From Understanding the Process to Understanding the Person
“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” – Dale Carnegie
As a Mortgage Broker, you understand the steps that will get the client from where they are now to a new loan, but that is just the Operational part of your business.Your client expects that you know how to do this or they wouldn’t be speaking to you in the first place.You need to go beyond just finding out what you need to know to get this loan done, towards understanding your clients. If you know their future plans and goals you are much better positioned to educate them as to the role you can play in helping them get there.
As I discussed before, if you think in terms of what they are afraid of and what they want to get, you can usually get to the core of what is driving them — defined in terms of fear and greed.
So throughout the Sales process you want to be asking questions to get your clients to open up, beyond just the steps to getting their loan done, and actually listen to them. If at the end of the loan process, your client feels like you don’t understand them and didn’t take the time to, you are minimising your chance of future business.
From Professional to Friendly
“Go beyond merely communicating to ‘connecting’ with people.” – Jerry Bruckner
At the end of the loan process you don’t need to be best friends with your clients, but you do want to push past a professional fayade and present yourself as a real person. A friendly relationship is far more conducive to future business than just a professional one.
The quality of your service and your educational marketing has already demonstrated you are professional. You now want to promote a friendly relationship that produces open communication, then you are also more likely to get a more accurate understanding of their future goals and your potential involvement in it.
Most Brokers I know are friendly and outgoing, so this isn’t a difficult thing for them to achieve. For the most part, it simply means approaching your discussions and meetings with your clients with a tone of a person helping their friend, not too businesslike and formal. See them as people first, not just prospects.