Classes In Real Estate

Many people use case studies in their business, but few loan officers use case studies as part of their loan officer marketing materials. If you are looking for a way to differentiate yourself from your competition, a case study may be the perfect answer.

A case study accomplishes three things: it identifies a problem; it shows the solution; and it documents your performance. You offer proof of performance with a case study and sway skeptical agents.

Effective case studies are structured using a common formula.

Three Section Case Study

The first section of your case study describes a very specific problem. This section has to draw the reader in, it has to be something that the agent can relate to, a problem they’ve experienced.

Be careful not to offer solutions in this section. This entire first section is about developing a complete understanding of the problem. This is where most loan officer marketing materials go wrong: they don’t describe problems, instead just focus on solutions.

Solution focused marketing is sent out in the masses to Realtors. You will not capture their attention with materials that look just like every other loan officers.

The second section of the case study describes exactly how this specific problem was solved. It implies (but doesn’t directly say) that by using your services, you could solve the problem for them too. In this section, you want to be specific in your solution and very personal, written in first person (I, me, mine, etc.)

The last section describes the results of the action. These results must be very specific, they need to be tangible and measurable. It’s one thing to say you saved a client thousands of dollars, it’s another to say you saved the client $3,000, or that you closed the loan 4 days ahead of the original closing date.

If you aren’t specific, your solution will not be taking seriously.

Focus on Benefits

Focus your case study on how your service addressed a specific issue. This issue is the backbone of your case study. You don’t want to bring in descriptions of other problems because it dilutes the message.

Incorporate statistics, charts, tables and figures to reinforce where appropriate.

Detail your Return on Investment. Explain how your service pays for itself. For instance, client referrals doubled in 2 months.

Contain Costs. Show how working with you keeps costs contained. This is especially important to those agents that are spending way to much money on their marketing efforts and are frustrated with the cost of acquiring new leads and clients. Explain how your service helped other agents reduce their fees, such as reducing their marketing spending.

Reduce barriers. Showing your solution to problems will improve operations. Give examples of how it can fit into their already existing business process. For instance, you provide the agent with up to date information or status checks through weekly emails, etc.

Create Visual Appeal

In all your loan officer marketing materials, create a graphically appealing format. You want something that is easy for the reader to scan through, something that doesn’t overwhelm, and something short and to the point, about 300 to 500 words.

With a little creativity and attention to detail, you can create a case study that solves problems and brings Realtors knocking at your door.

Jeff Nelson helps loan officers increase loan originations by attracting quality relationships with real estate agents from the development of customized relationship-building strategies.

Click here to get a free copy of the Marketing Planning Guide, a 20-page workbook designed to help you outline a strategy to become an Agent Magnet.

Visit us at http://www.loan-officer-marketing.com

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