Loan officer New Year’s resolution: Show home buyers they can’t do it without you
This time of year, resolutions are a dime a dozen. People strive for more exercise, healthier diets or to read more books.
Unfortunately, many fail to follow through on their “new year, new me” efforts.
The best kinds of self-promises are the ones that motivate and challenge, with reasonable expectations in terms of results. You’re more likely to succeed if your goals are comprised of those traits.
For mortgage professionals, I have a New Year’s resolution that is sure to hold your interest through 2019, and beyond because it can propel your career to the next level.
And that is to become indispensable.
Demonstrate to consumers that they cannot take this journey without you by their side – especially as AI and technology usurp some of the roles of real estate professionals through automation. What so many people forget is that you cannot automate or rely on technology alone to deliver excellent customer service. This is where you step in and establish yourself as a necessary partner.
While consumers fixate on the movement of interest rates and gravitate toward services that promise the lowest rate, they are still yearning for one-on-one interaction and customization.
A website that offers “instant approval” cannot account for the specific needs and details of individual clients.
An automated text message doesn’t resonate as loudly as the personal one you can send from your phone.
The more involved and available you become with the various steps of the home-buying process, the more indispensable you are.
A balanced formula of technology and personalized customer service is what will bring your clients to the table. This approach includes adding value to the home-buying process. While the point of entry starts with an automated email, you can turn off the autopilot by inserting yourself into the process with valuable information. Content you deliver and prepare, such as home-buying guides, information on various loan programs, mortgage calculators and other resources is essential to keeping your clients’ attention.
Your sales approach must be well-rounded if your goal is to become indispensable. Much like many New Year’s resolutions, the promises some websites make to customers will go unfulfilled because they lack personalization and understanding of the customers’ needs. With a little legwork, you can provide a complete customer service experience by supplementing the automated work that attracts many buyers. Allow yourself opportunities to exceed your customers’ expectations by adding value, personalizing customer service and going beyond automation.