The LO Down Preview: Your Content is Missing Because They Feel Missed
Connor Bartley
Connecting Growth-Minded Originators with Autonomy and Control -Respectfully Curious Relationship Builder - Christ Follower - Family Man/Girl Dad - 2-Time Pie Eating Contest Winner
Speak Their Language, Not "Mortgage-ese": The Key to Content That Connects
The number one mistake I see in content creation among mortgage professionals is that they speak way too much "mortgage-ese" in their posts.
I've worked in the mortgage industry for close to 10 years and there are still a ton of acronyms and phrases that I don't understand that I hear in content all of the time.
Speaking the language of your audience is essential.
Afterall, if they see two or three of your posts, but don't understand the message, does it count?
Did they connect with you?
Will they want to watch or read the next post?
NO!
They're going to focus on finding the lowest rate or find another Originator that they feel "gets them" better.
When you produce content, you have to make with them in mind.
Not you, not your company, not your colleagues, no one else but your audience.
Do you know them?
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Their concerns and anxieties? Obstacles? Frustrations? Hesitations?
How about their dreams and aspirations? Confidences? Achievements? Joys?
Whether it's content for a Referral Partner or a Borrower, understanding these things will dial in your content in a way that will resonate on a deeper level and lead to more meaningful engagement and connections.
This week we share a downloadable guide that follows the principles of Russell Brunson's Pain/Pleasure exercise from the book "Traffic Secrets" to help you craft content that will speak to your audience and connect on a deeper level.
Also included in the upcoming edition of The LO Down:
Helping real estate agents close more deals and helping people of all backgrounds gain wealth and confidence through homeownership. NMLS ID#: 1519399
2moThis is so true! Not just in content, but in everyday interactions with Realtors and borrowers. I used to think spewing technical knowledge would make me more attractive because it demonstrated my expertise and made me more "trustable"...Until I either overwhelmed the client, or even worse - Armed them with the knowledge they needed to turn around and successfully rate-shop against me.
Director/Mortgage Banking & Tech at T3 Sixty | Industry Writer, Podcaster & Advocate | Strategic Growth Architect | Expert, Talent Optimization, Brand Awareness, & Go-To-Market Strategies
2moI’ve had this exact conversation with loan officers hundreds of times over the years. People don’t inherently know what FICO, DTI, LTV, LOX, etc., mean. Speak English!