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I Am A New LO In An Ultra Competitive Market PDF Print E-mail
Ask the Expert - Dave Hershman
Tuesday, 02 October 2007 00:00

Q: I'm a new LO here in the ultra-competitive southern CA market and I would like to know how I should pursue Realtor business. Wouldn't they be reluctant to deal with someone new fearing that their deals will be too complicated or may even be canceled? Please respond. Thank you. Also, I will be attending your class sessions in Norwalk, CA. See you there! Mark.

A: Mark--thanks for the question. It is a great one. The real answer will be revealed in Norwalk because it will take a lot of time to set up the real strategies. However, I will give you a glimpse at what I teach here so our readers can get an idea of my thought pattern.

o First, stop thinking that your market is any more competitive than any other. No market is any more competitive than another—especially
with the national lenders and Internet “competition.” Here is the real key—when you learn what you need to learn in my class, you will understand that you will have no competition. It is the elimination of this “so-called” competition that is the key to the business model. The key is positive differentiation and understanding what that is.

o Second, stop thinking of yourself and referring to yourself as new. You are not. The key to positive differentiation is finding out what you bring as an individual—your skills, experience, education, relationships and such. You may be “new” to someone you don’t know—but for someone you have served for 10 years—are you new? If a 100-year old company moved into the mortgage business for the first time—would they advertise themselves as new? I think not.

o Third, you are responsible for learning what you need to learn to get the deals
done. Plenty of experienced people mess up deals. It has nothing to do with experience. It has to do with diligence and education. When I am done with you—I guarantee you will know what you need to know. From there is it setting out a plan to master your skills. The key is becoming an expert in all areas that are necessary to bring you positive differentiation.

If any one is interested in a free article—10 Areas You Must Master to Become an Expert in the Mortgage Industry—email me at the address below.
Dave


Ask The Expert is an exclusive feature of Origination Update. If you have a question on finance, sales, marketing or leadership you would like to ask—email me at This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Dave Hershman is the leading author for the mortgage industry with eight books and several hundred articles to his credit. He is also head of OriginationPro Mortgage School, the most advanced comprehensive curriculum in the industry, and is a top industry speaker. For more articles by Dave, free marketing materials and a schedule of classes, visit www.originationpro.com.

 
 
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