Today, I was recording my companies radio show/podcast and we fell upon the topic of being genuine in your communications with the customer. There is no doubt that times have changed. The amount of loan products are no longer on the market. The day of ripping 4 points on every loan are slim to none. As Noel Collins likes to say, “where have all the cowboys gone”.

The industry has reverted back to the basics, in more ways than one and now many are forced to reevaluate their sales strategy. What is setting you apart from the crowd. It is my opinion that mortgage industry is more competitive than it has ever been. With that in mind, how are your exceeding the customers expectations? Is it your email communications, you knowledge and know-how, is it your kind and helpful staff, what is it?

Get personal with your clients, build relationships, be genuine, communicate, change your pitch or better yet, stop calling it a pitch.

Change your mentality.

When the music industry was taking a hit from discount online music stores and was whining about music sharing websites the hugely successful music artist Prince was doing something else. He was thinking of a new way’s to make money. Do you know what he did?? He gave the CD’s out for FREE and charged advertisers for space on the CD. Is it possible that the music industry could have come up with better idea if they weren’t so busy complaining about the changes going on around them?

Customer service is back, there is no doubt about that, but what else can you do to further your business? Are you going to be like Prince or the music industry?

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