How to Approach an Internet Contact

Advancements in technology have brought about some amazing tools and innovations, but the downside can be a loss of human connections. Face-to-face and phone conversations have been increasingly replaced by texting, Facebook and email communications. Earning new clients in this landscape can be especially challenging when an email sits in an inbox with countless other promotional emails, texting leaves much to be desired, and phone calls (especially from unknown numbers) are ignored. Mortgage professionals must find creative ways to break through these barriers to building new client relationships, even when prospecting business online.

Here are five tips to effectively communicate with potential clients to develop rapport, establish trust and ultimately help them finance their dream home.

1. Be human

Leave the gimmicks and sales pitches for the elevator. People are more receptive if they see you as a person they can relate to. If you prioritize relationship-building over technological solutions, people will be more receptive to hearing you out and letting you earn their business. Finding common ground is an important place to start. What is the client looking for and how can you relate to those needs? Listen for common interests and goals and point to past clients you’ve helped who had similar goals or concerns. This also provides a great opportunity to promote your Zillow Group profile reviews, particularly if the clients you mentioned shared their praise.

2. Meet them where they are at

Home buyers can be in varying stages of the buying cycle. Some are just seeking information, and others are interested in taking the next step to obtain a pre-approval because they found the home they want. Regardless of where they are, it’s important to recognize what their needs may be, and address those needs with optimism and a friendly attitude. Buyers will know if you truly want to help them or not, so even if you’re disappointed that they’ve decided to wait several months before submitting their app, don’t let this discourage you. They may not know that with your guidance, they can achieve their dream sooner than they thought.

3. Find ways to be helpful

Clients may encounter obstacles that affect their financial well-being, from home repairs to car problems and health issues. While these fall outside the scope of your role as a mortgage professional, doing a little legwork to find resources or suggestions to manage these normal life problems will show your willingness to go above and beyond to help your clients. For example, if your client is having issues with their bank and you love your local credit union, you can lend a hand by sharing your personal experience.

4. Be a local expert

Although real estate agents are more likely than mortgage professionals to be credited as local neighborhood experts, that doesn’t mean you can’t be helpful and knowledgeable too. In fact, borrowers often prefer to work with local lenders who know their communities and the challenges clients may face in that market. When talking to the prospective client for the first time, ask them what neighborhoods they are interested in. Perhaps they’re interested in a particular school district or want to be closer to work. Offer up any suggestions you may have for nearby amenities, such as parks, libraries, shopping or restaurants. Much of this information is already available on Zillow and Trulia. What’s more, if they do not yet have an agent, you can provide some additional value until they have hired one.

5. Be social

Sometimes what prompts a follow-up from a prospect is the unconventional and unexpected content you provide. Many loan officers use social media and quick, candid videos to engage both current clients and non-responsive prospects. Being social doesn’t have to be complicated – it just needs to be consistent and interesting. If you have a favorite charity event or plan to host a credit repair workshop, for example, you can reach out to past, current and prospective clients and invite them to attend. Creating a social outing or event takes the pressure off the borrower and gives you the chance to shine and earn their trust over time.