Morgan Brown, of BlownMortgage.com is one of my favorite mortgage bloggers. He spent time in the trenches of mortgage marketing and loan originations. He knows what it is to buy and work a lead. So, when he writes about how to convert an Internet lead we should all listen.
I think Morgan captured this process best in one of his older posts–Climbing Distrust Mountain. Read the post, but here is my quick spin on the concept.
Every time you contact an Internet or aged lead you are starting at the bottom of a very challenging mountain to ascend–trust.
Building trust with a new lead or prospect has to start with little promises. Things that you tell customers and you make damn sure you follow-through on. Little things like:
- “I will get an answer from my underwriter”
- “I will see if I can waive that fee”
- “I will email you a checklist of the documents I need, in 10 minutes”
- “I will call you back tomorrow and update you on your appraisal status”
Always be available for your client. Convince them you are “always on” for their needs, wants, and concerns. Give them your cell phone and answer it whenever it rings. Even at your kid’s soccer game.
Customers come in, especially from mortgage and debt help requests with incredibly low expectations. If you start exceeding those depressed expectations you will be creating wow, with very little effort.
Those incredible experiences not only close deals, but they also create great referral opportunities.
Customer is Always Right
Never forget that the customer is ultimately in control of your success. That means that they are always right. Treat them with the highest priority and they will sing your praises.