Living Life by Design

There are three strategies High performance Originators use to double or even triple their business. Yesterday we discussed strategy #1, acquiring new clients. Today we’ll discuss strategy #2, optimizing the client experience.

2. Optimize the Client Experience

Favorable impressions that are not backed by strong performances are worthless. In its recent Oracle Customer Experience Impact Report, Harris Research found that 86 percent of U.S. consumers would pay more for a better service experience and that 89 percent have stopped doing business with a company after experiencing poor customer service. You cannot have Customers for Life unless you blow their mind while they finance real estate.

The window for making a strong first impression with the customer is short, a matter of seconds or less, studies show. So that first impression is key to gaining a new customer’s confidence. Mortgage professionals who win the business instill that confidence with every step they take in serving their client. They must make sure that the connection with the borrower is super strong; and the absolute strongest is through earned advertising.  Essentially, conversion is a function of what other people are saying about you!

There are a number of ways to accomplish this trust-building. For example, choreographing the agent’s or builder’s handoff of the borrower to the originator pays dividends. The agent can set the mortgage professional up for accelerated trust, which goes miles toward a successful conversion process.  The originator could deploy at point of sale a referral strategy to help that buyer bring the originator into their social circles on LinkedIn or Facebook.

Tomorrow we’ll discuss the third strategy, retaining and cultivating existing clients.