牌是反映了你个人的价值观和你立场。所以，如果你想你的个人品牌，被视为值得信赖的，可靠，专业，那么你必须是值得信赖的，可靠的和专业作为一个人。 一致性的特点是一个强大的个人品牌。不一致性减弱和停止的信仰和观念。

When it comes to building your personal brand, your goal is the same as a company - positioning your brand to attract profitable and healthy relationships with Agents. 当涉及到建设你的个人品牌，你的目标是相同的一家公司 -你的品牌定位，以吸引有利可图的和健康的关系，代理商。 You want to create and reinforce a perception in the mind of Agents to whom you wish to become important.要建立和加强一种观念在头脑中代理商的人要变得很重要。

To do that you need to know who you are, what you stand for and what are your values. Combine this with what makes you valuable to someone else and you are maximizing the value of your brand. 为了做到这一点你需要知道你是谁，你的立场和什么时候是你的价值。再加上什么使你宝贵的给别人，你的价值最大化您的品牌。

Click here to get a free copy of the Marketing Planning Guide, a 20-page workbook designed to help you outline a strategy to becoming an Agent Magnet . 点击这里得到免费的营销规划指南，长达20页的工作簿旨在帮助您纲要一项战略，以成为一个代理磁铁 。

Visit us at http://www.loan-officer-marketing.com访问我们的http://www.loan-officer-marketing.com

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