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How to Understand Your Mortgage Customer's Appetite The mortgage business puts food on the table for most of our readers. By Are you going to eat that brownie? Questioning the question. She went on to explain that if you ask yourself ' why someone is asking the question', you may be able to better address their true concerns. It is more than an understanding of the "What is in it for me" concept. It is a skill that (when properly applied), allows you to understand what potential mortgage customers truly want to know. |
He obviously was concerned about his own well-being. When you receive inquiries from your online customers, you have the opportunity to understand what it is they want and fulfill their need. You have to practice...
Hearing between the lines. Brownie-less: Customer: Oh, I see your company is located in Phoenix; I used to live there. Response: Yes, Phoenix is a great town. I just love it here. Your e-mail can save you thousands of dollars in research and market studies. |
You can read about 'the complex dynamics of marketing to Internet buyers,' or 'on balancing the diverse characteristics of Internet buyers' and 'how to develop your online lending site's marketing strategy based on the user demographics.' But if you use your e-mail as a marketing research tool, you can specifically understand the needs of your clients; quickly and inexpensively. E-mail is a great source of understanding your customers' desires. E-mail offers a brief, non-demanding format, so customers can get right to their question. Simply pay attention to what your customer is asking and why. For example if a potential customer writes an e-mail, "Do I need a credit check to get a loan?" You would assume that they have some credit problems you need to address. Our rule of thumb is that if you are asked a question more than once, you need to include that information on your web site. So if you only do 'A paper' loans (no problem credit loans), then you want to put this information on your site to save you and your customer time. If a customer asks, "Do you make loans in Texas?" You should make sure you include a web page that lists all the states in which you are licensed. Seems pretty straight forward, but it amazing how many large mortgage companies waste valuable employee time ($$) responding to the same e-mail questions. A final bite... Pay close attention to what your customers are asking in their calls and in their e-mails---they are asking these questions for a reason. Don't just offer an application online, your company also needs to offer answers to your customer's needs. The more you are of value to a customer, the more likely they are to conduct business with you. Now isn't that sweet? ********************************** Rod Aries and Robert Farris are co-founders of MortgagePromote.com a leading Internet based marketing provider to the mortgage industry. Web site: www.mortgagepromote.com. MortgagePromote.com offers web site lead generation services, proven Internet marketing techniques, and search engine management strategies to mortgage brokers, bankers, and lending institutions. |
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