One of the smartest moves you can make in your origination business is to position yourself as a trusted advisor to those Realtors you would like to continually see referrals from.  Instead of running around trying to convince them that you are the best choice and begging for each new loan, Realtors will already trust your reputation and will be selling you to their buyers as the best resource for their financing needs. 

In order to become this trusted advisor offering security and knowledge, you will need to do three things:  connect on a personal level, make long-lasting impressions and continually provide exceptional service.

Connect on a personal level
I recently conducted a survey of high producing originators to find out what they thought their key to success was.  I asked the following question:  “What single business practice or attitude do you feel has attributed the greatest to your loan origination success?”  I felt confident that I would hear such things as: time management, product knowledge or sales ability.

Interestingly, the majority of these top producers stated that it was their ability to connect and develop a relationship or friendship with Realtors and clients.  “An attitude of real interest in the client or Realtor’s life” was the comment from one loan officer.  This elegantly sums up the responses I received.  Not rates or fees, not working 80 hours a week or the numerous loan products they had available.  The simple fact is that most high producing originators feel success has come to them because of their strength in being viewed as a trusted advisor.

Long-lasting impressions
With every contact you have with Realtors, leave a positive feeling.  Let them know that you love this profession, you know your business and that your goal is to help their business grow. 

By consistently displaying a positive attitude, you develop a reputation of enjoying your job.  Granted, there are difficult days and difficult loans, but we belong to the best profession there is.  Make sure everyone knows that you love what you do.  The power of positive thinking will take you far in this business of relationships.

Stay educated.  The mortgage business is constantly changing.  Guidelines change and new programs become available.   Confidence comes from knowledge.  Let your realtors know that you take the time to learn as much as possible to serve their clients better.

Realtors often complain that loan officers beg for business, yet never seem able to refer business back.   Take this to heart.   You do have the ability to refer business to Realtors, you may have to work a bit, but it is possible.  To begin with, ask for their cards and offer them when you have a prequal that does not have an agent yet.  I will also give you other suggestions in future articles.

Exceptional Service
Pretty much every lender out there (approximately 60,000 and counting) gives good or great service.  This has become expected.  Your job is to give exceptional service.  Look for ways to go above and beyond what is expected.  Ask this simple question to let the agent know you care and are willing to help in any way.  “What can I do to help your business?”  Then be prepared to follow through with your help.

Service and commitment can be your secret marketing tool.  Without consistently giving over the top customer service, your marketing efforts will often be in vain.  It won’t matter how many marketing touches or marketing dollars you spend, if you don’t follow through with service there will no reason to send referrals to you.  It will take longer and cost more to get each new loan into your pipeline.

Once you have developed a reputation of being a trusted advisor, your marketing will become easier and easier.   If Realtors believe in you and trust you to always deliver high levels of service and satisfaction, they will be marketing you to their buyers.  I can’t think of a better way to succeed as an originator!

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