Finance Articles

Mortgage Broker's Toolkit: Turning Leads into Loans

Santa Clara, CA (PRWeb) February 2, 2007 -- Services-On-Tap™, a mortgage lead provider, has collected the closing secrets from a handful of its best mortgage broker and loan officer clients. "Services-On-Tap sells high quality exclusive mortgage leads, but close rates will still vary dramatically from one loan officer to another," said Greg Harris, Director of Marketing for Santa Clara California based Services-On-Tap.

"I expect to close at least 30% of all the mortgage leads I buy," says Pamela Van Zee, President and CEO of Maximum Mortgage Solutions in Kansas City, MO. "While it helps to start with a quality mortgage lead, selling techniques make all the difference."

Here's a compilation of selling techniques that are used consistently by successful mortgage brokers.

1. Gather information. The more you know about your customer, the better you can address their needs. Capture all the information in your contact manager including everything from their kids' names to the specifics of the remodel project they are planning.

2. Listen for priorities. Every prospect wants to be heard, so listen. They'll tell you what their priorities are. Make sure to summarize what you hear to show you are listening.

3. Create urgency. Just because you are motivated to move fast doesn't mean your customer has the same sense of urgency. A prospect only stays a prospect for a short period of time so you need to push without being pushy. Most people think that a new mortgage is one of life's big headaches. Customers will be concerned about risks and effort. Address these concerns by communicating an easy process that includes low risk.

4. Create NO urgency. Some leads might not bite after the first call. If you feel like you are losing a customer try NOT asking for the order and instead taking a long-term approach. Many consumers prefer to make no decision rather than the wrong decision. They might feel like they aren't qualified to make a smart decision so they do nothing. Your job is to help provide some education over time and build their confidence.

5. Close the deal and the relationship. Most consumers prefer to buy from people that they have a relationship with. Take the time to establish enough of a bond that your customer wants you to succeed.

6. Call for help. Don't be afraid to bring management or a colleague in to help push a sale. A "two is better than one" approach works when your customer isn't sure whether or not to take your advice. Creating a "second opinion" environment often helps.

7. Earn Your Credibility. As you know, there are a few brokers and loan officers that seem to do a good job giving the rest of the industry a bad name. It's important that you rise above your competition and position yourself as a financial advisor first and a sales person second.

8. Enlist your customer. Finally, don't forget to ask your customer (even if they are only a prospect) for the names and contact information of people they know who you might be able to help. There is nothing like being able to say "John said I should call" to get your foot in the door.

About Services-On-Tap™

Services-On-Tap, based in Santa Clara, CA, provides a range of on-demand services for the mortgage industry including exclusive live and electronic mortgage leads, loan processing, and employment and income verification services. Services-On-Tap has helped generate more than $1 billion in loans and is committed to helping mortgage brokers and loan officers profitably grow their customer base while reducing their back office costs.

For more information visit www.ServicesOnTap.com

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