Regardless of what you’re selling, it’s important to understand your clients. This is crucial in the small-balance commercial mortgage industry, since you’re selling your ability to find your clients financing. As a commercial mortgage broker, your success relies on your ability to provide property owners with the funding they need to achieve their goals in the time frame they need it. In order to properly market your services to potential borrowers, you need to understand these small business owners and what it is they’re looking for.

They are small business owners.

First and foremost, borrowers looking for small-balance commercial mortgages are usually commercial property owners who run a small business. Because of this, they’re very busy individuals. When tailoring marketing pieces for these potential borrowers, keep it simple and to-the-point. Explain quickly and efficiently how your services can help them and they’ll be more likely to contact you. See more about commercial mortgages for property owners offered by APEX Mortgages.

They have faced financial issues in the past.

Generally, the potential borrowers you’ll be targeting will have dealt with credit or tax issues in the past and cannot obtain a bank loan. It is important to prepare them for the terms available to borrowers with their lending profile. You should explain your relationships with non-conforming mortgage lenders and your ability to find them the financing they need despite these financial bumps. Read our previous post on how to convince a commercial lender to look past a credit score.

They have unique commercial properties.

Many borrowers own commercial properties that banks won’t lend on. Make sure to develop partnerships with lenders who specialize in unique commercial property types and discuss with your borrowers how these lenders can help.

They need small-balance loans.

Most small-business owners don’t need large commercial mortgages, which limits their options. Many traditional lenders don’t see these loans as profitable. As a commercial mortgage broker, you need to let your borrowers know that they have options and that you can find them the small-balance commercial mortgage they need.

Understanding the typical small-balance commercial mortgage borrower will allow you to tailor your marketing to address their needs. When small business owners feel that you comprehend their situation and are willing to work with them, they’ll be more likely to trust you and do business with you. Approaching your marketing with this understanding will increase your credibility and your mortgage leads.

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