Last week, The Financial Brand held its second annual Forum in Las Vegas. It’s a great event that brings banks and credit unions together through their common desires to strengthen marketing efforts and to understand what consumers want from their financial institution.
While there was a great deal of discussion about improving the User Experience (UX) — an area I am passionate about! — the main topic centered on a trio of concepts that you, as a Loan Officer, can adopt and put to use to engage your customers from Day One.
1. Simplicity – Value your customer’s time
Keeping things simple is key to keeping mortgage customers engaged. It shows that you value their time. When we get too complex or over explain, we lose our customer’s focus. A simple, engaging way to pare down a complex idea into its simplest form is by using infographics to deliver a clear, easily understandable message. The key is to help a customer understand a process or reason for an action by giving context to the situation. Think minimal time, maximum value.
2. Transparency – Be a human
The often-talked-about Millennial or Gen Y demographic highly values transparency from the companies and individuals with whom they do business. With that in mind, adopting transparency as a core value on which to base your business relationships can help to humanize who you are to existing or potential customers. B2C and B2B mentalities are dead. The H2H (Human-to-Human) connection is a stronger approach, where you can more effectively relate on a personal level that humanizes you and helps you relate to real customers — and more important, helps them relate to you.
Being transparent in your actions and intentions will help build trust among mortgage customers and increase business opportunities.
3. Problem-Solving – Anticipate customer needs
The ability to solve a problem before a customer even realizes he has a problem is the best way to connect. By adopting problem-solving as one of your core business values, you will demonstrate your initiative and thoughtfulness — a powerful reflection on the way you do business. As a Loan Officer, you have access to a plethora of data about your customers and their activity. When you do provide solutions, provide context to help them better understand the goal. Another advantage of being a problem-solver is that you become an asset to your customers, which, again, builds trust and can increase referrals and help you to stay in high-regard among the people with whom you do business.
Considering concepts taken from marketing perspectives and translating them into successful use-cases that you can adopt, is not an unrealistic approach. Social media is one way to help you connect deeper with customers and prospects. We are all essentially our own brand, and we want to market our personal brand the best we can to increase opportunities and build meaningful customer relationships.
How do you build relationships with your valued customers? Share in the comments.Tags: Mortgage Events, Mortgage Industry, Mortgage Insurance, Mortgage Opportunities, Mortgage Strategies, Top Content