We all know that keeping our name in front of our key referral clients and strategic partners is essential for strong relationships.  As I have often said:  “In sight, in mind.  Out of sight, out of business.”  The simple fact is that many clients have a short attention span, and they tend to refer the lenders that they see the most often.

Avoid the technology excuse
Automation and technology have helped us originate mortgages better and faster.  Cell phones, fax machines, emails and other tools award us valuable efficiencies we need to compete.  But many mortgage salespeople use the same technology as an excuse to avoid face-to-face contact with their key partners.  As a result, they slowly (or quickly) distance themselves from their relationships and the opportunities for referrals every day.  “Why go out and visit my Realtors,” a loan officer might say.  “I’ll just send an email.”  A wholesale rep might think, “Rather than drop off my loan status reports, I’ll just fax them.  That will be faster.”  With each substitution for personal contact, they lose touch, the “personal” touch that is essential to building and maintaining strong business relationships.

Increase frequency of personal contact
Make a list of who you would consider to be your key referral partners.  Then, ask yourself how often you actually get face-to-face with these people.  When was the last time you sat down and talked with them?  When was the last time you shared a lunch or a sporting event together?
For the next month, make an added effort to increase the frequency of your personal contact with your referral partners.  You might:

• Deliver breakfast or a cup of coffee in the morning
• Schedule a sales visit
• Drop off an interesting article or magazine at their desk
• Take out some new loan product information
• Plan a casual lunch
• Invite your client to a happy hour
• Sponsor your client’s next office meeting with bagels or pizza
• Take your client to a baseball game
• Ask your client to join you for an upcoming sales seminar
• Attend an association meeting (Realtors, builders, brokers, etc.) where your client will be present
• Just drop by and say hello one afternoon

Stay in sight, stay in mind, stay in the business.  If you don’t, your competitors will.  And before you know it, the relationships you cherish and the referrals you need will be theirs!

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