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How Your Attitude Affects Your Mortgage Customers |
How Your Attitude Affects Your Mortgage Customers
The results are in...and quite honestly, they have never really changed. Over the years, study after study has shown that the number one complaint of our customers is a lack of communication, inefficiency, and at times just plain old indifference by either us or our support people.
Keeping customers happy makes good economic sense. Its estimated that it takes seven to ten times as much money to find a new customer as it does to maintain a current one. Plus, if you have a disgruntled customer they will tell on average ten other people about the problem.
Here's a little dissertation on how a customer feels:
I'm Your Mortgage Customer Who Never Comes Back
I'm a nice customer. All companies know me. I'm the one who never complains no matter what kind of service I get.
When I do buy or commit to something I don't throw my weight around. I try to be thoughtful of the other person. If I get a snooty Loan Officer/Mortgage Broker who gets nettled because I want to look at several options or ask a lot of questions before I make up my mind, I'm as polite as I can be, as I don't believe rudeness in return is the answer. Goodness...I don't even get upset when you fail to get back to me in a timely manner or even forget I exist for months on end.
I never kick, complain, or criticize, and I wouldn't dream of making a scene as I've seen people doing in public areas. No, I'm the nice customer, but I'm also the nice customer who never comes back.
That's my little revenge for being abused and taking whatever you hand out, because I know I'm not coming back. This way doesn't immediately relieve my feelings but in the long run it's far more satisfying to me than blowing my top. I also know that you have truly lost sight of the fact that our relationship together would have resulted in additional mortgages and commissions for you down the road. It is truly unfortunate and it is truly your loss!
In fact, a nice customer like myself, multiplied by others of my kind, can absolutely ruin a Mortgage Business. And there are a lot of nice people just like me. When we get pushed far enough or neglected far to often, we go somewhere else where they appreciate nice customers.
He laughs best, they say, who laughs last. I laugh when I see you frantically advertising to get me back as a customer, when you could have easily kept me in the first place with a few kind words, good service, constant contact, reminders you are still in the business, and a nice smile.
Your Mortgage Business might be in a different city than I'm located, and your situation might also be "different," but if your business is slow or bad, chances are good that if you change your attitude the word will get around and I'll change from the nice customer who never comes back to the nice customer who always comes back...and at that time, I'll also bring all of my friends and family with me.
- Anonymous (Modified by Tom Domin)
Zig Ziglar in his book "Secrets Of Closing The Sale" offers this insight..."losers think in terms of "replacing" customers; winners think in terms of maintaining customers and adding new ones in order to build the business bigger and better." Your attitude does make a difference and it can make you a winner.
About the Author
Tom Domin is the author of "101 Ways to Originate Mortgages" and publisher of "Tom's Mortgage Tips" a twice monthly Mortgage Newsletter geared for Mortgage Professionals. Put your mortgage career on the fast track and sign-up for FREE at http://www.MortgageMarketingToolKit.com/
Article source http://w4rum.com/2410.t
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| [By Kimber Fulcher] [05/May/07] |
