Position Yourself

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Casey Cunningham

Casey Cunningham is President & Co-Founder of XINNIX Mortgage Academy. Prior to founding XINNIX, Casey was a top female mortgage industry executive with more than 22 years of retail mortgage banking experience in sales, operations, human resources, training, coaching and executive management. As the chief architect of a highly acclaimed mortgage training program, Casey positioned XINNIX as a top mortgage academy. Her Loan Officer training courses consistently produce most of Mortgage Originator Magazine’s Rookie Superstars. To learn more, visit http://www.xinnix.com/ or call 678.325.3500. Read Articles...

Position Yourself

Written by Casey Cunningham

In the world of sales, positioning is crucial. This is a simple objective: to make your Key TargetsTM (*) think of you as The BEST Mortgage Originator and the only one they should be doing business with.

Have you positioned yourself as THE Mortgage Professional? Have you established your professional presence? Here are three aspects within your working life to evaluate:

1. Visibility - Remember that you and your actions are your product. You must make sure your Key Targets know what you do, how well you do it and how valuable you can be to their business and income. Look for opportunities that will showcase you as THE MORTGAGE PROFESSIONAL. Do you have a professional presentation prepared that will set you apart?

2. Image - It's said that we make up our minds about people within six seconds of meeting them. Obviously, these fast impressions are superficial, but if they are having such an immediate impact then surely it is worth managing them. When you go to work every day, what does your appearance say about you? Who are the people whose good opinion you seek? Take a look at how they present themselves, and consider how you might emulate them. People relate to others who are like them and your appearance is an important first step. Are you out dressing your competition?

3. Relationships - You can only develop meaningful relationships with your Key Targets after spending quality time with them. Focus on the friendship while creating incredible value and you will win every single time. These Key Targets want to do business with someone they "Know, Like and Trust." Are you giving them a chance to know you? Are you keeping personal information on them and using it to demonstrate you care?

What are you doing that makes you memorable?

(*) Key TargetsTM is a XINNIX term used to define a Loan Officer’s specific referral sources. They have been profiled and have the ability to send the LO at least two referrals per month.

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