Today, borrowers make instant judgments regarding a lender and its sales staff, taking into account:
- Do they answer my questions?
- Do they call me back in a timely manner?
- How do they make me feel?
The last question is key and is what drives a trusting relationship with a lending partner.
The human side of financial services will never go away. While it’s true that loan processing time might go from a 30-day close to a 3-day close, how originators and sales support staff make referral sources and borrowers feel is still going to be critical for cultivating new business.
Delivering a seamless home loan transaction and an excellent customer experience is the ultimate goal for every lender.
Are your originators up to the task? What about your sales support staff? How good are their communication skills? To win in 2022, lenders will need all hands on deck!
Pat Sherlock is the founder of QFS Sales Solutions, an organization that helps organizations improve their sales talent management and performance. For more information, visit https://patsherlock.com.
