Frost Mortgage, Albuquerque, New Mexico (In 2002, Greg originated a record 1,268 loans for a total of $139,482,234 using marketing systems he has created over the last decade.

Customer surveys are a great tool to measure exactly how your client "perceived" the value of the job you did for them. Great stuff to share with your staff-but after that, most loan officers put them in a file somewhere and forget about them!

I use customer surveys as one of the most valuable marketing tools I have in my tool belt. It is another way of cross-marketing that (once you have set up your system) is designed to get you more (and better) referral business!

First of all, to ensure that you get a huge percentage of surveys returned to you, include the survey in your closing package. But, the most critical part of the process is that the "return of the completed customer survey" be sent back to you with the closing package. While mailing a customer survey (even with a return envelope) only generates a 32% return ratio, by including it in the closing package I get a 67% response. I include in my written escrow instructions, a request to the escrow officer to return the completed listing agent, selling agent and borrower surveys to me with the funding package. I send each of the three surveys in full-sized envelopes with the instructions printed on the front.

The questions that you ask (in your survey) are just as important. Over the years, I have changed the questions in my surveys. I have found that the following questions have proven to be the most successful and provide me with exactly what I need to know.

There are 11 "yes" or "no" questions and 4 "response" questions for a total of 15.

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