A loan officer marketing to generate loans doesn’t need to be difficult. Sometimes it’s simply knowing where and how to start. Your best starting point is to create expectations. Loan officer marketing that focuses on building expectations captures easy opportunities and makes your job easier.

For example, remember the experiments of Pavlov and his dog? Pavlov trained his dogs to receive a treat each time a bell was rung. Eventually he removed the reward and simply rang the bell. The dog responded by salivating every time the bell was rung, expecting a treat.

Pavlov created an expectation for the reward and his dog quickly learned the drill. We aren’t all that different from the dogs. People frequently have a perception about an experience, and our perception creates an expectation about our experiences.

Let’s say you’ve read a newspaper rave review about a restaurant. When you walk into the lobby of the restaurant you are impressed by the elegance and luxury, you’re sure you’ll get a great meal. Because you’ve built your expectations to believe that you’ll get a great meal, the food and service is remarkable.

There are many examples of how our expectations shape our perceptions, but it’s more important to consider how you can use perceptions of service to your benefit. Keep reading to learn how you can you shape expectations about your business.

Improve Your Materials

Take a look at your marketing materials. Do they give the impression or create an expectation of a trusted and highly skilled loan officer? Is there anything about the materials that make you look smart, competent, and experienced?

Your materials create the first impression with your prospects. They establish the expectation for your service. Do you need to improve your materials?

There are two important elements in your materials: brevity and image. Your window of opportunity is narrow. For instance, a loan officer marketing to Realtors only has an agent’s attention for a brief amount of time. This isn’t a good time to expound on your services. It’s a “just the facts” moment. Images can sometimes covey powerful emotions. Consider using pictures to communicate part of your message.

A Website Shapes Expectations

Your website may be your most powerful loan officer marketing tool. Your prospects will often first look at your website to see if you look like a competent professional.