5 Ways to Provide Memorable Service
As a mortgage professional, one of the goals you should have for your business is to grow a strong pipeline from past client referrals. If your past clients are talking about their great mortgage experience with their friends and family, you’re more likely to keep your phone ringing and your inbox full. The problem for many loan officers, however, is not that they fail to provide great customer service — it’s that they aren’t memorable, so their clients don’t think about them after their transaction is complete. Being memorable requires some finesse and sales skills, combined with great service.
Here are five ways to improve your chances of being remembered.
1. Be invaluable
Your specialized knowledge and expertise are the primary reasons consumers reach out to you. When a customer asks a question, provide them with the information they are seeking, but also offer solutions to the questions they haven’t asked yet. Your customers will see you as a knowledgeable, valuable resource.
Another way to add more value is to embrace technology, starting with your online presence. If your website is out-of-date, update it with relevant information. Add more reviews to your Zillow Group profile. Text clients when following up and stay organized with your information. These small steps will add more value to your overall services.
2. Show clients you care
When helping borrowers with the biggest financial decision of their lives, being sensitive to their circumstances and situations is a given; however, it’s not always easy to know how your customers perceive you. Whether you’re delivering great news, bad news, or in-between news to your clients, showing empathy and being understanding goes a long way. If your customers know that you care about their dream as much as they do, they will want to continue working with you — even if they aren’t yet ready to buy.
Showing clients that you care starts with being genuine and relatable. You’re not a robot and your clients will appreciate that you love the same football team or share a passion for hiking. Be personable and approachable regarding their concerns — as an adviser and advocate. Finally, never give up on them. When you appear defeated, so will your clients.
3. Stay positive
While it’s inevitable that some deals will require more patience and diligence than others, carrying the stress of one appointment to the next will negatively impact all your clients. When you have a difficult situation, try not to let it affect your next call or appointment. Your clients will sense your negativity and may assume you’re not that eager to help them.
If you know that a particular situation will be challenging, block off some time before your next appointment if possible. Use the time to recharge so you can be energetic and positive for your next client and provide the service they deserve. If your clients know that you’re excited to help them, they will be excited to work with you as well.
Gratitude is another important component of maintaining a positive outlook. Telling your clients that you are grateful for their business is one simple way to let your clients know that you’re happy to help them.
4. Respect your clients’ time
Be diligent about following up within a reasonable amount of time. Whether a new prospect or an old client, if someone has to wait too long to hear back from you, they may look elsewhere for help. You’ll be memorable, but not in a positive way. In fact, you may be remembered for wasting their time, which is never a good experience.
It’s a good practice to be clear about your follow-up time and stick to that timeframe consistently. You shouldn’t make clients wait more than one business day for a response. If you’re unable to answer a call, try using the “respond with text” feature on your cellphone to let the caller know you’ll follow up soon.
5. Be transparent and honest
Being honest sounds simple, but it carries so much weight. Set realistic expectations and never overpromise. The truism to under promise and over deliver applies here: Clients will remember how you went above and beyond what was expected and are more likely to share that anecdote when reviewing your services.
Transparency in communication is also a vital part of being honest. If you have an application in underwriting that’s taking longer than expected, for example, be transparent with your client about the timeline and likely outcome so they know where things stand. Don’t be afraid to tell your client that you don’t have all the answers to their questions, if that’s the case. Clients will appreciate that you’re willing to be honest, which in turn can strengthen your credibility.
