The Real Secret to Selling More Loans

What’s my secret to success? TRUST.

Creating trust is the #1 reason my business is successful. Why? Because you’re dealing with a highly personal transaction and your customers need to know you’ve got their best interest at heart.

In fact, my close rate on inbound leads is almost 50% higher than the average mortgage loan officer in my organization because I focus on trust first, and foremost.

So how do you engender trust? In my very first phone call with a customer, I explain my approach. This process is 100% about the customer! This is perhaps the most personal transaction they may ever have – especially when it’s a first-time buyer. I stress the following things on this first phone call:

1. My Background. I’ve been doing this for over 30 years. This isn’t about me, it’s all about you. Let me help you. If you end up using me, great. If not, that’s OK too – I want to make sure you’re well informed and set up for success.

2. I will never judge them. They may have poor credit. That’s OK. They may have some bad financial activity in their past. That’s OK. We all go through tough times in life. That’s OK.

3. Ask me anything. The only stupid questions are the ones you don’t ask! Let me answer any/all questions you have. I don’t just want to put numbers in front of you, I want you to understand the numbers and how they impact you. This is a huge life decision. Let me help you be informed.

There’s two more things I keenly focus on to ensure my customers feel like they’re getting top-notch service from me:

• Communication. This is essential. Friends laugh that I change my voicemail every single day with the date in my outgoing message, but there’s a reason. It lets people know where I am, my availability, and they know I clear that inbox each day. I will get back to them ASAP. Call your customers back, even if it’s to let them know you’re working on the answer.
• SPEED. Answering the two most important questions: What’s this going to cost me? What will my monthly payment be? I use an amazing estimating tool, Lightning Estimates, that allows me to answer these questions while I’m on the phone with my customer. It’s a game changer!!

What do you do to create trust? Share your best practices in the comments.