Written By: Chad Weber, is the owner/operator of the Loan Officer Marketing Lab at www.LoanOfficerMarketingLab.com. The Loan Officer Marketing Lab is a powerful membership site designed to grow your business quickly and
efficiently.
New stuff!
Excuse the vague and incomplete sentence there, but when I think about the billions upon billions spent each year on consumer goods, it seems that most of these purchases can be lumped into the category of "new stuff".
What does this have to do with originating loans?
Give me just another moment here, and you will see how powerful this is.
In America alone, consumers spend hundreds of billions of dollars buying new cars, recreational vehicles, appliances, computers and about 3 dozen other major categories of items. Are all of these "things" essential for our survival or happiness? Of course not.
However, many of these items are purchased for peace of mind. In other words, when the warranty expires on your vehicle, how many times does that vehicle have to break down before you either buy a new one, or purchase an extended warranty? How many times does your washer or dryer have to fail to do its job before you break down and purchase a newer model, regardless of how much of a hassle it is?
There are hundreds of examples I could give here, but I am ready to bring you to the point of this article. We as a society want peach of mind! The question you have to ask yourself is "Do I give peace of mind to my customers?"
When a borrower lands into your pipeline, what have you done to make him or her feel secure that you will perform as promised? Do your clients have to take your word for it? If so, then you may be missing an opportunity here.
(Subscribers can view and download the Customer Communication Guarantee.)
There are two primary ways (Yes, I realize there are other ways to earn trust, but we're going to focus on these two for now) to build trust and credibility.
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