By Pat Sherlock

During a recent sales audit for a mortgage lender, I asked originators if they marketed to previous customers. They responded that their company sent out birthday and anniversary cards automatically through a CRM system. Everyone felt this effort was enough to generate referrals. Many of the producers also said they didn’t have time to do anything else since they were working on their current production.

What I found striking about these conversations is that there was no recognition that past clients represent an important opportunity for originators and should be an integral component of prospecting initiatives.

At one time, sending greeting cards was a unique and personal touch, but today everyone uses CRM systems to reach out to past customers. As a result, consumers no longer view these communications as special since the process is automated with preprinted signatures. While it is better than not doing anything, these efforts aren’t enough to move the sales needle by generating new referrals.

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Many originators have lost sight that doing the same things that everyone else is doing is not going to wow prospects or distinguish them from the competition. Computer-generated mass mailings with just a name changed telegraphs to the customer: “You are really not that important. I am busy, so here you go.”

Is it any wonder that pre-programmed follow-up programs don’t generate referrals? What is missing is a personalized effort that conveys the originator truly cares about their previous clients and what matters most to them.

While many originators complain they don’t have time to market to past customers, focusing a small part of the work week on this influential group can pay off in the long run. Inevitably, customers or their friends and family members will purchase a new home or refinance an existing loan at some point in the future. If producers have not developed or maintained a personal relationship with these customers, they will miss out on any referral business.

Top producers understand that they need at least a third of their volume coming from former customers and their referrals. If an originator doesn’t have that as a base, it is difficult to be 100 percent dependent on sourcing only new customers.

Originators should recognize that past customers represent a potential income stream that can make all the difference in production results when business is challenging. However, it takes effort, planning, strategy and implementation to effectively generate business from past clients.

About the Author: Pat Sherlock is the founder of QFS Sales Solutions, an organization that help sales organizations improve their sales talent management and performance. For more information, visit https://patsherlock.com

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The SoFi Home Loans offering is built around a fast and easy application process. Applicants can prequalify in as little as two minutes online without any impact to their credit score. A dedicated support team helps borrowers from the time the home is selected to when the loan is closed.

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SoFi membership, which comes with usage of any SoFi product, offers benefits including exclusive events across the country, complementary financial planning, and career coaching through an exclusive partnership with Korn Ferry. Members also receive rate discounts on other types of loans.

Dear Brian,

I am struggling to get business from real estate agents and was wondering what you feel the single most effective way to meet new agents would be?

Thanks,
Jane B.
Cincinnati

Dear Jane,

Thanks so much for writing in and asking your question.

Of course, every originator including me have struggled with this question.

[caption id="attachment_7900" align="alignleft" width="300"] Sacks: 'If you are able to control the buyers by getting to them first, then you are able to provide pre-approved buyers to agents.'[/caption]

But before I give you any suggestions, I would like to clear up one big mistake you made in your question. I can’t show you one single way to get agent business because there are many that are effective, so you need to use all of them. Relying on any one strategy, for any part of your marketing efforts, is a big mistake.

Think of your marketing efforts as a building that has numerous entrances. You can come in the front door or the back door or even the side door. Your marketing plan should be built the same way.

I should also mention that these efforts should never end regardless of the success you achieve since you must never take anything for granted.

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Here are a few effective strategies that work for generating agent relationships:

1. Join your local board of realtors and get active on committees, so you can meet agents as peers. This allows you to get to know them and allows them to get to know you--and build a relationship since you have something in common.
2. Teach courses to agents for continuing education credits at the board of realtors. This allows them to instantly see you as an expert. Best of all, this costs you nothing to implement just a few hours.
3. Contact the listing agents on your deals and introduce yourself. Give them status updates each week. Communicate with them during the process. Once the loan closes, they will be impressed with your service and likely agree to meet with you since they already feel like they know you from the communications.
4. Become the expert in a special niche that most of your competitors don’t offer. These could be new construction, grants, renovation programs, or my personal favorite: Working with boomerang buyers that few other originators market to.
   The point is that you want to pick a niche program, or area of expertise, and let agents know you are the expert in this area, so when they have a buyer that fits that profile, they call you.
5.  I have saved the best for last. If you are able to control the buyers by getting to them first, then you are able to provide pre-approved buyers to agents. I do this by sending a three-step mailing to carefully selected renters in my area. They then opt-in for a free report which sells them on using my services. Once they are approved, I connect them to an agent to work with them to buy a home.

Jane, I hope this helps and gives you some ideas you can implement right away. If you have a question for an upcoming column, please send them to me at This email address is being protected from spambots. You need JavaScript enabled to view it. with the subject line Ask Brian Article.

About the Author: Brian Sacks is a branch manger and originator with HomeBridge Financial in Owings Mills Maryland. He is also the author of 48 Proven Ways To Immediately Close More Loans and the founder of http://toporiginatorsecrets.com