Experienced commercial mortgage originators know that the best loan solution for a borrower isn’t the one with the lowest interest rate – it’s the one that meets the greatest number of needs.
Still, rate plays an important role in every commercial loan transaction. Your ability to secure the most affordable solution for your clients is one of the main indicators of your strengths as an originator.

Our goal throughout the year is to share insight and tips to help you optimize your marketing strategies and close more small-balance commercial mortgage deals.
So if you weren’t able to check this space regularly in 2018, now is the time to catch up!

Ask any experienced mortgage originator.

The key to generating more revenue with small-balance commercial mortgages is to develop the ability to analyze a deal and quickly and correctly determine the best lending solution. Qualifying deals isn’t easy. Every commercial real estate deal is unique, and many include property or borrower issues that limit the number of available lender options.

Whether it’s during a webinar presentation or a one-on-one call with a Silver Hill Regional Manager, brokers come to us with all sorts of interesting questions pertaining to the small-balance commercial mortgage industry.

We tend to get some questions more often than others – that’s why we’ve created this Commercial Mortgage Mailbag feature.  Read on to see if we have an answer for your biggest question.

Now that you know how to collect quantitative data from your existing customer database, your next step in creating your marketing persona is to interact with your customers and take a deeper look at their stories. Collecting qualitativedata is all about learning what the numbers can’t tell you. By scheduling quick phone calls or communicating via email, you will have the opportunity to better understand the reason your clients chose to apply for a small-balance commercial mortgage loan. After speaking to multiple clients, you will likely have recognized patterns in the goals, behavior, and actions of your clientele. As an added bonus, you can use this time to improve your existing relationships clients as well!

As a commercial real estate broker and a business owner, you are always meeting and interacting with new customers. A marketing persona is a tool that will allow you to effectively understand and cater to your customer base. Creating a marketing persona will let you break down the needs and wants of your borrowers, thereby helping you improve your products and services. Additionally, marketing personas can show you who to target as a potential borrower, along with the best medium for attracting that customer.