How To Be A Mortgage Expert: Use a Title

Would it help your business if you had a title?

Probably.

So what is keeping you from getting a title?

Most people think that someone has to give them a title in order for them to use it. In most cases, this is not true.

I am sure you have heard of a Realtor in your area calling himself the "Condo King". You and I both know that there is no condo association around that gives out the title of "King". This fellow obviously gave himself the title, but so what? It helps in his marketing. It's memorable. This is an article about mortgage marketing and he is getting mentioned and free publicity from it.

What is the Better Business Bureau? It is a business that is out to make money. It gets other businesses to pay it money in return for giving out positive reports about them. It made itself an authority on good business. To become a member, all you need to do is be in business for a year, file an application, and pay them several hundred dollars a year. They have no strict membership policy, nor do they keep many businesses out. They decided to call themselves the Better Business Bureau. No one appointed them. They are not a government office. The people who work there don't know what it's like to run a business. Yet they are the authority on what businesses are good and which ones are not. It's all marketing.

Ever hear of the "The Good Housekeeping Seal of Approval"? Manufacturers compete aggressively for this award. Because they know if they win, they can advertise the fact and sell more units. And this is because the general public does not know the facts about this award. This is an award created by and given by Good Housekeeping Magazine. But to get the award, you have to advertise in the magazine. Great idea isn't it?

What is keeping you from becoming "The Greatest Loan Officer in the World"?

All you have to do is put it on your cards and marketing. Of course, no one will believe you, but they might believe something less audacious, like "Hartford's #1 Authority on Mortgage Reduction Strategies".

Make up your own specialty and promote it. You do not need anyone to anoint you. If you want to be an expert, then just declare yourself an expert. Stop waiting for someone else to do it. This is not an election or a popularity contest.

If you still feel that someone else should qualify you as an expert, then fine. "I hereby appoint you an expert in the field of mortgage brokerage by all the power given to me by the Great Board of Loan Officer Experts which I just created"