Q: What would be the best way to present letters of references to potential clients?

Pete Brown, California

A: I often talk about differentiating yourself from your competition so that you are not focusing upon your rates or programs. This concept will be ever more important in a more competitive era. If you want to be seen as a cut above your competition (remember, the general public does not hold the average loan officer in high regard) testimonials, or social proof, represent a great way to

The use of testimonials include--

a. In all advertising--pull out a quote and use it for direct mail, newsletter ads and even your voice mail messages.
b. Make a flyer of the best quotes. Include it with application materials, presentation materials and more.
c. Include a "see what they say" on your website.
d. Have a wall of fame in your office.
e. Put together a presentation book to go over with clients. Include several referral letters and/or the one flyer of quotes.

One point—do not make the quotes anonymous such as “from a satisfied borrower.” Use real names (make sure you get permission—but most have no problem with this). It contributes to the credibility of the quotes.

If you are interested in a sample consumer survey that can help garner quotes from your customers feel free to email me at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it and ask for the survey from my Complete Mortgage Marketing Kit.

If you have a question you would like to be answered in my Ask The Expert column—email me at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it . Dave

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.