Habits of Highly Effective Loan Officers in 2022

February 23,2022
Amid a changing housing market, credit union loan officers need to be effective going into 2022! You can start by infusing the following tools into your personal brand, workflow, and operations as you enhance your relationship with members:
  • Collect reviews and referrals from members. Marketing by email or text-message is a method of obtaining referrals. Use seasonal holidays, birthdays, and other life-cycle events to “check in” on members in a fun, friendly way and request reviews/referrals.
  • Make social media a focal point. Maintaining a strong presence online builds loyalty and trust. Promote your personal brand by engaging your audience with education, information, and stunning consumer-oriented facts that are relevant, useful, and interesting.
  • Use, leverage, and maintain relationships through video. Video email campaigns provide extreme value to homebuyers. Focus on information your audience can actually use such as mortgage, real estate, housing, seasonal, or local hobby-enthusiast related content.
  • Experiment with automation software. The use of marketing automation can remove time-consuming tasks. An online marketing tool can post relevant, customizable content to your Facebook, Twitter, LinkedIn, Instagram, or other social pages. Other web-based mobile tools can handle your email marketing campaigns, generate reviews, and much more.
  • Develop and maintain a high-quality database. Your analytics are the best way to tell whether your marketing strategy is working. You'll understand how your content is being consumed through this analysis. Your emails, videos, text messages and social media will be consumed by prime individuals in your audience. Make sure you filter contacts into segments and follow up with those segments based on who is responsive.
  • Find a niche. The unique needs of each homebuyer varies. Know whom you are best positioned to help at any given moment. Brush-up on special skills like down payment assistance programs, government loan products or other specialty programs that you can become an expert in to assist buyers.
  • Host virtual/online events. Organizing a small event can be effective. This can lead to meaningful connections, whether you host a mortgage process workshop or one on the financial aspects of buying a home and going through escrow. Free, short educational webinars are golden name-brand recognition opportunities.
  • Leverage and build your real estate agent relationships. These relationships must be nurtured, whether online or at trade shows, events, open houses. Partnerships should also be formed by connecting with agents who specialize in your niche so you can share resources for specific types of buyers, be involved in homebuyer information packets, and host informational webinars together. You can also create short, localized market updates for real estate agents in your network.
  • Establish a strong network with industry professionals. Make connections and stay in touch with fellow mortgage loan officers, home inspectors, appraisers and others. Remember, the first impressions people have of you are influenced by your appearance, handshake, and response. Getting to know your peers will give your profile a sense of personality.
  • Provide outstanding member service. Your members’ expectations need to be met and exceeded!
Time to up your game! Utilize the following tools to become a highly effective loan officer that has a strong relationship with members.
by CU Members

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