Shifting From A Sales Mindset To Service Orientated One

While most companies are seeking to turn their customer service representatives into sales representatives to grow their ROI and raise their profit, this is far from the truth in the mortgage space. There are no shortages of leads right now, as rates are at an all-time low.

So while you have an abundance of opportunity, how can you promote long-term, beneficial relationships between your borrowers and your loan officers so they keep coming back to borrow from you, while still making the sale?

Here are a few proven methods to serve your customers and keep them coming back to you:

Be Available

As much as we’d like to be a superhero and answer the phone every time it rings – it is not always possible to answer every time a borrower calls – you must sleep sometime! – it is important for the borrower to know that you are available to them. If you miss their call, be sure to get back to them prompt manner and if they don’t answer, leave a detailed message. Quick response times make customers feel valued as a priority. You’ll also want to get in touch with them before they go shopping elsewhere. 

Be Human

You know you have a list of borrowers to contact, your customer knows you have a list of people to call just like them. Personalizing your interaction can make all the difference. Customers can tell when you fake interactions by just repeating the same script repeatedly. So, let your customer know you are real, and human too. Know their name before you dial, greet them with a friendly tone, and most of all stay genuine.

Be Empathetic

Acknowledge that you understand they lead a busy life and you value their time. You know that their loan, rate, refi, etc. is important to them, and therefore it is important to you too. You want to learn about their needs and answer their questions. This is a service for them, after all. Relate with the borrower, empathize with their needs and roadblocks, and the relationship will benefit from it.

Be Knowledgeable

Before you dial, know what rate or amount you can offer; know where the borrower is in their borrowing cycle; know what products would best suit their current situation. Also, know what updates are in process or what’s “coming soon”; the best offer for the borrower is the best offer for their long-term service relationship. Know your product and know your borrower and you will know how to help.

Be Goal-Oriented

Remember, the borrowers’ goal is your goal. Focus on what you can do to make the borrower’s goal happen, advocating for the best you can get them. Customers who feel like they got the extra mile of service will undoubtfully come back when they need another loan.

Be a Partner

Pair with your borrowers to know their needs and help achieve success together. Stay in touch when they are working toward the criteria to borrow. Let them know that you are there to support them and encourage them to meet their goals and succeed with borrowing with you. The best relationship is hand in hand for long-term success.

While there is no proven formula for ensuring every customer has a perfect experience, turning the sales process into a service-oriented one is sure to improve the encounter – setting the stage for a solid long-term relationship benefiting both the borrower and the lender.