Why it matters:
- It’s a proactive approach vs. a reactive approach. Originators may not be able to control interest rates, housing inventory and other external factors that can slow sales but they can control their prospecting efforts.
- It positions LOs to win in the marketplace. Consistently reaching out to prospects and referral sources enables originators to stay top of mind so that when target audience members are ready to connect, the choice of who to call will be obvious.
- It provides LOs an opportunity to add value to their relationships. By consistently sharing relevant content on social media and via other marketing channels, LOs can build trust and credibility with their target audience so prospects and referral sources will be more likely to partner with them in the future.
For additional insights, check out "How to Play the Long Game in Mortgage Origination" by Mike Seminari, Stratmor Group Director of Customer Experience.
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.
