Mortgage Marketing: Developing Your USP

As a mortgage broker, it’s important to differentiate yourself from your competition. But how can you do that? You do so by developing your USP. In marketing, USP refers to unique selling proposition. In essence, it is that special something about your brand that sets you apart from your competitors. Once you know what your USP is, you’ll want to use it in your mortgage marketing materials so that you can clearly communicate the value you offer to prospective clients.

Sometimes it can be hard to determine what it is that sets you apart from other brokers. So, here are some things to consider as you formulate your USP:

Experience. Is your core area of expertise in getting mortgage loans for those with poor credit histories? Do you specialize in refinancing? Think about your experiences and how they might relate to your USP.

Demographics. Demographics are important to consider in any marketing initiative. Ask yourself who your target client is. Is your primary market young, first-time homebuyers? Or is your core demographic older homeowners who require your services? When creating your USP, you’ll want to ask yourself how likely it is that your USP will resonate with your target market.

Soft Skills. Are you willing to leave no stone unturned in getting the best offer for your client? Is providing exemplary customer service your goal? Do you offer unparalleled professionalism? Do an assessment and reflect on what makes you different from other mortgage brokers.
After you’ve thought about these items, start drafting your USP. Ideally, it should be a short statement that not only reflects your value but that clients will easily remember. A common example is FedEx’s USP, “When it absolutely, positively has to be there overnight.” It’s simple, easy to recall, and delineates FedEx as the shipping provider that guarantees overnight delivery.

Once you have a good USP, don’t forget to incorporate it into your marketing materials. It should appear on your website, as well as your advertising, newsletters, and emails. Over time, your brand identity will become closely associated with the USP that you carefully crafted.

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Titan List is a full service Advertising and Design agency specializing in Direct Mail,Mortgage Marketing, Search Engine Optimization and Website / Graphic Design. Titan List has been around since 1998, and has a team of highly qualified individuals with experience in the marketing trends that fit your business. Unlike other agencies that source their work out, Titan List & Mailing handles the entire campaign in-house. Looking for a special list of data for your business? We can customize any data list for your company.