As a loan officer there are a million interruptions during the course of a day.  We have clients calling, agents calling, processors asking us questions, and of course the regular and constant calls from advertising and lead generation companies trying to “sell” us more new ways  to get business.  We then have loans that need to close but still have conditions outstanding and loans at the closing table with problems…What a job huh?  If you have not already done so go back to the How To Close More Loans System for more strategies on how to set up you business to handle these issues…

One of the BIG myths I hear is that we are paid to originate loans.  Let’s stop and think about that for a moment.  There is not a company I am aware of that pays loan officers to originate loans.  I would say that we are ONLY paid to close loans.  If the loan does not close no one gets paid.

Well now that I have gotten that off my chest here is the real point – Nothing happens until you market your services.  To say it a little differently – If you do not bring in loans nothing happens and no one has a job.  No Income= No Business.
Most loan officers, whether new or experienced, have wild swings in their incomes.  
You spend a lot of time “bringing in business” and then even more time “closing loans”.  While you are working hard to close these loans you are not able to market for new business.  Again many of the solutions are found in the How To Close More Loans Systems so now would be a good chance to go back and implement these tested ideas.

So here is a solution I have found and have used successfully for many years.  But first let me ask you a really important question….
If you had a loan application scheduled for 3:00 tomorrow with 4 points in fees and this was a sure thing – no rate questions etc.
– They were already sold on using you ---

What would stop you from going to and taking this loan application?
    Would a call from a realtor stop you?
    Would a crisis at the settlement table stop you?
    Would you go even if you did not feel well?

You get my point I’m sure.  Nothing would stop you from taking this loan application that all of us would literally salivate for.  Since we know nothing happens without a loan application and a loan application will not happen without marketing then we know we must make marketing a priority.

So take out your pen and planner and start scheduling “Marketing Appointments” with your self.  I schedule mine for 2 hours at a time once a week.  Everyone knows I will not be available during this time…

You need to view these appointments as million dollar loan applications waiting to happen.  Since you have already agreed that NOTHING would stop you from taking that million dollar loan app-make sure you do not allow anyone or anything to interrupt your marketing time…Start working ON your business and you will start to see a more consistent business success…

Brad Cooper is a nationally recognized mortgage expert and is the managing owner of Cooper Financial Solutions and Loan Officer Success .