5. Exceptional customer service
Besides honesty and integrity, having good products also is a must. And although a lender may not
always have the lowest rates, there’s no excuse for
not providing the best service.
The most important aspect of service is doing
what you say and always performing up to, if not
beyond, the customers’ expectations. If you say
you are going to close on time so customers can
buy the house they want to buy, then you must
always be able to do that. You must be able to
close on time, every time.
A lender also must be able to make the loan application and approval processes as stress-free as
possible. That means offering not just competitive
rates and fees, but removing as many obstacles to
the approval process as possible, such as requiring no or minimum credit overlays.
6. A sterling reputation
Talented LOs value and protect the reputation
they have earned. They expect that the reputation
of the company they work for is at least as good as
or even better than their own.
The best LOs are great individuals who are respected in their local community and in their
industry. They are trustworthy. They always do
things the right way. They never cut corners. They
would rather lose a deal than try to do something
dishonest or underhanded. They do what’s best
for the customer, not for themselves. So they expect their company to do the same.
7. That local feeling
No matter how big the company, most LOs like to
work for a community-based lender. Even if a lender’s operations are spread out over all 50 states,
each branch office should be grounded in its local
community. After all, that’s where the bulk of your
customers are going to come from.
Part of that comes from using local service
providers, such as appraisers and closing agents.
But it also means becoming an important part of
your community outside the office. Companies
Paul M. Peters is the sales-recruiting manager of Assurance Financial, headquartered in Baton
Rouge, Louisiana. He has more than 35 years of mortgage banking experience. Peters earned a
bachelor’s degree in business administration with an emphasis in finance from the University
of Louisiana, Monroe. He also earned the master Certified Mortgage Banker designation from
the Mortgage Bankers Association. Peters is an NMLS-licensed loan originator in six states.
Reach him at firstname.lastname@example.org or (225) 239-7948.
can sponsor and participate in many community
activities, such as charitable walks, runs or golf
tournaments. Oftentimes, employees are free to
bring their families, and referral sources also are
Loan originators can benefit greatly from being
involved in their community. Not only is it fun and
the right thing to do, it helps them promote their
business at the same time.
For work to be its best, it has to be fun. It creates a
more enjoyable environment for employees. People should be enthusiastic about coming to work
and doing their jobs well. That comes from creating a sense of camaraderie in the organization.
In the office, the working atmosphere should
feel like family and act as a team. You must truly
care about the people you work with. That comes
from having a common purpose — such as closing loans on time.
Activities outside the office also can cement
that team bond. Events like cook-offs and annual
trips foster a culture where employees work hard
and play hard.
Although this section comes last, it really should
be first on the list.
Employees shouldn’t be afraid to leave work if
they have to take care of family matters or a loved
one. Ownership and management must be sensitive to that. There has to be a proper balance between family and work, but family should always
And that will mean something to your customers. When they see you taking care of your family, they feel like they can trust you, which is key
when it comes to finding someone to handle a
mortgage. It sounds a little corny, but it works. n
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