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If You Want More Mortgage Business, Never, Ever, Say This Word - Articles Surfing
During my public speaking and private coaching sessions, I cover many unconventional strategies that have helped me become a top producer in the mortgage industry. I*ve always been one to think out of the box, and my mind is always focused on how I can improve myself as a loan officer and become more successful.
Anyone who has been a reader of this newsletter--even for a short time--can see that the person who succeeds best, is the one who does things differently. I urge you to do the same. Don*t fall prey to the negativity in your office. Negativity is all around you.
Yes, I know rates are *up*, but he who gives up at the first sign of defeat, doesn*t get the loan at all. You must constantly follow-up with the prospect. And, even if now isn*t the right time for them to move forward*perhaps in a month or so, it will be! The mortgage market is extremely volatile, so don*t give up on those old leads.
One thing I learned early on, is how your vocabulary can dictate your success. How you choose to phrase things can have a dramatic impact on your bottom line. And, if more business is what you want*then never, ever, use this word: *APPLICATION*.
In the customer's mind, the phrase *application* denotes a formal commitment, and a long, involved, lengthy process. Customers don*t want to be tied into something, until they are ready to make a buying decision. And they can*t make a buying decision, until they have a price. Up to that point, they just want answers. Point blank: They want to know what rate you can give them.
The best way to take a 1003 application is to NOT take one. That's right, don*t do it.
Do what I do, simply take out one of my Pre-Qualification worksheets (or use one of your own) and say to the customer, *Do you have a few minutes, so I can see how low a rate I can get you?*. And then begin filling it out. Jump around the worksheet if you like. The important thing is to keep the conversation going, and not have and *dead air*.
Do you see the power in this sentence, *how LOW a rate I can get you*. It changes the whole conversation, and put it in your customer's best interest. In one sentence, you have transformed yourself from an *order taker* to a *trusted advisor*. And customers hear a direct benefit for giving you additional information. It's also non-intrusive and asks their permission for just a few minutes of their time. Who doesn*t have *just a few minutes* to see *how low a rate they can get*? Don*t you?
Once I test the waters with my pre-qual worksheet, I simply steer the conversation to the 1003 application and begin filling it out. And the best part is, the customer doesn*t even know I*m doing it! I just do it!
Because I*ve created great rapport with the customer already and asked questions that other loan officers forgot, things flow naturally and smoothly. Very quickly, I get what I need in order to price the loan out with the lender, and the customer gets what he needs--a set price.
So, next time, before you mumble the word *application*, and scare the customer away, remember my phrase:
*Do you have a few minutes, so I can see how low a rate I can get you?*
Until next time.
Copyright © 1995 - Photius Coutsoukis (All Rights Reserved).
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