by David Depman

How do you generate mortgage leads in a small town as a loan officer? Your town is where you live, it’s your neighbors and friends, people who know you, or know of you.  It’s a small town, and it’s a nice place to live.  So how do you ‘make it’ in places like Seymour or Clarkesville, Madison or Marquette?

Marketing in a small town is an entirely different animal than marketing in a large city. People are more aware of their neighbors, their successes and their shortcomings. Working in a small market can feel like being under a microscope, and that might be a good thing, because great things happen in small towns.

How to Stand Out as a Loan Officer in a Small Town

• Know who your target audience is – a growing number of your potential clients will be young and new to the game. Millennials are the largest generation in the United States and they are expected to take the housing market by storm starting next year. Their entry into the market will inevitably change the dynamics of your marketing message.  They expect to get that small town personal touch, but in a tech savvy manner.  Make your marketing efforts personal, aiming it squarely at their specific needs.  One size won’t fit all. These new entries into your pipeline want to know that you care about their needs, understand their motivations and respond to their input.
• Get out there! – The places you go and the things you do shape the person you are. Make sure your face is well known and that people are aware of your job title. Small towns are great places to mingle as you can easily make long lasting contacts and new friends.  Make sure you understand who your potential clients are and make sure you go where they go.
• Advertise - This might seem like a contradiction, since ‘social’ is the direction of all marketing in this era, but traditional media is not out of the game yet. Local newspapers and weeklies have a long reach in the community and can be a valuable use of marketing budget. Smaller publications might be even more valuable, such as high-school news papers and year books, church newsletters or PTA announcements. Sponsoring a Little League® team or a scout troop will get the attention of all the parents involved and will get your office solid exposure on a regular basis.
• Get the word out: Word of mouth has always been one of the most reliable forms of gaining clients. In smaller communities, it can not only be reliable, but critical.  Every client with whom you work, whether or not they qualify for a loan, can act as a referral.  Ask them if you can use them as a reference.  Neighbors helping neighbors can ensure that your good name means good business too.
• Get involved: Smaller communities have an inordinate amount of opportunities to get involved.  Being involved by working with local groups, charities or organizations can introduce you to a greater slice of your commuinity. It gives you common ground and face-to-face time while increasing your brand and public persona.  Mike McCann, a real estate agent, volunteered at a church picnic. The priest  who organized the event worked with Mike, and a short time later, bought a house through him.  That’s bang for the buck!

Small towns are the backbone of the country.  Working in and with your community can be great for you and your family, as well as successful and fulfilling on a professional level too.

What ways have you found to generate mortgage leads in your community?