Here’s how to write a good private lender company description.

With the rise in the number of private lenders in the industry, it’s important to create a company description that will allow you to stand out from your competitors and be memorable for the long term.

So, what exactly makes a good company description?

At the heart of it, your company description should accomplish two main goals. First, it should give readers a very clear idea of what your company does. Second, it should explain the void that your products or services are filling in the industry.

Beyond that, writing a company description is not as complicated as you would think and typically follows a very simple template.

Establishing the Basics
As you begin developing your company description, it’s important to address basic information that customers will be looking for about your business. The easiest way to start is by outlining the “who,” “what,” “where,” “when,” and “why” of your company and build from there.

Who?
There are two things to consider as you address the “who” portion of your company description: who you are and who your customers are.

First, focus on who you are. This is your opportunity to state the name of your company as well as identify any key owners or members of the management team who are crucial to the business.

Once you have addressed who you are, start thinking about who your customers are and how you can appeal to them in the rest of your company description.

What?
This is where you should talk about just what it is that your company does, specifically the products or services you offer.

Again, write this part of your description with your customers in mind. As a lender, it is especially important to get as descriptive as possible with this portion. Clearly define what loan programs you offer and what niche you cater to.

For example, a good description for a private lender that specializes in fix-and-flip loans would include something like “XYZ Lender specializes in providing investors with short-term loans that finance the purchase and renovation of 1-4 family non-owner occupied properties.”

Potential clients should have no questions about what you do after reading through your company description.

Where?
Like the “who” part of your description, there are two things you need to address when it comes to “where”:

01  Where is your company located?

02  Where do you offer your products or services?

It’s important to note where your headquarters is located as well as where any additional branches are located. From there, it’s easy to transition into providing information on where your company operates and what states you lend in.

Including these pieces of information makes it easier for your customers to find you, and it gives your company greater visibility in the areas where you are looking for new clients.

When?
Your company description should include details on when your company was founded. In the world of private lending, investors are looking for lenders that have a proven track record. Mentioning when your company was created can help show that you are a seasoned lender in the industry.

However, what does that mean for private lenders that are just starting out? For newer private lending companies, mentioning the level of experience of key leadership within the company can help achieve the same result.

For example, there is nothing wrong with a company description that says “founded in 2019.” But, it would be good to include a sentence about how “the founder of the company has over 20 years of experience working with financial companies like ABC Capital, XYZ Financial and Private Lenders LLC” to establish additional credibility.

Why?
The final piece of your description is your “why.” This is your opportunity to talk about why your company was formed and also to delve into your company’s mission.

To develop this portion of your company description, ask: “What void existed that made it absolutely necessary to create a new company to address it?.”

This is your chance to really connect with your customers. Your “why” should strike a chord with potential customers because you are recognizing a recurring need they have experienced in the industry and then explaining how your company will help fulfill it.

Start Crafting Your Company’s Story
Once you have the basics outlined, it’s time to bring your company description to life. As you start pulling all the core pieces together, make sure you are also addressing what your company specializes in and what sets your company apart. What does your company stand for in the industry?

Also give customers a bit of insight into your company’s future. Since the private lending industry is highly competitive, this is your opportunity to distinguish yourself from your competitors and give your brand some personality. A good company description should read like a short story that will captivate your potential customers and finish with a clear call to action that will direct those customers to take the next steps to connect.

For example, the following is a company description for RCN Capital that calls out all the key pieces of a good company description:

• RCN Capital is a national, direct, private lender. // “Who” the company is. 
• We provide short-term and long-term commercial loans for the purchase of non-owner occupied residential and commercial properties, financing of renovation projects and bridge funding. // “What” the company does. 
• We lend to experienced real estate professionals, investors and contractors throughout the country. // “Who” the ideal customer is for the company. 
• RCN Capital LLC was established in South Windsor, Connecticut in 2010 to provide time-sensitive bridge financing to real estate investors to fund the purchase of non-owner occupied residential and commercial properties, provide bridge loans and provide real estate-backed lines of credit. // “When” & “Where” the company was founded. 
• Formed towards the end of the recession, RCN Capital has benefited from a turbulent housing market in which many real estate investors see great opportunity. A lack of liquidity in the credit markets and increased regulation of the banking industry has restricted conventional financing as an option for investors in fast-moving and competitive real estate markets. As the nation’s premier direct private lender, RCN Capital helps fill this void. // “Why” the company was created and “What” niche does the company cater to. 
• As a direct private lender, RCN Capital takes a commonsense approach to underwriting, with all approvals made in-house. We are dedicated to providing quick responses to time-sensitive loans, often with the ability to close in as few as 10 business days. At RCN Capital, we value referrals and our brokers are protected. We are committed to the highest level of customer service, because our success lies in building relationships. // Value added benefits of working with the company, & what sets the company apart from competitors. 
• For more information on our company or our loan programs, or to apply, visit our website at www.RCNCapital.com. //Clear call to action for potential customers.

Putting It All Together
Writing a good private lender company description isn’t difficult when you have the right pieces to work with. Once you create it, make sure your company’s description gets the exposure it deserves not only on your website but on any other platform where you want to promote your business (e.g., like social media profiles or association member directories).

Finally, just as you would regularly update your resume, make sure you regularly review and update your company’s description. As your business grows and evolves, your company description should follow.