It takes 15 seconds to say something like: “I brought you a present. This package contains some information on our company. You might enjoy looking at the marketing materials. You can look at it and if you want, pass it on to someone else who might want to know about us.”
When meeting with loan officer candidates, we need to make sure we uncover their real needs. Good loan officers are not looking to leave their company every day. Stability is a very important trait for a successful loan officer. If they are not stable, you don’t want them.
This is why cold-calling doesn’t work. Those prospects looking to make a move based on a cold solicitation are more likely to leave your company as well. It is best to be introduced through someone you know. The right loan officers are stable and that means you need to be in position when they are ready to make a move.
Show an interest in them. If you find out everything about their business, you are more likely to find out how you might be able to help them. You are also more likely to find out how they can help you… through mutual loan referrals or even other loan officer candidates. Asking questions, rather than talking or lecturing is a major key. The person controlling the conversation is the one listening. You can’t find out about them if you are talking.
What type of questions should you ask? Here are some examples:
- Who are your top referral sources?
- How much of your business is referral?
- Do you have a niche or specialty?
- What marketing tools do you use?
- How large is your database?
- What are your long-term goals in this industry?
- What is your most significant challenge today?
There are many other questions to ask, and more will arise from those asked.
The purpose here is to find opportunities in which you can help the candidate and they can help you. Some of these opportunities can lead to benefits you have at your company which may help them. Let’s say a candidate is closing eight loans per month but have a goal of moving to 15. They indicate an assistant would help them get to that level, but their present company will not hire an assistant for them until they are producing 12 loans per month. If your company can provide an assistant at eight loans per month, this may be a factor which can lead to a decision to join your company.
Perhaps you can recommend a CRM system for them if their company doesn’t provide one. And you can mentor them in using that CRM. The mentor relationship moves the needle along and perhaps months later, their company starts to have processing problems. Now you are in position.
It is vitally important that you do research before you even call a candidate for an interview. By doing the proper research, the call to get the appointment and determining the questions to ask at the appointment will become easier. This research can be accomplished through networking and/or online. For example, reviewing their LinkedIn profile or website to uncover where they are from, where they went to school and what companies they have worked for. This research will not only facilitate conversations, but also uncover reference sources you can use later on in the hiring process.
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..
