Dave: We previously indicated that a key to winning in this changing market is getting to the consumer earlier in the home purchasing process. This will allow us to develop a relationship and add value. The next question is: how do we add value?

We will start by saying, lower rates are not the value we are referring to in this regard. That is Walmart value. We want to add value to the equation. How do we add value? Here are a few examples:

• Introduce them to experts that will add value to the process. You might introduce them to a real estate agent, financial planner, insurance agent or more. Experts have relationships with other experts. And the great thing about this example is that you are now adding value to your referral sources.
• Ask them what other challenges they have in their life right now. This comes from the book, “Money on the Table” by Ivan Misner, the founder of BNI. If you help them with other areas in their life—again through your network of experts—this will tie them to you. These experts could be doctors, wedding planners, financial planners or more.
• Give them options. They are typically shopping for one thing: 30-year fixed rate mortgages. But is that the best alternative for them? Have they considered a 20-year mortgage, which will give them two-thirds of the benefits of a 15-year mortgage with less than 50% of the additional cost?
• Put them in better position. Perhaps you can help raise their credit score, lowering their costs or show them how to use their equity to pay down expensive debt, thereby lowering their monthly debt burden. Or perhaps, demonstrate to them how to borrow against their 401(k) in order to obtain the cash they need to purchase. There is a plethora of ways you can add value by improving their situation or just giving them solid advice. But you have to go deeper within the relationship to find their needs and pain points.

In conclusion, the landscape has changed, but many of the ways we can put ourselves in position to win have been with us for a long, long time. It is time to hone our relationship and value skills and take them to the next level.

Dave Hershman is Senior VP of Sales of Weichert Financial and the top author in the mortgage industry. Dave has published seven books, as well as hundreds of articles and is the founder of the OriginationPro Marketing System and Mortgage School – the online choice for expert mortgage learning and marketing content. His site is www.OriginationPro.com and he can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..