What is the biggest influence in keeping your loan officers on the job in your office? Most likely, the first answer that popped in your head was MONEY. But Kirk King, president of Continuity Programs, Inc. said that although compensation and benefits are important, there is another way you can retain loan officers: provide them with operational and marketing support.
Mr. King shared his insights during an interview with MGIC Connects.
Why do you think operational and marketing support for loan officers can make the difference in whether they stay or leave a lender shop?
The mortgage industry is full of complex and sometimes confusing processes, not to mention the regulations. Generating leads and referrals, managing them and keeping track of data shouldn’t add to the stress. Providing tools to help manage data can be a valuable differentiator to help retain loan officers.
What kind of operational support are you talking about?
A mortgage Customer Relationship Management (CRM) system can help with these processes – with emphasis on the word MORTGAGE! A CRM should optimize your mortgage financial marketing efforts and make the lives of your loan officers easier. If you’re using a CRM that adds complexity and stress to your loan officers’ day-to-day, it could hurt your loan officer retention.
What if the lender shop already has a CRM?
If you’re using a CRM that wasn’t designed specifically for the mortgage industry, chances are there are too many unnecessary features. If there are too many portals, windows and menus, loan officers have trouble finding what they need when they need it or may be confused about how their CRM is supposed to benefit them.
Choose a CRM that can be picked up effortlessly by your loan officers. If there is a lengthy onboarding process involved, or the switch feels too difficult, it may not be the best choice for you. You should be able to onboard your new CRM quickly and painlessly, and your loan officers should start seeing the benefits of using it immediately.
What do you think are the key elements to an effective CRM?
Lead generation, client referrals and client retention. If your CRM doesn’t help your loan officers maintain their relationships and reputations, it could be contributing to their stress and frustration.
What is the best way to efficiently manage leads, referrals and retention programs?
That’s an easy one: AUTOMATION! Instead of crafting and deploying every marketing campaign by hand, automation cuts out menial tasks to make the process faster and easier for loan officers. Automation can also save you time and money, allowing your team to focus on more important tasks than, say, sending email campaigns to prospects and past customers.
Two key features to incorporate are automated email campaigns and automated direct mail. These tools can be utilized for prospects, referral partners and current customers.
If you find that your loan officers are still being forced to write everything down, your CRM probably isn’t doing as much as it could for them. A good CRM includes all the features your loan officers need to do their work. Having a streamlined, paperless system can help them expedite their processes and make their work much easier. Easier workflow can help to retain loan officers, especially top performers.
This doesn’t mean your CRM should replace the tried-and-true phone call. But your loan officers should have fast and efficient methods for reaching out to customers and managing customer relationships. It should be easy for them to see all communications in one space so they don’t have to go digging through notes or their memories.
Kirk King purchased Continuity Programs in 2010 and has led the company to exponential sales growth. His impressive sales background and education, coupled with Continuity Programs’ 45+ years of marketing experience, make him the go-to authority on growing a business and increasing revenue. King lives in Greater Detroit with his wife and two children, and holds a Bachelor’s Degree from Lawrence Technical University and an MBA from Wayne State University.