Mortgage Marketing After the Deal

For most mortgage brokers, referrals account for a lot of business. In fact, I’ve seen more than one survey that put client referrals at the top of the list of business sources.

So if that’s the case, it only makes sense to try and get as many genuine referrals as possible. In other words, you should count referrals as yet another one of your mortgage marketing channels.

So how do you get more referrals? Good service and good follow-up are the two best ways. Think about your own experiences with service providers (auto mechanics, real estate agents, insurance companies) — what things have they done in the past that prompted you to recommend them to a friend? Or, on the flip side, what things have they done that caused you to steer people AWAY from them?

And how can you integrate these things into your own mortgage business to maximize your referrals?

Good follow-up is especially important. Often, people remember their last dealing with a person more so than the rest of the relationship. So the “parting impression” you leave people with goes a long way.

Let me ask you this. How hard would it be to create a follow-up system where you send a email note or postcard to a homeowner, just thanking them again for their business and wishing them well in their new home? It would be pretty easy, wouldn’t it? Well are you doing it? If not, you’re missing a golden opportunity to pleasantly surprise your past clients … which can lead to a more favorable “parting impression” … which can lead to referrals … which can lead to new business!

Referrals should be a part of any mortgage marketing program. Client care after the deal should be given as much consideration as prospect marketing in front of the deal.