Relationship Based Selling 4,000 Strong with Alec Hanson, CMO of loanDepot

Company Stats

• Top 5 national lender
• Employees: 4,000+ across 270 branch locations.
• Founded: 2010

Episode Highlights

? Sales is still about building relationships, even in a digital-first world.

? Companies win by serving customers the way they want to be served, whether in-person or online.

? Owning technology infrastructure creates differentiation and better customer experiences.

Episode Summary

In this episode, Alec Hanson, Chief Marketing Officer of Loan Depot, shares his insights on the evolution of sales in a digital age. Alec discusses how the mortgage industry has shifted from traditional, relationship-based selling to a more tech-driven approach. Despite these changes, Alec emphasizes that the core of successful sales remains building and maintaining strong relationships. He explains how Loan Depot meets customers where they are, whether in-person at one of their 270 branches or through a seamless digital platform.

Alec also highlights Loan Depot’s significant investment in building its own technology platform, which has provided a competitive edge by enabling a superior customer experience. He stresses the importance of companies adapting their sales and marketing strategies to the changing expectations of customers, who now demand both personalized service and efficient digital solutions. Alec's unique background in both sales and marketing gives him a unique perspective on how to bridge the gap between these two critical functions to drive growth and customer satisfaction.

Notable Questions We Asked

Q: How has sales evolved in the digital age?

A: Sales has transformed with the rise of digital channels, but the core of building relationships remains the same. It’s about understanding the customer and creating personalized connections, whether online or in-person.

Q: What makes Loan Depot's customer experience unique?

A: Loan Depot offers both in-person and digital experiences, meeting customers where they are. Whether clients prefer face-to-face meetings or a fully digital mortgage process, Loan Depot can accommodate their needs seamlessly.

Q: Why did Loan Depot invest in building its own technology platform?

A: Owning the technology platform allows Loan Depot to offer a superior, customized customer experience and operational flexibility, differentiating them from competitors who rely on third-party technology.

Q: How do you build and maintain strong relationships in sales?

A: Building relationships requires time, intention, and consistency. It’s about truly understanding the customer’s needs and maintaining ongoing engagement to build trust.

Q: What advice do you have for integrating sales and marketing?

A: Successful integration requires understanding that sales and marketing are two sides of the same coin. Marketing should generate opportunities that align with sales goals, and sales teams should leverage marketing insights to deepen customer relationships.

Chapters

00:00?Intro

00:17?Company Stats

00:51?The Evolution of Sales in the Digital Age

01:30?Building and Maintaining Relationships in Sales

03:57?Loan Depot's Customer-Centric Approach

06:02?The Role of Technology in Mortgage Services

08:57?Connect with loanDepot

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