Generating leads is an important part of the sales process. It’s not necessarily the quantity of leads that can lead to the success of a person involved in the mortgage process (like a broker, loan officer, or loan originator), but rather the ability to consistently work with quality leads that bring the deals to an effective close.
1. Start Professionally With Materials
Sometimes, those involved with mortgages are excited to get the ball rolling and focus on generating leads as opposed to being prepared with the professional image already in place. This includes developing and making the materials that present you as a broker, loan originator, or loan officer. Although some clients might not ask for these materials, it’s important to have a presence established prior to connecting with those potential clients.
- Examples of marketing materials might include flyers, brochures, business cards, and a website.
- Don’t make it too hard for potential clients to verify that you are who you claim to be. Clients might be suspicious of an individual who doesn’t have these materials on hand, which can negate any positive work you’ve done in generating quality leads.
2. Focus on Relationship Building
When this stream of clients is necessary to keep the doors of your business open, sometimes the pressure of turning leads into sales can sour your approach. Make sure that you view each client as an opportunity to establish and build a relationship. Clients can sniff out when you’re simply interested in closing the sale. Even if it doesn’t look like your initial meeting is going to result in a closed deal, give every individual or couple the personalized approach. These clients might come back to you when the time is right, or refer you to friends and family.
- Treat every client as an opportunity to establish a connection and start the process of relationship building.
- It might be four 100th interaction over a mortgage, but for first-time home buyers, this is an exciting and nerve-wracking time. Put yourself in their shoes and treat them with respect and professionalism.
3. Build a Revolving Door of Referrals
Referrals are a critical part of your business, and they can make or break your success. There are several mistakes that some people make when working with referrals. These include failing to ask for referrals or being too overbearing about getting the contact information for others. Somewhere in the middle, there are brokers, officers, and loan originators who have struck the perfect balance between being confident enough to ask but not arrogant enough to turn people off.
Establish referral guidelines for when and how you’re going to ask, but also set up a system that rewards the clients who pass your name on to others on a regular basis. Focusing on providing outstanding service, as opposed to generating new leads, is a great way to build your business while letting your satisfied customers do the work for you.
Offer a gift card for clients who bring you business that results in a closed loan. When it comes to mortgage experiences, people do talk, and you want them to mentioning your name and throwing business your way (with very little work on your end).
4. Cast a Wide Community Net
There are many resources that can put you in touch with others to network and build your client base. Think about local groups in which your membership might be valuable. This can include volunteer organizations, community clubs like Rotary or Lions, and even a chamber of commerce. Getting your name out there and building those relationships without the pressure of a closed loan can help potential clients to remember you when the time is right or to pass your name on to others in need of your services.
Think outside the box when it’s time to become a member of community organizations.