NMP - December 2016 - 78


Four Keys to Focus on in the New Year
By Chad Gomoll

s we start the new
year, we are all
reflecting on the
year we've had in
2016 and how we
can improve for
2017. What did we do well? What
were our pain points? How can
we grow our business in the year
ahead? At my own company, we
have identified four main
components to focus on in the
year to come: Investing in Talent,
Purpose, Marketing and Service.
Many companies think that the
first step in growing your business
is to expand your sales team.
While this is certainly an important
part in growth, you need to
remember to start by investing in
the employees you already have.

A

DECEMBER 2016 n National Mortgage Professional Magazine n

NationalMortgageProfessional.com

78

Providing your existing talent with
opportunities to learn and grow in
their careers has a multitude of
benefits.
First, Investing in your
employees creates an energized
work culture that people want to
come back to day after day, year
after year. Sometimes the best
ideas for growth come from
within. Go through your
departments, find out what makes
them tick, why their work is
important to them, and how they
think their work impacts the
company as a whole. By learning
about the people who work for
your company, you build their
confidence, their trust in the
organization, and their relationship
with you and the organization at

large. Talk to your top producing
branches and find out their secrets
for success. Each branch has its
own process, but the most
successful ones know how to
utilize the systems your company
already has in place. They know
where the pain points are and how
to solve the problem. They are able
to navigate your internal process
efficiently - how file flow works,
who to contact when they need
help, etc.
When people enjoy what they do
and feel valued by their company,
they work harder and more
efficiently. Investing in your
employees makes your business
more efficient. When you take
already successful individuals and
expand their knowledge base, their
line of thinking, and their product
offerings, you are able to
streamline efficiencies as well as
empower your employees to take
on new challenges that will
advance the company forward. On
an operations level, cross-training
your staff on multiple product
offerings or in other roles can help
keep business moving if there is a
vacation or an unexpected illness.
It also increases efficiencies
because you have multiple people
who can handle certain projects
instead of just one or two people.
Same thing goes for your sales
team-by helping them improve
their marketing and sales ability, as
well as increasing their product
knowledge, you are providing them
with the necessary skills and tools
to bring in new leads and close
more deals, ultimately boosting the
bottom line.
In addition to investing in your
employees careers, having a strong
sense of purpose helps create
employee engagement. In the
United States, there has been more
giving towards humanitarian
efforts, both locally and
internationally, than any other
country in the world because of our
capitalistic society. The way our
system is set up, there are
incentives and benefits for
profitable companies to contribute
to philanthropy efforts. A vast
majority of companies have some

kind of philanthropy program in
place, and while the incentives and
benefits are helpful, the reason
they contribute to philanthropy
efforts is because people inherently
want to give back, to be connected
with each other, and to feel that
they are helping others in need. By
creating that kind of mentality from
the top down in the organization,
by proving to your employees that
turning a profit isn't just for the
sake of making money but rather
to give back to the community, you
are giving them an even stronger
reason to work harder to achieve
your mission.
In 2017, Inlanta Mortgage will be
expanding our own philanthropy
efforts. After witnessing the
struggle of several friends and
colleagues who have been affected
by cancer or have had loved ones
who have battled cancer, we were
inspired to do more to battle this
disease. We currently fundraise for
the Cancer Research Institute and
participate in events such as the
Vince Lombardi Run/Walk to
Tackle Cancer. Around the
holidays, we have food drives and
toy drives to help local families in
need. We will be expanding to
include more volunteer days with
local organizations and looking into
other causes that align with our
mission. If you are not heavily
involved in philanthropy efforts, or
if you're looking to expand your
own, start by surveying your
employees to find out what causes
matter to them. Then, take these
results and do your research to
find causes/charities that align with
your company's mission.
Remember to keep the local
communities in each of your
markets in mind so that your
branches stay involved, too.
Marketing is a critical tool for all
companies to utilize regardless of
the industry. The marketing
process starts with market
research. Focus on target
marketing by identifying your
product offerings, researching each
of your markets to find out which
products do better in those areas,
and understanding the customer
that would be looking for that
particular product. Once you start
focusing on the specific customer
and the product that would best fit
their needs, you increase the
number of qualified leads that
ultimately end in a closed loan.


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