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5. Give them "the speech." When you prequalify buyers or take their loan application, let them know that others may try to steer them to another broker or lender. Tell them something to the effect of, "As you move through the loan process in the next few weeks, you may encounter real estate agents who want to steer you to their lender or broker instead of me. Some of these agents earn a fee or a commission for doing so, and that's why they try to maneuver you. Be careful. You may also see ads for teaser rates and other unbelievable mortgage offers. Again, be cautious of these. You could end up with a loan situation you don't want. "I am committed to making sure you get a good rate, the right loan program and a great experience. I hope you are as committed to me." Don't be shy about making this speech. It could save you a lot of loans.
6. Keep in touch. It's a good idea to call your clients once a week while the loan is in process to provide a quick status update. Don't just shoot out an e-mail. A phone call and two-way dialogue keeps the connection tight and the relationship growing as the loan moves forward. It also lets your customers know you are working hard for them.
Few mortgage brokers have a 100-percent pull-through from application to closing. But those who employ these six ideas will have a much higher conversion rate than most. Keep more of your loans in your pipeline -- you've earned them.
Douglas Smith is president of Douglas Smith & Associates. Smith is a 26-year mortgage veteran and nationally known speaker, sales trainer and author of the book Climbing the Ladder of Success.
He delivers workshops, seminars and presentations on highly effective sales and sales-leadership strategies. Contact Douglas Smith & Associates at (877) 430-2329 or visit www.dougsmithonline.com.
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