Do You Know What your Clients Actually Want?

As loan officers, making our clients happy is a top priority. Our clients are at the center of our work, and without them, our businesses wouldn’t exist. It makes sense then that we want to build client experiences that are positive; but how exactly do we do that? For me, it comes down to understanding what your clients actually want. ?

This means having empathy. Sure, many people think of being a loan officer as being all about finance skills, but soft skills are just as important. Being able to empathize with your clients allows you to better provide a standout experience to them. What would you want from a service provider? What experience have you had that was memorable? Which ones weren’t so great? By getting in your clients’ shoes and having empathy for their situations, you can create a more personalized and tailored experience. ?

Clients also want to have trust and confidence in you. They’re entrusting you with guiding them through a major financial decision, and they want to feel confident in that choice throughout the process. They need to know that you’re on their team and committed to doing whatever you can to get them to a successful closing. Earning that trust and confidence requires some time and investment, but it’s worth it when you can deliver a top-notice lending process. ?

I also like to think about how I can streamline the experience. Everyone is busy these days, and the smoother I can make the process, the better experience my clients will have. A streamlined process will not only make things easier for your clients, but it will also reinforce that sense of confidence and trust I mentioned above. A streamlined process demonstrates that you have everything together and are on top of it. This lets your clients relax and move through the process with less stress. ?

Finally, every single client is different. They want to be treated as individuals. Cookie-cutter, one-size-fits-all experiences are lackluster at best. These kinds of experiences don’t make clients feel like our priority - it makes them feel like cogs in a machine. By ensuring that you make those individual connections and adjust your process as necessary to meet their needs, you demonstrate a level of commitment and dedication that makes clients happy they chose you as their loan officer.

Thanks for reading, and I'd love to hear your thoughts!

John ?

If you’re a loan officer, sales manager, or branch manager considering a move, don’t hesitate to reach out to hear about some terrific opportunities. ?

John Gardella

Regional Manager — Supreme Lending

615.439.2569

[email protected]