Niche Out and Score Big FASTER!

Are you getting enough applications right now?

Do enough Realtors know why to call you? ARE THEY CALLING YOU?

Does your database know who should call you?

Does your consumer marketing compel people who don’t know you to call?

If you answered “NO” to any of these, you need to take a dose of highly focused niche marketing right now. So sit down, buckle your seatbelt and get ready to Niche Out and Score Big Fast!

There’s a big void out there right now in Loan Officer land. Originators are seeing fewer deals than they have in the past and a common thought in how to solve that problem and get more deals in the door right now is to market that you do Everything For Everybody….

I don’t think so.

If we think back to Al Reis and Jack Trout in their book “Positioning, The Battle For Your Mind”, they make one concept very clear. That all people have a “slot” in their minds for the stuff they need, know about, want or use. There might be 2-5 occupants in a slot and you want to be #1, right?

There are slots for food, places, books, movies, Loan Originators… These are general slots for general subjects.

Most loan originators who target Realtors will simply try to get into that Loan Originator slot with basic marketing. Marketing about whatever happens to be hot today. Maybe it’s down payment assistance, falling interest rates or the dreaded Great Service. If this is done on a consistent basis there may be some success.

But we don’t just want some success. We want to Go Yard! Don’t we?

Let’s think about those slots we mentioned earlier. Those are very general; movies, books, places, Loan Originators… What happens if we dig a little deeper? We might find slots for; Action Movies, Religious Books, Vacation Places, FHA Mortgage Loan Originators. Can we go deeper? You bet.

Let’s change the subject for a moment and get away from positioning. Let’s talk about marketing. What is the universal goal of all marketing.

GOAL FOR ALL MARKETING: Solve The Pain For Your Target Market

Now if you can solve that pain you dramatically increase the odds of success in your marketing efforts. You will increase your response, you will increase your contacts, you will increase your applications, your fundings and most importantly; your bank account.

So let me ask you, is it easier to solve the pain for a large audience or for a highly focused target?

Now back to the slots. If we can do deeper in our definition of our market and really define a slot is it easier to dominate that position and be the #1 player? You bet. Once you dominate a niche or slot, it is easy to buy add-on slots and become a real player in your market.

I challenge you to define your market niche today. Use it everywhere in your personal branding, positioning and all your marketing. You don’t have to limit yourself to your niche, just make it yours in your market.

A blog is an excellent way to help define your market niche. In an upcoming post I’ll show you the lazy originators guide to consistent systematic blogging.

A funny thing happens when an originator becomes a marketer…